2min snip

B2B Revenue Vitals cover image

RV199 - Expert Session: GTM Programs & Marketing ROI

B2B Revenue Vitals

NOTE

Prioritize Metrics Over Attribution

Effective marketing measurement should focus on key performance metrics like sales velocity and pipeline production rather than getting overly tangled in attribution models to justify spending. Organizations should assess their marketing activities by breaking them down into distinct categories, allowing for clearer insights into the cost per opportunity associated with each channel. While digital marketing efforts can be evaluated together as a unit, other strategies such as direct mail and events warrant unique metrics for comprehensive analysis.

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