Analytics to Measure Success and Marketing Impact
If you can’t measure it, you can’t prove it. Many B2B marketing departments are flying blind when it comes to revenue attribution and measuring the effectiveness of their programs. Static and complex spreadsheets don’t provide marketing analytics and are hardly capable of tracking today’s marketing performance, putting CMOs in a tough spot. It becomes a neverending cycle of pushing out new initiatives without understanding what worked and what fell flat, wasting resources, time and opportunities. Marketers should have direct influence on product and brand strategy but business questions can never be answered unless gaps between CRM systems and marketing automation systems are filled.