B2B marketers should only share revenue-based metrics with CEOs and CFOs, according to new advice issued by RPM company Marketo.
Discussing revenue metrics and marketing programme performance metrics allows marketers to gain the respect of the board more than non-financial measurements.
Marketo advises that other metrics should still be tracked in order to inform marketing decision making but that they should not be shared.
Fergus Gloster, managing director EMEA for Marketo, says, “CEOs and boards don’t care about 99 per cent of the metrics that marketers track, but they do care about revenue and profit.
“The right metrics and marketing analytics will empower marketers to move from historical, backwards looking measurement to decision-focused management."
The company has produced a guide to marketing metrics and analytics, which can be downloaded from its B2B resource site.