Beyond Revenue Performance: Real KPIs of B2B Marketing
WED., AUGUST 1 @ 10AM PT/1PM ET
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. But as recently as a decade ago, the idea was radical. Marketing leaders adopted the practice, requiring cultural change, re-engineering of the marketing & sales process, & deep investment in marketing automation. We’ve seen the results; revenue marketers contribute nearly 30% more than other B2B marketers.
But, there’s been an unintended consequence. In many firms, marketing is now seen as the supplier of leads to a load-bearing sales force. That belies the reality that marketing is evolving to be the steward of the customer relationship across the lifecycle. The question for marketing execs is: “what measures & metrics demonstrate the full value of marketing to my organization?” In this session with our guest, Lori Wizdo, VP, Principal Analyst, Forrester Research, we’ll dig into practical approaches to that challenge, specifically:
- How to link marketing performance to corporate performance in ways the CEO, CFO & COO care about
- Which 10 metrics are more important to measure than revenue performance
- What metrics should be on the ‘Marketing Performance Dashboard’