Research shows revenue is the ultimate metric. Marketers who aim their goals to Revenue or Customer Acquisition targets are more confident they will hit revenue goals than those who plan to MQLs or Leads.1

Almost 56% of marketers who plan to Revenue or Customers, indicated the primary metric they use to measure marketing performance is  . . . well, Revenue or Customers.1

Metrics capturing more of the funnel—sales opportunities, pipeline, and revenue—are increasingly the primary marketing metrics for planning, optimizing execution, and measurement.2