4. Measure Success with Reports, Analytics, and Data Demand generation marketing is beneficial because it is measurable, and if you understand For each number you’re tracking, you your data analysis, nobody — not even the CFO — can always ask the following questions should be able to stump you with a question. to get a sense of its importance. This will help you with resource allocation and also justify marketing’s seat at the table with sales • “Would my boss care about this number?” and customer service. • “Would my colleagues in sales or customer B2B marketers work in partnership with sales and service care about this number?” customer service to bring in pipeline and revenue, and they need to show how their role is working with the broader teams. Data analysis isn’t just for internal marketing. Closely monitoring the data tells you what to adjust and what to stop. What separates good marketers from great ones is knowing what to measure . Anne Wave