HomeResearch Articles Naked and Afraid: Surviving Business Disruption and Showing Marketing’s Impact

Naked and Afraid: Surviving Business Disruption and Showing Marketing’s Impact

  • B-to-b marketing environments are subject to frequent disruptions, but changes don’t excuse marketing leaders from demonstrating accountability
  • To prove marketing impact, the measurement approach needs to be tied to the plan for how marketing intends to create business value
  • By prioritizing key elements of planning and measurement, marketing leaders can create a survival approach to sustain them through the next planning cycle
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