> [!meta]- Document Info > **Author**: [[Ross Graber]] > **Full Title**: B2B Marketers: It’s Time to Ditch Sourcing Metrics > **Category**: #articles > **Tags**: #leadership #marketing #metrics > **Summary**: B2B marketers need to move away from sourcing metrics, which don't accurately reflect their contribution to revenue. Instead, they should focus on new performance indicators that emphasize revenue lift and alignment with business growth strategies. This change will help marketing demonstrate its true impact and adapt to the evolving buying landscape. > > **Source**: [Original URL](https://www.forrester.com/blogs/b2b-marketers-its-time-to-ditch-sourcing-metrics/) ## 📄 Full Document → [[Full Document Contents/B2B Marketers: It’s Time to Ditch Sourcing Metrics]] ## 🔦 Highlights & Commentary - Nearly one-third of buying cycles span four or more months (compared with less than one-fifth in 2015). Yet sourcing metrics steer the conversation of impact toward which function can clearly claim responsibility for that first interaction with a buyer. A sourcing focus, while not ideal when buying was simpler, isn’t holding up in the face of more complex buying dynamics. ([View Highlight](https://read.readwise.io/read/01je9d2wy3sj5b4jwaw8p6dzaw)) - While finding opportunities may be a prerequisite to winning, we’ve seen no evidence that organizations with high rates of marketing sourcing experience higher win rates, bigger deal sizes, or greater cost efficiency across the revenue engine. ([View Highlight](https://read.readwise.io/read/01je9d36na2rgzf98baneds8rg)) - **Businesses need marketing to deliver more than sourcing.** To consistently win business, B2B organizations must support their buyers across the entirety of their buying journeys ([View Highlight](https://read.readwise.io/read/01je9cx0fyc3xygv6gkcwer9de)) - **A sourcing focus undermines true alignment.** To grow, a business does some combination of winning more deals, closing a higher portion of deals, winning bigger deals, and cost-effectively growing revenues. To make that happen, sales, marketing, product, and customer engagement functions must be fully aligned on the strategies that will drive growth and the approaches for making that happen. But a sourcing focus often encourages marketing behaviors that are misaligned with those growth strategies as marketers and their resources are directed at a sourcing goal. ([View Highlight](https://read.readwise.io/read/01je9d3wk1414c2qvd9mybapsd)) - Revenue lift is [calculated](https://www.forrester.com/go?objectid=res171481) by looking to the combination of increases in win rates and deal sizes that are achieved when marketing interaction with a buying group reaches a set threshold. ([View Highlight](https://read.readwise.io/read/01je9d5e6sggrp1zafnpgm2zct))