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B2B sales & marketing metrics worth tracking (and 5 that are worthless)

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Presentation deck from Sales 2.0 conference presentation, April 3, 2012

Presentation deck from Sales 2.0 conference presentation, April 3, 2012

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  • 1. B2B Sales & Marketing MetricsWor th Tracking (and a few that are wor thless) Matt Heinz President, Heinz Marketing Inc @heinzmarketing SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 2. Lies, damn lies and… SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 3. The Slippery Slope…Just because you can track it:•doesn’t mean you should•doesn’t mean it’s important•doesn’t mean it should be on your exec dashboard Choose the right metrics to drive your business to higher sales, greater pipeline yield and profitability SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 4. 1. Marketing Cost per SaleTrack leads to close and beyondUnderstand efficiency, cost by lead sourceDrive efficiency best practices to other channelsBonus: Track marketing cost through to renewals,referrals SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 5. 2. Customer Lifetime ValueWhat are you willing to spend to acquire?Which customers are most profitable?How will this drive sales incentives & behavior?Bonus: Is your customer experience team involved indefining target customers and setting expectationsbefore the sale? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 6. 3. Nurture Database PerformanceHow do you define a “nurture” lead?What # and % of deals come out of the growing nurturedatabase?What systems do you use to manage this database?Bonus: Can you predict future revenue from thenurture database over time? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 7. 4. Sales Cycle LengthHow long is each stage once a lead is qualified and inthe market to buy?What “catalyzing events” exist (internally or externally)that accelerate deal velocity?Does your lead-opportunity-sale model reflect thislength & duration? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 8. 5. Addressable Market SizeDoes the full organization define the market similarly?How does your sales goal translate to marketpenetration expectations?Based on your funnel mechanics, is this numberrealistic?Is your addressable market small enough? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 9. 6. Lead-Opp-Sale Conversion Rates Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $ 1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $ 1,155,000 $ 1,295,250 $ 1,435,500 $ 1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $ 2,250,000 $ 2,550,000 $ 2,850,000 $ 3,150,000 Product B Pipeline $ $ 1,250,000 $ 1,375,000 $ 1,500,000 $ 1,625,000 Total Pipeline $ $ 3,500,000 $ 3,925,000 $ 4,350,000 $ 4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250 SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 10. 7. Deal SizeAre some deals not worth pursuing?Do you know your sweet spot? Are you proactivelytargeting it?Are you adjusting your sales & marketing strategiesbased on revenue, margin and lifetime value yieldpotential? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 11. 8. Qualified LeadsDo sales & marketing agree to a common definition?Are there explicit next steps for managing these leadsforward?Are you managing & optimizing qualified lead output (#,%, $) from your marketing channels? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 12. 9. ReferralsAre you maximizing measurement of referral capturewithout constraining volume?What programs/incentives do you have in place to drivethe right referrals?Are you segmenting referrals from current customersvs. prospects, influencers, etc? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 13. 10. CustomersQuantify your best customers, and ensure yoursales/marketing is focused on finding & closing more ofthemIs your core or most-valuable customer segment(s)growing or shrinking?Can you quantify your share of wallet? SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 14. Five meaningless sales metrics1. Dials2. Demos or appointments scheduled3. Talk time4. Salesforce.com logins5. Logged activities SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 15. General Metrics Best Practices• Have an objective & action for each metric (or get rid of it)• Manage review sessions to next steps• Crawl first; publish your first new dashboard by tomorrow afternoon• Actively manage “number creep” SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012
  • 16. Questions? Matt Heinz matt@heinzmarketing.com @heinzmarketing 877-291-0006 SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

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