1. Your Revenue or Annual Contract Value How much in revenue or annual contract value (ACV) resulted from direct marketing sources? Your revenue is a great measure of how marketing is contributing to the business. To get this number, you’ll want to look at the contract value or total dollar amount of all opportunities generated by marketing within a given time period. for example, for the month of January, monthly pipeline would show that marketing sourced X number of new opportunities, worth $X. Multiply this number by 12 to see the yearly amount. This dollar amount can prove to upper management that marketing is directly responsible for that amount of revenue. fOLLOW THe MARKeTInG 2. The Percent of Customers Directly Sourced by MeTRICS THAT MATTeR. Marketing See some common vanity metrics (and some What percentage of new customers were better alternatives) in our Marketing Metrics sourced by marketing initiatives? That Matter infographic. If you would rather look at things as a percentage, this metric will show what percentage of new business was sourced by VIEW INFOGRAPHIC marketing in a given time period. Take all of the new customers acquired in a month/quarter/