10. Lesson 3
• KPIs, not Metrics
Leaders measure for business impact….
…Followers measure for the sake of measuring
11. KPIs
Marketing sourced pipeline % of total pipeline marketing has uniquely created
Marketing influenced pipeline % of total pipeline that marketing has touched
Investment-to-pipeline ratio The amount of sales pipeline sourced for every program
dollar invested in demand creation
Investment-to-revenue ratio The amount of revenue sourced for every program dollar
invested in demand creation
Investment-to-influence ratio The amount of sales pipeline “touched” for every $1
invested in all marketing activities designed to influence
opportunities in the sales pipeline.
15. 4 Key Lessons
1. Align to business objectives
2. Speak their language, not yours
3. Establish & measure KPIs, not metrics
4. Change dynamic with referee
@B2BCMO
JonRusso1@gmail.com
16. About B2B Fusion…
• Executive Dashboard Creation
• Process Referee with Marketing, Sales, CEO
• Strategic/Executive Demand Generation
• Marketing Automation
@B2BCMO
JonRusso1@gmail.com