Not long ago, B2B selling was widely considered an art. While you could measure the end result in revenue, the only evidence for what worked (or didn’t) was anecdotal. And if selling was art, B2B marketing was a "black art," consisting largely of deliverables (brochures, press releases, ads, etc.) that "magically" helped the sales team to sell. Unlike consumer marketing, in which statistics about shelf space, sales volume by retailer, etc., enabled precise measurement and evaluation, B2B organizations struggled to codify best practices.

All that has changed with the advent of the Internet. Since online activity can be tracked and measured, it’s now possible to accurately assess the effectiveness of both marketing deliverables and sales behaviors. This white paper shows how scientific studies of marketing and sales effectiveness are now yielding information that can help an organization better tune its sales and marketing efforts.