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The Metrics That
Matter To Drive Sales
Conversions
Sales operations professionals need to provide the sales team
with the right information to have productive interactions with
prospects. With the right tools and insights, sales operations
can help turn more of those opportunities into closed deals. This
infographic highlights key stages and major milestones where the
right insights can help accelerate deals and improve win rates.

1 Starting At The Top
It takes leading companies

237

237

marketing
touches
to close just one deal vs. 350

350

for companies that are
deemed average.

2 Going Back For More
One third of businesses send at least

50%

of their
prospect leads

back into their sales system for more nurturing
vs. converting them into an opportunity.

3 Harnessing The

Power Of Content
Only

36%

36%

of leading companies
are measuring content’s impact on
the sales cycle, and that drops to

24%

24% among average companies.

4 Right Resources For

The Right Stage

The conversion rate of a
marketing response to a
marketing-qualified lead
is 14% for companies
that have aligned
content with specific
funnel stage vs. only
4% for firms that have
not aligned by stage.

52%

of leading
companies

have a process to align content with
a specific sales funnel stage vs. just
27% for average companies.

5 Presenting The

Salesperson
With Relevant
Information

The sales team needs the
right resources — content,
collateral and coaching
— to move buyers along.
Since most salespeople
use the CRM system
as their central point of
access during the day, it
is a natural hub for all of
the resources necessary
to accelerate deals.

94%

of
buyers

52%

94%

of
buyers

said they viewed multiple
pieces of content from
the vendor they ended up
buying from.

52%

said the vendor they
selected contacted them
4 to 10 times via
email, phone and other
channels before they
made a final decision.

6 Done Deal
With careful lead
nurturing throughout the
process,

21%

of
leads

can be converted to
sales – as evidenced by
some of today’s
top marketers.
Sources:
Aberdeen Group, Demand Gen Report’s 2012
B2B Buyers Survey, MarketingSherpa, SAVO

21%

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Infopraphic: The Metrics That Matter to Drive Sales Converions

  • 1. The Metrics That Matter To Drive Sales Conversions Sales operations professionals need to provide the sales team with the right information to have productive interactions with prospects. With the right tools and insights, sales operations can help turn more of those opportunities into closed deals. This infographic highlights key stages and major milestones where the right insights can help accelerate deals and improve win rates. 1 Starting At The Top It takes leading companies 237 237 marketing touches to close just one deal vs. 350 350 for companies that are deemed average. 2 Going Back For More One third of businesses send at least 50% of their prospect leads back into their sales system for more nurturing vs. converting them into an opportunity. 3 Harnessing The Power Of Content Only 36% 36% of leading companies are measuring content’s impact on the sales cycle, and that drops to 24% 24% among average companies. 4 Right Resources For The Right Stage The conversion rate of a marketing response to a marketing-qualified lead is 14% for companies that have aligned content with specific funnel stage vs. only 4% for firms that have not aligned by stage. 52% of leading companies have a process to align content with a specific sales funnel stage vs. just 27% for average companies. 5 Presenting The Salesperson With Relevant Information The sales team needs the right resources — content, collateral and coaching — to move buyers along. Since most salespeople use the CRM system as their central point of access during the day, it is a natural hub for all of the resources necessary to accelerate deals. 94% of buyers 52% 94% of buyers said they viewed multiple pieces of content from the vendor they ended up buying from. 52% said the vendor they selected contacted them 4 to 10 times via email, phone and other channels before they made a final decision. 6 Done Deal With careful lead nurturing throughout the process, 21% of leads can be converted to sales – as evidenced by some of today’s top marketers. Sources: Aberdeen Group, Demand Gen Report’s 2012 B2B Buyers Survey, MarketingSherpa, SAVO 21%