This is Rob Nelson's (CEO and Founder of Grow.com) session slides from the HubSpot Inbound 2018 conference. This session covers Rob's learnings from taking a small business to a successful exit and how understanding the importance of data and measuring performance led to the creation of Grow.com, a business intelligence solution, specifically designed for small to medium sized businesses, allowing you to track and measure your sales and marketing funnel in one beautiful platform. Rob introduces the "Grow Cycle", giving an overview of how to track your entire sales and marketing funnel from KPIs to specific integrations small businesses commonly use in their sales and marketing tech stack. Understanding the Grow Cycle will truly allow you to know the health of your business, where to make changes, and how to be agile and pivot. You can learn more about Grow.com at https://www.grow.com/.

1. A PLAYBOOK FOR
YOUR KPI SUCCESS
R O B N E L S O N

3. Growth

4. Accountability

5. Execution

6. Fun

7. 292,100 KPIs TRACKING
18,450 ACTIVE USERS
260,100 DASHBOARDS VIEWS DAILY

8. Lessons Learned

9. A quantifiable measure
used to evaluate success.
What is a KPI?

10. KPI EXAMPLE

11. THE GROW CYCLE

12. EACH CYCLE HAS A FUNNEL

13. GROW CYCLE

14. CYCLE IS EXPANDING OR CONTRACTING
Growth = stage collision
Shrinking = if gap in stages

17. KPI Breakdown

18. KPI FORMAT
Best Practice

19. KPI FORMAT
Best Practice

20. KPI FORMAT
Best Practice
Asking the right question will help avoid vanity
metrics.

21. KPI FORMAT
Best Practice
Where are we at right now?

22. KPI FORMAT
Best Practice
Are you ahead or behind prior period?

23. KPI FORMAT
Best Practice
Are you ahead or behind your forecast?

25. CUSTOMER ACQUISITION QUESTIONS
• How many total leads are created weekly?
• What’s the breakdown of leads to MQLs? P1 P2 Leads?
• How many weekly/monthly sales opportunities are created?
• What channels are driving closed deals?
• What are the highest converting pages on the website?
• Where is my paid ad spend going?
• What are the results of paid ad spend?
• How many trials are started week over week?
• What is the highest converting content piece?
• What is marketing’s contribution to revenue?
• What is the conversion rate of inbound leads by sales rep?
• What is the conversion rates between lead to demo scheduled?
• What is our blended cost per lead?
• What is our cost per lead by channel?
• Who is the on the sales leaderboard?
• What is the percent of new vs returning customers?
• What’s our CAC by channel?
• What’s our cohort retention rate?

26. Conversion rate of inbound
leads to demo scheduled.

27. LEAD TO DEMO SCHEDULED KPI

28. LEAD TO DEMO SCHEDULED KPI

29. 30% avg
LEAD TO DEMO SCHEDULED KPI

30. Measure week over week performance.
LEAD TO DEMO SCHEDULED KPI

31. Why is the conversion rate so low?
Measure week over week performance.
LEAD TO DEMO SCHEDULED KPI

32. What’s the user experience?
Measure week over week performance.
Why is the conversion rate so low?
LEAD TO DEMO SCHEDULED KPI

33. Measure week over week performance.
Why is the conversion rate so low?
What’s the user experience?
Implemented new form, lead routing rules, and ux to schedule in the form
LEAD TO DEMO SCHEDULED KPI

34. LEAD TO DEMO SCHEDULED KPI

35. RESULT
127%
Improvement

36. AE conversion rate of
inbound leads.

37. INBOUND LEAD CONVERSION BY SALES REP

38. INBOUND LEAD CONVERSION BY SALES REP
Changed lead routing rules to skip the AEs

39. INBOUND LEAD CONVERSION BY SALES REP
Changed lead routing rules to skip the AEs
Moved 4 AEs to an outbound sales role where converting higher

40. RESULT
Cost per acquisition decreased
Diversified channel acquisition

41. SALES PIPELINE
“Without data analytics, companies are blind and
deaf, wandering out onto the Web like deer on a
freeway.”
Geoffrey Moore

42. KPI BENEFITS
Growth
Accountability
Execution
Fun

43. A PLAYBOOK FOR
YOUR KPI SUCCESS
R O B N E L S O N