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RV144 - CEO Thought Leadership and Personal Branding
B2B Revenue Vitals
Challenges of Defining and Measuring Marketing Success
Defining key metrics like Marketing Qualified Leads and attributing success can be challenging as teams may manipulate definitions for their advantage. Using a single attribution model across different marketing activities can lead to biased results. Moving from MQL models to influence models may still result in biased data towards activities that drive high touch points at low cost. Data collected may not be suitable for strategic decision-making as it is primarily designed for proving ROI. A key issue lies in mindset and convincing executives to participate in marketing efforts. Successfully showing the benefits of such efforts could lead to increased executive involvement, but the challenge lies in companies not measuring these efforts correctly.
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