While measuring, vary the level of detail and focus areas.
Businesses must focus on demand marketing metrics that measure actions that contribute to revenue, provide lift to pipeline and enable customer engagement. These could include lift, quality, conversion, health, levers and velocity.
Track demand marketing lift to know the increase in sales since executing demand marketing over time. Assess demand marketing quality to understand the quality of the sales generated by demand marketing.
Measure demand marketing health to know the percentage of leads that made it from initial engagement to closed-won opportunity. It could help identify whether leads are getting “stuck” at any point.
[9 minute read]