Top Six Reasons CMOs Should Be Wary of Using Marketing Contribution to Revenue (MCtR) as a Metric

Many B2B organizations attempt to measure marketing on their contribution to overall revenue (MCtR). This metric is has many issues with its use.

In this metric, closed deals are traced back to marketing originated leads and marketing is “credited” with the deal.   While this metric has some value,  too much focus on this can completely misguide the company about marketing’s true contribution. Here are the top six reasons why this metric is not one that should be used when evaluating marketing’s success.

I will expand on each of these over the coming blog posts.

Blog at

%d bloggers like this: