The Rockstar CMO Studio: Broken B2B Measurement

This week, Jeff Clark, former Forrester Research Director, was inspired by one of his old Forrester chums to discuss what’s wrong with B2B measurement. So, in this episode, he and Ian cover the following 5 points:

#1 – Buying complexity obscures so much

#2 – Technology sprawl gives us fractured data

#3 – AI-inflated hope drives an expectation gap

#4 – Measurement can’t keep up with a renewed emphasis on reputation investment

#5 – Exec Team is Not Onboard with What You’re Reporting

As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn and Bluesky
• Jeff Clark on LinkedIn

Mentioned this week

• Forrester – B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse
• Grant Johnson – How Market Presence and Brand Strength Boost Demand
• Jeff Clark – Five Steps for CMOs to Get Aligned on Metrics

Rockstar CMO:

• The Beat Newsletter that we send every Monday
• Rockstar CMO on the web, Twitter, and LinkedIn
• Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

• We’ll be right back by Stienski & Mass Media on YouTube
• Move on Up – Curtis Mayfield

You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify.

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