By continuing to use this site you agree to our Cookies Policy.

The Marketing Metrics Marketers “Always” Check

The Marketing Metrics Marketers “Always” Check
Table of Contents
  1. Template item

This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here.

The majority of marketing teams check two metrics “always/consistently,” according to the 2021 CMO Survey

  • Sales/revenue
  • Digital/web/mobile performance
Source: CMO Survey

Other metrics — including lead conversion and LTV — were more likely to get checked between monthly and “almost never.”

Is this a sign of negligence? More likely, it shows teams focus on real-time data, according to Arjun Bidesi, MarketerHire’s head of growth analytics.

Upper-funnel: digital performance

Digital performance data — like social engagement and click-through rates — updates constantly.   

Especially for marketing teams at companies where revenue takes time to bake out — like B2B orgs, or mattress retailers — this is worth “always/consistently” checking. 

Lower-funnel: revenue

For companies with quick sales cycles, revenue updates in relatively real time — and it’s usually more relevant to org-level goals than digital performance. 

In fact, about 50% of companies use revenue as their North Star metric, according to venture fund A16Z.

Our takeaway? 

Most marketing teams only check two real-time metrics regularly, which makes sense. 

In fact, for more agile decision-making, Bidesi recommends marketing teams focus on just one real-time marketing metric to “help you reach to the next desired stage of the startup the fastest.”

Mae RiceMae Rice
Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.
Hire Marketers
Trends

The Marketing Metrics Marketers “Always” Check

September 8, 2023
March 1, 2022
Mae Rice

There are only two metrics marketing teams check “always/continuously,” according to the 2021 CMO Survey. Which ones are they, and why? We broke it down.

Table of Contents

This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here.

The majority of marketing teams check two metrics “always/consistently,” according to the 2021 CMO Survey

  • Sales/revenue
  • Digital/web/mobile performance
Source: CMO Survey

Other metrics — including lead conversion and LTV — were more likely to get checked between monthly and “almost never.”

Is this a sign of negligence? More likely, it shows teams focus on real-time data, according to Arjun Bidesi, MarketerHire’s head of growth analytics.

Upper-funnel: digital performance

Digital performance data — like social engagement and click-through rates — updates constantly.   

Especially for marketing teams at companies where revenue takes time to bake out — like B2B orgs, or mattress retailers — this is worth “always/consistently” checking. 

Lower-funnel: revenue

For companies with quick sales cycles, revenue updates in relatively real time — and it’s usually more relevant to org-level goals than digital performance. 

In fact, about 50% of companies use revenue as their North Star metric, according to venture fund A16Z.

Our takeaway? 

Most marketing teams only check two real-time metrics regularly, which makes sense. 

In fact, for more agile decision-making, Bidesi recommends marketing teams focus on just one real-time marketing metric to “help you reach to the next desired stage of the startup the fastest.”

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

Hire a Marketer