Gartner Research

Set Demand Generation Goals Based on Business Objectives and Sales Targets Across Your Portfolio

Published: 06 March 2019

ID: G00379232

Analyst(s): Christy Ferguson


Many TSPs rely solely on volume- and activity-based metrics to determine campaign effectiveness. When working with demand generation teams, technology product marketers must ensure alignment of campaign plans to business objectives, with success measured against overall business impact.

Table Of Contents
  • Key Challenges



  • Align Objectives
  • Move From Volume Measures to Pipeline and Revenue Contribution Goals
  • Enable Transparency for All Stakeholders

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