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.