The Rudder Group - Sales & Marketing Metrics

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  • Create a shared dashboard that includes the key metrics for both sales and marketing teams. That gives you one place for everyone to look for a high-level view of how you're doing.Make the dashboard accessible to keep both teams accountable to their metrics.Look at the metrics by short-term and long-term timeframes. At HubSpot, we look at our metrics by day (for the month) and by month (for the year). That gives you both a detailed and high-level view at the same time.Check the dashboard every day. If these are your most important metrics, you should know how you're doing at all times. Whether you manually check your dashboard every day or you have the dashboard emailed to your inbox, make sure you know your metrics.
  • The final piece in using metrics for better sales and marketing alignment is to establish a service level agreement (SLA) between the two teams. This SLA defines what each team commits to accomplishing in order to support the other. For example, an SLA may determine that the marketing team will generate 100 inbound leads per sales rep, and in turn, the sales team will work at least 90% of those leads and will pursue each lead at least 5 times over a month before considering it unreachable.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33659/12-Critical-Marketing-and-Sales-Metrics-You-BETTER-Be-Tracking.aspx#ixzz28RGRM3yp
  • The Rudder Group - Sales & Marketing Metrics

    1. 1. The Rudder GroupSALES & MARKETING METRICS The Rudder Group Growth Strategies & Mentor Capital
    2. 2. QUANTITY METRICS - REACHReach: Reach is the total of a companys email database,social media following, blog subscribers -- anyone thecompany can reach with content or marketing messages.This metric is key because it measures the width at the verytop of the sales and marketing funnel. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    3. 3. QUANTITY METRICS - LEADS GENERATIONLeads Generated: The most typical marketing metric isleads, and it continues to be an important metric. Oncesomeone is a lead, you have their contact information andcan nurture them more effectively. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    4. 4. QUANTITY METRICS - REVENUE• Revenue Pipeline: Revenue pipeline takes the leads marketing generates and projects the value of that lead based on lead close rates and average revenue per sale. Revenue pipeline is a surprisingly clarifying metric because you can directly line up marketings efforts with sales quota to make sure the teams are aligned to reach the same end goal.• Revenue: The ultimate goal of the entire sales and marketing team: revenue. Measure this not only at the end of a quarter or month (whatever your sales cycle is) but also throughout the month compared to your goal. That way youre not surprised on the last day of the quarter that you havent reached your goal. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    5. 5. QUALITY METRICS – LEADSVisit-to-Lead %: This metric is a measure of theeffectiveness of the marketing teams calls-to action andoffers. This metric reflects the quality if the marketingteams content and can identify any issues at the very top ofthe funnels. It is also good to look at conversion rate onoffer landing pages, specifically to understand if theproblem is on the initial CTA or the landing page. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    6. 6. QUALITY METRICS – LEADSLead-to-Marketing Qualified Lead (MQL) %: The lead-to-MQL percentage is a measure of how effective marketing isat converting leads beyond the stage of simply havingsomeones contact information, to a stage of qualification.Leads Presented-to-Leads Worked %: The percentage ofleads worked by the sales team is a great -- not to mentionquick -- measure of the initial quality of leads presented toyour sales team. If a sales rep simply wont call or email alead given to them (a hot, inbound lead!) then something iswrong with the quality of the lead, or thehandoff/agreement between sales and marketing. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    7. 7. QUALITY METRICS – LEADS Leads Worked-to-Leads Connected %: The percentage ofleads that sales is able to connect with reflects how likely orwilling a marketing-generated lead is to take the next stepto talk with sales, and/or reflects the effectiveness of thesales reps follow up approach. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    8. 8. OPPORTUNITYMQL-to-Opportunity %: The percentage of MQLs thatbecome opportunities is a measure of the quality of MQLsspecifically. If you see this metric going down, you may needto reassess your criteria for a lead to be considered an MQL.Opportunity-to-Customer %: Once a lead reaches theopportunity stage, its largely in the sales persons hands tobring it through the final stages of the sales funnel. TheOpportunity-to-Customer % is a measure of the quality ofopportunities the sales team is creating, and how effectivethey are at closing these opportunities. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    9. 9. LEAD-TO-CUSTOMER %Lead-to-Customer %: Thefinal funnel metric, Lead-to-customer %, gives you onenumber on the effectivenessof your sales and marketingfunnel. This is a good, singlenumber to look at tounderstand how youre doingas a S-Marketing team, whilethe other metrics above candiagnose which stages needwork. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    10. 10. AVERAGE DEAL SIZEAverage Deal Size: Since youre concerned about revenuemore than just the number of customers, the averagerevenue per customer account is a key metric that canimprove your companys financials without changing any ofthe other metrics. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    11. 11. DASHBOARD TIPSUse Dashboards to quickly monitor the statistics/metrics• Create a shared dashboard• Make the dashboard accessible to keep both teams accountable• Look at the metrics by short-term and long-term timeframes..• Check the dashboard every day TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital
    12. 12. ESTABLISH S-MARKETING SLAS• Run an analysis on the close rates by type of lead (ebook vs. demo, Healthcare segment vs. Technology segment).• Determine the number of leads (or lead value, such as the revenue pipeline metric mentioned above) needed per sales rep to reach his/her quota. This becomes the Marketing SLA.• Define the number and frequency of attempts a sales rep must work the leads generated for them. This becomes the Sales SLA.• Include these metrics on the dashboard you look at daily. TheThe Rudder Group Rudder Group Growth Strategies && Mentor Capital Growth Strategies Mentor Capital

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