In a perfect world, business-to-business (B2B) sales and marketing teams should have a symbiotic partnership. When they collaborate effectively, B2B marketing metrics and reporting can be a powerful tool, driving strategic insights and shared successes.
However, the unfortunate reality for many teams is falling short of aggressive goals, missed targets, and the inevitable finger-pointing that follows.
When things are good, reporting is easy. But when things are bad, reporting can be a pretty painful process. So, if this sounds familiar, here are some examples and advice on how to best work with B2B marketing metrics when performance is less than stellar.
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