MLC's Dan Goldenberg says "We’re proud to present this ground breaking work on optimizing marketing spend allocation in a B2B environment because it has the potential to help a large number of our member companies resolve a major pain point." Although much has been written about marketing accountability in the B2C world, very little has been done in B2B because the problem is considerably more difficult to address. In particular, purchase cycles are longer, more complex and involve multiple marketing decision makers and so many B2B companies have simply not tried to address the problems of marketing accountability and marketing budget optimization due to an inherent belief that the problems are not solvable in B2B. The work done by Oracle with Marketing Decision Science shows however that the problem can be creatively addressed and large gains in marketing spend productivity can be achieved.

According to Oracle's Vice President of Corporate Marketing, "We have fundamentally changed the way we make advertising and marketing budget allocation decisions. We have moved from anecdotal allocation to quantitative fact based analysis and decision making, with huge impact on our sales opportunity pipeline and downstream revenue"

This work and case study demonstrates the impact of bringing marketing accountability that has taken root in the consumer products world, into the B2B environment. Click to Download