SlideShare a Scribd company logo

Lead Lifecycle Analytics

Remind me again what those quarterly targets are really after… oh yeah, REVENUE! It’s inevitable, at some point the success of Marketing and Sales is measured by one metric, revenue growth. But surprisingly few organizations take the time to really explore the factors that truly influence growth in revenue. You’ve probably heard of dozens and dozens of different marketing metrics that are “essential” to marketing and sales. Seems overwhelming - well, not exactly. In fact, research over the last decade has actually identified a tiny handful of metrics that EVERY organization should be measuring to optimize the lead lifecycle (from lead to prospect to customer). How do we know? Well, Top Performing organizations that consistently achieve as high as 6x industry standard revenue growth are sharing their secrets.

1 of 38
Lead Lifecycle Analytics
Essential Metrics for Perpetual
       Revenue Growth
About the Research Findings
                                   Top Performers: Respondents that achieved
                                   Top Quartile performance in key KPI’s

         TODAY’S STATS             Everyone Else: Everyone Else
 Total survey responses: 432
 Qualified survey responses: 321




    Lead           Marketing
Prioritization    Automation
 Gleansight       Gleansight
 (Nov 2011)       (Dec 2011)

                                    Growth in:    REVENUE
                                                  AVG CLICK-THROUGH
                                                  LEAD-TO-SALES CONVERSION



                                      #AOWEB                                   2
Agenda for Today…

• Managing by Revenue by the numbers:
   – Buying Cycle
   – Sales Cycle
   – Lead Lifecycle

• Define how to actually measure the sales
  pipeline?

• Lead Lifecycle Dashboard

• 3 Tactics You Can’t Succeed Without


                          #AOWEB             3
In a world…
                “The Board wants to
               raise our sales targets
                      this year…
              I think we need to beef
                 up our Marketing!”


                                     We need more leads.
Mr. CEO                              Mary, what will it take
                                    to increase sales by 2x
                                        year-over-year?


                                                 “How about we
                                               raise the marketing
                                                 budget by 1%.”

                                                “Can we do it?”

                           #AOWEB                                    4
One woman fights for success…

Mary
VP of Marketing
                   What are my
                    options?




                      #AOWEB     5
Option 1: Tell Him Yes, and Hope We Can

Mary              Marketing Spend + Sales Effort = ?
VP of Marketing

                                        I’m not sure exactly
                               ?        how effective my
                                        marketing spend was
                      ?                 last year?

                              ?
                          ?
                              #    But, we reached
                                   our targets.


                       “I just don’t know…”


                              #AOWEB                           6

Recommended

Lead Lifecycle Analytics
Lead Lifecycle AnalyticsLead Lifecycle Analytics
Lead Lifecycle AnalyticsAct-On Software
 
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue GrowthLead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue GrowthAct-On Software
 
Priority Content Planning with 3-D Content Mapping
Priority Content Planning with 3-D Content MappingPriority Content Planning with 3-D Content Mapping
Priority Content Planning with 3-D Content MappingPardot
 
Lead Nurturing and Marketing Automation
Lead Nurturing and Marketing AutomationLead Nurturing and Marketing Automation
Lead Nurturing and Marketing AutomationAct-On Software
 
Transform Your Marketing: A Case Study
Transform Your Marketing: A Case StudyTransform Your Marketing: A Case Study
Transform Your Marketing: A Case StudyFullQuota
 
Performance Branding: Making Branding Accountable
Performance Branding: Making Branding AccountablePerformance Branding: Making Branding Accountable
Performance Branding: Making Branding Accountable[x+1]
 
A Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing SuccessA Strategic Roadmap to Content Marketing Success
A Strategic Roadmap to Content Marketing SuccessChicago AMA
 

More Related Content

What's hot

How Marketers Are Transforming Mounting Pressure, Challenges into Revenues
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues How Marketers Are Transforming Mounting Pressure, Challenges into Revenues
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
 
Quillion Performance Marketing 8 Tips For 2009
Quillion Performance Marketing 8 Tips For 2009Quillion Performance Marketing 8 Tips For 2009
Quillion Performance Marketing 8 Tips For 2009Prove
 
Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110tonyjmorse
 
How to Qualify, Score and Nurture Leads for Optimal ROI
How to Qualify, Score and Nurture Leads for Optimal ROIHow to Qualify, Score and Nurture Leads for Optimal ROI
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
 
Strategy startups to enterprise
Strategy startups to enterpriseStrategy startups to enterprise
Strategy startups to enterpriseAkash Pai
 
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...Content, Context, Customers and Engagement: A Process for Web Engagement Mana...
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...Scott Liewehr
 
How has the internet transformed marketing
How has the internet transformed marketingHow has the internet transformed marketing
How has the internet transformed marketingJoni Salminen
 
Digital Advertising 101
Digital Advertising 101Digital Advertising 101
Digital Advertising 101PrintFleet
 
Sony: Scaling Big Data for Stronger Marketing Campaigns
Sony: Scaling Big Data for Stronger Marketing CampaignsSony: Scaling Big Data for Stronger Marketing Campaigns
Sony: Scaling Big Data for Stronger Marketing CampaignsAMASanDiego
 
Aligning Your Sales Process With The New Buying Process: An Inbound Overview
Aligning Your Sales Process With The New Buying Process: An Inbound OverviewAligning Your Sales Process With The New Buying Process: An Inbound Overview
Aligning Your Sales Process With The New Buying Process: An Inbound OverviewRapidan Inbound
 
Inbound marketing blueprint
Inbound marketing blueprintInbound marketing blueprint
Inbound marketing blueprintRapidan Inbound
 
How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionHow to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionReadyTalk
 
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...AMASanDiego
 
How Webinars Can Fit into Your Content Marketing
How Webinars Can Fit into Your Content MarketingHow Webinars Can Fit into Your Content Marketing
How Webinars Can Fit into Your Content MarketingReadyTalk
 
Rebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookRebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookEric Bruce
 

What's hot (20)

Optimizing the Lead
Optimizing the LeadOptimizing the Lead
Optimizing the Lead
 
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues How Marketers Are Transforming Mounting Pressure, Challenges into Revenues
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues
 
Quillion Performance Marketing 8 Tips For 2009
Quillion Performance Marketing 8 Tips For 2009Quillion Performance Marketing 8 Tips For 2009
Quillion Performance Marketing 8 Tips For 2009
 
Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110Padilla Beyond Clips Clicks And Hits 040110
Padilla Beyond Clips Clicks And Hits 040110
 
How to Qualify, Score and Nurture Leads for Optimal ROI
How to Qualify, Score and Nurture Leads for Optimal ROIHow to Qualify, Score and Nurture Leads for Optimal ROI
How to Qualify, Score and Nurture Leads for Optimal ROI
 
B2B Digital Marketing Priorities 2013 (SmartInsights conference)
B2B Digital Marketing Priorities 2013 (SmartInsights conference)B2B Digital Marketing Priorities 2013 (SmartInsights conference)
B2B Digital Marketing Priorities 2013 (SmartInsights conference)
 
Strategy startups to enterprise
Strategy startups to enterpriseStrategy startups to enterprise
Strategy startups to enterprise
 
M129
M129M129
M129
 
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...Content, Context, Customers and Engagement: A Process for Web Engagement Mana...
Content, Context, Customers and Engagement: A Process for Web Engagement Mana...
 
How has the internet transformed marketing
How has the internet transformed marketingHow has the internet transformed marketing
How has the internet transformed marketing
 
Integrated Marketing
Integrated MarketingIntegrated Marketing
Integrated Marketing
 
Digital Advertising 101
Digital Advertising 101Digital Advertising 101
Digital Advertising 101
 
Sony: Scaling Big Data for Stronger Marketing Campaigns
Sony: Scaling Big Data for Stronger Marketing CampaignsSony: Scaling Big Data for Stronger Marketing Campaigns
Sony: Scaling Big Data for Stronger Marketing Campaigns
 
Aligning Your Sales Process With The New Buying Process: An Inbound Overview
Aligning Your Sales Process With The New Buying Process: An Inbound OverviewAligning Your Sales Process With The New Buying Process: An Inbound Overview
Aligning Your Sales Process With The New Buying Process: An Inbound Overview
 
Inbound marketing blueprint
Inbound marketing blueprintInbound marketing blueprint
Inbound marketing blueprint
 
How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion
How to FUEL Marketing Effectiveness from Lead Generation to Sales ConversionHow to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion
How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion
 
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
 
M129
M129M129
M129
 
How Webinars Can Fit into Your Content Marketing
How Webinars Can Fit into Your Content MarketingHow Webinars Can Fit into Your Content Marketing
How Webinars Can Fit into Your Content Marketing
 
Rebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookRebranding on Linkedin - Playbook
Rebranding on Linkedin - Playbook
 

Similar to Lead Lifecycle Analytics

Digital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaDigital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaOnline Marketing Summit
 
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
 
How to Grow Your Business with Social and Inbound marketing
How to Grow Your Business with Social and Inbound marketingHow to Grow Your Business with Social and Inbound marketing
How to Grow Your Business with Social and Inbound marketingHubSpot
 
Selling Better Together - Webinar with Work.com
Selling Better Together - Webinar with Work.comSelling Better Together - Webinar with Work.com
Selling Better Together - Webinar with Work.comHubSpot
 
Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Act-On Software
 
Aligning Sales and Marketing to Increase Revenue
Aligning Sales and Marketing to Increase RevenueAligning Sales and Marketing to Increase Revenue
Aligning Sales and Marketing to Increase RevenueAct-On Software
 
A marketing strategy
A marketing strategyA marketing strategy
A marketing strategyJBee44
 
10 Steps to Launch a Content Marketing Strategy from Scratch
10 Steps to Launch a Content Marketing Strategy from Scratch10 Steps to Launch a Content Marketing Strategy from Scratch
10 Steps to Launch a Content Marketing Strategy from ScratchArdath Albee
 
Finding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsFinding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsLeadLife Solutions
 
Lead Nurturing and Lead Scoring Software Accelerates Buying Cycle
Lead Nurturing and Lead Scoring Software Accelerates Buying CycleLead Nurturing and Lead Scoring Software Accelerates Buying Cycle
Lead Nurturing and Lead Scoring Software Accelerates Buying CycleRight On Interactive
 
How to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHow to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHubSpot
 
The 4 hidden keys to profit boosting seo
The 4 hidden keys to profit boosting seoThe 4 hidden keys to profit boosting seo
The 4 hidden keys to profit boosting seoDemandWave
 
How Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsHow Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsAct-On Software
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte PresentationRajesh Mondal
 
Sales Marketing Alignment
Sales Marketing AlignmentSales Marketing Alignment
Sales Marketing AlignmentHubSpot
 
Digital smb digital measurement model
Digital smb digital measurement modelDigital smb digital measurement model
Digital smb digital measurement modelBillMo
 
B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013Dave Chaffey
 
B2B Marketing Automation Techniques
B2B Marketing Automation TechniquesB2B Marketing Automation Techniques
B2B Marketing Automation TechniquesSilverpop
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentationbwagner70
 

Similar to Lead Lifecycle Analytics (20)

Digital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaDigital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, Eloqua
 
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
 
How to Grow Your Business with Social and Inbound marketing
How to Grow Your Business with Social and Inbound marketingHow to Grow Your Business with Social and Inbound marketing
How to Grow Your Business with Social and Inbound marketing
 
Selling Better Together - Webinar with Work.com
Selling Better Together - Webinar with Work.comSelling Better Together - Webinar with Work.com
Selling Better Together - Webinar with Work.com
 
Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?Feeling Overwhelmed by Data?
Feeling Overwhelmed by Data?
 
Aligning Sales and Marketing to Increase Revenue
Aligning Sales and Marketing to Increase RevenueAligning Sales and Marketing to Increase Revenue
Aligning Sales and Marketing to Increase Revenue
 
A marketing strategy
A marketing strategyA marketing strategy
A marketing strategy
 
10 Steps to Launch a Content Marketing Strategy from Scratch
10 Steps to Launch a Content Marketing Strategy from Scratch10 Steps to Launch a Content Marketing Strategy from Scratch
10 Steps to Launch a Content Marketing Strategy from Scratch
 
Finding & Nurturing the Right Prospects
Finding & Nurturing the Right ProspectsFinding & Nurturing the Right Prospects
Finding & Nurturing the Right Prospects
 
Lead Nurturing and Lead Scoring Software Accelerates Buying Cycle
Lead Nurturing and Lead Scoring Software Accelerates Buying CycleLead Nurturing and Lead Scoring Software Accelerates Buying Cycle
Lead Nurturing and Lead Scoring Software Accelerates Buying Cycle
 
How to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHow to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads Online
 
The 4 hidden keys to profit boosting seo
The 4 hidden keys to profit boosting seoThe 4 hidden keys to profit boosting seo
The 4 hidden keys to profit boosting seo
 
How Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsHow Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive Conversions
 
Zerobyte Presentation
Zerobyte PresentationZerobyte Presentation
Zerobyte Presentation
 
Sales Marketing Alignment
Sales Marketing AlignmentSales Marketing Alignment
Sales Marketing Alignment
 
Digital smb digital measurement model
Digital smb digital measurement modelDigital smb digital measurement model
Digital smb digital measurement model
 
B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013
 
B2B Marketing Automation Techniques
B2B Marketing Automation TechniquesB2B Marketing Automation Techniques
B2B Marketing Automation Techniques
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentation
 
5 2012 05 se-mcamp kiev roi of search and social complete
5 2012 05 se-mcamp kiev roi of search and social complete5 2012 05 se-mcamp kiev roi of search and social complete
5 2012 05 se-mcamp kiev roi of search and social complete
 

More from Gleanster Research

2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...Gleanster Research
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of MarketingGleanster Research
 
The Agency in Transformation: How Customer Journeys Will Transform the Agen...
The Agency in Transformation: How Customer Journeys Will Transform the Agen...The Agency in Transformation: How Customer Journeys Will Transform the Agen...
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
 
Integrated Customer Relationship Management (CRM) Benchmark 2013
Integrated Customer Relationship Management (CRM) Benchmark 2013Integrated Customer Relationship Management (CRM) Benchmark 2013
Integrated Customer Relationship Management (CRM) Benchmark 2013Gleanster Research
 
Turnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingTurnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingGleanster Research
 
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet: Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet: Gleanster Research
 
What Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationWhat Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationGleanster Research
 
The Publishers Guide to Programmatic Media Buying and Selling
The Publishers Guide to Programmatic Media Buying and SellingThe Publishers Guide to Programmatic Media Buying and Selling
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
 
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesReady, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
 
Building a Business Case for Localized Marketing Automation
Building a Business Case for Localized Marketing AutomationBuilding a Business Case for Localized Marketing Automation
Building a Business Case for Localized Marketing AutomationGleanster Research
 
Maximizing ROI from Digital Asset Management (DAM) Investments
Maximizing ROI from Digital Asset Management (DAM) InvestmentsMaximizing ROI from Digital Asset Management (DAM) Investments
Maximizing ROI from Digital Asset Management (DAM) InvestmentsGleanster Research
 
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...Gleanster Research
 
7 Essential Tips to Boost Sales Results in 2013
7 Essential Tips to Boost Sales Results in 20137 Essential Tips to Boost Sales Results in 2013
7 Essential Tips to Boost Sales Results in 2013Gleanster Research
 
Top 3 Ways Big Data Will Transform Digital Marketing in 2013
Top 3 Ways Big Data Will Transform Digital Marketing in 2013Top 3 Ways Big Data Will Transform Digital Marketing in 2013
Top 3 Ways Big Data Will Transform Digital Marketing in 2013Gleanster Research
 
Email Marketing in the Distributed Enterprise
Email Marketing in the Distributed EnterpriseEmail Marketing in the Distributed Enterprise
Email Marketing in the Distributed EnterpriseGleanster Research
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
 

More from Gleanster Research (17)

2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of Marketing
 
The Agency in Transformation: How Customer Journeys Will Transform the Agen...
The Agency in Transformation: How Customer Journeys Will Transform the Agen...The Agency in Transformation: How Customer Journeys Will Transform the Agen...
The Agency in Transformation: How Customer Journeys Will Transform the Agen...
 
Integrated Customer Relationship Management (CRM) Benchmark 2013
Integrated Customer Relationship Management (CRM) Benchmark 2013Integrated Customer Relationship Management (CRM) Benchmark 2013
Integrated Customer Relationship Management (CRM) Benchmark 2013
 
Retargeting Benchmark 2013
Retargeting Benchmark 2013Retargeting Benchmark 2013
Retargeting Benchmark 2013
 
Turnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized MarketingTurnkey Personalization Strategies for Localized Marketing
Turnkey Personalization Strategies for Localized Marketing
 
Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet: Marketing Automation - Gleanster Research CheatSheet:
Marketing Automation - Gleanster Research CheatSheet:
 
What Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationWhat Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing Automation
 
The Publishers Guide to Programmatic Media Buying and Selling
The Publishers Guide to Programmatic Media Buying and SellingThe Publishers Guide to Programmatic Media Buying and Selling
The Publishers Guide to Programmatic Media Buying and Selling
 
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesReady, Set, Launch! Using Social Media to Improve Product and Service Launches
Ready, Set, Launch! Using Social Media to Improve Product and Service Launches
 
Building a Business Case for Localized Marketing Automation
Building a Business Case for Localized Marketing AutomationBuilding a Business Case for Localized Marketing Automation
Building a Business Case for Localized Marketing Automation
 
Maximizing ROI from Digital Asset Management (DAM) Investments
Maximizing ROI from Digital Asset Management (DAM) InvestmentsMaximizing ROI from Digital Asset Management (DAM) Investments
Maximizing ROI from Digital Asset Management (DAM) Investments
 
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...
 
7 Essential Tips to Boost Sales Results in 2013
7 Essential Tips to Boost Sales Results in 20137 Essential Tips to Boost Sales Results in 2013
7 Essential Tips to Boost Sales Results in 2013
 
Top 3 Ways Big Data Will Transform Digital Marketing in 2013
Top 3 Ways Big Data Will Transform Digital Marketing in 2013Top 3 Ways Big Data Will Transform Digital Marketing in 2013
Top 3 Ways Big Data Will Transform Digital Marketing in 2013
 
Email Marketing in the Distributed Enterprise
Email Marketing in the Distributed EnterpriseEmail Marketing in the Distributed Enterprise
Email Marketing in the Distributed Enterprise
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
 

Recently uploaded

Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...
Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...
Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...Chris Bingham
 
Achieving Excellence IESVE for HVAC Simulation.pdf
Achieving Excellence IESVE for HVAC Simulation.pdfAchieving Excellence IESVE for HVAC Simulation.pdf
Achieving Excellence IESVE for HVAC Simulation.pdfIES VE
 
Why Disability Justice should be at the core of your digital accessibility jo...
Why Disability Justice should be at the core of your digital accessibility jo...Why Disability Justice should be at the core of your digital accessibility jo...
Why Disability Justice should be at the core of your digital accessibility jo...Modality Co
 
software-quality-assurance question paper 2023
software-quality-assurance question paper 2023software-quality-assurance question paper 2023
software-quality-assurance question paper 2023RohanMistry15
 
Mastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationMastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationAppsthentic Technology
 
Communities, networking and developer culture
Communities, networking and developer cultureCommunities, networking and developer culture
Communities, networking and developer cultureRavi Sanghani
 
AI improves software testing to be more fault tolerant, focused and efficient
AI improves software testing to be more fault tolerant, focused and efficientAI improves software testing to be more fault tolerant, focused and efficient
AI improves software testing to be more fault tolerant, focused and efficientKari Kakkonen
 
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)François
 
Establishing data sharing standards to promote global industry development
Establishing data sharing standards to promote global industry developmentEstablishing data sharing standards to promote global industry development
Establishing data sharing standards to promote global industry developmentThorsten Huelsmann
 
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...ShapeBlue
 
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...MichaelBenis1
 
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...2toLead Limited
 
TrustArc Webinar - TrustArc's Latest AI Innovations
TrustArc Webinar - TrustArc's Latest AI InnovationsTrustArc Webinar - TrustArc's Latest AI Innovations
TrustArc Webinar - TrustArc's Latest AI InnovationsTrustArc
 
Enterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewEnterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewAshraf Fouad
 
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlue
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlueCloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlue
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlueShapeBlue
 
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...Improving IT Investment Decisions and Business Outcomes with Integrated Enter...
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...Cprime
 
AMER Introduction to ThousandEyes Webinar
AMER Introduction to ThousandEyes WebinarAMER Introduction to ThousandEyes Webinar
AMER Introduction to ThousandEyes WebinarThousandEyes
 
Artificial Intelligence - AI For Everyone
Artificial Intelligence - AI For EveryoneArtificial Intelligence - AI For Everyone
Artificial Intelligence - AI For EveryoneSridhar Seshadri
 
Java Optional (Kitworks Team Study 김성호 발표)
Java Optional (Kitworks Team Study 김성호 발표)Java Optional (Kitworks Team Study 김성호 발표)
Java Optional (Kitworks Team Study 김성호 발표)Wonjun Hwang
 

Recently uploaded (20)

Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...
Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...
Learning About GenAI Engineering with AWS PartyRock [AWS User Group Basel - F...
 
Achieving Excellence IESVE for HVAC Simulation.pdf
Achieving Excellence IESVE for HVAC Simulation.pdfAchieving Excellence IESVE for HVAC Simulation.pdf
Achieving Excellence IESVE for HVAC Simulation.pdf
 
Why Disability Justice should be at the core of your digital accessibility jo...
Why Disability Justice should be at the core of your digital accessibility jo...Why Disability Justice should be at the core of your digital accessibility jo...
Why Disability Justice should be at the core of your digital accessibility jo...
 
software-quality-assurance question paper 2023
software-quality-assurance question paper 2023software-quality-assurance question paper 2023
software-quality-assurance question paper 2023
 
Mastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationMastering Play Store App Listing and Optimization
Mastering Play Store App Listing and Optimization
 
Communities, networking and developer culture
Communities, networking and developer cultureCommunities, networking and developer culture
Communities, networking and developer culture
 
AI improves software testing to be more fault tolerant, focused and efficient
AI improves software testing to be more fault tolerant, focused and efficientAI improves software testing to be more fault tolerant, focused and efficient
AI improves software testing to be more fault tolerant, focused and efficient
 
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
 
Establishing data sharing standards to promote global industry development
Establishing data sharing standards to promote global industry developmentEstablishing data sharing standards to promote global industry development
Establishing data sharing standards to promote global industry development
 
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...
CloudStack 101: The Best Way to Build Your Private Cloud – Rohit Yadav, VP Ap...
 
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
 
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...
Microsoft x 2toLead Webinar Session 2 - How Employee Learning and Development...
 
TrustArc Webinar - TrustArc's Latest AI Innovations
TrustArc Webinar - TrustArc's Latest AI InnovationsTrustArc Webinar - TrustArc's Latest AI Innovations
TrustArc Webinar - TrustArc's Latest AI Innovations
 
Enterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewEnterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book Review
 
Sue Loth: Job Search Strategies using personal connections
Sue Loth: Job Search Strategies using personal connectionsSue Loth: Job Search Strategies using personal connections
Sue Loth: Job Search Strategies using personal connections
 
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlue
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlueCloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlue
CloudStack Tooling Ecosystem – Kiran Chavala, ShapeBlue
 
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...Improving IT Investment Decisions and Business Outcomes with Integrated Enter...
Improving IT Investment Decisions and Business Outcomes with Integrated Enter...
 
AMER Introduction to ThousandEyes Webinar
AMER Introduction to ThousandEyes WebinarAMER Introduction to ThousandEyes Webinar
AMER Introduction to ThousandEyes Webinar
 
Artificial Intelligence - AI For Everyone
Artificial Intelligence - AI For EveryoneArtificial Intelligence - AI For Everyone
Artificial Intelligence - AI For Everyone
 
Java Optional (Kitworks Team Study 김성호 발표)
Java Optional (Kitworks Team Study 김성호 발표)Java Optional (Kitworks Team Study 김성호 발표)
Java Optional (Kitworks Team Study 김성호 발표)
 

Lead Lifecycle Analytics

  • 1. Lead Lifecycle Analytics Essential Metrics for Perpetual Revenue Growth
  • 2. About the Research Findings Top Performers: Respondents that achieved Top Quartile performance in key KPI’s TODAY’S STATS Everyone Else: Everyone Else Total survey responses: 432 Qualified survey responses: 321 Lead Marketing Prioritization Automation Gleansight Gleansight (Nov 2011) (Dec 2011) Growth in: REVENUE AVG CLICK-THROUGH LEAD-TO-SALES CONVERSION #AOWEB 2
  • 3. Agenda for Today… • Managing by Revenue by the numbers: – Buying Cycle – Sales Cycle – Lead Lifecycle • Define how to actually measure the sales pipeline? • Lead Lifecycle Dashboard • 3 Tactics You Can’t Succeed Without #AOWEB 3
  • 4. In a world… “The Board wants to raise our sales targets this year… I think we need to beef up our Marketing!” We need more leads. Mr. CEO Mary, what will it take to increase sales by 2x year-over-year? “How about we raise the marketing budget by 1%.” “Can we do it?” #AOWEB 4
  • 5. One woman fights for success… Mary VP of Marketing What are my options? #AOWEB 5
  • 6. Option 1: Tell Him Yes, and Hope We Can Mary Marketing Spend + Sales Effort = ? VP of Marketing I’m not sure exactly ? how effective my marketing spend was ? last year? ? ? # But, we reached our targets. “I just don’t know…” #AOWEB 6
  • 7. Option 2: Go Check the Numbers I’ll check my Lead Lifecycle Analytics Dashboard! Mary VP of Marketing It tells me: • Exactly how many leads I need to reach 2x sales growth. • Exactly what it will cost me to generate those leads. • Exactly how I can set realistic expectations with sales about meeting our targets… If we both deliver on our plan. And I can make a tangible case for why I need a 10% increase in budget and not 2%. #AOWEB 7
  • 8. First the Groundwork • A basic understanding of key concepts… • What do Top Performers measure? • What should you measure? • What are the best practices for measuring the lead lifecycle? #AOWEB 8
  • 9. Hope Is Not a Strategy Gleanster Research : 9 out of 10 B2B marketers use “revenue growth” as the primary metric for measuring marketing success. 62% of Top Performers measure MQL to SAL conversion #AOWEB 9
  • 10. What’s MQL and SAL? …Let’s dive into some key concepts #AOWEB 10
  • 11. Demand Generation Concepts • Buying Cycle What’s with all the cycles and circles? • Sales Cycle • Lead Lifecycle #AOWEB 11
  • 12. The Birds Eye View of Lead Generation Psst… that’s the Customer Lifecycle Leads Prospects Customers An inquiry into a A qualified A person or product, a decision making organization that potential individual with has purchased prospect. budget and goods or services. authority to Expressed interest influence a sale. in solving a problem. #AOWEB 12
  • 13. The Birds Eye View of Lead Generation Leads Prospects Customers Customer Lifecycle Buying Cycle Sales Cycle Service #AOWEB 13
  • 14. 1) Buying Cycle Email Social Media Banner Ads PR Re-Targeting Website Video Webinars Advertisements Microsites Search Mobile Events Direct Mail Affiliations MARKETING Attention Interest • Known Desire Problem? • Recognized need • Seek solution Action to need Goal #1: Become a trusted advisor – DON’T SELL! Goal #2: Relevant communications #AOWEB 14
  • 15. 2) Sales Cycle Engagement • Traditional “funnels” are less useful in the context of sales these days – Prospects are educated beforehand – Sales performance can be predictable • 71% of Top Performers implement Lead Scoring to increase sales productivity – Sales enablement is the name of the game: • Meaningful value added dialogs • Marketing shares responsibility • Minimize sales qualification • The input and output matter most, not what happens in-between. #AOWEB 15
  • 16. 3) Service • Marketing tactics used to acquire new prospects should be applied to existing customers • You probably have LOADS of info on your customers, use it for micro-targeting – Earn their loyalty with relevant communications #AOWEB 16
  • 17. Lead Lifecycle Management Metrics and Measurements Revenue Growth BUYING CYCLE MAXIMIZE REVENUE Cost per Lead # of qualified leads generated Close rate on marketing-sourced leads Nurture Opportunities Conversion rate “Not Ready to Buy” Marketing-sourced deals as share of pipeline Response rates SALES CYCLE Marketing cost per revenue dollar Cost per lead Cross-Selling and Incremental revenue from marketing efforts Up-Selling Marketing-sourced revenue Click-Through Rate CUSTOMER Open Rate SERVICE Bounced Emails #AOWEB 17
  • 18. What are the levers that impact revenue? Hint: There’s more than one. #AOWEB 18
  • 19. It’s Not a Handoff… It’s a Team Effort Leads Prospects Customers Customer Lifecycle Buying Cycle Sales Cycle Service Marketing Marketing  Marketing Sales  Sales  Sales #AOWEB 19
  • 20. Follow the Revenue Leads Prospects Customers Customer Lifecycle Buying Cycle Sales Cycle Service Revenue PROSPECTS Revenue DROP OUT OF PIPELINE CUSTOMERS Revenue UP-SELLING / CROSS SELLING #AOWEB 20
  • 21. There is no Golden Metric • Revenue is a byproduct of marketing • Lead Lifecycle Analytics measure the levers that impact revenue Leads Prospects Customers Customer Lifecycle Buying Cycle Measurement SalesMeasurement Cycle Service Measurement Revenue PROSPECTS Revenue DROP OUT OF PIPELINE CUSTOMERS Revenue UP-SELLING / CROSS SELLING #AOWEB 21
  • 22. What should you measure? Leads Prospects Customers Customer Lifecycle Buying Cycle Sales Cycle Service When the prospect Inquiry. Sales Accepted Lead (SAL) purchases they become a (Unknown buying intent) = Prospect customer , requiring ongoing service and support. Customers can also be Marketing Qualified Leads Sales Qualified Lead (SQL) nurtured to encourage up- (MQL). = Valid Opportunity selling and cross-selling. #AOWEB 22
  • 23. Back to Mary Mary VP of Marketing • Exactly how many leads I need to reach 2x sales growth. • Exactly what it will cost me to generate those leads. • Exactly how I can set realistic expectations with sales about meeting our targets… If we both deliver on our plan. • How do I justify more budget? #AOWEB 23
  • 24. Lead Lifecycle Metrics 15 Critical Metrics But, don’t be overwhelmed… #AOWEB 24
  • 25. Lead Lifecycle Analytics Dashboard Period of Measurement: _____________________ Spend / Channel Cost per Marketing SQL to Closed Sales Ratio Qualified Lead SALES SUCCESS METRICS MARKETING & SALES ALIGNMENT METRICS Use as basis for optimization MARKETING SUCCESS METRICS # Inquiries / Channel Total # of Sales Accepted Average Deal Size Leads (SALs) Automate with technology Track in CRM Total # of Inquiries Ratio of MQL to SAL Sales Cycle-Time Track with: web analytics, marketing automation, search Use as basis for optimization Average sales cycle length analytics, etc. LIFECYCLE REVENUE Total # of Marketing Cost per SAL # SQL Not Ready to Qualified Leads (MQLs) Purchase Add Sales overhead to METRICS marketing spend Sent back to marketing Ratio of Inquiry to MQL Total # of Sales Qualified Cross-Selling & Up-Selling Leads (SQLs) Revenue Growth/Decline Use as basis for optimization Track in CRM #AOWEB 25
  • 26. Lead Lifecycle Analytics Dashboard Period of Measurement: _____________________ Spend / Channel Cost per Marketing SQL to Closed Sales Ratio Qualified Lead SALES SUCCESS METRICS MARKETING & SALES ALIGNMENT METRICS Use as basis for optimization MARKETING SUCCESS METRICS # Inquiries / Channel Total # of Sales Accepted Average Deal Size Leads (SALs) Automate with technology Track in CRM Total # of Inquiries Ratio of MQL to SAL Sales Cycle-Time Track with: web analytics, marketing automation, search Use as basis for optimization Average sales cycle length analytics, etc. LIFECYCLE REVENUE Total # of Marketing Cost per SAL # SQL Not Ready to Qualified Leads (MQLs) Purchase Add Sales overhead to METRICS marketing spend Sent back to marketing Ratio of Inquiry to MQL Total # of Sales Qualified Cross-Selling & Up-Selling Leads (SQLs) Revenue Growth/Decline Use as basis for optimization Track in CRM #AOWEB 26
  • 27. Lead Lifecycle Analytics Dashboard Period of Measurement: _____________________ Spend / Channel Cost per Marketing SQL to Closed Sales Ratio Qualified Lead SALES SUCCESS METRICS MARKETING & SALES ALIGNMENT METRICS Use as basis for optimization MARKETING SUCCESS METRICS # Inquiries / Channel Total # of Sales Accepted Average Deal Size Leads (SALs) Automate with technology Track in CRM Total # of Inquiries Ratio of MQL to SAL Sales Cycle-Time Track with: web analytics, marketing automation, search Use as basis for optimization Average sales cycle length analytics, etc. LIFECYCLE REVENUE Total # of Marketing Cost per SAL # SQL Not Ready to Qualified Leads (MQLs) Purchase Add Sales overhead to METRICS marketing spend Sent back to marketing Ratio of Inquiry to MQL Total # of Sales Qualified Cross-Selling & Up-Selling Leads (SQLs) Revenue Growth/Decline Use as basis for optimization Track in CRM #AOWEB 27
  • 28. Lead Lifecycle Analytics Dashboard Period of Measurement: _____________________ Spend / Channel Cost per Marketing SQL to Closed Sales Ratio Qualified Lead SALES SUCCESS METRICS MARKETING & SALES ALIGNMENT METRICS Use as basis for optimization MARKETING SUCCESS METRICS # Inquiries / Channel Total # of Sales Accepted Average Deal Size Leads (SALs) Automate with technology Track in CRM Total # of Inquiries Ratio of MQL to SAL Sales Cycle-Time Track with: web analytics, marketing automation, search Use as basis for optimization Average sales cycle length analytics, etc. LIFECYCLE REVENUE Total # of Marketing Cost per SAL # SQL Not Ready to Qualified Leads (MQLs) Purchase Add Sales overhead to METRICS marketing spend Sent back to marketing Ratio of Inquiry to MQL Total # of Sales Qualified Cross-Selling & Up-Selling Leads (SQLs) Revenue Growth/Decline Use as basis for optimization Track in CRM #AOWEB 28
  • 29. Lead Lifecycle Analytics in Action • Exactly how many leads do I need to reach 2x sales growth? Assumptions: • Using predictable marketing channels: web, search, email • Average Deal size is known • Average SQL to Close Ratio is known Period: Quarterly Period: Quarterly Formula Formula Inquiries 1000 Inquiries 2544 Ratio to MQL 40% Ratio to MQL 40% MQL 400 1000*.40 MQL 1018 2544*.40 ? Ratio to SAL 80% Ratio to SAL 80% SAL 320 320*.80 SAL 814 1018*.80 Ratio to SQL 89% Ratio to SQL 89% SQL 285 285*.89 SQL 725 814*.89 Ratio to Close 12% Ratio to Close 12% Closed Sales 34 34*.12 Closed Sales 87 87*.12 Average Deal Size $23,000 Average Deal Size $23,000 Expected Sales $786,048 Expected Sales $2,000,000 #AOWEB 29
  • 30. Lead Lifecycle Analytics in Action • How do I justify more budget? If Marketing and Sales performance remain consistent then: Period: Quarterly Period: Quarterly Formula Formula Inquiries 1000 Inquiries 2544 Cost per MQL = $345 Ratio to MQL 40% Ratio to MQL 40% MQL 400 1000*.40 MQL 1018 2544*.40 Ratio to SAL 80% Ratio to SAL 80% To reach $2M in Sales, I need 320*.80 SAL 320 SAL 814 1018*.80 $345 x 1018=SQL Ratio to 89% Ratio to SQL 89% SQL 285 285*.89 SQL 725 814*.89 Ratio to Close 12% Ratio to Close 12% $351,210… aSales increase in34 34*.12 Closed 9% my Closed Sales 87 87*.12 budget! Deal Size Average $23,000 Average Deal Size $23,000 Expected Sales $786,048 Expected Sales $2,000,000 #AOWEB 30
  • 31. Awesome, but does anyone do this? • Yes… almost • Check out the stats on Top Performers # Marketing Sourced Leads (Inquiry) 79% # Marketing Qualified Leads 71% Conversion Rate from Inquiry to MQL 62% Marketing Sourced to Pipeline Ratio 54% Response rates 49% Marketing Cost per Revenue Dollar 42% 0% 25% 50% 75% 100% Top Performers Source: Q4’11 Marketing Automation, n= 378 #AOWEB 31
  • 32. How do Top Performers Calculate Metrics Currently Using Tool 100% 96% 85% 82% 75% 59% 50% 43% 24% 23% 25% 16% 0% Web Analytics Stand-Alone Email Marketing Microsites Marketing Tool Automation Tool Top Performers Everyone Else Source: Q4’11 Marketing Automation, n= 378 #AOWEB 32
  • 33. Top 3 Critical to Success Factors for Top Performers (Tactics you can’t succeed without…) #AOWEB 33
  • 34. 1) CRM Integration is Key *38% *29% *Percentage of Top WEB LANDING Performers that integrate ANALYTICS PAGES technology with CRM *58% *46% EMAIL MARKETING MARKETING AUTOMATION CRM DATA WAREHOUSE Other Channels (Less frequently integrated) DIRECT MAIL DIGITAL SIGNAGE BUSINESS FULFILLMENT MOBILE MARKETING INTELLIGENCE SOLUTION DIGITAL SIGNAGE WEB CONTENT MANAGEMENT DIGITAL ASSET MANAGEMENT #AOWEB 34
  • 35. 2) Standardize Definitions for Measurement • 83% of Top Performers document the definitions for: – Marketing Qualified Leads – Sales Accepted Leads – Sales Qualified Leads • Lead Scoring with Marketing Automation tools is a form of standardizing definitions • Be consistent about measurement and calculations – You can’t benchmark on a moving target #AOWEB 35
  • 36. 3) Let Technology do the Heavy Lifting • Turn to technology for multi-channel measurement – More channels = more measurement • Email, Website, SEM, Webinar Integration, Social Media Integration • Keep as much of the measurement in a system as possible – 2 out of 3 Top Performers adopt standardized out of the box metrics from Marketing Automation #AOWEB 36
  • 38. Guide to Lead Lifecycle Analytics Deep Dive: Lead Lifecycle Analytics Download for free on www.gleanster.com http://www.gleanster.com/reports/reports/lea d-lifecycle-analytics #AOWEB 38