How do we know whether B2B marketing is profitable?
Do not force every touch into a simplistic last-click answer. Connect spend and source data to qualified opportunities, pipeline, closed revenue, margin, and time. Use consistent campaign tagging, CRM stages, offline conversion updates, and a documented attribution view that the commercial team understands.
Concept illustration
What to do next
Agree on lifecycle stages and required fields across marketing and sales.
Connect website events and campaign identifiers to CRM contacts and opportunities.
Report both sourced and influenced pipeline with an explicit attribution rule.
Compare return using gross margin and payback period, not revenue alone.
Services that should work together
One commercial problem often crosses specialties; use these links to understand each service’s role.
