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FROM THE EDITOR
If you want to measure the real results of B2B marketing, look beyond sales lead attribution!
One of the most elusive metrics for B2B companies is determining ROI for marketing activities.
Executives demand it, marketers have no consistent way of measuring it, sales believes they do it all, and we’re left shrugging our shoulders and making a lot of assumptions.
The process often goes off the rails right from the start when, instead of determining ROI, we try to attribute what specific marketing or sales activities led to a sale. This has sales and marketing competing for who should be given credit for the sales lead, or fighting over who dropped the ball.
Instead of trying to dissect our own internal marketing and sales processes, try understanding what your prospects did throughout their buyer’s journey.
This requires a significant shift in mindset and applying skills that have not been traditionally part of marketing and sales departments. Gaining accurate visibility of the buyer’s journey is the only way to gain a clear and complete understanding of what marketing and sales activities led to a sale. And with the right mindset, media partners, technology, and some investigative skills, it may be easier than you think.
This edition of our newsletter features an article on looking beyond the traditional sales lead attribution process to measure the real ROI of marketing activities. We’ve also included several more articles related to transforming your marketing and sales, the buyer controlled paradigm shift, and lead follow-up.
Have every edition of our newsletter delivered to your in-box by signing up here: send me the Follow Your Buyer newsletter each week!
- Perry
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Perry Rearick
Chief Editor | Follow Your Buyer
prearick@followyourbuyer.com
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