Beyond revenue and profitability

[rakibhasanbd4723]

I think there's many ways to kind of go marketing and look at what marketing does, but then the leads come in and then making sure they're qualified leads. There's the kind of the marketing source kind of pipeline in marketing source revenue, then they're just key marketing initiatives, which can be hard to tie to revenue profitably, like most other functions as well. It can be rather indirect, but that doesn't mean you shouldn't measure it or shouldn't try to improve it or be efficient or highly effective at it.

I don't love having just one mobile number data marketing metric, for example and similar to other functions managing as well, for example, sales and other groups. I don't like just looking at one gold metric or especially if it's indirect for marketing having revenue possibility. So I'd like to just at least a few whenever possible. And in the early days might be just based on marketing initiatives and not yet numbers, because it might just be a little bit too early, especially if you haven't launched yet, launched your product yet. And then marketing helps get new customers, obviously through the awareness lead generation, et cetera. But also serves custom to the existing customers with a nice and helpful website with email communications, even if they're already customers.




And it doesn't lead to kind of leads and opportunities with events and community efforts and educational efforts and beyond. So the marketing is definitely more than lead generation. There's a funny story at a prior company I was at where the CEO said marketing is just lead generation. And then I walked the person through how you can help with product marketing launch with existing customers. Corporate marketing, other things that don't necessarily lead to pipeline generation, leads.

And then some marketing team on pricing, packaging and other areas where it really doesn't make sense to kind of goal those efforts around leads. But at the highest level, leads is probably the best metric for marketing.

CAROLINE: I mean, pricing is part of the four P's, right? It is somewhat part of marketing, and it can make a huge impact on revenue. So when marketing owns that they can impact revenue, not in terms of leads, but in terms of, like, just sales and revenue number. Right. If you price a product differently, whether it's higher or lower. Right. Because if you price it lower, you can get better volume. It impacts revenue or, you know, hire you just you get more revenue and sell you the same number of people. So you know, at the end of the day, it's still like. The goal is to increase revenue. Right. But not necessarily the number of leads. And you don't look at leads you look at revenue, right. And sometimes having less leads, but better leads.