Published: 06 July 2023
When tech CMOs evaluate marketing performance using volume metrics, their teams struggle to fill the sales pipeline with leads that convert to revenue opportunities. Tech CMOs should guide teams to use both leading and lagging indicators to optimize demand generation program outcomes.
When tech CMOs evaluate marketing program impact primarily using metrics that demonstrate volume over quality, they don’t have adequate insights that are required to guide their teams to improve demand generation outcomes prior to programs being fully delivered.
A lack of connection between tactical and strategic key performance metrics results in demand generation program outcomes that are misaligned with sales goals and marketing programs that underdeliver on sales’ expectations.
Tech CMOs often lead marketing teams that struggle when deciding what actions will help them optimize demand generation efforts to increase pipeline contribution and overall impact on strategic objectives.
To improve effectiveness
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