Earlier this week, SiriusDecisions assembled more than a dozen b-to-b marketing operations leaders to discuss the measurement of campaigns in their organizations. While there were only so many chairs at our roundtable, I wanted to share a few key observations from the discussion and what they mean for anyone concerned with measuring campaign performance.
The consensus from around the table was companies were facing a series of operational issues that need to be worked through – tagging campaign data, setting campaign goals and facilitating sales and marketing alignment – but at the same time, a lot of progress is being made. The promise of demonstrating marketing’s contribution by connecting marketing actions with business outcomes, is a powerful force that’s driving progress in integrated campaign measurement.
Ross Graber is a Senior Research Director of Marketing Operations Strategies at SiriusDecisions. He brings over 15 years of b-to-b marketing experience with focus spanning marketing measurement, demonstrating ROI, data management, process development, marketing technology, customer marketing and sales enablement. Follow Ross on Twitter @rossgraber.