B2B Marketers: Misaligned Goals, Measurement and Budget Are Obstacles to Proving Marketing ROI [Video]

According to a survey of B2B marketers and business leaders done by growth agency Walker Sands, 79% of marketing decision-makers experience more pressure from their C-suite and executive teams—compared to 2019—to measure marketing success based on key business outcomes. And while nearly 90% of marketing leaders are more focused on business objectives today, the majority—58%—say they struggle to understand the outcomes that their leaders expect from their marketing activities.

The reason for the disconnect? The C-suite is evaluating success differently than it did a few years ago, the report suggests. And 73% of marketers are focusing on activating specific marketing channels and achieving KPIs—and only then connecting metrics back to the outcomes.

Examples of B2B marketing outcomes are strengthening a product or service’s position in the market, accelerating growth, building reputation and sparking audience engagement. The report, titled “Outcome-based Marketing: The Case for a Perspective-Shift in B2B,” surveyed 152 US-based CMOs and VPs of …