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Make More Cash by Tracking the right metrics | Sales and Marketing metrics difference

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Areeb Mirza
October 10, 2025

I’ve had very similar conversations on how easily sales and marketing get blended. When that happens, nobody is accountable and the numbers we report do not help anyone make better decisions. Here is the clean line:

Before we begin, all of this is a team effort, we advocate for teams to move as one collective unit. However for explaining purposes I’ve labeled everything.

Marketing’s job

Generate qualified attention and get qualified people to take the next step. That means traffic, leads, and booked calls that match the target profile.

Sales’ job

Turn qualified conversations into revenue. That means show rate, discovery quality, proposals, and closed deals.

If marketing is driving the right people but calls do not show or do not close, that is a sales issue. If the calendar is full of bad fits, students, tire kickers, or people who cannot buy, that is a marketing issue. Simple.

Track these weekly. Percentages where noted. Keep the last 4 weeks visible.

Top of funnel

  • Spend by campaign

  • CPM, CTR, CPC

  • Cost per website schedule or cost per qualified lead

  • Number of website schedules

  • Lead to website schedule rate

Middle of funnel

  • Show rate for website schedules

  • Disqualification rate with reason codes

    • No budget

    • Wrong timing

    • Not decision maker

    • Out of market

  • Qualified rate

Bottom of funnel

  • Proposals sent

  • Follow ups active

  • Close rate from qualified calls

  • Sales cycle length in days

  • Revenue booked

  • ROAS and CAC

Operational checks

  • Percent of calls recorded

  • Percent of calls summarized

  • Time to first touch on every new lead

  • Nurture automation status for every source

When these numbers are clear, decisions get easy.

Example: if cost per website schedule is strong but show rate is low, fix confirmations, reminders, and preframe content.

If show rate is fine but disqualifies are high for the same reason, fix the application and ad copy to screen earlier. If qualified rate is solid and close rate is weak, coach the closer and improve the sales process.

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