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SALES & MARKETING METRICS

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QUANTITY METRICS - REACH

Reach: Reach is the total of a company's email database, social media following, blog subscribers -- anyone the company can reach with content or marketing messages. This metric is key because it measures the width at the very top of the sales and marketing funnel.

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QUANTITY METRICS - LEADS GENERATION

Leads Generated: The most typical marketing metric is leads, and it continues to be an important metric. Once someone is a lead, you have their contact information and can nurture them more effectively.

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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 marketing's 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 you're not surprised on the last day of the quarter that you haven't reached your goal.

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QUALITY METRICS – LEADS

Visit-to-Lead %: This metric is a measure of the effectiveness of the marketing team's calls-to action and offers. This metric reflects the quality if the marketing teams content and can identify any issues at the very top of the funnels. It is also good to look at conversion rate on offer landing pages, specifically to understand if the problem is on the initial CTA or the landing page.

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QUALITY METRICS – LEADS

Lead-to-Marketing Qualified Lead (MQL) %: The lead-to-MQL percentage is a measure of how effective marketing is at converting leads beyond the stage of simply having someone's contact information, to a stage of qualification.

Leads Presented-to-Leads Worked %: The percentage of leads worked by the sales team is a great -- not to mention quick -- measure of the initial quality of leads presented to your sales team. If a sales rep simply won't call or email a lead given to them (a hot, inbound lead!) then something is wrong with the quality of the lead, or the handoff/agreement between sales and marketing.

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QUALITY METRICS – LEADS

Leads Worked-to-Leads Connected %: The percentage of leads that sales is able to connect with reflects how likely or willing a marketing-generated lead is to take the next step to talk with sales, and/or reflects the effectiveness of the sales rep's follow up approach.

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OPPORTUNITY

MQL-to-Opportunity %: The percentage of MQLs that become opportunities is a measure of the quality of MQLs specifically. If you see this metric going down, you may need to reassess your criteria for a lead to be considered an MQL.

Opportunity-to-Customer %: Once a lead reaches the opportunity stage, it's largely in the sales person's hands to bring it through the final stages of the sales funnel. The Opportunity-to-Customer % is a measure of the quality of opportunities the sales team is creating, and how effective they are at closing these opportunities.

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LEAD-TO-CUSTOMER %

Lead-to-Customer %: The final funnel metric, Lead-to-customer %, gives you one number on the effectiveness of your sales and marketing funnel. This is a good, single number to look at to understand how you're doing as a S-Marketing team, while the other metrics above can diagnose which stages need work.

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AVERAGE DEAL SIZE

Average Deal Size: Since you're concerned about revenue more than just the number of customers, the average revenue per customer account is a key metric that can improve your company's financials without changing any of the other metrics.

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DASHBOARD TIPS

Use 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

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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.