HomeResearch Articles Large-Deal Marketing: The Analysis Phase

Large-Deal Marketing: The Analysis Phase

  • When providing account-based marketing support to a large, must-win deal, organizations often mistakenly treat the deal’s outcome as the only measure of success
  • Using a range of short-, mid- and long-term metrics helps marketers optimize their approach to the deal before and after the outcome is known
  • Supplement quantitative performance data with qualitative data, such as win-loss interviews with the target account and the deal team, as well as lessons learned
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