Beyond the Lead: The True Value of Marketing

In too many b-to-b organizations, marketing’s perceived value has been reduced to leads and pipeline contribution. While these are critical areas of contribution, marketing functions that are measured in this way understandably overemphasize these types of activities, neglecting other core areas of value creation that may be critically important, yet less measurable. This limited view of marketing creates blind spots in marketing contribution for the executive team and prevents marketing from delivering its full potential value.

For marketing:

• Learn a new way of understanding the full potential of a b-to-b marketing organization
• See the full spectrum of the key jobs of marketing that deliver value to the business
• Understand how marketing’s value varies across different kinds of companies