Cambridge, Mass.—Marketers are better able to see a link between marketing activities and business goals, although confidence is still lacking in measuring those activities that matter most to senior management and key stakeholders, according to a new study by Forrester Research.
The report, “B2B Marketing Measurement Needs an MBA,” was based on an online survey in May of 174 b2b marketing leaders, conducted jointly by Forrester Research, the IT Services Marketing Association and VisionEdge Marketing.
It found that 86% of marketers agreed that the link between marketing activities and business goals is well-defined at their organizations, and 72% said their company's leadership clearly sees marketing's impact on the business.
However, only 45% of marketers said they feel confident they know which metrics and business outcomes matter most to key stakeholders.
The survey also found that while 60% of marketers agreed that marketing has become more adept at using data and analytics to improve its efforts, only 51% said business leaders see the financial value of marketing.