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Continuum of Marketing Accountability

The quickest way to measure the maturity of Marketing within an organization is to look at its core accountability metric.

In less mature organizations, Marketing teams report on leads generated, MQLs and even influenced pipeline as their ultimate accountability.

In more mature organizations, sourced pipeline and revenue are the ultimate accountability metrics.

A good way to figure out where on the continuum a company's marketing team sits is to ask what reporting they have.

If they have:

  1. Connected marketing spend at the top of funnel to sourced pipeline and revenue
  2. Analyzed ROI by channel, campaign, cohort
  3. Established baselines for acceptable cost per lead by channel and campaign based on conversion to opportunity $ and pipeline

Then, they are on the more mature side of the spectrum.

If they haven’t, the organization likely needs a cultural transformation to shift revenue accountability from just sales to both marketing and sales.

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