What are RIGHT metrics ? How do I most effective use metrics ? These questions are just a few of the important issues to be discussed in this blog post. Metrics are becoming increasingly important for B2B marketing executives to master as the role of marketing gains importance in orchestrating customer experiences and driving business growth. Marketing managers must be able to identify the right metrics, the right metric definitions, and the governance necessary to aggregate, share and manage this vital information. We will walk you through examples of how marketing analytics can drive value for your B2B business, outline what it takes to develop relevant and measurable KPIs and help you identify the steps necessary to implement measurement into your company. We will also highlight the challenges organizations face to successful marketing analytics. By understanding the value, applications, challenges, and governance of metrics, you will learn how to drive actionable measurement for your company, enabling data-driven decisioning.