shared from Hubspot.com
As marketers, we work tirelessly to move the needle on what often seems like a laundry list of metrics. We look at website visits, conversion rates, generated leads per channel, engagement on social media platforms, blog post shares, email click-through rates and the list goes on and on. When the time comes to present the impact of your marketing efforts to your boss, you cant present him or her with everything you measure.
While many bosses theoretically understand that a solid marketing team can directly impact your companys bottom line, 73% of executives dont believe that marketers are focused enough on results to truly drive incremental customer demand. If the majority of executives think marketing programs lack credibility, it simply doesn’t make sense to bombard them with metrics that dont indicate bottom-line impact.
When it comes to marketing metrics that matter to your execs, expect to report on data that deals with the total cost of marketing, salaries, overhead, revenue, and customer acquisitions. This guide will walk you through the six critical marketing metrics your boss actually wants to know.
Let’s get started.
Bonus Video: Dr. Philip Kotler on Marketing