Transparent Growth Measurement (NPS)

Marketing Originated Customer %

The Marketing Originated Customer % is a ratio that shows what new business is driven by marketing, by determining which portion of your total customer acquisitions directly originated from marketing efforts.

Why is it important to know the Marketing Originated Customer %?
  • Provides an insight into the efficiency of your marketing team by indicating the new businesses you acquire directly through marketing
  • Suggests how your lead generation efforts have fared during a particular period.
  • Helps you identify any structural or relationship changes you may need to make in your sales and marketing departments to achieve the desired margin.

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Answers to Frequently Asked Questions about Marketing Originated Customer %

What Marketing Originated Customer % Means and Why It Matters

This metric illustrates the impact that your marketing team’s lead generation efforts have on acquiring new customers. This percentage is based on your sales and marketing relationship and structure, so your ideal ratio will vary depending on your business model. A company with an outside sales team and inside sales support may be looking at 20-40% Margin Originated Customer %, whereas a company with an inside sales team and lead focused marketing team might be at 40-80%.

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