Metrics Review

Create Actionable Insights and Prove the Value of Marketing

Too many companies lack insight into the true value and impact of their marketing investments. This can be due to a variety of factors, but leads to problems such as uninformed decision-making, wasted time and money, an inability to justify budget requests, and the loss of credibility for the marketing team.

By establishing the systems and processes that allow you to measure the effectiveness and ROI of your marketing efforts, you become empowered to:

  • Make better, more informed decisions about where/how to spend your budget and allocate your resources

  • Make tactical improvements in your marketing efforts

  • Set and measure performance against marketing targets

  • Clearly communicate the bottom-line value driven by your marketing efforts

  • Build a better, more credible business case for your budget and resource requests

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Ultimately, your marketing team will be able to drive better results that translate to more revenue and quantitatively prove the value of Marketing. In addition, the ability to provide such metrics builds credibility and elevates the status of Marketing in the organization, allowing it to be seen more as a valuable driver of the business.

Primary Areas of Measurement and Example Metrics

When measuring Marketing performance, you should take a multifaceted approach that provides insights at both the granular level, allowing you to tweak tactics to improve outcomes, and at the macro level, showing the ultimate impact of Marketing on the bottom line.

  • Effectiveness – Provides an understanding of the actual effectiveness of your general marketing tactics, specific campaigns, and overall programs

  • Lead Quality – Tracks the quality of marketing leads delivered to Sales based on conversion and disqualification rates

  • Efficiency – Provides insight into how efficiently your marketing efforts product the desired results, using such metrics as cost-per-lead, spend vs. pipeline value created, etc.

  • Lead Origin Attribution – Compares lead generation across all potential sources of leads (i.e., Marketing, Sales, partners, Customer Success, etc.)

  • Bottom Line Impact – Demonstrates the ultimate value of your marketing programs based on their success at driving increased pipeline value, closed/won deals, and total revenue

Achieving the ability to track these sorts of metrics requires well a thought out data strategy and workflows, as well as strong collaboration with Sales.

Shows the lead generation volume of your different origin sources (e.g., Marketing, Sales, partners, etc.) over time

Leads by Origin Metrics Chart

Leads by Origin

Shows the overall effectiveness of your different marketing channels from one year to the next

MQLs by Source Metrics Chart

MQLs by Source YoY

Shows total pipeline for each of your products or product lines, as well as the portion that is from Marketing vs. other origins

Marketing Pipeline Contribition by Product Metrics Chart

Marketing Pipeline Contribution by Product

Example Engagement

LevelUp will work closely with your executive team, marketing operations, sales operations, and/or information technology personnel to:

  • Understand your objectives and priorities

  • Review your existing marketing metrics and reporting capabilities and identify gaps

  • Review your current systems and processes, including

    • Marketing automation

    • CRM

    • System integrations

    • Lead and opportunity data and workflows

    • Budget categories/tracking

We will then document and present our findings to you, including gaps identified, recommended metrics and reports, recommended data structures and flows to enable desired metrics and reporting, etc.

Ready to learn more?

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Reach out today to learn how LevelUp can help your company achieve its objectives and accelerate growth through marketing excellence.