HomeResearch Articles Measuring Marketing's Influence on the Buyer's Journey: Development Stages

Measuring Marketing's Influence on the Buyer's Journey: Development Stages

  • Marketing must develop measurements that provide visibility into the influence it exerts over the stages of the buying process
  • Early manifestations of influence metrics quantify interactions between marketing and prospects during the buying cycle, while mature versions gauge the impact of interaction patterns on successful deals
  • The development of impact-focused influence measures is the result of a progression from less precise measures that are sharpened over time

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