In study after study, B2B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. But, what do you do when the improvement trending stalls? Or what do you need to ask for, when you’re asked to do even more? To truly optimize revenue performance, B2B marketing executives need to optimize the drivers of performance.
This report introduces a technique borrowed from the discipline of results-based management — results chain analysis — that you can use to identify drivers of your marketing results. With insight into the “cause and effect” of marketing success, you have the insight to optimize lead-to-revenue performance on an ongoing basis.
