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Measuring the Impact of Marketing Investments

How can I effectively measure the efforts of the marketing function?

Many b-to-b marketing leaders want greater insight into the impact of marketing to allow for more confident decisionmaking. SiriusDecisions helps b-to-b marketing leaders deliver high-quality visibility into their performance with a process-driven approach that involves technical and social steps that align measurement to specific business needs.

What Our Clients Say

“We needed to gain better visibility into our investments and performance, and with the help of SiriusDecisions, we were able to assess our current state and improve.”


Mike Blood, Sr. Strategic Consultant for Marketing Planning & Accountability

Dell utilized SiriusDecisions models and frameworks to establish budget consistency, improve performance measurement and increase insight into marketing investment and ROI.

Read client story here
Faster-growing organizations are 41 percent more likely to measure customer marketing investment and 25 percent more likely to measure marketing spend as a percentage of revenue.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

ABM Measurement

Brand Experience

Marketing Value

Measurement Techniques and Analytics

Revenue Engine Optimization

Key Issues

Issue One

Are you struggling with acquiring the data and insights to measure marketing performance?

Issue Two

Do you know what your organization should be measuring and what should be in the marketing dashboard?

Issue Three

Has your organization over rotated to the point that marketing is only measured by sourced pipeline, limiting the internal understanding of what marketing can do to enable business growth?

Issue Four

Is your marketing organization measuring the wrong things, so the team is mastering the wrong things?

Issue Five

Does everyone in the organization look at the same numbers the same way? Is there confusion as to how metrics should be interpreted and used?

Desired Outcomes

Marketing metrics demonstrate definitive business value impact and contribution to the organization

Confidence in marketing investments and using metrics to know what is and is not working

Marketing measurement provides the right reporting to the proper internal audience to help them make the right decisions

Thought Leadership

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.