Gartner Research

Measure Demand Generation Programs to Optimize Performance

Published: 21 August 2019

ID: G00447892

Analyst(s): Suzanne White


Product marketers focused on increasing upfront volume over quality-based KPIs struggle to fill sales pipelines with leads that convert to revenue opportunities. Responding to more relevant data trends from both leading and lagging indicators enables marketers to improve demand generation outcomes.

Table Of Contents
  • Key Challenges



  • Leading Indicators Help Influence Timely Campaign Outcomes
  • Lagging Indicators Help Spot Trends Requiring Attention
    • Operational Indicators Uncover Ways to Improve Product Marketing Performance
    • Strategic Indicators Provide Insight Into Overall Marketing Performance
  • The Importance of Benchmarking and Regular Review Cycles
  • Summary

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.