Almost a week ago, Sangram Vajre, co-founder of Terminus and host of the #FlipMyFunnel podcast, asked a very simple question: “What is the most important metric in marketing?” ”
It received over 160 responses and counts, and there was a great consensus behind the income. Other responses included “connecting to your brand and your business” (Karen Steele, CMO, Near), but most respondents were heavily focused on what would once have looked like sales goals. “Marketing revenue and pipeline speed,” said Chris Walker, CEO of Refine Labs.
Indeed, Ashwin Vasudevan, Director of Marketing at KBX, went further: “Marketers need to take on the sales work before they do any marketing work – the growth path of the pipeline and, ultimately, the sales work. closed pipeline agreements (ie. “
Some, of course, couldn’t resist naming more than one. Prem K., Head of Marketing at Vasil Search, selected revenue, but also conversions and “a quantified customer satisfaction score – NPS, CSAT, CES, Trustpilot scores, whatever.” Heck, even Playstore reviews could count 🙂 ”
And he couldn’t help but add, “The one your CEO loves the most.
Why we care Marketers talk about metrics all the time, especially as demonstrating ROI becomes more and more important. You might think there is disagreement over what the most important metric is, because there is so much debate surrounding the topic. But when asked the direct question, there is a consensus. It’s all about income.