Today CEOs expect marketers to provide metrics and to be accountable to meeting their numbers just like sales people. They do have a bunch of activity metrics and some squishy metrics like brand recognition.
At the same time, most CEOs agree that they aren’t getting enough activity at the top of the sales funnel. Thus their marketers are constantly reminded that more leads are needed…now! When the revenue doesn’t immediately materialize, CEOs will lament, why can’t I see ROI from marketing?
This is what CEOs should be asking?
1. What effect are our marketing investments having on sales productivity?
2. What can marketing do to lower the combined expense to revenue ratio of sales and marketing?
As marketers, I believe the key is to look at why are we measuring our marketing in the first place?
I’d love to get your input on what you believe are the most important B2B marketing metrics for CEOs?