The Escalating Accountability Mandate… 

Measurability and accountability—it’s one thing to feel the heat, it’s another to get burned. To understand why so many marketers are relying on a new and evolving array of automation tools, let’s consider one fact: Today, one of the key drivers of B2B demand generation is proving the value of marketing investments. What are you getting for your marketing dollars? And how do you quantify it?

As revenue marketing executives seek to answer these questions, they’re more focused than ever on measurement, accountability and increasing performance across programs, marketing activities and media. In fact, according to recent marketing outlook reports by the CMO Council, marketers are under “increased pressure to improve relevance, accountability and performance of their organizations.”

In other words, marketers are being told to deliver the goods. Those who succeed are rewarded. Those who do not are at risk. (The average employment span for a CMO at any one company—approximately 2 years.). 

Hence, the increased reliance on—and investments in—marketing automation an ABM solutions to help measure results and manage programs. The universal goals, it seems, are to improve and quantify the efficiency and effectiveness of marketing initiatives, and significantly improve the allocation and return on marketing spend. Or, put in its simplest and most personal terms—you need to enhance performance to create a sustainable, competitive advantage in today’s marketplace.

The question is: How do you do it? Or, more specifically, how do you plan,execute and measure a highly-calibrated demand generation strategy that takes into account your target audience, solution set, price point, market conditions, competitive environment and current initiatives?