Metric Stack

Today we’re joined by marketing strategist Michael Barber, recognized by Adobe/Marketo as one of the top 50 marketers in the world. Having worn both in-house and agency hats throughout his career, today, you’ll find him working with brands as varied as MeUndies, Johnson & Johnson, Aptean, and Ithica College. This week's metric: Reply Rate

We’re joined today by Corey Haines, Co-founder at SwipeWell, Founder of Swipe Files, and former Head of Growth at Baremetrics. Corey is a marketer, entrepreneur, podcaster, and investor on a mission to help people with exceptional products, services, and content get the attention they deserve. Today's metric: Lead Velocity Rate.

In today's episode, we’re joined by Wes Bush, founder and CEO of ProductLed and bestselling author of Product-Led Growth: How to Build a Product That Sells Itself. Now who doesn’t want that? Today's metric: Product Qualified Leads or PQLs.

In today’s episode, Allan talks to Jeremy Moser, founder and CEO of uSERP, a 30 person agency that earns SaaS companies high-authority backlinks through digital PR. Today’s metric: Sales Closing Ratio. 

What is Sales Closing Ratio? How does this metric impact sales and marketing? What’s the difference between Sales Closing Ratio and Leads to Won Ratio or SQL to Won Ratio? How does lead scoring work with this metric? How do you segment this metric across different channels? What does the metric tell you about your full funnel? 

“It’s a really powerful metric when you’re running a service-based business. It gives you really clear insights from almost all perspectives of your funnel from the start of marketing to the finish of closing a lead. This metric has really good tie-ins to pretty much all other metrics in your funnel that you should be tracking.” 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. 

In today’s episode, Allan and Lauren talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform. They dive into the world of marketing qualified leads and attribution. 

What are the nuances of MQL attribution? Is MQL attribution a predictable metric? How do you track MQL attribution? What’s the difference between account based attribution and lead attribution? Is there a benchmark? (Check out Dreamdata’s benchmark report for more!) What other metrics provide context for MQL attribution?

For a different perspective on MQLs, check out Jon Taylor’s episode: What is an MQL? 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.

Metrics mentioned in this episode:
MQL vs SQL: https://www.klipfolio.com/metrics/difference/marketing-qualified-lead-vs-sales-qualified-lead 

In today’s episode, Allan talks to Ramli John, Director of Content at Appcues and the #1 Amazon bestselling author of Product-Led Onboarding. Allan and Ramli talk about User Activation Rate, arguably one of the most important Pirate Metrics or “AARRR”: Acquisition, Activation, Retention, Referrals, and Revenue. 

Activation is a critical metric for the first impression of a product, but the activation moment looks a little bit different for every company. Is defining activation an indicator of conversion or retention? How closely linked are acquisition, activation, and retention in the activation journey? Does activation extend beyond the early few days in the product? At what moment does the biggest activation opportunity occur? Is there a benchmark for activation? Hear the answers to these questions and more in this week’s episode! 

“A habit doesn’t form after two or three times. You keep going at it and eventually it becomes a consistent pattern of your behaviour and you don’t have to think about it anymore. It just happens. I think that’s the end goal of all of this. How do we get our users to form a habit with a product?” 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/

In today’s episode, Allan and Lauren talk to Ray Rike, Founder and CEO of RevOps Squared, about Annual Projected Revenue. What type of pricing model does this metric work for? What factors do you have to consider when looking at Annual Projected Revenue? What metrics work in harmony with Annual Projected Revenue? What does good, better, best look like for forecast accuracy for this metric? 

“There’s buzz around usage based pricing. If you are considering that, go beyond what Excel says and what the upside can be. What’s the infrastructure of the process and the risk that I need to be prepared for to manage how I’m going to forecast and tell my investors what’s happening right now.” 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. 

In today’s episode, Allan and Lauren talk to Marissa Homere, VP Marketing at Irwin. Marissa shares her expertise on Marketing Contributed Annual Recurring Revenue (ARR). 

How do you attribute marketing influenced or directly contributed ARR? How do you track a non-linear customer journey and attribute ARR accordingly? How do you report on marketing contributed ARR? How does lead grading come into practice? Is there a paid advertising channel that outperforms others when it comes to ARR? 

This is an episode you don’t want to miss! 

“My best advice is to focus on [attribution and the revenue journey] because it makes you a partner in the business. It allows you to have meaningful conversations about the growth of the business and engage in being a key and instrumental part of the scale that comes with focusing on these numbers. Even if it’s a longer game so you can have a seat at the table when it comes to the future of the business that you’re working with.” 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.

Metrics mentioned in this episode:

Annual Recurring Revenue (ARR): https://www.klipfolio.com/metrics/saas/annual-recurring-revenue 

Opportunities: https://www.klipfolio.com/metrics/sales/opportunities 

Leads: https://www.klipfolio.com/metrics/marketing/leads 

In today’s episode, Allan and Lauren talk with Christina Garnett, Senior Marketing Manager, Offline Community and Advocacy at HubSpot. 

Christina dives into retention in the context of community management and customer advocacy. How do you define retention in this context? What do a community and the flywheel have in common? How do you measure the value of community? How do other metrics, like Net Promoter Score, help measure retention? What other factors should you consider when measuring retention month over month? 

“I like to compare an ideal community to a Target store. You go in for one thing, and as soon as I go in I see all these things I get to engage with, people I get to tak to, and events I get to participate in. They continue to gravitate and grab all the value that’s there.” 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.

Metrics mentioned in this episode:
Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate 

Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps 

In today’s episode, Allan and Lauren talk with Alamin Mollick, Head of Finance at Posh Technologies. 

What are Bookings? What’s the difference between bookings and revenue? How should you approach bookings, knowing there is risk? What’s the difference between subscription bookings and service bookings? How does bookings fit into a usage-based pricing model?

Get the answers to these questions and more in this week’s episode. 

If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.

Metrics mentioned in this episode:
Bookings: https://www.klipfolio.com/metrics/saas/bookings 

Average Revenue Per Customer: https://www.klipfolio.com/metrics/saas/average-revenue-per-account