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Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Marketing as a function is always looking for the most effective way to demonstrate its worth to the rest of the business. In particular, proving how marketing is directly driving revenue is a key goal for many teams.
While marketing should be seeking to drive revenue in the business, the pursuit of quantifying that can cause marketers to become myopic in trying to measure their own success.
