Summary
Measuring the impact of B2B portfolio and product marketing can be difficult because many outputs and deliverables depend on the actions of colleagues working downstream (e.g., frontline marketers) for activation. The impact of actions taken by portfolio marketing can only be measured once these downstream teams have also acted. In this report, we describe several obstacles to measuring portfolio marketing’s impact, explain how portfolio marketing can use a spectrum of metrics to quantify the effectiveness of its work, and describe specific approaches that can help portfolio marketing accurately measure the value it generates.
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