Marketing-Originated Customer Percentage shows the amount of new business that is driven by marketing. This formula determines which portion of your total customer acquisitions directly originate from marketing efforts.
This metric illustrates the impact that your marketing team’s lead generation efforts have on acquiring new customers. This percentage is based on your sales and marketing relationship and structure, so your ideal ratio will vary depending on your business model. A company with an outside sales team and inside sales support may be looking at 20-40% Margin Originated Customer %, whereas a company with an inside sales team and lead focused marketing team might be at 40-80%.