The marketing department is more essential to the sales cycles than ever before. Today’s buyer is self-educating and self-selecting—most buyers even don’t want to talk to a sales person until they are ready to make a buying decision. Marketing is stepping up as the leading department to guide this new buyer deeper into the funnel. Because of this, Marketing is getting a lot of pressure to effectively demonstrate impact on revenue, profit, and customer growth.
As a result, B2B marketers must do more than measure activities like email open rates and event attendees—they need to show how their efforts directly affect business results.
In the report, Metrics That Matter For B2B Marketers, Forrester Research explains in detail how marketers can effectively demonstrate their impact on revenue profit, and customer growth through volume, velocity, value, effectiveness, and efficiency.
Read the full report to understand:
- Why B2B marketers are struggling to measure Marketing’s impact
- What the CEO and CFO want to know about the impact of the marketing team
- How to measure Marketing’s performance at key stages of the customer journey
- How to measure Marketing’s contribution to winning and retaining customers
Click below to read the report!