What is an important KPI that you see Demand Generation teams completely missing?

Oftentimes I see retention is missed as a metric. We typically focus on sign ups and MQLs as an example, but what’s the quality of the lead? While I understand there is usually a handoff to another team for this, being accountable in this regard may change your approach in tactics.

Depending on the business model, “retention” may take different forms or be referred to differently. At the end of the day, of the demand that’s captured, how “sticky” is the relationship. Remember, it costs less to retain a customer than to acquire a new one.