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There's nothing scarier than being a marketer without revenue-based metrics to account for your salary, spend and (seemingly) subjective decision-making!
One of the hardest things to explain to marketers is that the majority of stuff that takes up your time & interest are misunderstood by others, or more accurately, they really just don't care. While you are geeking out about your recent open or conversion rate, your executive team and/or board are seeing you as overhead and wondering what's taking so long to get out the next email to promote the conference. As I like to advise marketers, stay close to the revenue and have the metrics to back it up.
Most marketers struggle with the metrics and trying to identify the key ones that will make sense to their non-digital native executives and board members. My advice? Keep up with your digital metrics and use them to aid your team in making progressively wiser decisions, but prepare and focus on key metrics that your executives and board can understand because of their direct tie with revenue, customer numbers and acquisition cost.
Enjoy the 6 metrics that your boss really cares about this month that we've curated as October's Toolkit of the Month.
