New Client Acquisition is a Marketing Metric

For years marketing has been able to operate in its own silo.

We had the luxury of only focusing on metrics like:
👉 Traffic
👉 Bounce rate
👉 Open rate
👉 Click rate
👉 Time on page
👉 Conversion rate

And that was all fine when the buyers journey was:
👉 Simple
👉 Linear
👉 And once the lead was handed off to sales, marketing’s job was done.

But today’s buyers:
➡️ Research solutions online
➡️ Develop shortlists before they call your sales team.
➡️ Continue to validate and conduct their due dalliance on line after talking with your sales team.

This means that:
✅ Landing new clients is no longer the sole responsibility of sales.
✅ Marketing also plays a role in influencing a buyer to do business with you.

I'm not saying to stop tracking tracking the traditional marketing metrics.

But its time to have your two revenue teams be held accountable for shared revenue metrics like new client acquisition.