According to numbers from eMarketer, the majority of B2B marketers say their spend is equal to 5% or less of their company’s revenue. But even though the numbers are tied together, 35% of marketers said they didn’t report their financial contributions to senior management. 33% said they don’t even track their return on investment.
If we talk strictly about smaller B2B companies, it’s easy to see why they aren’t tracking and reporting — because it takes too much time and time is an even tighter commodity than money. There are plenty of tools online to help you gather stats but connecting those stats to income is the tricky part.