Gartner Research

How to Prove the Value of Marketing to the Enterprise

Published: 31 May 2018

ID: G00357476

Analyst(s): Marc Brown


Marketing leaders have an array of metrics to gauge effectiveness. But more metrics don't necessarily mean better insights into marketing performance. Let go of "feel-good" metrics, like click-through rate or traffic, and instead embrace metrics that link marketing activity to business outcomes.

Table Of Contents
  • Key Challenges



  • Identify Business Metrics and Gain Alignment With Stakeholders
  • Use These Three Measurement Categories for Effective Reporting
  • Review and Develop Key Reporting Benchmarks Across the Hierarchy of Metrics

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.