{"id":15369,"date":"2018-12-18T15:46:52","date_gmt":"2018-12-18T15:46:52","guid":{"rendered":"http:\/\/directiveconsulting.com\/uk\/?p=15369"},"modified":"2026-02-26T14:15:43","modified_gmt":"2026-02-26T19:15:43","slug":"importance-of-a-singular-metric-for-marketing-and-sales","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/importance-of-a-singular-metric-for-marketing-and-sales\/","title":{"rendered":"Importance of a Singular Metric for Marketing and Sales"},"content":{"rendered":"<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Importance of a Singular Metric for Marketing and Sales\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/d_M0MXfmaZs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Marketing is comprised of a magnitude of channels where we are tracking various figures. Many of which are vanity marketing metrics to our C-suite and leadership teams. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aligning ourselves with sales metrics is critical to secure more budget and resources, and keep marketing focused on revenue-generating initiatives. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, we&#8217;ll be diving into the importance of a singular metric for marketing and sales. This is crucial because it\u2019s \u201cfocused\u201d. When I say &#8220;focused&#8221; I mean having a singular metric you can focus your time, your team, and your resources toward that one common goal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This way, we align all the different campaigns we&#8217;re running, teams we&#8217;re managing, and spend we have to our disposal, and all of this focus will allow us to see success in a much shorter timeframe. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">At Directive, we focus on the singular metric, new user acquisition, also known as <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/lead-generation\/\">lead generation<\/a> between both our sales and marketing teams. The reason this is valuable is to illuminate how we think about lead generation and how I can help you learn from our experiences.<\/span><\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"#ThursdayThoughts - Importance of a Singular Metric for Marketing and Sales Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/fj039fvs9w?dnt=1#?secret=URlQdP4w8M\" data-secret=\"URlQdP4w8M\" frameborder=\"0\" scrolling=\"no\" width=\"500\" height=\"281\"><\/iframe><\/div>\n<h2><\/h2>\n<p>&nbsp;<\/p>\n<h2><b>Success Between Your Lead Gen Teams = One Sales and Marketing Metric<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As we know, marketers and sales professionals are dying to add new \u201copportunities\u201d to their CRM. But what does the sales team call an opportunity? What does the marketing team call an opportunity?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The difference between the two can be confusing, and we can&#8217;t look at each department in an apple to apple lens. It\u2019s essential to have clarity here. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes, there are disagreements between your marketing and sales teams because they have different goals and metrics that mean different things. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s leave the tension out! We want continuity between our teams. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At <a href=\"https:\/\/directiveconsulting.com\/uk\/\">Directive<\/a>, one of our top marketing metrics, as well as our sales team&#8217;s success indicator is, is tracking proposals given. This lives in our CRM as an opportunity. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As simple as it sounds, getting to the point of saying our singular metric is &#8220;proposals given,&#8221; was a powerful moment for us. It eliminated the idea of MLQs and SLQs and aligned both of our departments with one singular sales and marketing metric. <\/span><span style=\"font-weight: 400;\">I know it can be powerful for your firm as well!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now knowing this, anytime we&#8217;re talking with sales or marketing, or we have a group discussion, we can ask how many proposals were given as a result from a campaign, a sales development representative\u2019s efforts, an email, or another initiative. <\/span><span style=\"font-weight: 400;\">We can tie it back to a singular metric to measure success. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind, this metric should also be something both teams involved have control of.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We do not measure revenue, because revenue is a trailing metric. Revenue in one month is indicative usually of proposals given in a prior month, and we want to have real-time feedback on the metric we&#8217;re using.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Measurable Marketing\u2014Measuring Top Marketing Metrics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Next, we can easily measure how many proposals were given and what channel they may have come from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a marketer, you need to own all the other numbers for your marketing channels and have to work closely with your data analyst to track Google Analytics activity. From there, integrate that into your CRM, or use a tool like <\/span><span style=\"font-weight: 400;\">Bizible<\/span><span style=\"font-weight: 400;\">, which unifies behavioral and ad data with sales outcomes and machine learning. With this, you can make the right marketing decisions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever you&#8217;re doing, it\u2019s essential to ensure that your metrics are measurable, and correlated back to the singular metric your company values. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">We get dragged into the fine print of the various channels we use as marketers and lose sight of what pays everybody in the room. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is why having a singular metric that we can continuously default to is so important.<\/span><\/p>\n<p class=\"p1\"><strong>If you want to take your marketing efforts to the next level, you can count on our <span class=\"s1\">expert tech marketing team<\/span>\u00a0to get you there. We specialize in\u00a0<a href=\"https:\/\/directiveconsulting.com\/uk\/customer-generation\/\"><span class=\"s1\">Customer Generation<\/span><\/a>\u00a0and have a proven track record of\u00a0<a href=\"https:\/\/directiveconsulting.com\/uk\/case-studies\/\"><span class=\"s1\">delivering exceptional results for our clients<\/span><\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing is comprised of a magnitude of channels where we are tracking various figures. Aligning ourselves with sales metrics is critical to secure more budget and resources, and keep marketing focused on revenue-generating initiatives. Here&#8217;s why it&#8217;s important to have a singular metric for marketing and sales.<\/p>\n","protected":false},"author":6,"featured_media":15370,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[58],"tags":[94,173],"class_list":["post-15369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-customer-generation","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Importance of a NSM for Marketing and Sales - Directive<\/title>\n<meta name=\"description\" content=\"It&#039;s crucial to have a singular metric to track marketing and sales. 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