Measurement
Why B2B demand generation attribution methods disagree with each other
A comparison of the main B2B demand generation attribution methods, showing why they produce different numbers and how to pick one you can defend.
Topic
reporting
Measurement
B2B demand generation: four checks before quoting a benchmark
Before a B2B demand generation report quotes an outside figure, check its sample, date, definition and method; a worked example shows how to apply them.
Measurement
B2B demand generation measurement should start with the decision, not the data
B2B demand generation measurement needs one primary metric, a stated attribution model and a fixed reporting cadence that clients and finance can audit.
Measurement
Seven B2B demand generation measurement mistakes that skew budgets
Seven B2B demand generation measurement mistakes that skew budgets, from lead counting to lagged revenue, plus a six-step review sequence for UK teams.