It used to be that an immature marketing organization would obsess about activities and leads, while a more mature org would focus on opportunities and revenue. Certainly the latter is better aligned with sales goals, but it’s hardly the furthest a marketing team can evolve to.
Pursuing true measurement of lifetime value should be the next milestone a marketing organization should strive to achieve. Even accurate measurement of that initial opportunity creation can only tell so much – especially for software organizations focused so much on ARR and usage uplift. LTV tells a more complete story of the long term gains, while factoring in cost – probably the least consistently measured area of most B2B marketing orgs.
You still have to measure the clicks and the leads though, contrary to what most ABM advice seems to suggest.