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The Lead Generation Strategy Guide

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What is lead generation, and why is it a source of contention for sales and marketing teams? Lead gen occurs within the second stage of a marketing funnel—meaning it happens after marketers have attracted an audience and are ready to hand them over to the sales team.

41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018

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This is amplified in the B2B marketing arena where longer sales cycles and multiple touchpoints across a range of different channels make KPI selection and attribution much more complex. . This is evident by the number of B2B companies who are still unable to answer the most critical sales and marketing performance questions. . . This makes it impossible to determine which campaigns are filling the sales pipeline and having the biggest impact on the bottom line.

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