Episode summary
If you're still measuring marketing success by leads, you're wasting effort on the wrong metrics. Most leads never convert to customers or revenue.
It's time to open your eyes to what truly matters - marketing's impact on pipeline and revenue. Switching from counting leads to tracking revenue allows you to understand and optimise activity that actually generates customers.
In this episode of Demand Decoded, we cover:
- Why lead count is a poor indicator of marketing success
- The advantages of revenue-focused marketing measurement
- How to effectively track key revenue metrics from your programs
- Tips for transitioning your team's measurement at a leadership level
Start focusing your marketing on driving qualified pipeline and business growth through the metrics that count.