The Metrics Your CEO Really Cares About

Out with the old, in with the new. It’s a new year, so let’s start our marketing programs the right way by tracking our performance. Metrics, or key performance indicators (KPIs), should be set up front so that the marketing team knows what goals they are striving to reach. Metrics alert us to which strategies we should replicate and which ones to improve. The following checklist includes the metrics vital to your marketing and sale’s efforts. The metrics provide insight for each stage on the customer lifecycle. Based on your industry, these should be reviewed over a given period.

Attraction Metrics

  • New Web Visits: Number of a unique visitor to your website.
  • Bounce Rate: The proportion of visitors who only read on the page.
  • Social Media Follower: Add the followers from top social media networks that are important your business. Networks can include LinkedIn, Twitter, YouTube, and Facebook.
  • New Articles: The number of original content pieces created by your company, including blogs, e-books, case studies, and data sheets.
  • Events: The number of events in which your company had a presence. Trade shows, summits, partner events, and conferences should be counted.
  • External Links to Sites: This is the number of links referring to your site. This metric can be found in Google Webmaster tools (your web administrator can help find this number). This metric is factored into your SEO success.
  • Google Ranking: Determine the key works of phrases that are consistent with your company. Your digital marketing department or firm can help you with this.

Capture Metrics

  • Conversion Ratio on Web Forms: The ratio of forms submitted by unique visitors.
  • Know Visitors: Percentage of visitors who are returning. This metric measures the “stickiness” of your site.
  • Referrals from Partners: Number of leads from your company’s true partners. These partners are typically responsible for channeling business to your company.
  • Referrals from Customers: This metric is highly reflective of customers’ satisfaction and advocacy.
  • The Number of New Partners: This is relevant for companies that depend on a partner for revenue generation.

Nurture Metrics

  • New Marketing Accepted Leads (MALS): The number of qualified leads identified for further nurturing or immediate forwarding to sales personnel.
  • Reopened Leads: The number of recycled leads that were nurtured and qualified for additional sales solicitations.
  • Total Leads: The total of new MALS and reopened leads
  • The Number of Marketing Qualified Leads The number of leads qualified for closing. Typically, these are leads that have been nurtured and exhibit strong buying signals.

Conversion Metrics

  • New Opportunities: The number of new opportunities created by sale’s efforts.
  • Lead-to Opportunity Ratio: New opportunities created divided by total leads. This is calculated over a given period.
  • New Customers: The number of converted leads in a period.
  • Opportunity-to-Win Ratio: New conversions divided by new opportunities in a set period.
  • Lead-to-Customer Ratio: The number of new customers divided by the number of total leads in a period.
  • New Revenue: The total generated from new customers in a period.
  • Total Revenue: The overall dollar amount associated with new customers in a period. This number also includes upsell and cross-sell revenue.
  • Sales Cycle: The number of days required to close a sale.

Expansion Metrics

  • Number of Customers: The number of all customers in a period.
  • Net Increase in Customers: The net difference in customers from one period to another.
  • Number of Customer Churns: The number of customers who churned in a period.
  • Churn Percent: The Number of churned customers divided by total customers in a period.
  • Customer Average Lifetime: The ratio generated from churn rate divided by one
  • Customer Lifetime Value: Prediction of net profit attributed to a future relationship with a customer.
  • Upsell: The amount of upselling
  • Upsell Ratio: The revenue generated by upselling activities divided by total revenue
  • Cross Sell Ratio: The amount of cross-sell revenue
  • Cross Sell Ratio: The revenue generated by cross-selling activities divided by total revenue
  • Average Deal Size: The average dollar value of a deal.

How ColemanWick Can Help:
Customer data gets to the core of strategic customer acquisition and retention—and is an integral part of what ColemanWick does for clients. Learn more about our analytics-based products or contact us to learn whether research makes sense for your organizations.