How marketers can meet increasing demands for accountability

10/1/2013 | Sales Benchmark Index

For business-to-business marketers, 2014 will be a year defined by showing marketing's contribution as a percent of total revenue, Vince Koehler writes. To determine this "Holy Grail," marketers should monitor revenue and their efforts in terms of net new customers, existing customers and reoccurring revenues. A "world class" marketing team will be responsible for 30% of net new customers, but all marketers should strive for at least 15%, he writes.

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