“If you cannot measure it you cannot improve it. Execution is everything in determining results. Plan, analyze and execute, then you measure interim results carefully, then begin iterating the program components to improve them. There is no other way. You must have all of your Key Performance Indicators (KPI) in a dashboard you review every day.”

– A very successful senior IBM executive

1. Sales Revenue

• How much has been leveraged directly by marketing?

2. Cost Per Lead

• Inbound marketing costs
• Outbound marketing costs

3. Customer Value

• (Average sale per customer) x (Average number of transactions per customer per year) x (Average retention time for your customers)

4. Inbound Marketing ROI

• (Revenue Growth – Marketing Spend) / Marketing Spend = Return on Investment

5. Traffic-to-Lead Ratio

• Website analytics needs to be reviewed constantly.

6. Lead-to-Close Flow and Conversation Rate

• Sales Qualified Leads
• Sales Accepted Leads
• Marketing Qualified Leads

7. Landing Page Conversion

• Every campaign requires measurement on conversion.

8. Organic Traffic

9. Social Media Traffic

10. Traffic by Platform – Mobile vs Desktop