Close the Marketing Performance Gap: How to Start Delivering on the Most Important Metrics

The Covid-19 pandemic has changed the way we do business, however, marketers still face the same problem of a "performance gap": they are unable to improve their performance in the most important areas. This article explains why this gap exists and how businesses and marketers can bridge the divide and drive real revenue growth.

In a digital-first world, marketers have taken on the responsibility of guiding prospects through the entire buying cycle. This shift requires marketers to rethink the metrics they use to measure their efforts in order to accurately assess their performance. Before the pandemic, top marketers were already focusing on creating immersive experiences that engage their audiences and drive revenue.

The successful marketers of the future will be those who provide sales teams with real-time insights and triggers to enable them to continue conversations. Additionally, marketers should also focus on creating a customer experience that mirrors the funnel and aligns their marketing, sales, and customer experience teams to reduce churn and look for cross-selling/upselling opportunities. Ultimately, the true metric for success is not the pipeline but the revenue delivered.