The inevitable problem with measuring B2B marketing by leads

B2B companies today can track almost every movement a prospect makes, yet the numbers that appear most prominently on dashboards can still have little connection to the number executives and stakeholders ultimately care about: revenue. 87% of B2B marketers found it increasingly difficult to measure the long-term impact of campaigns, while nearly half were required to justify marketing spend to CFOs and CEOs every month.

This pressure is intensifying as software buyers take increasingly complicated routes to purchase. Gartner found…