Marketers’ Top 3 Measurement & Attribution Priorities, Ranked

More than one-third of B2B marketers think their measurement and attribution processes need improvement — and the top three factors hindering that enhancement include an inability to measure and track activity between specific buyer stages, monitor performance across channels and connect and analyze data across applications and platforms, according to soon-to-be-released Demand Gen Report (DGR) research.

“The 2024 Marketing Measurement & Attribution Benchmark Survey” uncovered that marketing measurement and attribution processes were a growing priority for 86% of B2B practitioners, with the top drivers including:

1. Showing ROI From All Marketing Investments

Budgets and strategies exist in a paradoxical cycle: Marketers need to demonstrate the success of their strategies to justify further budget and resources, but new campaigns or ideas are often stifled by a lack of resources that prevents their execution. With nearly three-fourths (73%) of survey respondents indicating they want to better demonstrate the success of their investments, the research suggests that practitioners are starting to prioritize a data-driven, evidence-based approach that builds confidence among executives and aligns marketing initiatives with broader business objectives.

2. Articulating Marketing’s Impact On Pipeline & Revenue

Generally speaking, marketing teams are often fighting for their lives — they’re typically the first department slashed when budget cuts are needed, and their innovative ideas are often overlooked in favor of more traditional, proven strategies. It makes sense, then, that 70% of marketers want to better demonstrate their impact on pipeline and revenue: By linking marketing activities to tangible outcomes, marketers can make a stronger case for themselves and their ideas.

Additionally, having concrete data on marketing’s influence on revenue allows for more strategic decision-making, enabling marketers to refine their tactics based on what drives the most significant financial returns.

3. Improving Sales & Marketing Alignment

Ah, the tale old as time — misaligned marketing and sales teams. Although this alignment is critical for creating a seamless customer experience, as well as for optimizing lead nurturing and conversion strategies, nearly two-thirds of survey respondents want to improve processes between the two departments. When internal teams are constantly communicating and aligned on strategic initiatives, it promotes a more accurate and comprehensive understanding of how marketing efforts contribute to sales outcomes.

Enhancing alignment between marketing and sales also improves overall organizational efficiency and effectiveness — when both teams work closely together, they can share insights and feedback, leading to a more cohesive and integrated approach to customer acquisition and retention. This collaboration helps to eliminate gaps and inconsistencies in the customer experience, as well as streamline processes such as lead handoff and follow-up.

Unified teams that can clearly articulate their value are a core component of success — for a full breakdown of “The 2024 Marketing Measurement & Attribution Survey Report,” keep an eye on the DGR website for the full report, publishing soon. You can also sign up for our newsletter to receive the report directly to your inbox!