Free Forrester Report: 90% of B2B Marketers Not Effective at Using Data

90% of marketers say they’re not effective at putting data analytics to work.

… Say what?

Measuring revenue, profit, and customer impact is what it’s all about. It’s these measures of success that the executive team is really looking for. These are the measures that prove marketing’s worth.

Measuring ROI was probably THE topic of discussion in 2013 … and 2014, and 2015. It’s practically tattooed on all of our foreheads and might even be the name of my first-born child, but we’re still trying to sort it out. In fact, 45% of B2B marketers still struggle to link marketing activities to the bottom line.

Why is that?

Because it’s not easy. Measuring the results and outcomes of a campaign is easy. Determining the success/failure or pass/fail of a program is simple. Tracking click-throughs and event registrants is second-nature. But consistently tracking the dollar invested, following it through its pinball-like nurture path and ultimately, maybe days, months, or even years down the road, seeing the return in that dollar in the form of a converted customer is difficult.

Forrester believes that marketers are measuring too many of the wrong things and that metrics should, rather than be program-focused, follow the customer lifecycle methodically instead. They also see a gaping hole of analytical abilities on today’s marketing teams (I’ll try not to take that one personally, eh Forrester?), the all-too-common data overload of marketers, and the disastrous information structure and organization in our databases.

Learn more about Forrester’s research into the real struggle of measuring marketing ROI and their top recommended metrics in this report.

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