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Top Five Metrics for Revenue Generation Marketers |
It’s an old cliché but true: you manage what you
measure. One implication is that when a business
changes, measures should change as well. Few businesses
have ever changed as rapidly as B2B marketing is
changing right now. So it’s no wonder that many B2B
marketers are asking themselves what they should measure
and not finding a clear answer.
The changes in what’s being managed require
corresponding adjustments in what’s being measured. The
biggest change is the span of engagement: because
marketers are now staying involved until the initial
purchase and beyond, they need to measure the revenue,
not just how many leads they turn over to sales. This
longer span is matched by a broader scope: marketers
must measure programs in more channels, understanding
not just immediate response but the impact on final
results. Taming the flood of information created by more
activities over a longer period requires marketing
measures that are easier to understand and point to
actionable recommendations.
pdf 2012 |
