1. The Rudder Group
SALES & MARKETING
METRICS
The Rudder Group
Growth Strategies & Mentor Capital

2. QUANTITY METRICS - REACH
Reach: Reach is the total of a company's email database,
social media following, blog subscribers -- anyone the
company can reach with content or marketing messages.
This metric is key because it measures the width at the very
top of the sales and marketing funnel.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

3. QUANTITY METRICS - LEADS GENERATION
Leads Generated: The most typical marketing metric is
leads, and it continues to be an important metric. Once
someone is a lead, you have their contact information and
can nurture them more effectively.
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Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

4. QUANTITY METRICS - REVENUE
• Revenue Pipeline: Revenue pipeline takes the leads marketing
generates and projects the value of that lead based on lead
close rates and average revenue per sale. Revenue pipeline is a
surprisingly clarifying metric because you can directly line up
marketing's efforts with sales' quota to make sure the teams
are aligned to reach the same end goal.
• Revenue: The ultimate goal of the entire sales and marketing
team: revenue. Measure this not only at the end of a quarter
or month (whatever your sales cycle is) but also throughout
the month compared to your goal. That way you're not
surprised on the last day of the quarter that you haven't
reached your goal.
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Rudder Group
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Growth Strategies Mentor Capital

5. QUALITY METRICS – LEADS
Visit-to-Lead %: This metric is a measure of the
effectiveness of the marketing team's calls-to action and
offers. This metric reflects the quality if the marketing
teams content and can identify any issues at the very top of
the funnels. It is also good to look at conversion rate on
offer landing pages, specifically to understand if the
problem is on the initial CTA or the landing page.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

6. QUALITY METRICS – LEADS
Lead-to-Marketing Qualified Lead (MQL) %: The lead-to-
MQL percentage is a measure of how effective marketing is
at converting leads beyond the stage of simply having
someone's contact information, to a stage of qualification.
Leads Presented-to-Leads Worked %: The percentage of
leads worked by the sales team is a great -- not to mention
quick -- measure of the initial quality of leads presented to
your sales team. If a sales rep simply won't call or email a
lead given to them (a hot, inbound lead!) then something is
wrong with the quality of the lead, or the
handoff/agreement between sales and marketing.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

7. QUALITY METRICS – LEADS
Leads Worked-to-Leads Connected %: The percentage of
leads that sales is able to connect with reflects how likely or
willing a marketing-generated lead is to take the next step
to talk with sales, and/or reflects the effectiveness of the
sales rep's follow up approach.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

8. OPPORTUNITY
MQL-to-Opportunity %: The percentage of MQLs that
become opportunities is a measure of the quality of MQLs
specifically. If you see this metric going down, you may need
to reassess your criteria for a lead to be considered an MQL.
Opportunity-to-Customer %: Once a lead reaches the
opportunity stage, it's largely in the sales person's hands to
bring it through the final stages of the sales funnel. The
Opportunity-to-Customer % is a measure of the quality of
opportunities the sales team is creating, and how effective
they are at closing these opportunities.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

9. LEAD-TO-CUSTOMER %
Lead-to-Customer %: The
final funnel metric, Lead-to-
customer %, gives you one
number on the effectiveness
of your sales and marketing
funnel. This is a good, single
number to look at to
understand how you're doing
as a S-Marketing team, while
the other metrics above can
diagnose which stages need
work.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

10. AVERAGE DEAL SIZE
Average Deal Size: Since you're concerned about revenue
more than just the number of customers, the average
revenue per customer account is a key metric that can
improve your company's financials without changing any of
the other metrics.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

11. DASHBOARD TIPS
Use Dashboards to quickly monitor the statistics/metrics
• Create a shared dashboard
• Make the dashboard accessible to keep both teams
accountable
• Look at the metrics by short-term and long-term
timeframes..
• Check the dashboard every day
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital

12. ESTABLISH S-MARKETING SLAS
• Run an analysis on the close rates by type of lead
(ebook vs. demo, Healthcare segment vs. Technology
segment).
• Determine the number of leads (or lead value, such as
the revenue pipeline metric mentioned above) needed
per sales rep to reach his/her quota. This becomes the
Marketing SLA.
• Define the number and frequency of attempts a sales
rep must work the leads generated for them. This
becomes the Sales SLA.
• Include these metrics on the dashboard you look at
daily.
TheThe Rudder Group
Rudder Group
Growth Strategies && Mentor Capital
Growth Strategies Mentor Capital