Model Overview Report

Revenue Engine Measurement For Emerging Companies

How Marketing Can Partner With Sales To Think Outside The MQL Box

June 15th, 2021

Summary

Marketing teams have traditionally struggled to effectively demonstrate return on investment, primarily because metrics have been siloed across functional groups. For this reason, marketing leaders tend to focus on the one metric that is solely in the hands of marketing: the marketing qualified lead (MQL). But MQLs show only one part of the buyer’s journey. To show true impact, marketers must look at the entire revenue engine and develop metrics that matter to the business as a whole. In this report, marketing leaders will learn about the importance of partnering with sales (and sometimes product and customer success) on joint metrics that reflect the entire revenue engine while also showcasing marketing-specific metrics that show true business impact.

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