January 2021

Mohammad Anas Wahaj | 20 jan 2021

Forrester's SiriusDecisions 2020 Metrics Study looked at metrics that B2B marketing leaders use on their company's CMO dashboard to manage performance and found valuable insights regarding the state of B2B marketing today and provides a perspective on how successful companies focus on performance measurement. HIGHLIGHTS OF THE STUDY - (1) Leadership Attention Is Precious: On average, 8 metrics on the dashboards need consistent review, emphasizing to focus on metrics that summarize marketing's value. Prioritize metrics that highlight marketing's performance against key growth strategies. (2) Sourcing Metrics Continue To Dominate: Marketing-sourced revenue and marketing-sourced pipeline are two most commonly focused metrics, emphasizing that marketing organizations are utilizing more energy to manage their ability to sources net-new opportunities. But sourcing isn't well aligned with many of the go-to-market strategies B2B organizations are embracing. With declining sourcing rates across the industry there is a need for marketing leaders to quickly diversify the metrics they use to more comprehensively capture the contribution of their function. (3) CMOs Aren't Emphasizing Lead Metrics: Less than a quarter of organizations focus on lead volumes and conversion rates. The concern is that these metrics exist within top 10 metrics used at B2B organizations, but these metrics drop out of top 10 for organizations with high rates of revenue growth (greater than 10%/year). (4) High-Growth Companies Focus More On The Customer Lifecycle: Low-growth companies (less than 5%/year) emphasize more on measuring demand metrics but high-growth ones focus on metrics that describe value created during the customer lifecycle (e.g., retention rates, customer lifetime value, customer satisfaction, customer advocacy). (5) Top Performers Are Minding Cost Efficiency: At high-performance companies customer acquisition costs and cost of efficiency of demand generation were used on 27% and 23% respectively, while only 5% and 9% for low-growth ones. This points out at the need for marketing organizations to utilize the resources entrusted to them most efficiently to be accountable contributors to growth. Read on...

Forrester: What B2B Marketing Leaders Are Measuring: Five Key Takeaways
Author: Ross Graber

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