Published: 23 April 2024
B2B CMOs consistently struggle to partner with sales, leading to a lack of data to prove and improve the value of marketing. Use our crawl, walk, run approach to effectively apply complementary B2B marketing attribution and testing methods.
B2B CMOs face increased pressure to prove marketing’s value to sales and other C-suite leaders as their investments in marketing analytics increase.
B2B CMOs struggle to prove and increase the value of marketing when sales manages the bottom of the funnel, completes all transactions and often doesn’t partner with marketing to track their activities.
The future of digital measurement techniques, such as multitouch attribution, is growing more uncertain due to the deprecation of third-party cookies and increased consumer and regulatory expectations for privacy.
B2B CMOs responsible for proving the value and improving the effectiveness of marketing must:
Choose attribution and testing
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