The following is from an excellent Marketing Profs article by Carrie Straetz. While I don’t agree 100% with everything here, it’s a good start for uncovering more relevant metrics. According to Carrie Straetz, here are a few examples of marketing metrics that are ready to be retired, and suggestions for better metrics to replace them. 1. Outdated Marketing Metric #1: Leads Leads—whether raw, marketing-qualified, or sales-qualified—are a difficult metric for small businesses

From the buyer's perspective, the brand is an insurance policy. A brand on a consumer product tells the buyer exactly what to expect – every time. But in B2B sales, buyers often don't know what they need, what’s available, or how it works. A reputable B2B brand, from the buyer's perspective, insures the buyer against risk before and after buying. From the B2B seller’s perspective, the basic purpose of a brand is to educate the potential buyer and reduce the impact of price