Metric Monday: Measurement Matters (And Pays)

Hey all!

We blinked and it’s Metric Monday again! But no complaints here because it's one of our favorite days of the week at 6sense Research.

Metric Monday is the day we bring you a stat we've discovered through our primary research.

And today's topic is all about measurement ⏳ and money 💸!

In almost all of our surveys, we ask B2B marketers and sellers to rate their organizations' financial performance over the last year on a scale from "fell below expectations" to "well above expectations." We then analyze their responses to see if there are any relationships between their answers to this question and the answers they provide to other questions.

Last year, we surveyed nearly 400 B2B practitioners about their organizations' go-to-market practices and how they measure the effectiveness of those practices in generating pipeline and revenue.

We asked respondents about 16 activities or measures that marketers may utilize to understand their organization's performance, such as marketing qualified leads, accounts with intent detected, and third-party intent signals.

What did we find?

Organizations that track eight or more performance measures report better financial performance than those that track seven or fewer.

In other words, those who measure eight or more of these metrics are more likely to have exceeded financial expectations, while those who measure seven or fewer are more likely to have simply met expectations.

The key takeaway:

Organizations that embrace a comprehensive approach to measuring their demand and ABM functions reap greater financial rewards.

@Kerry