How to
How to sharpen reporting for B2B marketing campaigns

Where marketing has an image problem in B2B organisations, it’s often – at least in part – down to how it reports on its activity to the wider business.
Although most departments – finance, sales, operations and the like – report closely to the commercial realities of the business and demonstrate a direct impact on the pounds and pence, that’s not always the case with marketing. This means that whilst there’s a lingua franca amongst the leaders of the business that’s (quite rightly) focused on the money, when marketing doesn’t speak this as fluently as other teams
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