HomeResearch Articles Measuring Marketing Influence: Getting Specific

Measuring Marketing Influence: Getting Specific

  • Beyond sourcing new leads, marketing must more precisely define and measure the business impact that it delivers
  • Advances in technology provide greater ability to identify buying cycle interactions, but overly broad assertions of influence undermine marketing's credibility
  • By precisely establishing how, when and with whom influence is delivered, marketing can more effectively identify its impact, and tailor its focus and resources accordingly

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