Performance Marketing and the B2B Sales Funnel
For Marketing to be considered more than just a cost centre – important but the first to face cuts when sales targets are not met – we need to demonstrate ROI.
This Return on Marketing Investment changes the conversation with the leadership team, since it is focused on outcomes, not on activity.
The truth is, that without a clear attribution model in place and the infrastructure to define clear KPIs, capture data and track marketing-sourced leads to closed deals, Marketing will always be fighting an uphill battle.
Our new eBook looks at how to shift the marketing focus onto measurable sales outcomes.