High-growth companies focus more on the customer lifecycle. Low-growth companies (those growing annual revenues by less than 5%) place an awful lot of emphasis on measuring demand mechanics. But high-growth organizations (those growing annual revenues by 10% or more) are more diversified in the metrics they choose. High-growth companies do a better job incorporating metrics that describe value created during the customer lifecycle (e.g., retention rates, customer lifetime value, customer satisfaction, customer advocacy). It shouldn’t come as a surprise that companies more focused on achieving better customer outcomes are those experiencing the most success.

What B2B Marketing Leaders Are Measuring: Five Key Takeaways