Question

Topic: Research/Metrics

What Is Your Mega Metric?

Posted by Anonymous on 1/10/2013 at 5:48 PM ET 250 Points
B2B Marketers: What is the one overall metric that your department is judged on within your organization? We all manage so many initiatives - lead generation, lead nurturing, customer retention, events, content marketing, web, social, etc. I'm curious if you report goals/metrics for each initiative, or if you come up with one big "mega metric" that encapsulates the success of your entire marketing program more holistically. When other leaders in your organization are judging how Marketing is helping to move the company forward, what measurement are they using?
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RESPONSES

  • Posted by Gary Bloomer on 1/10/2013 at 6:03 PM Member
    I use the methods listed above and a few I've developed independently. Although my mega metric is proprietary, it works well when it's applied: in the last 12 months it's helped one client multiply their projected 3 year sales figure by a factor of 10.
  • Posted by Moriarty on 1/11/2013 at 4:28 AM Member
    My "metric" is something that is rather vague - it focuses on character. The problem is finding out what it is, because it is different in each situation. Essentially it needs the essential character of the business I am working for and the character of their best clients. Knowing this "essence" turns very big improvements in any metric you wish to use. The character of the situation will determine which channels are most effective for that particular business and their best clients.
  • Posted on 1/15/2013 at 9:35 AM Author
    Thanks for the responses! I was looking for something a little more measurable.
  • Posted by Moriarty on 1/15/2013 at 9:47 AM Member
    What are you trying to measure? Not everything in human life is measurable in meaningful terms.
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