In theory, companies value the synergy between their marketing, sales, and product teams. However, in practice, they struggle to create a cohesive environment and provide seamless customer experiences.
Having the appropriate key performance indicators (KPIs) in place will help get all teams on the same page. The difficult part is determining where the responsibility of one department ends and another begins. Firms must consider more detailed KPIs tailored to specific business needs at these intersections.
Here are five crucial metrics for measuring the effectiveness of this alignment and bridging the departments:
1. Conversion rate throughout the sales funnel
This metric enables teams to identify bottlenecks, refine strategies, and create a smoother transition from awareness to purchase.
2. New Revenue
It is essential to monitor new revenue to evaluate the success of efforts to expand the customer base. It includes revenue generated from first-time customers, upsells, cross-sells, and the launch of new products or services.
3. Customer acquisition cost
Brands can determine the ROI of their customer acquisition strategies by calculating CAC. A lower CAC indicates a more efficient and cost-effective strategy.
4. Customer lifetime value
By understanding the cumulative revenue customers generate throughout their relationship with the brand, the marketing, sales, and product departments can collaborate to improve the customer journey.
5. Monthly recurring revenue and annual recurring revenue
Monthly recurring revenue (MRR) and annual recurring revenue (ARR) should be the focus of all company leaders. MRR measures the monthly recurring revenue generated by customers. ARR provides a broader perspective by annualizing this monthly income.
Ensure that each sales funnel stage has at least one identical metric for different departments. Thus, when the responsibility is transferred to another team, they will continue to pursue a common objective.