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Marketing Does More than Lead Generation (#1)
The first problem with the “Marketing Contribution to Revenue” metric is that it somewhat ignores the other aspects of marketing’s role. In most companies I have seen, in addition to demand generation, marketing is also tasked with brand development, product positioning, competitive analysis, sales training, support, and sales cycle support once sales has engaged a…
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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…