Marketing must drive business outcomes.
Too often, marketers rely on fluffy metrics to validate their budget and existence. We believe there is a better way. Marketing must be held to a higher standard. We measure the impact of marketing using three core metrics that directly feed the sales funnel:
- Leads generated
- Qualified leads generated
- Rate of conversion
Once marketing begins to play a role in feeding the sales funnel, an organization must then invest in its marketing-to-sales handoff. At this stage, an organization must invest in content, processes, experiences, training, and tools to help convert qualifying leads into opportunities. Growth marketing is measured by how it impacts business growth. This is the future of marketing, and it’s a bright future.