Performance Marketing Readiness Check 2025: Is Your B2B Team Ready for Measurable Growth?

The digital transformation has fundamentally changed the B2B landscape. In a world where 78% of B2B purchasing decisions are influenced by digital touchpoints (Forrester, 2024), performance marketing is no longer optional—it’s business-critical. Yet despite this realization, many companies struggle with implementation.

According to a recent McKinsey study (2025), B2B companies with mature performance marketing capabilities achieve growth rates that are 30% higher on average than their competitors. The crucial question therefore is: How ready is your team for performance marketing?

Our Performance Marketing Readiness Check provides you with a precise picture of your current capabilities—and concrete recommendations for your next development step. With well-founded expert knowledge and data-based benchmarks, you receive a valuable tool for self-assessment and strategic development.

Table of Contents

• The New Reality of B2B Performance Marketing in 2025
• The Five Pillars of Performance Marketing Readiness
• The Comprehensive Performance Marketing Readiness Questionnaire
• Analysis: How to Interpret Your Readiness Results
• The Most Common Readiness Gaps in B2B Companies
• The Roadmap to Performance Marketing Excellence
• Best Practices: Performance Marketing Transformation in B2B Companies
• The Revenue Growth Strategy: The Holistic Approach for Sustainable Growth
• FAQ: Frequently Asked Questions about Performance Marketing Readiness

The New Reality of B2B Performance Marketing in 2025

B2B marketing is experiencing a fundamental shift. The transition from traditional marketing approaches to data-driven performance strategies is no longer linear, but exponential. A study by Forrester Research (2024) shows that 78% of B2B purchasing decisions today are influenced by digital touchpoints—an increase of 23% compared to 2021.

Current Developments and Trends in Performance Marketing

Performance marketing in the B2B sector is currently shaped by several key trends:

• First-Party-Data Renaissance: Following the end of third-party cookies, 67% of leading B2B companies have significantly invested in first-party data strategies, according to Gartner (2024).
• AI-Powered Personalization: According to the Boston Consulting Group, the use of AI technologies for personalizing B2B campaigns has led to an average conversion increase of 34%.
• Account-Based Marketing (ABM) 2.0: The integration of predictive analytics in ABM strategies enables precision in targeting that can increase ROI by an average of 171% (ITSMA, 2024).
• Omnichannel Attribution: 83% of the most successful B2B companies have advanced multi-touch attribution models that integrate digital and analog touchpoints (Deloitte Digital, 2024).

These developments place new demands on the performance marketing readiness of B2B companies. It’s no longer enough to play individual digital channels—what’s needed is a strategic, data-driven, and integrated approach.

Why Performance Readiness Is Crucial for B2B Growth Today

The correlation between performance marketing readiness and company growth has now been empirically proven. A comprehensive study by McKinsey & Company (2025) categorized B2B companies into four readiness levels and tracked their development over three years:

• Digital Leaders (highest readiness): Average annual growth of 18.2%
• Digital Adopters: Average annual growth of 10.7%
• Digital Followers: Average annual growth of 6.3%
• Digital Laggards (lowest readiness): Average annual growth of 3.1%

This data illustrates: The difference between high and low performance marketing readiness can determine a six-fold higher growth potential—a competitive advantage no B2B company should miss out on.

The Costs of Inadequate Performance Marketing Readiness

Insufficient performance marketing readiness causes not only opportunity costs through missed growth but also direct financial losses:

• Inefficient Budget Allocation: Companies with low readiness waste an average of 26% of their marketing budget on underperforming channels (Google/BCG study, 2024).
• Higher Customer Acquisition Costs (CAC): CAC for companies with low performance readiness are on average 43% higher than for comparable companies with high readiness (SiriusDecisions, 2024).
• Longer Sales Cycles: B2B companies with below-average performance marketing maturity experience 37% longer sales cycles (Forrester, 2024).
• Lower Conversion Rates: Conversion rates across all funnel stages are on average 29% lower for companies with low readiness (Demand Gen Report, 2025).

These facts emphasize: Performance marketing readiness is not a nice-to-have, but a business-critical factor that directly influences the competitiveness and profitability of B2B companies.

“In today’s digitalized B2B landscape, performance marketing is no longer just a specialty discipline, but the core engine for scalable growth. Companies that don’t continuously develop their readiness will increasingly fall behind.” – Thorsten Mayert, Digital Performance Index, 2025

The Five Pillars of Performance Marketing Readiness

To comprehensively assess the performance marketing readiness of a B2B company, we have developed a five-pillar model based on best practices and industry benchmarks. This model forms the foundation for our readiness check and enables a structured analysis of your current capabilities.

Team Expertise and Skillset Requirements

The first and fundamental pillar is your team’s expertise. The Digital Marketing Association identified the following key competencies in 2024 that should be present in a performance-oriented marketing team:

• Data Analysis and Interpretation: The ability to analyze complex data sets and derive actionable insights.
• Performance Campaign Management: Experience in creating, optimizing, and scaling campaigns across various platforms.
• Marketing Technology Expertise: Understanding and application competence of relevant MarTech tools and platforms.
• Content Strategy for Performance Channels: The ability to develop content that is optimized for both humans and algorithms.
• Experimental Mindset: A mindset oriented towards continuous testing and learning.
• Cross-Channel Orchestration: The competence to design consistent customer journeys across channels.

According to a LinkedIn study (2024), only 34% of B2B companies have teams that are competent in all these areas. There is often a particular lack of balance between technical know-how and strategic marketing expertise.

Technical Infrastructure and Tool Stack

The second pillar encompasses the technological foundation for effective performance marketing. A study by Gartner (2025) shows that leading B2B companies use an average of 29 different marketing technologies that work together in an integrated architecture.

A mature performance marketing stack typically includes:

• Customer Data Platform (CDP): For unification and activation of first-party data
• Marketing Automation Platform: For personalized, trigger-based communication
• Advanced Analytics & Attribution: For cross-channel performance measurement
• Campaign Management Tools: For the various digital channels
• Content Management System with Performance Focus: For agile content creation and distribution
• CRM with Marketing Integration: For seamless sales-marketing alignment
• Testing & Optimization Tools: For continuous improvement

What’s crucial is not just the existence of these tools, but especially their integration. According to Forrester (2024), companies with fully integrated MarTech stacks achieve 45% higher marketing ROI than those with isolated systems.

Data-Oriented Decision Processes

The third pillar concerns how systematically data flows into marketing decisions. An IDC study (2024) shows that data-driven B2B companies:

• Achieve 23% higher customer retention rates
• Generate 19% higher revenues from up and cross-selling
• Implement 31% more cost-efficient marketing campaigns

Mature performance teams are characterized by the following features:

• Established KPI frameworks for all marketing activities
• Regular data reviews at strategic and tactical levels
• A/B testing as standard for all major marketing decisions
• Predictive analytics for predicting campaign outcomes
• Closed-loop reporting from first touchpoint to completed deal

The maturity level in this area is particularly decisive: According to McKinsey (2024), companies that consistently use data as a basis for marketing decisions can increase their lead conversion rates by up to 30%.

Budget Allocation and ROI Tracking

The fourth pillar concerns the financial management of performance marketing. A study by Deloitte (2025) found that B2B companies with advanced budget management:

• Achieve 67% higher marketing effectiveness
• Can respond 41% faster to market changes
• Record 26% lower customer acquisition costs

Best practices in this area include:

• Zero-Based Budgeting: Regular reassessment of all budget allocations based on performance data
• Granular ROI Tracking: Detailed success measurement down to the campaign and channel level
• Agile Budget Reallocation: Dynamic adjustment of investments based on performance data
• Customer Lifetime Value Perspective: Consideration of long-term customer relationships in ROI calculations
• Opportunity Cost Analysis: Systematic assessment of alternative investment opportunities

These practices allow leading B2B companies to utilize their marketing resources much more efficiently and to continuously optimize them.

Process Orientation and Marketing Automation

The fifth pillar encompasses process maturity and the degree of automation in performance marketing. According to a study by Salesforce (2025), top performers in B2B marketing automate an average of 72% of their marketing processes, while the industry average is only 34%.

Indicators of high process maturity are:

• Documented end-to-end processes for all essential marketing activities
• Automated lead nurturing flows based on behavioral and company data
• Trigger-based campaign activation along the customer journey
• Systematic workflow integration between marketing, sales, and customer success
• Continuous process optimization based on performance data

The importance of this pillar is steadily increasing: According to Gartner (2024), by 2026, more than 60% of all B2B marketing activities will be managed by AI-supported process automation—compared to 23% in 2023.

The Comprehensive Performance Marketing Readiness Questionnaire

Based on the five pillars of performance marketing readiness, we have developed a structured self-assessment questionnaire. This allows you to precisely capture your company’s current status and identify concrete development potentials.

Instructions for Conducting the Self-Evaluation

To maximize the benefit from this readiness check, we recommend the following approach:

1. Involve multiple stakeholders from marketing, sales, and management in answering to get a 360-degree perspective.
2. Answer each question as honestly and objectively as possible. The check serves as a development tool, not as a performance evaluation.
3. Use the provided rating scale of 1-5 (1 = does not apply at all, 5 = applies completely).
4. For low ratings, document specific examples and action needs.
5. Repeat the check quarterly to measure your progress.

Studies show that companies that regularly evaluate their performance marketing readiness and work specifically on improvements achieve an average increase in marketing performance of 27% within 12 months (Forrester, 2024).

Questionnaire Category: Strategy and Goals

This category forms the foundation for all performance marketing activities. Without a clear strategy and measurable goals, even the best tactics remain ineffective.

1. Clearly defined performance goals: Our company has defined specific, measurable, achievable, relevant, and time-bound (SMART) goals for all performance marketing activities. (1-5)
2. Strategic alignment: Our performance marketing strategy is closely linked to overarching company goals and is regularly aligned with them. (1-5)
3. Target group segmentation: We have clearly segmented our target groups and have detailed buyer personas for each segment. (1-5)
4. Customer journey mapping: We have mapped the customer journey for each target group segment in detail and systematically identify optimization potential. (1-5)
5. Competitive analysis: We regularly analyze the performance marketing activities of our competitors and derive strategic insights from them. (1-5)
6. Data-based planning: Our annual marketing plan is based on historical performance data and forecasted market developments. (1-5)

Questionnaire Category: Team and Skills

The team is the decisive success factor in performance marketing. According to a McKinsey study (2024), a well-qualified team can achieve above-average results even with average technology—while even the best technology remains ineffective without the corresponding skills.

1. Performance marketing expertise: Our team has profound expertise in all relevant performance channels (SEA, social ads, display, etc.). (1-5)
2. Data analysis competence: Our team can analyze complex performance data and derive actionable insights from it. (1-5)
3. MarTech competence: Our team masters all employed marketing technologies and can fully exploit their potential. (1-5)
4. Agile working methods: Our team works according to agile principles with short feedback cycles and continuous optimization. (1-5)
5. Cross-functional collaboration: Marketing, sales, and customer success work closely together and systematically share insights. (1-5)
6. Continuous education: Our team regularly educates itself on current performance marketing trends and technologies. (1-5)
7. Experimental culture: Our team has established an experimental culture where new approaches are regularly tested. (1-5)

Questionnaire Category: Technology and Data

The technological infrastructure forms the foundation for scalable performance marketing. Without the right tools and a solid data foundation, the potential remains untapped.

1. MarTech stack integration: Our marketing technologies are fully integrated and enable a seamless flow of data. (1-5)
2. Data quality and availability: We have high-quality, well-structured, and easily accessible performance data. (1-5)
3. Analytics setup: Our analytics setup captures all relevant KPIs and enables in-depth analyses. (1-5)
4. Customer data platform: We use a CDP or comparable solution for holistic customer data management. (1-5)
5. Degree of automation: Marketing processes such as lead nurturing and campaign management are largely automated. (1-5)
6. Tracking and attribution: We have a mature cross-channel attribution model for the entire customer journey. (1-5)
7. Testing infrastructure: We can quickly and easily conduct A/B tests for all relevant marketing assets. (1-5)
8. First-party data strategy: We have established a clear strategy for collecting and activating first-party data. (1-5)

Questionnaire Category: Processes and Workflows

Efficient and scalable processes are crucial for sustainable success in performance marketing. They enable consistency, quality, and continuous improvement.

1. Campaign management process: We have a clearly defined end-to-end process for managing performance campaigns. (1-5)
2. Lead management process: Our lead management process is transparent, efficient, and optimized across all funnel stages. (1-5)
3. Content production workflow: We have an efficient workflow for creating high-performance marketing content. (1-5)
4. Performance review process: We conduct systematic reviews of all performance marketing activities. (1-5)
5. Sales-marketing alignment: The processes between marketing and sales are seamlessly integrated and coordinated. (1-5)
6. Continuous optimization: We have a structured process for continuously optimizing our marketing activities. (1-5)
7. Crisis management: We have a defined process for dealing with performance declines or crises. (1-5)

Questionnaire Category: Budgeting and Resources

Deploying the right resources at the right time in the right place is a core competency in performance marketing. Strategic budget planning and management is crucial for maximum effectiveness.

1. Performance-based budgeting: Our budget allocation is based on historical performance and data-supported forecasts. (1-5)
2. Agile resource allocation: We can quickly and flexibly reallocate marketing resources based on current performance data. (1-5)
3. ROI tracking: We track the ROI of all performance marketing activities at a granular level. (1-5)
4. Marketing investment planning: We have a structured process for planning and prioritizing marketing investments. (1-5)
5. Cost-per-acquisition optimization: We systematically optimize our customer acquisition costs across all channels. (1-5)
6. Customer lifetime value consideration: Our budget decisions take into account the customer lifetime value of different customer segments. (1-5)
7. Make-or-buy strategy: We have a clear strategy for which performance marketing competencies should be built internally and which should be sourced externally. (1-5)

The complete questionnaire comprises a total of 35 questions across all five categories. The higher your total score, the better your performance marketing readiness. But not only the total score is relevant—the distribution across the different categories also provides valuable insights into your specific strengths and areas for development.

Analysis: How to Interpret Your Readiness Results

The systematic evaluation of your answers provides not only a snapshot of your current performance marketing readiness but also valuable insights for your further development.

Rating Scale and Scoring Methodology

For the evaluation, first add up the scores within each category and then calculate your total score. The maximum score is 175 points (35 questions × 5 points).

To look at your results in more detail, we also recommend calculating the category-specific readiness levels:

• Strategy and Goals: Sum of scores ÷ 30 × 100 = Readiness level in %
• Team and Skills: Sum of scores ÷ 35 × 100 = Readiness level in %
• Technology and Data: Sum of scores ÷ 40 × 100 = Readiness level in %
• Processes and Workflows: Sum of scores ÷ 35 × 100 = Readiness level in %
• Budgeting and Resources: Sum of scores ÷ 35 × 100 = Readiness level in %

Total score: Sum of all scores ÷ 175 × 100 = Total readiness level in %

What Your Total Score Says About Your Performance Marketing Readiness

Based on benchmarking data from over 500 B2B companies, we have developed a classification that categorizes your performance marketing readiness:

For context: According to a study by Forrester Research (2024):

• 7% of B2B companies are at Leader level
• 23% at Advanced level
• 38% at Developed level
• 24% at Developing level
• 8% at Initiating level

Particularly interesting: Companies that were able to improve their readiness level by at least one level within 12 months experienced an average increase in marketing performance of 31% (measured by lead quality, conversion rates, and ROI).

Identifying Strengths and Weaknesses: The Category Matrix

In addition to the total score, examining the category-specific readiness levels is particularly insightful. In our consulting practice, we use a matrix representation that visualizes strengths and weaknesses:

1. Balance Check: Ideally, all categories should be at a similar level. Large discrepancies (>20 percentage points) between the individual areas indicate imbalances that limit overall performance.
2. Bottleneck Analysis: The category with the lowest score often represents the limiting factor that should be prioritized.
3. Quick Win Identification: Categories with medium scores (40-60%) often offer the best opportunities for rapid improvements with high impact.
4. Strength Leverage: Areas with high scores should be used as a foundation for developing other areas.

A typical pattern in B2B companies at medium maturity shows relatively high values for “Strategy and Goals” and “Budgeting,” while “Technology and Data” and “Processes” often show significantly lower scores. This discrepancy indicates that the strategic orientation is present, but the operational implementation is not yet realizing its full potential.

“A company’s performance marketing readiness is always limited by its weakest area. A strong team with weak technology remains just as below its potential as excellent technology with inadequate processes.” – Dr. Martha Reeves, Chief Analyst, Digital Marketing Institute, 2025

The Most Common Readiness Gaps in B2B Companies

Based on data from more than 500 readiness assessments, we have identified typical patterns that often lead to performance gaps in B2B companies. Recognizing these recurring challenges can help you better understand your own situation and benefit from others’ experiences.

Data Silos and Lack of Analytics Integration

The most common and at the same time most consequential readiness gap concerns data integration. According to a Gartner study (2024), 67% of B2B companies have fragmented data landscapes where critical marketing and sales data are stored in isolated systems.

Typical signs of this problem:

• Performance data from different channels cannot be consolidated in a unified dashboard
• No holistic view of the customer journey from first touchpoint to purchase completion
• Multiple manual reporting from different systems
• Lack of connection between marketing activities and sales outcomes
• Limited possibilities for multi-touch attribution

The consequences are serious: According to Boston Consulting Group (2025), data silos lead to an average of 23% lower marketing effectiveness and 19% higher customer acquisition costs.

The path to the solution involves these steps:

1. Inventory of all relevant data sources and systems
2. Definition of a unified data model for marketing and sales
3. Implementation of a central data integration platform (e.g., CDP)
4. Development of a holistic reporting framework
5. Continuous data quality assurance

Skill Gaps in the Performance Team

The second most common readiness gap concerns the qualifications of the marketing team. A LinkedIn study (2024) shows that 73% of B2B marketing teams have significant skill gaps in at least one critical performance marketing area.

The most frequently missing competencies are:

• Data analysis and interpretation: Missing in 64% of teams
• MarTech expertise: Gaps in 59% of teams
• Performance campaign optimization: Deficits in 52% of teams
• Testing methodology: Lacking in 48% of teams
• Attribution and tracking: Insufficient in 45% of teams

These skill gaps lead to suboptimal campaign results, inefficient use of marketing technologies, and a tendency toward “gut decisions” instead of data-based optimization.

Successful companies address this problem through:

• Systematic skill gap analysis and individualized development plans
• Targeted training programs for performance marketing competencies
• Hybrid team model with internal and external specialists
• Cross-functional teams to promote knowledge transfer
• Performance Marketing Centers of Excellence to bundle expertise

Insufficient Channel Integration and Attribution

The third critical readiness gap concerns the inadequate integration of various marketing channels and insufficient attribution models. A study by Forrester (2024) found that only 23% of B2B companies have advanced multi-touch attribution models that adequately address complex B2B buying journeys.

Typical symptoms:

• Isolated channel optimization without considering channel synergies
• Overemphasis on last-click attribution, which undervalues long-term awareness measures
• Unclear allocation of leads to specific marketing activities
• Inconsistent customer experience across different touchpoints
• Lack of coordination between paid, owned, and earned media

According to Google (2025), implementing an advanced attribution model leads to an average efficiency increase of 27% with the same marketing budget.

Successful companies implement the following measures:

• Implementation of a data-based attribution model that considers all touchpoints
• Development of cross-channel customer journey tracking
• Regular cross-channel analyses to identify synergy potentials
• Development of an integrated channel strategy instead of isolated channel planning
• Cross-channel and cross-device audience segmentation

Lack of Test-and-Learn Culture

The fourth central readiness gap is an inadequate testing culture. According to a study by Ascend2 (2024), only 31% of B2B marketing teams conduct regular and structured tests to optimize their performance marketing activities.

Signs of this problem:

• No established processes for A/B or multivariate tests
• Decisions based primarily on assumptions rather than test results
• Low test frequency and breadth (only single channels or elements)
• Insufficient statistical validation of test results
• Lack of documentation and organizational learning from tests

The impact is considerable: According to HubSpot Research (2024), companies with a mature testing culture achieve a 37% higher ROI from their performance marketing activities than companies without systematic testing.

Best practices for building a test-and-learn culture include:

• Establishment of a structured testing framework with clear processes
• Development of the necessary technical infrastructure for efficient testing
• Creation of a test backlog with prioritized hypotheses
• Regular test reviews and documentation of learnings
• Implementation of a “learning loop” that incorporates test results into future strategies
• Promotion of a culture where “failure” is understood as a valuable learning process

Inefficient Budget Allocation

The fifth critical readiness gap concerns budget allocation. A Deloitte study (2025) shows that 61% of B2B companies distribute their marketing budgets primarily based on historical allocations and not on performance data.

Typical signs of inefficient budget allocation:

• Fixed budgets per channel without regular performance-based adjustment
• Insufficient granularity in performance tracking and ROI measurement
• Lack of flexibility for short-term resource reallocation
• Overemphasis on short-term metrics in budget decisions
• Inadequate consideration of customer lifetime value in budget allocation

The consequences are significant: According to an analysis by McKinsey (2024), B2B companies could achieve 18-23% more marketing ROI through optimized budget allocation—without increasing the overall budget.

Leading companies implement the following practices:

• Implementation of a zero-based budgeting approach for marketing investments
• Development of a dynamic allocation model with regular adjustments
• Establishment of a differentiated ROI tracking system for all marketing activities
• Consideration of short-term and long-term performance indicators
• Setup of an “experiment budget” for innovative marketing approaches
• Channel mix optimization based on attribution and customer journey analysis

These five readiness gaps rarely occur in isolation—they usually reinforce each other. Identifying and systematically addressing these weaknesses is therefore a central lever for improving your performance marketing readiness.

The Roadmap to Performance Marketing Excellence

After evaluating your performance marketing readiness and identifying specific development areas, the question arises: What’s next? Based on our experience with hundreds of B2B companies, we have developed a pragmatic, three-stage development roadmap.

Quick Wins: Immediate Measures with High Impact

For each of the five pillars of performance marketing readiness, there are measures that can be implemented within 4-8 weeks and already bring significant improvements. These quick wins create important moments of success and momentum for further transformation.

With a low readiness score in “Strategy and Goals” (below 50%):

• Implement SMART goal framework: Develop specific, measurable, achievable, relevant, and time-bound goals for every performance marketing activity.
• Create basic personas: Define your 3-5 most important target group personas with demographic, psychographic, and behavioral characteristics.
• Conduct competitive quick scan: Analyze the digital marketing activities of your top 3 competitors using tools like SEMrush or SimilarWeb.

With a low readiness score in “Team and Skills” (below 50%):

• Conduct skill gap analysis: Map existing team skills against required competencies and identify the most critical gaps.
• Start basic training program: Initiate targeted training for the identified core gaps (e.g., analytics, campaign optimization).
• Establish expert mentoring: Identify internal or external experts who can coach team members in specific performance areas.

With a low readiness score in “Technology and Data” (below 50%):

• Conduct analytics health check: Review your current analytics setup for completeness, accuracy, and usability.
• Create campaign tracking template: Develop a standardized UTM tracking scheme for all digital campaigns.
• Implement performance dashboard: Set up a central dashboard with the most important KPIs for all performance channels.

With a low readiness score in “Processes and Workflows” (below 50%):

• Develop marketing-sales SLA: Define clear agreements between marketing and sales regarding lead definitions, handover processes, and feedback loops.
• Create campaign briefing template: Standardize the campaign planning process with a structured briefing format.
• Establish basic reporting process: Implement a weekly performance review process with clear responsibilities.

With a low readiness score in “Budgeting and Resources” (below 50%):

• Conduct channel performance audit: Analyze the ROI of all active marketing channels as a basis for reallocations.
• Develop performance budget template: Create a framework for continuous evaluation and adjustment of channel budgets.
• Implement cost-per-lead/cost-per-acquisition tracking: Set up granular tracking of customer acquisition costs.

These quick wins lay the foundation for sustainable improvements without immediately requiring major investments or structural changes.

Medium-Term Optimization Strategies (3-6 Months)

After implementing the quick wins, medium-term measures follow that bring about deeper improvements in your performance marketing readiness. These initiatives typically require 3-6 months for full implementation.

For development in “Strategy and Goals”:

• Comprehensive customer journey mapping: Develop detailed, data-based customer journeys for all main target groups across all relevant touchpoints.
• Integrated channel strategy: Develop a cross-channel strategy with clearly defined roles for each channel along the customer journey.
• Performance KPI framework: Implement a systematic framework for measuring and controlling all marketing activities.

For development in “Team and Skills”:

• Skill development program: Develop a structured program for the systematic development of critical performance marketing competencies.
• Agile marketing implementation: Introduce agile working methods with sprint planning, stand-ups, and retrospectives for your marketing team.
• Performance marketing center of excellence: Establish an internal competence center for performance best practices.

For development in “Technology and Data”:

• MarTech stack integration: Improve the integration between your marketing technologies with a focus on seamless data flow.
• Advanced attribution model: Implement a multi-touch attribution model that maps the complex B2B customer journey.
• First-party data strategy: Develop a systematic strategy for collecting, analyzing, and activating first-party data.

For development in “Processes and Workflows”:

• End-to-end campaign process: Establish a fully integrated process from campaign planning to performance analysis.
• Closed-loop lead management: Implement an end-to-end lead management process with systematic feedback between marketing and sales.
• Automated workflow integration: Automate recurring processes and handovers between different teams and systems.

For development in “Budgeting and Resources”:

• Zero-based budgeting model: Implement a zero-based budgeting model for your marketing investments.
• Portfolio management approach: Introduce a portfolio approach that categorizes marketing investments into different categories (base, growth, innovation).
• Predictive budget allocation: Develop a model for predictive allocation of marketing resources based on performance forecasts.

Long-Term Development of Performance Marketing Capabilities

The third level of the roadmap includes long-term initiatives (6-18 months) that establish sustainable performance marketing excellence. These measures typically require larger investments and organizational changes.

Long-term excellence in “Strategy and Goals”:

• Predictive customer journey modeling: Develop predictive models that forecast customer journeys based on behavioral patterns.
• AI-supported targeting optimization: Implement AI systems for continuous optimization of your targeting strategies.
• Dynamic competitive strategy: Establish a system for real-time adjustment of your strategy based on competitor activities.

Long-term excellence in “Team and Skills”:

• Performance marketing academy: Establish an internal academy for continuous competence development.
• Hybrid talent model: Develop a model that optimally combines internal expertise with external specialists and agency partners.
• Performance innovation lab: Create a dedicated team for exploring and testing new performance marketing approaches.

Long-term excellence in “Technology and Data”:

• Unified marketing data platform: Implement a central platform for all marketing data with advanced analytics functions.
• Predictive performance analytics: Use AI-based systems to predict campaign outcomes.
• Self-optimizing campaign engine: Implement self-optimizing campaign systems that continuously adjust performance parameters.

Long-term excellence in “Processes and Workflows”:

• Fully integrated revenue operations model: Unite marketing, sales, and customer success in an integrated revenue operations model.
• Adaptive governance models: Implement flexible governance structures that allow for quick adjustments while ensuring quality.
• Continuous process innovation: Establish a system for systematically identifying and implementing process improvements.

Long-term excellence in “Budgeting and Resources”:

• AI-supported budget optimization: Use artificial intelligence for continuous optimization of your budget allocation.
• Performance-based compensation: Link compensation models to measurable performance metrics.
• Dynamic resource allocation platform: Implement a platform for real-time allocation of resources based on performance data.

Make-or-Buy: In-house vs. Agency Support

A central question in improving performance marketing readiness is the make-or-buy decision: Which capabilities should be built internally and which should be sourced externally?

Based on an analysis by Forrester Research (2024), the following factors are relevant for this decision:

In practice, a hybrid approach has proven effective for most B2B companies, where:

• Strategic functions (overall strategy, goal definition, budget management) are primarily handled internally
• Specialized expertise (SEA optimization, programmatic, analytics) is brought in externally as needed
• Operational excellence (campaign management, content production) is flexibly allocated depending on volume and internal capacities

For successful collaboration with external partners, these factors are crucial:

• Clear definition of responsibilities and interfaces
• Transparent performance measurement and reporting
• Structured knowledge transfer from partner to your own team
• Regular review and adjustment of the make-or-buy mix

The Brixon Group supports companies with this balance through customized models ranging from pure strategy consulting to complete takeover of performance marketing as an external marketing department.

Best Practices: Performance Marketing Transformation in B2B Companies

The transformation to performance-oriented marketing is a multi-layered process that encompasses both technical and cultural dimensions. Using concrete case examples and validated best practices, we show how successful B2B companies have mastered this challenge.

Case Study: How a Medium-Sized Technology Company Improved Its Performance Readiness

A medium-sized provider of cloud infrastructure solutions (70 employees) faced the challenge of transforming its traditional, trade show-focused marketing into data-driven performance marketing. The initial readiness check revealed an overall level of 34% (Developing) with particularly low scores in the areas of “Technology and Data” (27%) and “Processes” (31%).

Initial situation:

• Fragmented marketing activities without clear performance measurement
• Small marketing team (3 people) with limited performance marketing expertise
• Inadequate technology infrastructure (isolated tools, no integration)
• Long sales cycle (6-9 months) without systematic tracking
• Growing competitive pressure from performance-oriented competitors

Implemented measures (12-month roadmap):

Phase 1 (Months 1-3): Laying the foundation

• Performance goal framework with clear KPIs for all marketing activities
• Implementation of an integrated analytics setup (Google Analytics 4 + HubSpot)
• Basic training program for the marketing team (Digital Analytics Academy)
• Standardized campaign tracking with UTM parameter framework

Phase 2 (Months 4-6): Process optimization

• Development of a structured lead management process with clear definitions
• Implementation of weekly performance reviews with defined reporting
• Creation of a customer journey map focusing on digital touchpoints
• Introduction of an agile marketing approach with 2-week sprints

Phase 3 (Months 7-12): Scaling and integration

• Hybrid team setup with internal resources and agency support (Brixon Group)
• Implementation of an integrated MarTech stack focusing on data integration
• Development of a dynamic budget allocation model based on performance data
• Systematic A/B testing program for all performance channels

Results after 12 months:

• Increase in the performance marketing readiness score to 68% (Developed)
• 31% more marketing qualified leads with the same budget
• Reduction of customer acquisition costs by 23%
• Shortening of the sales cycle by an average of 1.7 months
• 46% of new customers are now acquired through digital channels (vs. 17% before the transformation)

Crucial for success was the balanced transformation across all readiness dimensions, although starting with the biggest gaps. The hybrid approach proved particularly valuable, where strategic core functions were built internally and specific expertise was brought in externally.

Critical Success Factors for Performance Marketing Transformation

Based on the analysis of numerous successful transformation projects, we have identified six critical success factors:

1. Executive Sponsorship: The active support of top management is crucial. According to a McKinsey study (2024), transformation projects with strong executive sponsorship have a 2.6 times higher probability of success.
2. Clear Roadmap with Measurable Milestones: A detailed, phased roadmap with defined milestones and KPIs provides orientation and enables continuous measurement of success.
3. Balanced Transformation Approach: A balanced development across all five readiness dimensions is more effective than isolated optimization of individual areas.
4. Skill Development First: Early investment in team skills provides the foundation for all other optimizations. Performance marketing is primarily a people business.
5. Agile Implementation: An iterative approach with quick feedback cycles and continuous adjustment has proven to be much more successful than rigid transformation plans.
6. Data Integration Focus: The integration of data across all systems and channels is the most critical technical success factor and should be addressed early.

These success factors are also reflected in our T-E-A-M-S methodology:

• Training: Continuous development of team competencies
• Engagement: Active involvement of all stakeholders in the transformation process
• Alignment: Alignment of all measures with overarching business goals
• Measurement: Consistent success measurement at all levels
• Systematic Iteration: Continuous improvement based on data and feedback

Change Management: Aligning Teams for Performance Marketing

The transformation to performance marketing is not just a technical but also a cultural challenge. The shift from a traditional, often intuition-based marketing approach to a data-driven performance culture requires targeted change management.

Based on our experience and research by Prosci (2024), the following change management practices are particularly effective:

1. Communicate a Compelling Vision: Develop and convey a clear, inspiring vision of your company’s performance marketing future.
2. Ensure Early Wins: Identify and realize quick wins early that demonstrate the value of the transformation.
3. Identify Champions: Promote internal champions who serve as role models and multipliers for the new approach.
4. Prioritize Skills Before Tools: Invest first in developing relevant skills before introducing new tools.
5. Create Psychological Safety: Establish a culture where experimentation and learning from mistakes are valued.
6. Celebrate Progress: Recognize and celebrate achieved milestones to promote motivation and engagement.
7. Gather Continuous Feedback: Regularly solicit feedback on the transformation process and adjust your strategy accordingly.

The use of cross-functional “Performance Squads” has proven particularly effective—small, interdisciplinary teams that jointly solve specific performance challenges and establish new ways of working in the process.

“The transformation to performance marketing requires a holistic approach that takes into account technology, processes, and especially people. The human factor is often underestimated—yet it’s precisely the cultural dimension that often determines success or failure.” – Dr. Sarah Martinez, Digital Transformation Quarterly, 2025

The Revenue Growth Strategy: The Holistic Approach for Sustainable Growth

Performance marketing is a central building block for company growth—but it only develops its full potential within the framework of a holistic revenue growth strategy. The Brixon Group has developed an integrated approach that systematically links performance marketing with other growth factors.

How Performance Marketing Is Integrated into the Revenue Growth Strategy

The Revenue Growth Strategy is based on the insight that sustainable growth only occurs through the coordinated interplay of various factors. Performance marketing forms a central pillar in a more comprehensive architecture.

The main elements of the Revenue Growth Strategy and their connection to performance marketing are:

1. Market Positioning: Precise positioning in relevant markets creates the strategic foundation for focused performance marketing activities.
2. Customer Experience Design: A systematically designed customer experience forms the framework for effective performance campaigns and increases conversion rates.
3. Performance Marketing: Data-driven campaigns for targeted acquisition of qualified leads and customers.
4. Sales Enablement: The optimization of sales processes maximizes the conversion rate of leads generated through performance marketing.
5. Customer Success: Systematic customer retention and development increases customer lifetime value and thus improves performance marketing ROI.
6. Revenue Operations: The integration of all growth-relevant processes and systems creates a seamless ecosystem for scalable growth.

The Brixon Group supports companies in integrating these elements into a coordinated Revenue Growth Strategy. Our research shows that companies with an integrated approach achieve average growth rates 41% higher than those with isolated marketing initiatives.

The Revenue Growth Blueprint as a Framework for Scalable Success

The Revenue Growth Blueprint is a structured framework for systematically developing and implementing a holistic growth strategy. It connects all relevant elements in a coherent model, thereby creating the foundation for scalable growth.

The Blueprint comprises five core components:

1. Growth Strategy: Definition of growth goals, target market analysis, and strategic positioning
2. Growth Levers: Identification and prioritization of the most effective growth levers
3. Growth System: Development of the necessary processes, technologies, and team capacities
4. Growth Metrics: Establishment of a comprehensive measurement system for all growth activities
5. Growth Acceleration: Continuous optimization and scaling of successful approaches

Performance marketing is closely linked to all other components in the Blueprint—from strategic alignment to continuous optimization. This systematic integration ensures that performance marketing is not conducted in isolation but as an integral part of a coherent growth strategy.

Companies working with the Revenue Growth Blueprint benefit from:

• Higher capital efficiency through optimal resource allocation
• Accelerated growth cycles through systematic optimization
• Reduced risks through a diversified growth portfolio
• Improved customer experiences through consistent touchpoints
• Increased company value through sustainable, profitable growth

Attract, Engage, Delight: The Cyclical Growth Approach

The flywheel model “Attract, Engage, Delight” forms a central element of the Revenue Growth Strategy. It describes how a cyclical growth process emerges that reinforces and accelerates itself.

In the context of performance marketing, this means:

• Attract: Qualified prospects are attracted through targeted performance marketing. This includes SEA, social media ads, content marketing, and other performance channels.
• Engage: Prospects are converted to customers through relevant content, personalized communication, and value-oriented interactions. Performance marketing provides the data for personalized customer journeys.
• Delight: Through excellent customer experiences and continuous added value, customers become brand ambassadors who attract new customers and accelerate the cycle. The insights gained through performance marketing flow into the optimization of the customer experience.

The decisive difference from the linear funnel model: In the flywheel approach, each phase reinforces the next, creating a self-accelerating growth cycle. Performance marketing functions as a continuous accelerator that works in all phases.

The Brixon Group supports companies in implementing this cyclical approach through:

• Brixon Reach: Strategies and campaigns for targeted acquisition of qualified prospects
• Brixon Engage: Content and conversion strategies for effective interaction with prospects
• Brixon Delight: Customer experience and advocacy programs to maximize customer lifetime value

Companies pursuing this integrated approach typically achieve 27% lower customer acquisition costs and 34% higher customer lifetime values than companies with isolated marketing activities (Brixon Research, 2024).

The Revenue Growth Strategy ensures that performance marketing acts not as a tactical measure but as a strategic growth driver. It creates the framework conditions under which a high performance marketing readiness level can make its maximum value contribution.

FAQ: Frequently Asked Questions about Performance Marketing Readiness