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For B2B Marketing Professionals

WEBINAR: B2B Marketing Measurement: How To Graduate From Reporting Outputs To Impacting Outcomes

December 3, 2013

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Marketing is getting proficient at reporting program results consistently. Yet many marketers still fall victim to operational myopia when they focus on past performance to defend net-new budget requests or plan future programs. To connect marketing to long-term business value, B2B CMOs must move measurement away from reporting outputs and toward predicting outcomes.

Earlier this year, Forrester teamed up with ITSMA and VisionEdge Marketing to survey 174 marketing leaders about the challenges they face in demonstrating marketing's impact on the business. We are teaming up again in this presentation to highlight key findings from this study. Guest speakers, Laura Patterson, President, VisionEdge Marketing and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA, will join Forrester to explain how marketing leaders can go beyond return on marketing investment to expose the full scope of marketing's influence on the business.

Through examples, we also explore how marketers are upgrading marketing performance management to help transition from operationally proficient to business critical in the eyes of the rest of the executive team.


  • B2B Marketing Makes Progress In Managing Its Performance
  • Yet Measurement Often Fails To Emphasize Business Results
  • Shift From Reporting Outputs To Influencing Outcomes
  • Examples: How Marketers Are Shifting Their Focus To Outcomes

Key takeaways:

  • Learn how to keep marketing focused on the five things that the C-suite cares about when managing company performance.
  • Gain key insights about the practical aspects of creating a more direct line of sight between marketing activity and business outcomes.

Vendors mentioned: CSC

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