Ross Graber
VP, Principal Analyst
Speaking At
Author Insights
Blog
B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
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B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here’s What Marketing And Sales Operations Leaders Need To Do About It
Facing tight budgets in 2025, here are the main areas where B2B revenue, marketing, and sales leaders should prioritize their investments.
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B2B Marketing Leaders Don’t Trust Their Measurement, And What They Measure Isn’t Helping
Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem — and it fails to show marketing's true value to the business.
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The State Of B2B Marketing Measurement In 2023: Five Key Observations
When it comes to insight-driven decision-making, too many B2B organizations are simply falling short. Forrester survey data points to opportunities for improvement.
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Planning Season Is The Time To Revisit Your CMO Dashboard
Planning season is that time of year when B2B marketing objectives get set, tweaked, and reestablished. It’s also the perfect time to revisit your CMO dashboard to ensure that it’s up to the task — here’s how.
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2024 Planning: Revenue Operations And Four B2B Must-Do’s
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
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Overcoming The Insights Gaps Of The B2B Revenue Engine
Advanced insights-driven B2B orgs are 2.2 times more likely to drive growth of 10% or more than peer organizations. Find out why in this preview of our Data Strategy & Insights event.
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B2B Marketers: It’s Time To Ditch Sourcing Metrics
Marketing sourcing metrics aren't meeting the needs of B2B marketing organizations and continue to fall out of favor. Here's why to ditch them and move on to something better.
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What B2B Marketing Leaders Are Measuring: Five Key Takeaways
Instead of asking leaders which metrics they feel are most important, we asked which metrics actually appear on their top-level dashboards. Here's what we learned.
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Marketing Operations Leaders: Be Ready for These Four Disruptions
- While the repercussions of the COVID-19 pandemic continue to be felt throughout the economy, a series of predictable effects will be felt within B2B marketing functions
- Marketing operations leaders who anticipate these eventualities will be well positioned to help their organizations respond to challenging situations with speed and agility
- Marketing planning, budgeting, and performance measurement are the expected areas in which marketing operations teams can make the largest impacts
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Does Measuring Marketing Sourcing Still Matter?
- The number of B2B marketing organizations consistently reporting on marketing-sourced pipeline and revenue is declining
- A handful of key trends are driving this shift — but is it wise to move away from reporting on marketing sourcing?
- With a more precise context setting, marketing-sourced revenue remains a valuable performance measure for B2B marketing organizations
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Great B2B Marketing Measurement Doesn’t Happen by Accident
- B2B marketing leaders rely on a solid system of measurement to drive better decision-making
- Great measurement must be developed to answer key business questions for a properly understood audience of stakeholders
- By following a well-defined process, organizations can achieve aligned measurement that drives better performance
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Is Marketing Claiming Victory While Sales Are in the Red?
- To be viewed as an accountable business contributor, marketing must report in a way that’s aligned to business performance
- Misalignment is commonly the result of marketing focusing on performance timeframes that are not matched with the purpose of a specific review meeting
- Marketing leaders must balance reporting to reflect end-of-quarter requirements of stakeholders and the longer time horizons required to run marketing
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Three Keys to Making Your Audience-Centric Marketing Approach Stick
- Shifting from a product focus to an audience focus is a top priority of marketing leaders
- Audience-centric approaches depend upon organizational buy-in to become sustainable
- Audience-centric measurement and operations are essential to making audience-centricity stick
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What’s the Story on B2B Attribution Technology?
- Marketing attribution technologies are best used to drive a deeper understanding of performance
- Look for attribution model flexibility to ensure that the right questions can be answered
- Demand Waterfall reporting is a fundamental component of some marketing attribution technologies
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Measuring Campaigns: Perspectives From Around the Table
- Most companies don’t have a process for understanding what tactics or even programs are supposed to do
- Tipping-point models focus on the most successful tactics for reaching qualification thresholds
- Companies are facing a series of operational issues that need to be worked through, but a lot of progress is being made
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Marketing Pipeline Metrics: Restoring Balance
- Marketing sourced pipeline is a common but incomplete way to demonstrate marketing’s contribution
- Measuring marketing’s influence is a reliable way to show that marketing is making a difference
- Influence measurement loses credibility when not linked to business value – but this is correctable
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A Truth About Marketing ROI
- B2B marketers are under pressure to demonstrate how their efforts contribute to the business
- Marketing leadership needs a means to evaluate effectiveness of their marketing’s functions
- Evaluate each function based on whether it achieves its customized function goals and helps reach business objectives
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Keys to Building Great B2B Measurement
- Best-in-class B2B measurement is the product of a deliberate, process-driven approach
- Using the SiriusDecisions 2015 Summit Measurement Program of the year winner, Dell, we highlight keys to success
- Dell’s case study proves the necessity of custom-fit strategies and best practices to develop measurement programs
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