78% of B2B Marketers Now Measured By Their Pipeline Influence

As B2B marketers and sales personnel look to improve their alignment, new research indicates that more marketers are now having their performance measured according to their influence on the sales pipeline.

DemandSpring recently published its “2022 Revenue Marketing B2B Benchmark Report,” and statistics suggested that the majority of B2B marketers (78%) are now being measured according to the portion of the sales pipeline that they influence. Overall, most marketers (32%) claim that they are expected to initiate between 20-30% of the pipeline at their organization. Approximately 82% state that they are measured according to the portion of the pipeline that they initiate, which is a 12% increase from last year.

“Marketing continues to be predominantly measured on sales pipeline initiated, which validates marketing’s increasing mission of being responsible for revenue performance,” concluded the authors of the report.

The Challenges of Implementing Account-Based Marketing

Account-based marketing (ABM) is one tactic that marketers and sales personnel agree on as beneficial. However, previous research suggests that they are still struggling in this area.

Conversica conducted its “2021 State of Account-Based Marketing Report,” and data indicated that 87% of sales reps and marketers agree that ABM has the potential to convert more pipeline. Additionally, 86% agree that it can help close deals.

That being said, 37% claimed that they still have “insufficient experience” in this area, which is why their company is not maximizing the potential of ABM. Nearly 30% cited a lack of cooperation between sales and marketing personnel.