What specific KPIs have you found most effective for demonstrating the ROI of your martech investments?
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Our primary lead gen KPI is the number of meetings we secure with a qualified person. Our martech stack needs to help us identify, influence, and motivate the qualified candidates. I agree that revenue is the most visible metric. However, I also believe that simplifying the process is also critical. Can I easily find a prospect with intent, move them into a top of the funnel program and easily move them from top to middle to bottom? Are the martech tools integrated to avoid manual steps whenever possible?
The best KPIs for showing the ROI of martech investments are directly tied to driving revenue and growth and building a solid pipeline to attract and convert prospects into customers. I’ve found metrics like lead-to-revenue conversion, customer acquisition cost (CAC), marketing-driven revenue, and how fast leads move through the pipeline to be the most effective. These clearly connect what marketing is doing and the overall business impact.
Many if not most of the benefits are internal/operational. Whether it's helping define, streamline, and support marketing and sales collaboration and intersection, to helping provide greater transparency and visibility - which in turns translates into more data-driven prescriptive intelligence. Investments in martech tend to focus more on creating force multipliers, and so we look at increases in areas downstream with attribution (lead to demo rates, demo to deal won rates, account expansion metrics, CLV, etc.) to gauge impact.