What is Marketing Originated Customer %?
Nexa Consultancy | Startup & Finance Glossary
The Marketing Originated Customer Percentage is a sales and marketing KPI that measures the proportion of new customers that originated directly from a marketing-led effort or channel. It helps in understanding the impact of the marketing team on new customer acquisition.
For Startups: This metric is crucial for evaluating the effectiveness of a startup's marketing engine. A high percentage indicates that the marketing team is successfully driving new business and not just influencing deals sourced by the sales team.
For B2B/SaaS: This is tracked in a CRM by looking at the "lead source" of all new customers who closed in a period. A healthy B2B company might see 20-40% of its new business originating from marketing.
Calculation: % = (New Customers with Marketing as Lead Source / Total New Customers) * 100
Example: If a company acquires 100 new customers in a quarter, and 30 of them originally came from a marketing campaign (e.g., a webinar or an ebook download), the Marketing Originated Customer % is 30%.