B2B business leaders, more than ever, are demanding to understand Marketing’s ROI and sales impact better.
What’s the impact of events, digital marketing, or advertising?
Here’s a common scenario:
– The IT Director attends a webinar.
– The VP of Logistics visits a trade show booth.
– The Marketing Director responds to a salesperson’s phone call four months after the VP of Marketing opens an email and watches a two-minute video.
MGO – Marketing Generates a qualified Lead that converts to an Opportunity
MIO – the salesperson creates the Opportunity on their own from prospecting efforts, and marketing can determine influence based on the contacts associated with the Opportunity.