Return on Investment is the amount of revenue associated with a given cost of activities to attract, retain, and continue revenue generation. Typically these costs and revenues are discounted over time.

Average Revenue per Account is a key revenue metric, especially for SAAS companies. Evaluated as the total revenue to the average number of accounts in a corresponding period.

Time is money and it’s true for sales too. This is a ratio of the number of days between opp start and close dates, added for all opp’s; divided by the total number of opps.

The share of customers you have currently acquired to the total number of potential customers.

Marketing Efficiency Ratio is the ratio of total revenue and total advertising spend over a period of time (usually 3, 6, 9, and 12 months).

Marketing Qualified Leads are the number of leads that meet the criteria marketing has put forth as a prioritized potential customer.