Published: 20 July 2023
While demand generation and account-based marketing teams are often measured based on volume and conversions, these aren’t necessarily tied to the success of the business. Tech CMOs and their teams should advocate moving away from funnel metrics and focusing on the business impact of programs.
In the 2022 Gartner Product Marketing Branded Role Survey, the majority of tech CMOsindicatedthat their team’s operational performance is measured based on the volume of marketing-qualified leads (MQLs) or marketing-qualified accounts (MQAs).
Forty-one percent of revenue comes from renewal/repurchase, yet only 20% of tech CMOs in growth organizations are measured on customer retention rate, according to respondents to the 2021 Gartner Technology Marketing Strategy Survey in organizations with over $100 million in revenue.
The disconnect between how marketing teams’ performance is measured and how their compensation plans are structured creates significant confusion for technology marketing teams regarding what they should
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