How can marketing measure its contribution to business growth?

Marketing’s ultimate objective should be to contribute to the growth of the overall business. But how easy is it to determine success? Measuring tape in hand, Alex Clarke explores the issue

It’s the age-old question. An issue marketing has been grappling with for decades; how can you comprehensively prove your value to the wider business and, more pertinently, celebrate marketing’s contribution to business growth?

Should you focus purely on the hard metrics – those lapped up by the c-suite like a thirsty dog? Or should the impetus lie with softer marketing metrics?

With help from the experts, we’re going to determine how best to measure marketing’s contribution to growth, which KPIs to track, and how to make the most of them.

This feature has been written exclusively for our b2bmarketing.net members. Membership is free and only takes five minutes to complete, giving you access to the following:

  • The KPIs and sift and hard metrics you should be measuring.
  • How best to measure the value of content marketing, including five tips.
  • How to apply a scientific method to marketing measurement.