Gartner for Marketers Research

Expert Research March 30, 2020

How to Prove the Value of Marketing to the Enterprise

Marketing leaders struggle to effectively measure and prove the value of marketing’s performance with critical business stakeholders.

To link marketing initiatives to business value, marketers must seek out metrics that are indicators of marketing success and operational excellence. This guide will help you plan and prepare for measuring marketing’s quantitative value in your Marketing Organization and develop a future outlook with a particular focus on:

  • How to link marketing performance and business outcomes
  • How to identify business metrics and secure buy-in from stakeholders
  • What type of performance metrics should be embraced in your Marketing Organization to gauge marketing initiatives performance 
  • How to identify inefficiencies and operational challenges in marketing programs

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