Published: 17 March 2022
Many technology marketers rely solely on volume- and activity-based metrics to determine campaign effectiveness. When working with demand generation teams, product marketers must ensure alignment of campaign plans to business objectives, with success measured against overall business impact.
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Simultaneous annual and quarterly sales and marketing planning cycles lead to development of demand generation plans without a clear vision of the business objectives and a lack of clarity around the sources of revenue.
Technologyproviders continue to find it difficult to prove the ROI of demand generation programs, often leading to a push for programs that deliver on sheer lead volume versus business impact or revenue.
A lack of transparency around demand generation objectives and results often drives misplaced directives from executives and sales leadership, leading to less-than-optimal campaign success.
To improve the effectiveness of demand generation efforts, product marketers should:
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