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