Metrics only matter when they’re measured correctly.

It took us a year to measure 332 metrics across 17 companies to realize that there are only four metrics that matter. Here's what they are and how you can start measuring them this week. What's the one metric your marketing team needs to track in order to ensure growth? This is part two of the metrics that you need to track to go from 2 million to $20 million in revenue. The second metric worth tracking is engaged leads. Now, what does that actually mean and why is it important? Engaged leads includes both new and old leads that have actually started to engage with us. Now, here's how we define that for our business. So a lead could be considered engaged if they clicked on a content link in an email, if they replied to an email, if they consumed content on our website for more than 30 seconds. You get the idea. You've got to define what it means for your business. But the result of focusing on this meant that qualified appointments went up, which meant that sales went up. Without us having to spend a lot more money on generating new leads, we invested more in the leads that we already have, and that's great for putting more net dollars in your pocket.