Join this interactive discussion series with VP, Principal Analyst Terry Flaherty, Principal Analyst Amy Hawthorne, and fellow marketing and sales leaders focused on saying goodbye to marketing-qualified leads (MQLs).
Transforming your revenue process from focusing on MQLs to focusing on buying groups and opportunities is a significant challenge. During this call, the peer group will discuss the changes needed in the measurement strategy to better understand the performance of a buying group-centric revenue process. This will include an overview of new key metrics as well as how this change impacts the view of attribution.
Please submit any questions or topics you’d like to discuss during this call or another call on the series here.
Peer discussions are available exclusively to Forrester Decisions VIP Leader and Leader license holders for their own participation.
You'll receive an email with dialing and Webex instructions prior to the peer discussion.
See the peer discussion FAQs for answers to technical and other peer discussion questions.
The visualization of a Forrester waterfall is built around the display of four key metrics: volume, conversion rates, velocity, and value.
B2B leaders pursuing lift analysis to prove marketing’s impact will encounter common analytical obstacles; we detail how to overcome them.
