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Vendor Landscape: New Technologies Make B2B Marketing Performance Management a Reality

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Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue by Allison Snow October 18, 2016 | Updated: November 2, 2016 FOr B2B MArketiNg PrOFeSSiONAlS fORResTeR.COM key takeaways B2B Marketing Measurement Tells Half The story given the deep connection of marketing program rOi to budget allocation, B2B marketers need a holistic view of marketing investment and results to look forward. Measurement falls short Of Management MPM helps B2B marketers understand and govern marketing performance in terms of business impact. Powerful MPM Capabilities emerge A group of dynamic technologies are emerging to support B2B marketers in their efforts to provide — and illustrate — compelling value. Why read this report Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B marketers. enter MPM: a discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals. this report outlines the landscape of service providers that can help with B2B MPM strategy and execution.

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