Marketing technology and operational tools for a customer-centric organization
Posted: Wed Feb 19, 2025 7:09 am
Building a profitable business takes incredible effort and focus. However, to do so, it is important to focus on the right things and always put customers first in every decision you make. Both aspects are essential for a thriving organization.
While it’s tempting to look at secondary metrics like the number of social media followers, subscribers, or website visitors, putting energy and resources into increasing these numbers is fruitless if expectations don’t translate into actual customers. Instead, focus on metrics that make your company a customer-centric organization, so you get actionable data and timely user feedback that drives business forward.
Here you'll find four metrics you can track to help you become a customer-centric organization, plus the most important marketing technology and operational tools to leverage those metrics to build a stronger business and a larger customer base.
1. Acquisition Metrics
Desktop image promo promo
Metrics to check: Number of new acquisitions, Number of leads, Market share, Revenue
Kissmetrics Create a customer pipeline and sort website visitors into groups based on common actions and triggers so you can learn more about how potential customers access your content or website.
Unbounce Use A/B testing to learn which features, website elements, or marketing messages are most effective at eliciting a desired action or response from potential customers.
Hubspot This marketing automation suite helps you analyze and improve landing pages and forms so you can collect the right information from prospects and automatically assign them to the right campaigns.
Google Analytics Find out which keyword queries lead customers to your site or product.
2. Product adoption
Metrics to check: Adoption rate, New product revenue, Time to market
Clicktale Use heatmaps to track visitors' mouse movements, clicks, and scrolls to determine which aspects of your site they pay most attention to and which they overlook.
Qualaroo asks visitors to complete a short, targeted questionnaire to learn about how and why they use certain features. It then uses that information to improve the user experience.
Userlytics Analyze mobile app usage and user experience. Gain insights into how users interact with your product to identify opportunities to drive adoption.
3. Competitive analysis
Metrics to check: Acquisition rate, Growth rate by sector, Communications share
SEM Rush Look at the top organic keywords, keyword rankings, and search volume of keywords that drive organic traffic to your competitors' websites, and discover opportunities where you can gain ground.
SimilarWeb Get an estimate of your competitors' traffic over the past six months across all channels to find out which traffic sources, referring sites, organic and purchased keywords, and social networks are delivering the most visitors to your competitors.
Google Advanced Search Find out where your competitors are earning valuable external backlinks. Simply type in "Link:" and the domain you want to analyze to see which third-party websites your competitors are building relationships with and which ones could send high-quality referrals to your site.
4. Customer value
Metrics to check: Referral rate, Mass production rate, Retention rates and Customer loyalty
Zendesk Great customer service is the essence of loyalty. Record issues, respond effectively, and build positive customer relationships.
Happy Fox Creates knowledge bases and templates to help customers get the most out of your product.
BigDoor Loyalty Program Reward customers for things that don't involve purchases or earnings, like referring friends or sharing content.
Leveraging the utility of marketing operations to grow your business
Learn how to build your marketing tech stack and increase business success with our free eBook, Five Steps to Transform Marketing Operations for Maximum Growth. Next, check out How Hootsuite Uses Wrike to Scale austria phone number data Marketing Operations, Track Resources, and Improve Visibility.
business growth, company growth, marketing, marketing operations
Emily Bonnie
Emily Bonnie
Emily is a former content marketer at Wrike. She specializes in leadership, collaboration, and productivity. Her brain is filled with obscure grammar rules, an embarrassing amount of Star Wars fun facts, and her grandmother’s pie recipes.
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#marketing operations
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While it’s tempting to look at secondary metrics like the number of social media followers, subscribers, or website visitors, putting energy and resources into increasing these numbers is fruitless if expectations don’t translate into actual customers. Instead, focus on metrics that make your company a customer-centric organization, so you get actionable data and timely user feedback that drives business forward.
Here you'll find four metrics you can track to help you become a customer-centric organization, plus the most important marketing technology and operational tools to leverage those metrics to build a stronger business and a larger customer base.
1. Acquisition Metrics
Desktop image promo promo
Metrics to check: Number of new acquisitions, Number of leads, Market share, Revenue
Kissmetrics Create a customer pipeline and sort website visitors into groups based on common actions and triggers so you can learn more about how potential customers access your content or website.
Unbounce Use A/B testing to learn which features, website elements, or marketing messages are most effective at eliciting a desired action or response from potential customers.
Hubspot This marketing automation suite helps you analyze and improve landing pages and forms so you can collect the right information from prospects and automatically assign them to the right campaigns.
Google Analytics Find out which keyword queries lead customers to your site or product.
2. Product adoption
Metrics to check: Adoption rate, New product revenue, Time to market
Clicktale Use heatmaps to track visitors' mouse movements, clicks, and scrolls to determine which aspects of your site they pay most attention to and which they overlook.
Qualaroo asks visitors to complete a short, targeted questionnaire to learn about how and why they use certain features. It then uses that information to improve the user experience.
Userlytics Analyze mobile app usage and user experience. Gain insights into how users interact with your product to identify opportunities to drive adoption.
3. Competitive analysis
Metrics to check: Acquisition rate, Growth rate by sector, Communications share
SEM Rush Look at the top organic keywords, keyword rankings, and search volume of keywords that drive organic traffic to your competitors' websites, and discover opportunities where you can gain ground.
SimilarWeb Get an estimate of your competitors' traffic over the past six months across all channels to find out which traffic sources, referring sites, organic and purchased keywords, and social networks are delivering the most visitors to your competitors.
Google Advanced Search Find out where your competitors are earning valuable external backlinks. Simply type in "Link:" and the domain you want to analyze to see which third-party websites your competitors are building relationships with and which ones could send high-quality referrals to your site.
4. Customer value
Metrics to check: Referral rate, Mass production rate, Retention rates and Customer loyalty
Zendesk Great customer service is the essence of loyalty. Record issues, respond effectively, and build positive customer relationships.
Happy Fox Creates knowledge bases and templates to help customers get the most out of your product.
BigDoor Loyalty Program Reward customers for things that don't involve purchases or earnings, like referring friends or sharing content.
Leveraging the utility of marketing operations to grow your business
Learn how to build your marketing tech stack and increase business success with our free eBook, Five Steps to Transform Marketing Operations for Maximum Growth. Next, check out How Hootsuite Uses Wrike to Scale austria phone number data Marketing Operations, Track Resources, and Improve Visibility.
business growth, company growth, marketing, marketing operations
Emily Bonnie
Emily Bonnie
Emily is a former content marketer at Wrike. She specializes in leadership, collaboration, and productivity. Her brain is filled with obscure grammar rules, an embarrassing amount of Star Wars fun facts, and her grandmother’s pie recipes.
#marketing operations
Related Articles
Five rules to successfully scale your marketing operations
Marketing
10 min read
Five rules to successfully scale your marketing operations
Marketing organizations are under a lot of pressure. Budgets aren't bigger, but expectations are. How can you accomplish more with less without compromising quality? For marketing leaders at growing companies looking to expand their programs, scaling up marketing operations is one of the most important challenges.
Problems are growing: How do you manage a team that is only growing?
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Leadership
10 min read
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¿Quieres crear un lugar de trabajo extraordinario? Inculca autonomía, pericia y determinación en tu equipo. Se trata de un largo debate con base científica sobre los tres factores que incrementan la satisfacción laboral para tus trabajadores, lo que convierte a tu empresa en un imán que atraiga a los mejores talentos y, en última instancia, mejora los resultados finales.
Get weekly updates in your inbox!
Recibe actualizaciones semanales en tu bandeja de entrada!
[email protected]
Escribe tu dirección de correo electrónico
Producto
Recorrido por el producto
Precios
Plantillas
Aplicaciones e integraciones
Gestión de tareas
Diagramas de Gantt
Estado de Wrike
Seguridad
Wrike API
Funciones
Soluciones
Enterprise
Marketing
Creativo
Gestión de proyectos
Desarrollo de producto
Operaciones empresariales
Servicios profesionales
Estudiantes
Todos los equipos
Recursos
Portal de ayuda
Comunidad
Blog
Webinars
Formación interactiva
Asistencia
Herramientas de gestión de proyectos con Google
Aviso sobre recopilación de datos según la CCPA
Empresa
Quiénes somos
Empleo
Nuestros clientes
Eventos
Sala de prensa
Partner Program
Conferencia de usuarios
Contacta con nosotros
Guías
Guía gestión de proyecto
Guía de servicios profesionales
Guía de Kanban (EN)
Guía de Agile (EN)
Guía de teletrabajo
Guía de tablas Scrum (EN)
Guía de gestión de proyectos de marketing
Guía de gestión del trabajo colaborativo (EN)
Guía de marketing digital (EN)
Guía para la vuelta al trabajo (EN)
Guía de gestión de productos (EN)
Guía de comercialización (EN)
Lo último del blog de Wrike
Claves para entender los conceptos básicos del control del tiempo de los proyectos
5 ejemplos de estrategias de marketing digital para inspirarte
Herramientas de solución de problemas que ayudan a tu empresa a aumentar la productividad
An epic shift: How Odyssey Hotel Group unified its operations on Wrike
How to Write Effective Project Objectives
The 4 values and 12 principles of Agile project management
Project Management Basics: 6 Steps to Creating a Foolproof Project Plan
Subscribe to Wrike news and updates
Subscribe to our marketing emails to stay up to date with the latest news and updates.
[email protected]
Your email
Download on the App Store
Get it on Google Play
©2006-2025 Wrike, Inc. All rights reserved. Proprietary. Privacy Policy . Terms of Service . Cookie Preferences