In 2020, marketers accelerated technology adoption with martech spending and Agile methodology. To maximize returns on B2B martech investments, marketers need a strategy to integrate data from point solutions and align Marketing and Sales around a single source of truth. The CRM system can serve as the central data repository and native measurement tools can track leads through the funnel.
In a measurement sprint, cross-functional teams can assess lead volume, velocity, and conversion rates to ensure campaigns are meeting goals. Short, frequent meetings can identify outliers and assign action items. The measurement process will be repeated at predetermined intervals throughout the agile project sprint.
Establishing a single source of truth through the CRM will maximize B2B martech investment returns. Digital data can be integrated with in-person events when they return, and the right measurement tools will enable marketers to make better decisions about campaign iterations and investments.
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