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B2B marketers know that buyers make purchase decisions in groups, but B2B marketing has long been evaluated by how many individual leads marketing can find and pass to sales. If marketing is going to fully transition to a buying group focus, how must B2B marketers change the ways they think about, talk about, and measure marketing’s contribution to the revenue engine?
This conversation between Forrester analysts highlights the imperative that B2B marketing organizations move beyond sourced pipeline and revenue metrics and addresses the most commonly asked questions around driving a change in evaluating marketing’s contribution.
Key takeaways:
Target audience level: intermediate
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In this report, we detail the elements of marketing sufficiency metrics and define a clear path for their implementation.
We highlight limitations of marketing sourcing metrics and propose new metrics that B2B leaders should use to express B2B marketing performance.
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