Good morning: Are you looking after your metrics?

Is your performance being measured using relevant criteria?

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Good morning, Marketers, and do you have metrics for engagement?

An intriguing insight from Colby Cavanaugh at Integrate: B2B marketing teams are told they need to engage with accounts (and individuals at those accounts) and support them through a buying process which, essentially, the buyers are now dictating. But performance is still measured in terms of qualified leads.

There’s a disconnect here. Successful engagement metrics, in my mind, would include things like time spent with relevant content, white paper downloads, attendance at webinars and level of participation. In an ideal world, there would be some degree of insight into engagement with relevant topics outside the brand’s own ecosystem — on social media, for example. 

Question for you: Do you think your performance is being measured on the right metrics, or is there a disconnect between your performance goals and actually doing what it takes to deliver business outcomes? Let me know: [email protected]

Kim Davis

Editorial Director


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About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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