In the old days, B2B marketing bordered on being an art form. Even when you went to a trade show, it was difficult to track and measure your ROI. There was this constant battle between sales and marketing. Sales always complained about lack of qualified leads and marketing always doubted the sales department ability to close deals. Tracking how different marketing programs were performing and then allocating budgets based on that seemed like a futile exercise. The VP of Marketing and the CEO used their experience and thumb rules to allocate budgets. A lot of times it was really based on the budget in the previous year. Add a few or take away a few based on how the company was doing.