Is pipeline dead? Keeping marketing metrics simple [podcast]
In this episode of The Marketer’s Journey, I interview Andrea Kayal, CMO at Electric. Andrea has enjoyed a colorful career as a marketer and has learned that, for her, it’s important to be somewhere that has achieved product market fit so you can hit the ground running with your marketing.
Andrea has used this philosophy to guide her career choices as well—she considers whether her next career move will achieve product market fit for her goals. She also knows that how you measure—and what metrics you’re using to measure success in marketing—are more important than many realize. She stresses the need for keeping it simple. How many closes is your marketing department driving? What dollar figure do they have to hit to satisfy your stakeholders?
Key takeaways from this episode:
- Multi-touch attribution is great, but ensuring as few touches as we can have is going to create a more efficient sales cycle and a more efficient company overall
- Rather than tracking everything and pulling the numbers that make us look the best, it’s important to look at the data behind successful sales cycles and figure out what led to the successes
- There are benefits to marketing both “painkillers” and “vitamins.” With vitamins, you need to convince a market of the viability of your product and with painkillers, the need is already established but the market may be over-saturated.