Benchmark Your Marketing Performance Management

Ask CMOs what tops their challenges list, and most admit that improving marketing's accountability ranks right up there.

B2B marketing execs worry about measuring marketing performance a bit more than B2C since a direct sales force and/or channel partners are largely responsible for the last mile of the customer purchase process.  

Managing marketing performance is a perennial issue all marketers face.

Unlike revenue growth or margin, there are few accepted answers to the question, "What value does the business get from your marketing investment?" Typical answers focus on pipeline, which Sales then hotly contests.

The last time I tackled this question in 2007, I found that B2B marketers struggle to build sustainable measurement practices for these key reasons:
 
1) They don't use metrics to monitor increases in customer value to their firms over time.
2) They fail to look beyond the front of the pipeline to track marketing impact.  
     Especially with existing customers.
3) They neglect to close the customer interaction loop with sales.
 
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B2B Thought Leadership? Not So Much . . .

What does it take to become a thought leader in your market?  

Deep understanding of what inspires your customers (or keeps them awake at night), executive commitment, companywide involvement, and authentic generosity. 

Unfortunately, most business-to-business (B2B) marketers fall short when they publish promotional content or threadbare case studies masquerading as thought leadership.

At least that's what I found when researching my latest — and first — publication since returning to Forrester. (Please take a look and rate/share what you think!)

Great marketing content can fuel your company's demand generation engine. It can boost your brand's visibility to key audiences and bump aside competitors. Most of all, it attracts buyers interested in the types of challenges your company can solve. Because, as successful marketing execs know, business buyers don't buy your products and services; they buy into your approach to solving their problems.

Thought leadership is different. And it's rare.

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