Demand Generation Measurement

A practical example

Example: a CMO replaces a monthly MQL report with four program metrics: qualified pipeline, cost per qualified account, lead-to-pipeline conversion, and capture validity rate.

Volume stayed flat, but the new set showed which channels produced accounts sales actually pursued.

What to evaluate before investing

• Ask whether the tool can compute cost per qualified account, not just cost per lead, and how it sources account qualification data.
• Check if capture quality metrics—validity, fit scoring, deduplication—are reportable per channel.
• Test whether qualified pipeline can be defined with your own qualification criteria and tracked back to source channels.

Limitations and tradeoffs

Program metrics require shared definitions with sales; without agreement on what counts as qualified, the measurement set reverts to volume reporting.