Approaching Demand Generation Metrics for Success

This chapter discusses how marketing teams can analyze and understand the current state of demand generation metrics, emphasizing the measurement of conversion rates, customer acquisition costs, pipeline velocity, and win rates for each lead generation channel. It highlights the importance of focusing on conversions that drive high sales productivity and revenue, and explores the concept of self-reported attribution in optimizing marketing efforts. The chapter also addresses the challenges of measuring the effectiveness of SEO strategies and suggests prioritizing high-intent organic visits and eliminating homepage and paid visits from tracking.

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