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Marketing Performance Metrics 2.0: B2B Brands Focus On Pipeline Velocity, Activity Across Buying Stages And Campaigns

Marketing performance measurement is an ongoing challenge for many B2B brands. For example, our research shows 87% of B2B companies ranked marketing measurement and reporting as a growing priority, but more than half (58%) said their current ability to track marketing performance “needs improvement” or worse. Progressive companies such as Iron Mountain and ServiceMax are succeeding by moving beyond baseline metrics to analyze pipeline velocity and track marketing performance across various stages and campaigns.

Data, Strategic And Operational Skill Sets In High Demand As B2B Marketing Teams Pivot To Achieve Goals

B2B marketing leaders looking to grow their teams realize that they must adapt to meet the needs of their buyers — as well as exceed business goals. Research from the Economist Intelligence Unit (EIU) shows that roughly 80% of marketing executives say they need to restructure marketing to better support the business, while 29% believe the need for change is urgent.

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