Financials is the one data source to which marketers have the fullest access, but they are challenged to connect their contribution to business outcomes. Measuring revenue, profit, and ROI rank in the top 5 Key Performance Indicators (KPIs) that C-level management require. Yet those KPIs also represent some of the largest reporting gaps marketing can currently deliver.
For example, measuring Marketing ROI is the 4th most important KPI that C-level management requires, with a -26% gap in the ability to report.
Marketing is much stronger in reporting “top of the funnel” KPIs such as tactical performance and lead/demand generation, but they appear to lose a clear line of sight with lead nurturing, pipeline contribution, up-selling, and lifetime value.
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