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.
- #1: Marketing Does More than Lead Generation
- #2: B2B Sales Cycles have Many Touch Points
- #3: Closed Deal Forensics are Notoriously Difficult to Understand
- #4: Transformers
- #5: Using Revenue as a Measure Can Skew Marketing Program Results in Either Direction
- #6: Marketing is a Parts Supplier to Sales
I will expand on each of these over the coming blog posts.
