Summary
Conventional wisdom among B2B leaders has long held that measuring marketing’s success at sourced or originating opportunities is the best indicator of marketing’s achievement. However, sourcing and its associated metrics understate and mischaracterize marketing’s impact on the B2B growth engine. Sourcing indicators have outlived their usefulness, and B2B marketing leaders must replace them with a better-suited system of measurement. In this report, we highlight the limitations of marketing sourcing metrics and propose a new and meaningful combination of metrics that B2B leaders should use to express B2B marketing performance.
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