This is a presentation that I had presented at a recent webinar for Lead squared CRM on the LSQ Webinar series.

1. The Importance of Metrics in
Marketing
Rahul Thomas Mathew
Product Marketing Manager@ Jifflenow

2. What other departments think about Marketing

3. Marketing reactions to
ROI or Profitability

4. So why can’t
Marketing afford to
ignore Metrics?

5. Metrics is the fuel that
will power your
marketing

6. What are the important
metrics to measure in
your Marketing
Organization

7. Goal Setting & Progress Tracking
Leads waterfall Traffic Waterfall
Average Lead Close Rate

8. Channel Effectiveness
Month to Date Goal
per Channel
Paid v/s Organic Lead %
Close Rate per
Channel

9. Content Effectiveness
Traffic driving keywords
Leads generated per
offer
CTA Click through
Rate

10. Marketing Qualified Leads
Total MQLs per month
MQLs converting to
Opportunities
MQLs per channel

11. Metrics will help you plug the leaks in your
sales funnel
Monitoring these 5 areas for potential red flags will ensure that
you keep an eye out for any leaks in the sales funnel
• The rate of leads to closed deals
• The rate of opportunities to closed deals
• Pipeline coverage is too low for your sales team to meet
quota
• Amount of stalled opportunities
• Amount of leads that haven’t been followed up on

12. Marketing Metrics that matter to your CEO
1. Customer Acquisition Cost
(CAC)
2. Marketing as a % of CAC
3. Ratio of CLV to CAC
4. Time to payback CAC
5. Marketing Originated
Customer %
6. Marketing Influenced
Customer %

13. Customer Acquisition Cost
How to Compute this Implications for Marketing
All sales & marketing
costs in a period/ Total
number of new
customers in that period
An increase means
Marketing/Sales spend
might not be efficient

14. Marketing as a % of Customer Acquisition Cost
Total Marketing costs/
Total marketing and
Sales cost used to
calculate CAC
An increase can mean 2 things
1. Marketing spend was not
efficient enough
2. Your Marketing model is
one where Marketing is
doing a big chunk of the
work to bring customers
How to Compute this Implications for Marketing

15. Ratio of Customer Life Time Value to Customer
Acquisition Cost
How to Compute this Implications for Marketing
A high ratio means you have a
higher ROI on Sales &
Marketing
Total annual payments from a
customer/(churn rate*CAC)

16. Time to payback CAC
How to Compute this Implications for Marketing
A higher payback means that
you take longer to earn back
the CAC
CAC/how many customers pay
you on average each month

17. Marketing Originated Customer %
How to Compute this Implications for Marketing
A higher percentage means
marketing is responsible for
driving a lot of the new
customers and sales isn’t as
effective
Percentage of all new
customers that came from a
lead that marketing generated

18. Marketing Influenced Customer %
How to Compute this Implications for Marketing
An increase in this % means
that Marketing is helping
influence more buying decision
making
Percentage of all new
customers for a specific period
who had any interaction with a
marketing activity

19. Summary
Metrics will
v Ensure that you have access to unlimited marketing
budgets
v Bring efficiency and order to Marketing
v Showcase ROI and profitability from Marketing
campaigns and efforts
v Increase sales productivity
v Help marketing have a direct impact on customer
conversion

20. Thank you
Rahul Thomas Mathew
Product Marketing Manager@ Jifflenow