In this week's newsletter: Stop Wondering About Which Marketing Metrics Should be Reported
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Weekly Briefing No. 184
by Edwin Abl

Hey — It's Ed. Welcome to my weekly briefing. 

Quick Reminder: You are receiving this email because you subscribed to my weekly newsletter. It's not a link dump of "hey, here's what I'm listening to and reading." It's 7+ articles, with summaries, notes, views, and commentary, spanning topics on leadership, B2B SaaS marketing, SaaS GTM, sales, well-being, or other interesting finds from around the web. Occasionally, I send long-form articles on leadership, marketing, and personal growth.

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==> In this week's briefing: 

  • How to survive and thrive in a downturn
  • A swipe file of SaaS metrics 
  • Stop wondering about which marketing metrics should be reported
Thank you for subscribing 🙏. 


1. I re-visited thirty-nine moves to survive (& thrive) in a downturn: 2022 Edition because many people predict an upcoming downturn. Personally, my reason for being curious is not to look at the negatives but reasons for optimism and opportunity.

> TLDR: 
🟢 Manage losses 
🟢 Gain some ground 
🟢 Manage psychology 

Here are the thirty-nine moves.

2. I'm reading Think Straight by Darious Foroux. I'm sure you can guess what the book is about, given its title! In short, it reveals the recipe for taking control of your mind to improve your life, career, relationships and business. An easy read with some good takeaways on how to unpick your mind.

3. How can leaders help their employees break through the lull?

The answer is to set aside "normal" strategies around motivation (goal-setting, incentivising, tracking the numbers, and pacing for progress with milestones and deadlines) and focus more on managing their team's energy and understanding the psychological changes their employees have undergone over the past two years. 

Here is how to help your team out of a lull



4. [SWIPE FILE] Understanding measures of success: SaaS Metrics & Benchmarks Resource Guide. This guide is a high-level overview of the most common SaaS metrics, compiled from years of tips, best practices, first-hand knowledge, and data.

Check it out

5. We're now in the age of connected work

What does this mean? 

In this new era, the Age of Connected Work, software has become a fundamental utility powering our working lives—just like water, electricity, the internet, and mobile broadband. We used to "own" and then "rent" software; now, we simply use it.  A new era for PLG: Introducing the age of connected work.

6. I revisit this article regularly about LinkedIn’s 1Bn Marketing plan. Why? Because it always sharpens the mind on keeping ideas simple and focused thinking. 



7. Why not test out regret minimisation?

To maximise your long-term happiness, prioritise the projects you’d most regret not having pursued by the time you’re old and looking back at your life.

It all starts with a question:
In X years, will I regret not doing this?




One more thing...Thanks for reading.

Enjoy your day. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.



 🤔 Stop Wondering About Which Marketing Metrics Should be Reported

Metrics and KPIs are an essential part of building the marketing machine and within demand gen, and there are three key metrics you should want to review.

Firstly, engagement metrics are all about how your prospects and engaged prospects respond to your campaigns and content. Several ways of collecting this data include website metrics, gated content, and simple tools like Sales Navigator on LinkedIn. You want to understand how you are driving engagement in your MVA (minimum viable audience) and conversion in your TAM (target addressable market). 

Pipeline metrics focus on the number of customers at each funnel stage and the conversion rate from one step to the next. It's also an important metric because it enables you to understand what's coming in, how it flows through the funnel, and what the blockages are so you can locate problems and solve them.

For example, if you're seeing lots of leads at the top of your funnel, that isn't converting. In that case, you have a bloated middle, which means you haven't got the right product-market fit, you aren't being precise enough to drive a purchase decision, and you aren't targeting the correct audience profiles.

Revenue metrics are all about assessing the success of your pipeline and closed revenue, which is the third critical area to assess. There are also single metrics that are important to know about, such as lifetime value (LTV) and the CAC, or campaign-level marketing CAC, which is the cost to acquire a single paying customer (customer acquisition cost). 

It may seem like you need to spend loads of time analysing your numbers, data and metrics, but remember, it can be challenging, especially to start. Don't let worrying about perfection prevent you from getting it done. Even working on assumptions is better than nothing.

For example, with LinkedIn and Google ads (performance marketing) - you could plough a lot of money in and not see any results. It would help if you recognised quickly that it was not working before you massively overspend. 

Just three buckets.

No need to over-complicate for everyone. 



Focus To Do

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Take it for a test drive.



This newsletter is my passion project. I hope it helps you gain deeper insight and equips you to learn at the pace needed to keep up. Many readers have asked about how we can work together. In case you’re interested, I do three things.

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model ‘DEMAND KARMA’ that delivers DD services to investors, VC firms and CEOs. 

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine.

(3) MENTORING: Designed for people looking to get to the next level — Director, VP and new CxO. My sweet spot is helping to mentor developing VPs / "Head of"  / aspiring leaders to step into the CxO role.

If you’re interested, let’s jump on a call to see if you’re a good fit. 

Click here to schedule a call.
Copyright © 2020 Edwin Abl, All rights reserved.

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Edwin Abl · 32 Lavender Sweep · London, London SW11 1HA · United Kingdom