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BENCHMARK YOUR MARKETING PERFORMANCE MANAGEMENT – Forrester

Marketing Accountability

Ask CMOs what tops their challenges list, and most admit that improving marketing’s accountability ranks right up there.

B2B marketing execs worry about measuring marketing performance a bit more than B2C since a direct sales force and/or channel partners are largely responsible for the last mile of the customer purchase process.  

Managing marketing performance is a perennial issue all marketers face.

Unlike revenue growth or margin, there are few accepted answers to the question, “What value does the business get from your marketing investment?” Typical answers focus on pipeline, which Sales then hotly contests.

The last time I tackled this question in 2007, I found that B2B marketers struggle to build sustainable measurement practices for these key reasons:
Source: Forrester

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