Marketing Performance Metrics 2.0: B2B Brands Focus On Pipeline Velocity, Activity Across Buying Stages And Campaigns

Marketing performance measurement is an ongoing challenge for many B2B brands. For example, our research shows 87% of B2B companies ranked marketing measurement and reporting as a growing priority, but more than half (58%) said their current ability to track marketing performance “needs improvement” or worse. Progressive companies such as Iron Mountain and ServiceMax are succeeding by moving beyond baseline metrics to analyze pipeline velocity and track marketing performance across various stages and campaigns. “I don’t think marketers have it easy here,” said Allison Snow, Senior Analyst at Forrester, in an interview with Demand Gen Report. “It often feels like something that everyone else has cracked when you’re in the practitioner role, [but] the first thing I like to tell people is that they’re not alone.”