CEOs expect their marketing leaders to provide metrics and be accountable in meeting their numbers, just like their expectations for sales leaders. Oftentimes, CEOs’ marketing leaders only have various activity KPIs and some squishy metrics, such as brand recognition.
At the same time, most CEOs agree that they aren’t receiving enough activity from Marketing into the sales funnel. Thus, their marketers are constantly reminded that more leads are needed, as fast as possible.
When the revenue doesn’t immediately materialize, CEOs will lament, “Why can’t I see ROI from marketing?”
As marketers, I believe the key is to look at why we are measuring our marketing in the first place.
We need to be able to answer the big picture questions, like the following:
- What effect are our marketing investments having on sales productivity? On the pipeline? On revenue?
- What can Marketing do to lower the combined expense-to-revenue ratio of sales and marketing activities?
- How much am I putting in and what am I getting out? The difference between these two numbers is often expressed as a percentage.
- How much revenue can be directly attributed to leads coming from Marketing (i.e., the lead generation program in a specific time period)?
- What is the total cost of your lead generation program during a specific time period?
- Marketing team total compensation
- Vendors and outsourcers
- Costs and materials
I’d love to get your input on what you believe are the most important B2B marketing metrics for CEOs. Please leave a comment below to share your insights.
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