Market Once. Measure Twice.
The job of the Chief Marketing Officer is becoming more quantifiable due to the advancements in online marketing measurement tools. The ability to track and constantly measure all marketing efforts, allows CMOs to better justify the company’s marketing spend. But are you measuring the right things?
As a recent HubSpot blog post, noting you need to measure success in lead generation but the true measure of success is in how those leads contribute to sales.
Most of the companies Polus Capital speaks with are in the scaling phase of their development — a phase when a startup has found their product/market fit and have received enough traction to convince the team and outside capital to make a big bet on them. During this phase, marketing is very important — but even more important to track.
Check out specific metrics HubSpot and Polus Group recommend tracking on the Polus Capital blog.
About the Author
About / Bio
Alan Ying is the Managing Director of Polus Capital, a B2B focused company offering business owners "Entrepreneur-friendly Capital" . Most recently he was a Venture Partner at Chrysalis Ventures, a leading healthcare VC firm based in Louisville, KY. He is a regular columnist writing about growth companies at Inc.com.