Marketing measurement: The new terms of engagement
John Watton, VP Marketing EMEA, VMware
In this episode of Agents of Change, John Watton, VP Marketing, EMEA, VMware, discusses the pressure on Marketing teams to demonstrate contribution to business pipeline and new customer acquisition. Such demonstration - or attribution - then calls into question the measures that are typically put in place around Marketing, including the term ‘Marketing sourced.’ Particularly when success is often measured in relation to lead generation.
The answer, believes John, lies in measurement of engagement with buying units, whether that be net new account buying units, or engagement within existing strategic accounts that opens up opportunities to cross sell and upsell. Businesses need to move away from an obsession with ‘give me leads’ and instead measure marketing on demonstration of supporting sales and partner team account goals with impactful customer programs and insights.