What are three metrics that B2B marketers should care about and why?
• Percentage of sales pipeline generated by marketing: This metric helps track the percentage of the sales pipeline, or opportunities, that marketing is generating based on lead generation/lead management activities. As marketers accept greater ownership for delivering sales-ready leads, it is important to show the sales teams that they too will sign-up for, and be measured on, delivering the company’s revenue targets. • Cost per opportunity: This is, in many ways, the opposite of Cost per Lead, or CPL. By looking at the costs required to generate a sales opportunity, rather than just a new inbound inquiry, different marketing approaches and advertising mediums can be evaluated appropriately. This is the core metric that allows marketers to focus on lead quality over lead quantity. • Average TTR (Time to Revenue): This is a measure of the average time it takes from spending marketing dollars on a new inquiry to booking revenue after a new sales win. While the TTR will vary greatly by i
