Many new terms have arisen alongside 21st century marketing technology and processes. This deck attempts to explain a few key concepts in the buyer's journey or lead life cycle, in the context of a healthy KPI waterfall.

1. KPIs for Managers: A Marketing Ops Perspective
Jeremy Mason, Marketing Ops and Lead Gen
Q3, 2014

2. Agenda
KPIs in Context
What is available?
Healthy B2B KPIs
Influencing the KPI funnel

3. KPIs in Context

4. Funnel-System Context
Lead Source (origin)
Campaign Influence
(path to deal)
Primary Campaign Source (tips deal)
Visitors
Prospects
MQLs
SQLs
Conversion
Responses
Recorded on Campaigns
Cookie
Dropped

5. Conversion Flow Closed-Loop Context
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation System
CRM
Segmentation List
Response
Primary Campaign Source
Rules
Emails
Drips
Forms
Prospect
members
(optional)
MQL
SAL
SQL
Inquiry
Customer
Campaign History
assign
1
2
3
Contact
Salesforce.com Account

6. What is available?

7. Intra-organizational
Volume
Velocity
Value
Historical Data
Experience
What is available?

8. What is available?
Extra-organizational
Benchmarks
Literature
Forums and Feeds
Historical data
None of this is new. The path is well worn.

9. Healthy B2B KPIs

10. Healthy B2B KPIs (undulating lines)
Impressions
Prospects
MQLs
0
500
1000
1500
2000
2500
3000
Jan
Feb
Mar
Apr
May
Jun
Jul
Health KPIs (~30-day conversion cycles)
Impressions
Prospects
MQLs
SQLs
Customers
Funnel Path
Complete buyer’s journey velocity

11. Healthy B2B KPIs
Conversion ratio influences upward pull
Velocity determines when a change will occur
Correlation should be positive for any KPI with those below it
Impression volume can forecast future sales from campaigns

12. Unhealthy B2B KPIs
Higher funnel levels have no influence on lower
Correlation is weak or negative
Forecasting from top of funnel is impossible
0
500
1000
1500
2000
2500
3000
3500
4000
Jan
Feb
Mar
Apr
May
Jun
Jul
Unhealthy KPIs
Impressions
Prospects
MQLs
SQLs
Customers
negative
weak

13. Influencing the KPI Funnel

14. Influencing the Funnel: Systems
Weekly inbound mix reviews(impressions/visits/exposures)
A/B Tests
Review and experiment with timing
Experiment with asset types and segment by preference
Semi-monthly conversion rate reviews
Monthly year-over-year analysis

15. Influencing the Funnel: People+Process
Ignore your intuition when possible
Talk to your co-workers (No Silos)
Brag about your successes
Continuous improvement (Not just for Manufacturing)

16. Thanks!