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Enterprise Marketing Playbook Series: Lead Generation Metrics

In today’s marketing world, it’s crucial that enterprise marketers not only know how programs are performing, but also possess the data to prove that performance. To demonstrate the effectiveness of their campaigns, marketers need to set the right goals to measure. Read this playbook to learn how to measure and prove marketing ROI to get the proper credit for generating sales meetings and opportunities.

In this Enterprise Playbook, we'll cover the following lead generation topics:

  • How to use campaign performance metrics to make the right strategic investments, improving results over time
  • Strategies to establish your lead generation expectations and criteria
  • What, when, and how to measure your lead generation
  • How to track ROI on every channel, measuring both first-touch (FT) and multi-touch (MT) pipeline
  • How metrics can align your marketing efforts more closely with your organization's strategic goals