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In a study of over 700 CMOs of large marketing companies in five countries, researchers from the London Business School and Tuck School at Dartmouth found that market share and product/service quality are still by far the most frequently used marketing metrics. Following far behind is actual/potential customer or segment lifetime value.

The relative differences appear to be even more pronounced amongst some of the world's major economic powers:

In the U.S., over two-thirds of companies are measuring five or more things — but less than one-third are looking at customer lifetime value.
In Japan, the numbers suggest a continued belief that product/service quality will drive all else.
Germans measure more than anyone else.
In the U.K., customer loyalty/retention is still an emerging issue by comparison.
French companies appear to take a longer-term view with customer/segment lifetime value a much more prominent metric.

From "Which Marketing Metrics Are Used and Where?" a paper by Patrick Barwise and John U. Farley. Available at www.msi.org.