Marketing

17 indicateurs clés que tout Growth Manager devrait connaître

22 septembre 2024
17 indicateurs clés que tout Growth Manager devrait connaître

Introduction:

Metrics are the lifeblood of any growth strategy. They provide concrete data to assess what’s working, what needs improvement, and where to focus time and resources. However, with an endless sea of possible metrics to track, it’s easy for growth teams to become overwhelmed or miss tracking some of the most important KPIs.
In this article, we listed 17 key metrics every Growth Manager should know and have at the top of their tracking list. These have proven to be highly predictive of growth success when tracked on a regular basis. Whether you’re an experienced growth leader or just getting started, paying close attention to these core metrics will focus your efforts in high-impact areas.

#1. Website Traffic

  • Traffic is the fundamental input to your marketing and sales funnel. You need people to visit your site in order to convert leads and customers.
  • Common traffic KPIs include weekly unique visitors, average session duration, and bounce rate. These help gauge audience size and engagement level..

#2. Lead Volume

  • The lifeblood for sales and revenue growth starts with qualified leads.
  • Track monthly leads, increases/decreases, and campaign attribution.
  • social listening tip 💡 With Buska’s real-time alerts, you can monitor social conversations where prospects are asking about features. This allows prompt outreach to turn discussions into leads.

#3. Conversion Rate

  • The efficiency of moving leads through your sales funnel impacts everything.
  • Track form submission, demo sign-up, and purchase conversion percentages weekly.
  • social listening tip 💡: use social listening feedback to adapt your messaging and boost conversion lifts from existing traffic sources.

#4. Revenue/Paying Customers

  • Ultimately growth is about increasing dollars and customer count steadily.
  • Track new MRR, total active customers, and seat expansion over time.
  • social listening tip 💡 use buska to analyze talks around pricing, and feature priorities to refine your value proposition for higher win rates.

#5. Customer Retention/Renewals

  • Keeping existing customers happy is essential but often under-monitored.
  • Track annual retention percentages and dipping/churn reasons.
  • social listening tip 💡 Social data locates renewal issues to address proactively like onboarding pain points or lacking support resources.

#6. NPS/Customer Satisfaction

  • This overall satisfaction score indicates future purchase intent if positive.
  • Track NPS results monthly from surveys.
  • social listening tip 💡analyze online conversation to help you find root causes when NPS dips like certain support issues or feature bugs to squash quickly.

#7. Content Consumption

  • Understand top performing assets to reproduce successes.
  • Track blog reads, eBook downloads, video watches, and more over time.
  • social listening tip 💡use buska to check for spikes in mentions after new guide launches or webinar promotions. This will help you optimize content strategy.

#8. Referral Traffic Sources

  • Identify most cost-effective channels to doubling down on.
  • Track new client sources continuously.
  • social listening tip 💡leverage social listening to identify positive word-of-mouth stories and advocates to further engage for more referrals.

#9. Marketing Qualified Leads (MQLs)

  • See the impact of lead nurturing programs.
  • Track MQL increases from campaigns and top content assets monthly.

#10. Sales Qualified Leads (SQLs)

  • Understand sales pipeline health and demand.
    Track rising, falling SQL volumes and conversion causes over time.
  • social listening tip 💡Social listening finds what makes certain MQLs ready to buy sooner for tighter funnel optimization.

#11. Pipeline Size & Stage Distribution

  • reveals trends in demand generation versus sales execution.
  • Track total opportunities and % in each stage monthly.

#12. Deal Size

  • Ensure adequate focus on large deals.
  • Track average new ACV, multi-year contract value changes over quarters.

#13. Customer Acquisition Cost (CAC)

  • Important to spend efficiently.
  • Track average cost to acquire new paying customers quarterly.
  • With higher conversion and renewal rates from insights, CAC decreases as acquisition channels improve.

#14. Bookings/Revenue

  • The bottom line impact of growth efforts.
  • Track rising monthly, quarterly, annual booking $ & revenue milestones.

#15. Growth Rate

  • Benchmark progress reaching targets.
  • Track increases in new customers, cross-sells, upsells, expanded spending quarter-over-quarter.
  • Social data fuels forecasting with candid discussions by partners, analysts, resellers about industry opportunities.

#16. Channel Mix

  • Optimizing how leads enter the top of funnel.
  • Track referral, SEO, paid search, content, direct, partnership percentages regularly.
  • social listening tip 💡 Social listening helps weigh channels by number of high quality discussions and likelihood to convert into long-term customers.

#17. Employee Satisfaction

  • Happy teams produce the best growth results.
  • Track engagement surveys, retention, productivity indicators semi-annually.

Conclusion:

Tracking these 17 key metrics every Growth Manager should know on a consistent, long-term basis ensures no stone is left unturned.
Combine these with social listening through buska’s real-time social intelligence and gain insight into what drives your metrics is effortless.

You can listen directly to your audience and customers to maintain high performance across all these growth indicators.
Whether perfecting your site experience, demonstrating value to targeted buyers, or shaping future products and campaigns, social listening is an invaluable asset for any growth manager.