The Campaign Measurement Lifecycle

As integrated marketing campaigns become increasingly prevalent, B2B organizations must present the results from these complex efforts in useful ways. Although extended runtimes and long sales cycles mean that some signs of success aren’t immediately apparent, meaningful measurement is possible. Set realistic expectations for a multi-layered measurement system that provides ongoing views of campaign performance. In this report, we describe factors affecting the capture of campaign measurement and the sequencing of measurement over the life of a campaign.