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.