Your marketing team is celebrating a surge in leads, even though your bottom line is stagnant. You shouldn’t measure your marketing success by looking at lead growth, follower growth, reach and engagement numbers or things in between them. These aren't the right metrics for measuring marketing success.
Here's how to fix it.
The right metrics you should measure are the qualified pipeline you foresee will be secured within the specific timing in the near future and the revenue or conversion growth you are enjoying right now.
You see, these are the real, tangible outcomes that will cover payroll and pay your overheads. Marketing is a revenue engine built to make you money. Don’t be too excited when you’re looking at the vanity metrics. Track how every investment converts into secured purchase orders, booked sales, and the list of qualified pipeline available in your report. Celebrate with your marketing team if you see a long list of qualified pipeline waiting to be converted, and the growth of your current conversion rate or revenue. These are the ones that will change the game for your business when it comes to acquiring sustainable growth.
