Published: 20 July 2023
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.
Annual and quarterly sales and marketing planning cycles often happen concurrently, leading to development of demand generation plans without a clear vision of 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 suboptimal campaign success.
To improve the effectiveness of demand generation efforts, product marketers
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Join the leading technology and service provider peers to get an update on accelerating tech growth in a new era of transformation and technology trends.
©2022 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.
