Measuring for Success

Carlos Hidalgo

Chapter Chapter 8 in Driving Demand, 2015, pp 105-119 from Palgrave Macmillan

Abstract: Abstract One of the areas that vex B2B marketers the most is that of metrics and analytics. For example, the head of demand generation for a large manufacturing company told me the biggest struggle his teams currently face is “proving the value of their demand generation activities.” And he is not alone. In a study conducted by the ITSMA and VisionEdge Marketing, only 26 percent of B2B organizations reported to be “able to measure and report on the contributions of the program to the business.”1

Keywords: Business Intelligence; Lead Qualification; Demand Generation; Marketing Department; Revenue Performance (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_8

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DOI: 10.1057/9781137526809_8

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