Yes, B2B Marketing’s Measurement Problem Is Real

April 26th, 2024

With contributors:

Cristina De Martini , Tyler Orleans , Arianne Burnette

More B2B marketing organizations must get their measurement game in order. In organizations that are unwilling or unable to consistently use numbers to describe their results and guide their work, marketing performance and accountability will continue to suffer. In Forrester’s Marketing Survey, 2024, nearly two-thirds of marketing leaders reported low levels of trust, understanding, and alignment related to measurement. These shortcomings compromise leaders’ ability and willingness to use numbers when making decisions. This is a snapshot of Forrester’s data on how B2B marketing decision-makers describe their organization’s use of measurement and analytics.

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