Activity vs. Impact: Key Findings from the 2019 Marketing Automation Satisfaction Benchmark Report

By Josh Baez, Engagement Manager at Heinz Marketing
Today’s marketing success relies heavily on deep analytics—analytics that allow marketers to act smarter, faster, and with more thoughtfulness than ever before—to not only gain the attention of today’s savvy B2B buyer, but to engage, nurture, and enable that buyer through the end of their decision-making process.
Marketers crave access to revenue-level insights so they can make better business decisions. And in order for today’s marketers to be successful full-funnel strategists, marketing automation platforms (MAPs) need to provide more. Yet while marketers have continued to move further and further away from vanity and campaign-level metrics, these once-cutting-edge solutions have failed to keep pace with marketing’s growing needs.
With the capabilities MAPs currently provide, marketers are falling short—unable to report on influenced revenue, new pipeline created, and sales velocity metrics. And, without these insights, the sophistication of today’s campaigns is jeopardized, along with the tight coordination