As marketers, we work tirelessly to move the needle on what often seems like a laundry list of metrics. We look at website visits, conversion rates, generated leads per channel, engagement on social media platforms, blog post shares, email click-through rates…and the list goes on and on.
When the time comes to present the impact of your marketing efforts to your boss, you can’t present him or her with all the things you measure. Busy executives have a famously short attention span, of course, and they’re looking for the takeaway on an issue so they can quickly grasp the situation and move on.
But the bigger problem is that all too often a marketer measures stuff that their boss just doesn’t care about — audience reach, for example, rather than business results like how many new customers marketing helped the company acquire.
Your CEO isn’t buying it
While many bosses theoretically understand that a solid marketing team can directly impact your company’s bottom line, 73% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand. According to researchers at the Fournaise Group,
CEOs think that marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate how the cross-channel marketing strategies and campaigns they deploy grow their organizations’ top line in terms of more customer demand, more sales, more prospects, more conversions or more market share.
When it comes to marketing metrics that matter to your execs, expect to report on data that deals with the total cost of marketing, salaries, overhead, revenue, and customer acquisitions.
Demonstrate marketing ROI
And so, intrepid marketer, to help you talk your boss’s language and get more respect for your work, we’re offering a new e-book, “Six Marketing Metrics Your Boss Actually Cares About.” We call it a “cheat sheet” because it’s short and easy to understand:
- 6 marketing metrics that prove the value of your marketing efforts
- Formulas and examples to help you calculate your own metrics
- Explanations and scenarios of why these metrics are important and how to interpret them
This guide will walk you through the six critical marketing metrics your boss actually wants to know and help you look smarter and more in charge of the company’s marketing investment.
Download our cheat sheet now to show your boss the true value of strategic outreach and demonstrate your marketing ROI.
— Erik Curren, Curren Media Group