4. Focus on the metrics that matter. It is important to think about the metrics that matter, not just to marketing, but to sales, service, and your chief revenue officer. Pipeline: The movement of potential Return on Investment (ROI): The Annual Contract Value (ACV): 1buyers through different sales or 2value of an investment versus its cost. 3How much an ongoing customer marketing stages. contract is worth over a year. It's also imperative for marketers to understand how they are influencing ROI. One way to look at this is through attribution reporting, which includes first touch, last touch, and multi-touch. Each view offers a different perspective on how you’re contributing to sales. This could include: First touch gives all credit to the Last touch gives all the credit to the 3Multi-touch spreads the credit evenly 1first touchpoint. 2last touchpoint before purchase. across all touches.