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Vera Fischer
Vera Fischer 12 April 2016
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6 Key Metrics That Improve Marketing Performance

Many marketing efforts spread far and wide, with marketing departments and firms measuring a countless list of metrics such as website visits, social media engagement, and conversion rates. Instead of overwhelming your CEO, CFO and other top management officials with all that information, use the six key metrics revealed in our e-book called "Marketing Essentials Your Boss (really) Cares About." Here is a quick look at just three of them for a taster.

Consumer acquisition cost (CAC) is how much a business spends to get a new customer. Knowing the value of CAC is critical for determining the efficiency of sales and marketing efforts. You can easily calculate it using a simple formula.

Another key metric is the time to payback CAC, which is exactly what it sounds like — the time it takes a business to earn the money it spent acquiring a new customer. Best practices usually dictate that the time to pay back CAC be less than a year. This number conveys how effective the business is at making new customers profitable.

A third key metric is the marketing influenced customer percentage. This measure looks at when marketing efforts interacted with leads (who are now customers) when they were in the sales process. The resulting percentage tells you how many new customers are due to marketing efforts, and how successful marketing staff and marketing campaigns are. Thus, you get a good idea of the role that marketing plays in customer acquisition at your company.

Using hard data to evaluate marketing performance is more effective than using soft marketing metrics such as how many comments, shares and likes your company's Facebook posts are getting. Soft information doesn't resonate enough with executives and, more importantly, isn't data they use when considering the bottom line. Upper-level management officials want to focus on big-picture issues, and you can use the six key metrics to engage management and to get them excited about the marketing work you're doing.

Download our e-Book now to discover the six key metrics that will help you improve your marketing credibility.

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