When choosing sales and marketing metrics,  start with your revenue funnel.

Your revenue funnel dictates which metrics are best to use and a range of factors including size and scale, complexity, volumes, revenue per client, account-based vs. lead based focus will suggest different ways to measure your revenue impact.

Your Revenue Architecture – and revenue funnel – should dictate the metrics you use.

Marketers often seek to understand ‘campaign attribution’ to prioritize investments – yet, in complex multi-stage, multi-touch customer journeys, the impact of any one campaign or touch is difficult to define precisely. Should you attribute to the first campaign touch….to the last touch? The truth is that multiple influences and touches combine to contribute to the sale. As an example, if you are using an account-based marketing approach, you will focus more on account-level metrics like account awareness and penetration instead of just lead volume.

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So what are metrics to consider?  In this post, we have collected and grouped some common sales and marketing metrics that we use across customer buying stages.  The three stages are:

  1. Aware Stage: How are you accessing the target market and driving awareness and visibility?
  2. Consideration Stage: How are you engaging and influencing customers paid, owned and earned media?
  3. Decision Stage: How are you delivering experiences and converting sales?
  4. We also added Impact – to track some additional “health and hygiene” metrics.

Aware Stage

  • Database hygiene (% bounce, new names, etc.)
  • Database: List size / database growth / %
  • Social media reach: # followers / fans % growth
  • SEO & Content: # website visitors / visitor growth
  • SEO: # Keyword ranked
  • Advertising: CPMs
  • Marketplace / affiliate presence
  • Earned Influence: # referrals / % referral rate
  • Earned Influence: # mentions / shares via earned media / from media influencers
  • Sentiment: % positive sentiment / likes
  • Account: % account coverage
  • Account Contacts: % growth in contacts covered in key accounts
  • Account: # website visitors from key accounts
  • Account: % account marketing plan coverage

Consideration Stage

  • Engagement: # time on site /  important pages / dwell time
  • Engagement:% bounce rates on home page / important page
  • Conversions: % CTRs (click through rate) on ads
  • Conversions:# CTA (call to action) clicks
  • Conversions: # / % Blog reads
  • Conversions: # / % growth in Subscribers
  • Productivity: % improvement in sales time with clients
  • Accounts: # of account key contacts spending time with our company
  • Accounts: # number of accounts with active touches
  • Events: # event attendees
  • Nurture Impact: % converted from leads to MQLs

Decision Stage

  • Conversions: per conversion content
  • Account Marketing: # of MQAs – Marketing Qualified Accounts
  • Attributions to Source Campaign
  • Attributions % Sales Initiated Sales vs % Marketing Initiated Sales
  • Advertising: CPMs / Impressions / Ad position
  • Advertising: $ Cost per click / $ Cost per lead
  • Optimization: Conversion Rate per visit / click
  • Sales % win / loss rates from MQL, from SQL
  • Sales $ average contract value / deal size
  • Sales $ pricing: value / discount % to total gross revenue

We also track qualitative and quantitative measures that consider the overall impact:

Impact Metrics

  • Total revenue growth
  • Revenue vs forecast
  • Revenue vs Goals / Quota
  • Health: %Lead to MQL / % MQL to SAL / % SAL to SQL / % SQL to Closed
  • Velocity: Time of leads to Closed by stage
  • New Account # / % new accounts / new logos
  • Account % account retention rate
  • Account Crop Rotation: New products / existing account
  • Account Continuation: % existing account expansion
  • Account Colonization (# new accounts within accounts)
  • Sales Forecast Accuracy
  • Salesperson satisfaction
  • Account Net Promoter Scores.

Start with sales and marketing metrics that matter.

By clarifying your business model and corresponding revenue architecture, you can determine the revenue funnel you need and and the metrics that make the most sense to track. We find it better to start small using a few key metrics that are easy to track using your marketing automation / CRM and then build from there, ultimately incorporating predictive and other data driven business intelligence.