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62% of the respondents consider it to be the most important metric.

Heinz Marketing and InsightSquared surveyed 179 B2B marketers and sales professionals in Q2 2019. These respondents currently use marketing automation platforms (MAP). The study revealed that the metric that’s most important for the respondents is also the hardest to track.

55.9% of the respondents find multi-touch attribution challenging to track. The metric holds prime importance for 62% of those surveyed. Less than one in four participants indicated satisfaction with their MAPs meeting their needs, with only one in five being satisfied with the quality of data.

Fewer than 19% of those polled are confident of being able to measure the impact of marketing accurately, a task important for three in four respondents. Additionally, marketing-influenced revenue was indicated as a challenging metric to track by 41.9% of marketers and sales professionals.

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