Best Practice Report

The True Costs Of B2B Marketing Data Hierarchy 2023

Data Architecture And Category Definitions

November 16th, 2022
With contributors:
Srividya Sridharan , Katie Linford , Nicole Bouchie , Michael Belden


The B2B Marketing Data Hierarchy determines how marketing investment is allocated to headcount, programs, and technology. Over the years, marketing organizations have evolved new categories of spending, and we have adjusted our data hierarchy to account for these changes. In this report, we explain the updated data architecture for tracking the true costs of B2B marketing and provide definitions for the categories used in our research.

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