Measure what matters: marketing metrics your leadership team want to see
It’s that time of year.
2025 planning is in full swing, and at F6 we’re busy helping businesses translate their analytics into strategies that resonate with leadership and drive results.
The wins, the misses, and the lessons learned from this year are all coming under the microscope to shape next year’s strategy.
But here’s the catch — it’s often a challenge to back your strategy with the right data to get buy-in from leaders. Presenting the right analytics to your leadership team can make all the difference between informed decisions and missed opportunities. So, how do you ensure you’re reporting on the metrics that truly matter?
Let’s break down the most impactful metrics that resonate with decision-makers, grounding our suggestions in recent industry insights.
Why are marketing metrics and analytics important?
Before we dive into specific metrics, let’s take a step back. Why do analytics matter so much to leadership teams?
Metrics are so much more than just numbers. They’re the foundation for forecasting, budget allocation, and strategic pivots. A well-chosen metric isn’t just a data point, it’s a window into performance, opportunities, and risks. From identifying what’s working to uncovering gaps, the right analytics empower your leadership team to steer the business in the right direction.
Your leadership team doesn’t have time to wade through vanity metrics. They need actionable insights that align with business objectives.
So, what metrics do your leadership team want to see?
Your leadership team doesn’t have time to wade through vanity metrics. They need actionable insights that align with business objectives.
Here are the key categories they’ll be looking at:
The importance of customer-centric metrics
Metrics like Customer Churn Rate and Net Promoter Score aren’t just numbers, they’re strategic tools that reveal the health of your customer relationships and the potential for growth.
By delving into the “why” behind the data, businesses can identify opportunities to enhance customer experiences, tailor retention strategies, and ultimately strengthen their competitive edge in a crowded market.
Customer Churn Rate
Why it matters
Retaining customers is more cost-effective than acquiring new ones. A 5% reduction in churn can lead to a 25–95% boost in profits (Harvard Business Review).
- Use predictive churn modelling to spot at-risk customers. According to a study by McKinsey & Company, advanced analytics can reduce churn by up to 15%.
- Segment your customers to tailor retention strategies.
- Conduct regular surveys to uncover and address the root causes of churn.
At F6 we help businesses reduce churn by implementing targeted retention strategies tailored to their audience. For example:
Customer segmentation: We identify key customer groups and their specific needs, enabling personalised campaigns that resonate more deeply. For instance, for one telecoms client, we segmented customers based on usage patterns and created tailored email campaigns with offers to suit their habits — leading to a 15% reduction in churn.
Predictive analysis: By analysing behavioural trends, we help businesses identify at-risk customers before they leave. Using insights from our data analysis, we worked with a client to implement automated re-engagement campaigns for high-churn segments, boosting retention rates by 10%.
Feedback loops: Our team develop and execute customer feedback initiatives, like surveys and interviews, to uncover the root causes of churn. Recently, we supported a client by conducting a Net Promoter Score survey and follow-up interviews, revealing a service pain point. Addressing this resulted in a noticeable drop in churn within six months.
Strategic implication
You can proactively retain customers, optimise lifetime value, and create a competitive advantage in a saturated market.
Net Promoter Score (NPS)
Why it matters
NPS gauges customer loyalty and satisfaction – two cornerstones of sustainable growth.
- Monitor trends over time to evaluate the impact of initiatives.
- Compare your NPS against industry peers to gauge relative performance. The average telecom NPS is 31 (Customer Gauge).
- Analyse correlations between NPS and metrics like ARPU (Average Revenue Per User – more on this below) or churn rate.
As an agency, we also enable businesses to elevate their NPS through actionable insights and strategic initiatives, like:
Benchmarking and goal setting: We help clients set realistic NPS targets based on industry benchmarks. For one telecoms client, we discovered their NPS was below the industry average. We decided to set up a loyalty program and restructured their customer support workflows, leading to a 12-point increase in NPS within a year.
Customer journey mapping: By mapping the customer journey, we identify areas to improve satisfaction. For instance, we partnered with an IoT provider to streamline onboarding, addressing common pain points flagged by NPS detractors. This enhanced their first-month satisfaction scores by 25%.
Correlations with business outcomes: We go beyond measuring NPS to draw actionable connections between NPS and key metrics like ARPU or churn. For one client, we demonstrated how improving NPS by just 5 points resulted in a measurable uptick in customer lifetime value.
Strategic implication
Companies with high NPS typically grow revenue at over twice the rate of competitors.
Operational efficiency metrics that matter
Efficiency isn’t just a buzzword, it’s a competitive advantage. Metrics like Cost per Customer and Revenue per Employee reveal how effectively your operations are running.
Often, finding areas where you can automate processes, like lead generation, can save you time as well as improve customer satisfaction.
Cost per Customer
Why it matters
It tracks the efficiency of your acquisition, service, and retention efforts.
- Break costs into components (acquisition, service, retention) to spot inefficiencies.
- Evaluate how automation impacts this metric.
- Benchmark your Cost per Customer – top telecom providers aim for under £35/month.
Strategic implication
Reducing Cost per Customer directly impacts profitability. Businesses that engage in strategic cost reduction efforts can see a profit margin increase of up to 15% provided it doesn’t affect quality.
Revenue per Employee
Why it matters
It reflects productivity and the ROI of digital transformation efforts.
- Track this metric over time to assess the impact of digital transformation initiatives.
- Analyse revenue per employee across different departments to identify areas for improvement.
- Use this metric to gauge the return on investment in automation technologies.
According to a report by Deloitte, CSPs are expected to continue working to balance costs and revenues while establishing their role in a more diverse ecosystem of providers.
Strategic implication
High revenue per employee often signals better profit margins – top quartile companies see margins 20–30% higher than their competitors.
Financial metric to get you onside
Financial metrics like ARPU are critical to understanding profitability and long-term growth potential.
Average Revenue per User
Why it matters
It reflects the value you’re delivering to your customer base.
- Segment ARPU by region, service type, and customer demographic.
- Measure how upselling and cross-selling initiatives affect ARPU.
- Analyse the connection between ARPU and churn to refine pricing strategies.
Strategic implication
With increasing competition, maintaining ARPU growth is becoming more challenging. According to GSMA Intelligence, between 2019 and 2025, mobile revenue in the CIS is forecast to remain largely stable. However, market-level analysis paints a more nuanced picture.
Marketing metrics: the bottom line
The telecoms and IoT industries are always expanding, and data-driven decision-making has become more crucial than ever. As industry leaders navigate through digital transformation, 5G rollouts, and the proliferation of connected devices, having a robust analytics strategy is crucial.
By focusing on what matters most to your leadership team, you’ll not only provide clarity but also cement marketing’s role as a strategic partner in driving growth.
Struggling to align your metrics with leadership’s expectations?
Contact us to develop a data-driven strategy tailored to your goals.
Meet Laura, our dynamic Marketing Manager who oversees all our projects, bringing expertise that’s as robust as her strategies. She has worked with BAE Systems, Thales, and Leonardo.
