The Definitive Guide to Lead Generation

CHAPTER THIRTEEN: METRICS
METRICS PLANNING
In the age of the self-educated buyer, marketing is in a unique position to reinvent itself as a core part of a company’s
revenue engine. As the function that “owns” the relationship with self-educating prospects, marketing is now
responsible for a much greater portion of the revenue cycle than ever before.
If you can confidently identify how
your lead generation campaigns
truly deliver financial returns, you’ll
lift your marketing team’s influence
and credibility even further. And if
you understand how your
campaigns perform, you can also
make the right strategic investments
to improve results over time.
Before you can prove your lead
generation ROI, you have to
establish your metrics. Planning and
developing concrete metrics to
track your lead generation
campaign and investment is no
easy task—but it’s an essential one.
In the next few pages, we’ll discuss
best practices for establishing your
expectations and criteria.
“The #1 mistake I see
demand gen marketers
make is not measuring
program performance
regularly. It’s critical to have
your immediate metrics to
examine program
performance (such as
investment/new name or
investment/MQL) but you
also need to look at business
metrics like opportunities
and pipeline.”
– Heidi Bullock,
Senior Director of Marketing,
Marketo
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