There are so many tools and technologies for companies to leverage, and with them comes a lot of metrics to track and consider. But what metrics matter? Here’s a quick guide to determining the metrics that matter to drive sales conversions.

1. The Metrics That
Matter To Drive Sales
Conversions
Sales operations professionals need to provide the sales team
with the right information to have productive interactions with
prospects. With the right tools and insights, sales operations
can help turn more of those opportunities into closed deals. This
infographic highlights key stages and major milestones where the
right insights can help accelerate deals and improve win rates.
1 Starting At The Top
It takes leading companies
237
237
marketing
touches
to close just one deal vs. 350
350
for companies that are
deemed average.
2 Going Back For More
One third of businesses send at least
50%
of their
prospect leads
back into their sales system for more nurturing
vs. converting them into an opportunity.
3 Harnessing The
Power Of Content
Only
36%
36%
of leading companies
are measuring content’s impact on
the sales cycle, and that drops to
24%
24% among average companies.
4 Right Resources For
The Right Stage
The conversion rate of a
marketing response to a
marketing-qualified lead
is 14% for companies
that have aligned
content with specific
funnel stage vs. only
4% for firms that have
not aligned by stage.
52%
of leading
companies
have a process to align content with
a specific sales funnel stage vs. just
27% for average companies.
5 Presenting The
Salesperson
With Relevant
Information
The sales team needs the
right resources — content,
collateral and coaching
— to move buyers along.
Since most salespeople
use the CRM system
as their central point of
access during the day, it
is a natural hub for all of
the resources necessary
to accelerate deals.
94%
of
buyers
52%
94%
of
buyers
said they viewed multiple
pieces of content from
the vendor they ended up
buying from.
52%
said the vendor they
selected contacted them
4 to 10 times via
email, phone and other
channels before they
made a final decision.
6 Done Deal
With careful lead
nurturing throughout the
process,
21%
of
leads
can be converted to
sales – as evidenced by
some of today’s
top marketers.
Sources:
Aberdeen Group, Demand Gen Report’s 2012
B2B Buyers Survey, MarketingSherpa, SAVO
21%