- March 9, 2023
- Posted by: Gopal Krishna
- Category: B2B Customer Experience
Marketing leaders are re-orienting their focus more towards converting “leads into deals” as opposed to traditionally generating leads/MQLs.
This approach to Marketing is not mainstream yet, the survey proves it.
Only 22% of respondents selected opportunity/revenue influence as the key success metric for Marketing teams.
Vs.
Majority 63% measure their success by inbound leads or traditional marketing engagement metrics
While most Marketing teams state “revenue influence” as one of the key metrics, only a few organizations have the required process, data, analytics in place to track and measure this metric
Further this shift in focus is more common in larger, more mature revenue organizations.
This means, smaller to mid-size organizations with less investment in marketing may not be prepared to present metrics on revenue influence.
Following image reveals detailed story…
#B2BMarketing #MarketingMetrics #RevenueMarketing #MeasuringMarketingSuccess #MarTech #CMO
