Understanding the effectiveness of a particular marketing campaign in the b-to-b space isn't easy. The sales cycle can be lengthy, and tying revenue and incremental sales to any particular program is difficult.

At best, measuring overall promotion effectiveness may come down to the sophistication of internal screening processes that produce quality leads.

"Any of the current measurements of marketing ROI are actually a measure of organizational effectiveness, not promotional efficiency," said Erik Madsen, director of marketing and strategic planning at Adtrack. Pricing, follow-up, competition, sales training, new channel partners and many other factors determine the effectiveness of any campaign. Read the complete article on BtoBOnline.