Utilize these 10 critical marketing metrics when measuring the value of your current marketing and sales strategy. Avoid 'paralysis by analysis' by using the three A's of marketing when determining which pieces of data to include.

1. 10 Critical B2B Sales and
Marketing Metrics
Christopher Ryan
info@fusionmarketingpartners.com

2. Paralysis by Analysis
If you tried to measure every single
aspect of marketing and sales
performance you would quickly
succumb to “Paralysis by Analysis”.
Let’s face it…

3. Paralysis by Analysis
This affliction occurs when companies begin
spending more time analyzing data than
they do communicating with prospects and
customers.

4. Paralysis by Analysis
This affliction occurs when companies begin
spending more time analyzing data than
they do communicating with prospects and
customers.
Their focus is on internal data rather than
the needs of the marketplace.

5. 3 A’s of Measuring Metrics
Use these three criteria to determine whether or not
to include a piece of data:
1. Available

6. 3 A’s of Measuring Metrics
Use these three criteria to determine whether or not
to include a piece of data:
1. Available
2. Accurate

7. 3 A’s of Measuring Metrics
Use these three criteria to determine whether or not
to include a piece of data:
1. Available
2. Accurate
3. Actionable

8. 3 A’s of Measuring Metrics
The data must be Available –

9. 3 A’s of Measuring Metrics
The data must be Available –
By this I mean the data can be collected fairly
quickly – without expending effort that far exceeds
the value of the data.

10. 3 A’s of Measuring Metrics
The data must be Accurate –

11. 3 A’s of Measuring Metrics
The data must be Accurate –
Garbage in Garbage out

12. 3 A’s of Measuring Metrics
The data must be Accurate –
Much of reported marketing and sales data
does not stand up to scrutiny – it is
estimated, extrapolated, and decimated to try
and produce pertinent conclusions.
Garbage in Garbage out

13. 3 A’s of Measuring Metrics
The data must be Actionable –

14. 3 A’s of Measuring Metrics
The data must be Actionable –
Never waste time collecting data of
minor value.

15. 3 A’s of Measuring Metrics
The data must be Actionable –
Make sure that the data you collect is
meaningful and has the potential of moving
the needle on your marketing and sales
results.
Never waste time collecting data of
minor value.

16. 10 Recommended Data Points
Out of the dozens of potential data points, there are
10 that I usually recommend for B2B marketers.

17. 10 Recommended Data Points
Out of the dozens of potential data points, there are
10 that I usually recommend for B2B marketers.
We will cover the first five in this
presentation, with five more to follow.

18. 10 Recommended Data Points
1. Cost per new inquiry –

19. 10 Recommended Data Points
1. Cost per new inquiry –
The calculation for this is simple:

20. 10 Recommended Data Points
1. Cost per new inquiry –
Take your entire marketing program
budget and divide by the number of
inbound responses.
The calculation for this is simple:

21. 10 Recommended Data Points
2. Conversion of inquiries to qualified leads –

22. 10 Recommended Data Points
2. Conversion of inquiries to qualified leads –
Assuming you have a method for qualifying
inquiries (and you should)…

23. 10 Recommended Data Points
2. Conversion of inquiries to qualified leads –
Assuming you have a method for qualifying
inquiries (and you should)…
This number is found by dividing the
quantity of qualified leads by the
total number of inquiries.

24. 10 Recommended Data Points
3. Cost to acquire a new customer –

25. 10 Recommended Data Points
3. Cost to acquire a new customer –
This number is calculated by dividing
the total marketing and sales budget
by the number of new customers
generated in a given time period
(usually monthly or quarterly).

26. 10 Recommended Data Points
4. Cost per new dollar of revenue –

27. 10 Recommended Data Points
4. Cost per new dollar of revenue –
This is one of the sales and marketing
metrics that is an important gauge of
the health of the business, and you
want this number to decline over time.

28. 10 Recommended Data Points
5. Sales and marketing cost as a percentage of total
revenue –

29. 10 Recommended Data Points
5. Sales and marketing cost as a percentage of total
revenue –
Startup B2B companies often spend
more on marketing and sales than
they generate in revenue.

30. 10 Recommended Data Points
5. Sales and marketing cost as a percentage of total
revenue –
When they become highly efficient, mature
companies spend as little as 20 percent of
revenue on marketing and sales.
Startup B2B companies often spend
more on marketing and sales than
they generate in revenue.

31. Facebook
LinkedIn
Twitter
Check Back!
Check back in the coming weeks to learn
more about critical marketing metrics!
Check out our free
Lead Generation
eBook.
And connect with us
socially:
In the mean time…

32. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280