Performance Management: The B2B Marketing Playbook
A research report provided by Forrester
Metrics are an essential part of B2B marketing, but when marketers don’t have the quality data they need to accurately measure results and quantify what their organization gains from their marketing budget dollars, it’s difficult for CEOs and CFOs to realize their value and impact on revenue, profit, and customer growth.
In this report, you will learn the insights to gain and metrics that matter when it comes to measuring marketing’s impact on business growth:
Volume: How many opportunities are in each stage, how fast is each population growing over time, and how many get added each period?
Velocity: What is the average time it takes for a prospective customer to advance through the first three stages of the customer life cycle?
Value: What is the total value of the revenue pipeline and the value at each stage, and how much has that value increased or decreased in each reporting period?
Effectiveness: Which types of leads convert at the highest rates?
Efficiency: How well do programs and processes convert costs into returns?