You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right?
Not necessarily. According to Bizible’s survey of over 300 B2B marketers There were roughly 12 different metrics submitted by survey takers when asked, “What’ do you use as the primary metric to judge success?”
To better understand how marketers do marketing measurement we first review the variety of metrics reported and then dive deeper to explore why marketers choose these metrics.