Gartner Research

How to Prove the Value of Marketing to a Technology Business

Published: 25 February 2020

ID: G00466063

Analyst(s): Ray Pun

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 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.