DETAILED FINDINGS: 01 | Growth: The New Marketing Mandate The metrics used to measure growth are diverse. While revenue is the While sales/revenue, brand awareness, and customer retention are most prevalent metric, marketers are viewing growth from multiple other among the most important metrics marketers use to de昀椀ne growth, angles as well. While revenue is the most prevalent metric, marketers a signi昀椀cant number of marketers are only at best “somewhat are looking at growth from multiple angles throughout the funnel, from successful” in achieving the growth they seek. awareness to sales, conversion, and loyalty. Ranking of Marketers' Growth-Defining Metrics Marketers’ Self-Assessment of Their Success Across the Following Growth Metrics 1 Sales/revenue Very Successful Somewhat Successful Not at All Successful 2 Brand awareness Funnel conversion rates 60% 20% 20% Customer retention 55% 45% 3 Return on marketing investment Brand awareness 50% 50% Marketing spend per 50% 50% 4 Customer retention customer Lifetime value of 44% 56% a customer (LTV/CLTV) 5 Customers/client volume Brand loyalty 43% 43% 14% Return on marketing 37% 63% investment Total Ranking Based on Top 3 Choices For Respondents Customer engagement 33% 50% 17% Sales/revenue 33% 57% 10% Customer satisfaction 33% 67% or Net promoter score Customer acquisition 29% 57% 14% cost (CAC) Customers/client volume 27% 64% 9% Sales qualified leads/ 25% 75% pipeline (SQL) Marketing qualified 20% 80% leads (MQL) Market share 18% 73% 9% salesforce.com 9