Trends Report

Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue

October 18th, 2016
Allison Snow, null
Allison Snow
With contributors:
Peter O'Neill , Matthew Camuso , Kara Hartig


Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B marketers. Enter MPM: a discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals. This report outlines the landscape of service providers that can help with B2B MPM strategy and execution.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.