Beyond Sourcing: Showing B2B Marketing Impact Without Talking Leads

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:

• Learn how to describe marketing’s value in a buying-groups-oriented world.
• Hear how to persuade stakeholders of the need for change and how to address common objections to change.
• Navigate the planning and accountability of a buying group focus across sales, marketing and business development rep (BDR) teams.
• Take in a new set of performance indicators tightly aligned with how marketing truly creates value.

Target audience level: intermediate