Stop Measuring Tech Marketers on Funnel Metrics

Experts: Christy Ferguson, Amy Jenkins

The inconsistency between marketing measurement, business objectives and compensation plans contributes to a significant disconnect between what technology marketers are being asked to achieve and drivers of business growth. 

For example, less than a third of technology chief marketing officers (CMOs) and demand generation marketers indicated that they are evaluated on customer retention rate and cross-sell metrics. Yet 72% indicated that revenue growth from existing customers contributes to the success of the company revenue targets and is part of their compensation plan.

To better align with business objectives, technology marketers must shift performance metrics away from funnel metrics and toward business growth metrics, such as pipeline, revenue growth rate, customer retention and new product revenue. 

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