Introduction

Marketers love to hate on "vanity" metrics, and rightfully so. But the problem is, they are misdiagnosing vanity metrics and using the real vanity metrics to make strategic decisions. I'm talking about MQLs, eBook downloads, website visits, blog views, etc. These may have been important KPIs back in 2011 when marketing's only goal was to find fit and feed leads to sales. But this isn't 2011. Sales teams can have tools like Zoominfo to find contacts that have fit. Marketing needs to shift their focus to intent. The new goal is to generate demand at the highest level of the funnel—the level you're not even playing in right now. In this episode, Chris talks about what metrics you need to start looking at and how to turn those metrics into revenue.