Key Points
Key Performance Indicators, or KPIs, are the essential metrics of business processes. However, companies rarely use them to full effect when measuring marketing and revenue generation activities....
View ArticleThe Power of Long-Range Revenue Forecasting
Although it's always important to look back in order to understand what worked and what didn't, it's even more important to look forward and deliver insight into what is likely to happen and what will...
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Go with the Flow: Measuring the Revenue Cycle
The typical sales executive does not lack for metrics reflecting the health of the sales cycle. Every CEO knows and understands KPIs like average selling price and win rate. But RPM is all about...
View ArticleTreating Marketing Like an Investment
A company that can think about creating revenue in hard ROI terms will start to see marketing less as a cost center and more as an investment in revenue generation. This idea not only applies at the...
View ArticleThe End of “Half My Marketing Is Wasted”
Measuring the contribution that a given marketing program has on revenue and profits has long been the holy grail of marketing — and revenue — analysis, ever since John Wanamaker's famous quip dating...
View ArticleShining a Bright Light on the Revenue Machine
In business, as in politics and warfare, information is power. The ability to rapidly collect, accurately analyze, and promptly act on information makes the difference between triumph and failure. In...
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