Ross Graber

VP, Principal Analyst

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Author Insights

Blog

What B2B Marketing Leaders Are Measuring: Five Key Takeaways

Ross Graber January 15, 2021
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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Blog

Marketing Operations Leaders: Be Ready for These Four Disruptions

Ross Graber April 29, 2020
  • 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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Blog

Does Measuring Marketing Sourcing Still Matter?

Ross Graber November 5, 2019
  • 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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Blog

Great B2B Marketing Measurement Doesn’t Happen by Accident

Ross Graber December 4, 2018
  • 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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Blog

Is Marketing Claiming Victory While Sales Are in the Red?

Ross Graber December 4, 2017
  • 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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Blog

Three Keys to Making Your Audience-Centric Marketing Approach Stick

Ross Graber June 19, 2017
  • 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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Blog

What’s the Story on B2B Attribution Technology?

Ross Graber August 23, 2016
  • 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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Blog

Measuring Campaigns: Perspectives From Around the Table

Ross Graber July 15, 2016
  • 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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Blog

Marketing Pipeline Metrics: Restoring Balance

Ross Graber April 27, 2016
  • 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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Blog

A Truth About Marketing ROI

Ross Graber October 26, 2015
  • 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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Blog

Keys to Building Great B2B Measurement

Ross Graber June 16, 2015
  • 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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Blog

Is Your Marketing Measurement Undermining the Buyer’s Journey?

Ross Graber October 15, 2014
One of the best developments that I’ve witnessed in B2B marketing is the number of organizations now planning marketing approaches around their buyers’ journeys. By working to understand the buyer personas they’re targeting and these personas’ decisionmaking requirements at different points in the buying process, marketers are more effectively connecting with their prospects. Juggling multiple […]
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Blog

Understanding Your Buyer’s Journey: The Most Important Thing You’re Not Doing

Ross Graber November 25, 2013
As B2B marketers, we’ve come a long way. We understand our role as helping buyers progress through their buying process. We know that we’re more successful when we align marketing efforts with the ways our prospects prefer to buy as opposed to the ways we want to sell. And to do this, we know we […]
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Blog

Marketing Analytics: Beware the Black Box

Ross Graber April 23, 2013
One of the most positive developments in B2B marketing is an increased emphasis on data-driven decisionmaking. Growing numbers of marketing organizations are relying more on data and facts to make their decisions. While many organizations are not as far along as they’d like to be, I’m finding that most marketing leaders’ intentions are in the […]
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Blog

Marketing Measurement Snake Oil

Ross Graber February 28, 2013
The Web is littered with prescriptions for what your marketing measurement needs to be like and look like. There’s way too much bad advice being dispensed from sources that you’d expect to be credible. Whether this advice is well intentioned or simply snake oil, B2B marketers need to be able to spot bad measurement advice […]
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Blog

When Reporting on Marketing Performance, Think Switzerland

Ross Graber January 11, 2013
From time to time, I’m asked where formal responsibility for marketing measurement should sit within an organization. I have to fight the urge to just blurt out “Switzerland.” While I’m not seriously advocating offshoring your marketing, Switzerland has an historic reputation of remaining neutral in international affairs. And when it comes to desirable characteristics for […]
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Blog

Sales and Marketing Measurement: Aligned, Not Identical

Ross Graber November 8, 2012
Most of the marketers I work with have gotten the message: Sales and marketing alignment matters. They’ve accepted the evidence showing that well-aligned organizations perform better. They understand that sales and marketing alignment means that sales and marketing are moving in the same direction and working toward the same end in a coordinated way. But […]
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Blog

Making Marketing’s Influence Count

Ross Graber October 4, 2012
When demonstrating marketing’s contribution to the business, many B2B organizations focus mainly upon marketing’s ability to generate new demand. Creating and progressing new leads can make up a big portion of what’s expected of marketing – but in many B2B organizations, net new demand creation only represents a small portion of business growth. In these […]
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Blog

Four Things to Consider When Automating Marketing Dashboards

Ross Graber September 7, 2012

Automating your marketing dashboards can mean a huge upgrade for your marketing reporting. When used well, automated marketing dashboards make marketing reports easier to produce and use, and they employ visuals that make results easier to understand. I’ve seen marketers swoon as they watch demonstrations of automated dashboards.

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Blog

Is Your Marketing Database Prepared for Inbound?

Ross Graber July 25, 2012
Among all the effects inbound marketing is having on B2B, the least explored may be the impact it’s having on contact databases. Organizations that are experiencing inbound marketing success can quickly find themselves struggling with data challenges they aren’t prepared to deal with. Database marketers have long worked to prevent the proliferation of incomplete or […]
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