Forrester finds marketing measurement improving but confidence still lacking

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Cambridge, Mass.—Marketers are better able to see a link between marketing activities and business goals, although confidence is still lacking in measuring those activities that matter most to senior management and key stakeholders, according to a new study by Forrester Research. The report, “B2B Marketing Measurement Needs an MBA,” was based on an online survey in May of 174 b-to-b marketing leaders, conducted jointly by Forrester Research, the IT Services Marketing Association and VisionEdge Marketing. It found that 86% of marketers agreed that the link between marketing activities and business goals is well-defined at their organizations, and 72% said their company's leadership clearly sees marketing's impact on the business. However, only 45% of marketers said they feel confident they know which metrics and business outcomes matter most to key stakeholders. The survey also found that while 60% of marketers agreed that marketing has become more adept at using data and analytics to improve its efforts, only 51% said business leaders see the financial value of marketing.
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