Move past MQL counts and vanity metrics to the KPIs that predict revenue — and the frameworks that connect them.
MQLs and SQLs are waypoints, not destinations. The measurement strategies that optimize a program track revenue and ROMI, and separate vanity metrics from actionable KPIs such as lead quality, pipeline velocity and customer lifetime value.
Quantitative and qualitative evidence belong together, and advanced frameworks — marketing mix modeling, journey mapping, cohort analysis and AI/ML — show how the pieces influence each other over time.
NextGen series
Clicks are a means, not a result. Quality over quantity — start with SQLs and work backwards.
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You can’t manage what you can’t measure. Work backward from the MQL goal and let the math choose the tactical mix.
Read the article →Social media is hard to measure? It isn’t. Six metrics that show whether social is working as part of lead generation and nurturing.
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Three analytics priorities: metrics that were once aspirational, attribution through the funnel, and predictive optimization.
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