Gartner Research

How to Prove the Value of Marketing to a Technology Business

Published: 25 February 2020

ID: G00466063

Analyst(s): Ray Pun


Technology marketers use an array of metrics to gauge effectiveness, but more doesn’t necessarily give better insight into performance. Product marketers should move beyond tactical measures like website visits and embrace key performance indicators that link marketing activity to business outcomes.

Table Of Contents
  • Key Challenges



  • Identify Business Outcome Metrics and Gain Alignment With Stakeholders
  • Use Leading, Lagging and Operational Metrics for Effective Reporting
  • Provide Stakeholders With Insights That Span the Hierarchy of Metrics
  • Summary

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