Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Sales potential can be represented in a number of ways. Of these, the most basic is population—the number of potential accounts in a territory.

Rather than attempt to allocate all spending as either acquisition or retention, we suggest that it is perfectly acceptable to maintain a separate category that is neither acquisition nor retention.

sales potential in a territory can be determined as follows: Sales Potential ($) = Number of Possible Accounts (#) * Buying Power ($)

On the basis of a given value for projected sales, managers can determine the break-even number of employees for a firm as follows:

define the served market in terms of unit sales or revenues for a specific list of competitors, products, sales channels, geographic areas, customers, and time periods.

Cold Lead: A lead that has not specifically expressed interest.

Cumulative Profitability Peaks Before All Customers Are Served

The cohort and incubate approach works well when customer relationships are stationary—changing slowly over time.

view market dynamics from various perspectives and arrive at “triangulated” strategies and solutions.