In B2B with a 6-18 month sales cycle, you can't wait for closed-won deals to tell the story of whether marketing is working. A few things that help: Measure upstream signals. MQLs, lead quality, SQL conversion rate, pipeline generated. These are the right indicators that marketing is working before revenue shows up. Pair with UTMs on everything so every channel has clarity. Use early sales wins as qualitative proof. When a rep closes a deal, have them tell the story at the company all-hands, and ...Read More
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