How to Build Marketing Accountability From the Lead Up

In a previous blog post (On the Road to Marketing Accountability: Five KPIs You Should Start Tracking Today), we discussed how to evaluate marketing performance from a macro perspective. In this post we will look at evaluating marketing performance from a micro perspective – specifically, at the lead level.

There are three key variables that ideally should be associated with every new lead:

  • Lead Source
  • Marketing Channel
  • Marketing Campaign

Each of these variables serves a unique purpose, as described below.

Read more here.


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