In this episode, Ian Shield, the Director of Marketing Ops Demand Generation at EcoVadis, discusses the three metrics that matter in the customer journey. With a shift from growth at all costs to efficient growth, organizations are now focused on being accountable for their dollars. Ian emphasizes the need to measure progress towards revenue goals and correlate marketing and sales activities with revenue. He presents a scalable and robust approach, highlighting the importance of identifying milestones and measuring quantity, conversion rate, and velocity between them. Ian also emphasizes the role of storytelling and analyzing customer experiences to improve efficiency. While discussing the three metrics, he acknowledges the ongoing need to build brand reputation, awareness, and trust. Learn everything in more detail in this episode of Breadcrumbs Hot Takes Live by Revenue Cafe podcast. HIGHLIGHT QUOTESBuilding Brand Reputation, Awareness, and Trust in the Customer Journey - Ian: "So think on how you can look at those customer experiences. That would decrease the velocity or increase the conversion rate. And the last thing is these are definitely three metrics that really matter in your customer journey. But don't discount a need to continue to build brand reputation, awareness, and trust. Those are things that are harder to measure. Not always visible, but they definitely can have a contributing factor to your full customer life cycle." You can find out more about Ian in the link below: LinkedIn: https://www.linkedin.com/in/iancshields/

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