• Pat Grady

    Need to add a volume influenced metric, perhaps Profit then.

  • http://dragonsearchmarketing.com/ Ric Dragon

    Not sure profit would be appropriate here, Pat – dependent on so many factors outside marketing realm.

  • http://dragonsearchmarketing.com/ Ric Dragon

    Welcome to MarketingLand, Scott! Yes – the silos have been obviated,although we’ve all a long way to go on that score.

  • http://www.erikeric.com/ erikeric

    Nice chart, Scott. Any chance you could provide a link to a larger version? The light text on light color (esp. in the middle) is very hard for me to read at this resolution.

  • Pat Grady

    Cool, then I’ll just tell my clients that. Hahaha! I know what you meant! Thanks.

  • Shail Khiyara (@ShailKhiyara)

    Scott: Nice article, thanks. CAC is as much sales as it is marketing, unless marketeers are only focused on MCaC. Often black holes exist when there is lack of information the two functions that make up CAC. For eg, lots of top of funnel investments leading to multiple sales meetings (SQLs) at a reasonable MCaC with a low close ratio (SQLs to close) raises multiple flags, including sales productivity. Marketeers need to embrace ambidexterity and bear in mind the critical metrics you identified here, but also start looking at conversions through the entire funnel. I like the pyramid above. Other metrics I have found most useful are

    - MQL to SQL conversions & SQLs to Close Won/Loss
    - MQLs leading to Loss (ie not winning the deal) and why
    - MQLs time to close by marketing channel