13. Measuring
How do we measure success in marketing? Times were we would measure engagement metrics such as percentage of opens in e-mail and their click-through rates. But those days are over. No one really cares about clicks and impressions these days. With marketing being held more accountable for business goals, we have to measure in bottom-line business metrics. For example:
Number of marketing-sourced deals in the pipeline (opportunities)
Percentage of marketing-sourced pipeline
Dollar amount of marketing-sourced pipeline
Number of closed ...
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