Editor's Note: This article, published in two parts, covers five essential direct marketing metrics. This first part covers two of the metrics. Read the second part on RainToday.com to read about the final three metrics.

Measurement is a hot topic for marketers today. Everyone is under pressure to demonstrate results, deliver value to the firm – and justify budgets.

Fortunately, we direct marketers have always been measurement oriented. Our philosophical roots are in metrics and ROI. We set up all our campaigns to be measurable, and we test incessantly – at least on the consumer side.

On the B-to-B side, direct marketers have more trouble with measurement due to the complexity of the sale, length of the sales cycle and lack of cooperation from salespeople who don't want to be bothered reporting back to marketing about sales results.

Even more challenging to B-to-B marketers is the problem of multiple touches. A campaign might involved five emails, three letters, a webinar, an executive conference invitation, a golf outing and four sales calls.

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