Report: Marketing Orgs that Plan Based on Revenue Are More Successful

Although B2B marketers may see an ROI from basing their strategies on lead generation, new research suggests that it may be best to build a foundation on revenue instead.

Bizible’s “State of Pipeline Marketing 2018” report discovered that B2B marketers who build plans based on revenue are 31 percent more likely to be confident that they will hit their revenue goal, compared to those who build plans based on leads. They are also 66 percent more likely to report positive ROI, and 334 percent more likely to use sophisticated attribution.

Marketing organizations with sophisticated attribution are 127 percent more likely to rate their company as being able to effectively measure marketing performance.

In general, the majority of marketers (25.5 percent) use opportunities/pipeline as the primary metric to measure marketing performance. This is followed by ROI (15.3 percent) and revenue (14.7 percent).

The Growing Importance of Marketing Attribution

Marketing attribution has long been regarded as a standard for marketers, and previous research suggests that it has been critical to companies as of late.

Ascend2 conducted the “Measuring Marketing Attribution Survey Summary Report” and found that 81 percent of marketers and managers believe it is “very important” to measure marketing attribution.

That being said, the report also discovered some barriers marketers face to achieving this, such as applying attribution technology (43 percent), consolidating data sources (39 percent) and analyzing campaigns by channel (38 percent).

The majority of respondents (56 percent) said that their top priority for measuring marketing attribution is defining an attribution strategy.