Marketing Campaign Success Metrics
A key metric that measures how well a campaign turns leads into customers
Conversion rate
Demo-ready leads are a success metric for this stage of the funnel
Bottom of Funnel/Conversions
The process of determining whether a prospective customer is a good fit for your product or service
Lead qualification
What does CRM stand for?
Customer Relationship Management
This is the level of discovery that comes after value
Measurement
The process of generating consumer interest for a product or service with the goal of turning that interest into a sale
Lead generation
Involves reaching a broad audience through activities like marketing
TOFU/Awareness
Misalignment between marketing and sales is a common reason why MQLs don't become this
SQLs (sales qualified leads)
The Revenue Attribution Report connects with these three CRM partners
Hubspot, SFDC, Dynamics
How the customer perceives and defines value and ROI
A metric that measures the effectiveness of a campaign by evaluating the cost of a desired user action
Cost per conversion
Content like webinars or free trials, help address objections and provide information to make a purchase decision
MOFU/ Consideration Stage
This stage occurs after a lead has been qualified and before the final closing stage
Open opportunity
This is what is referred to when a customer shares information stored in their CRM
Backend data
Net profit / cost of investment * 100 = this
ROI
A metric that compares a company's earnings to its advertising expenditure
Return on ad spend
Brands may measure this stage of the funnel through quality website traffic
TOFU/Awareness
This helps to move leads through the cycle more effectively
Nurture
This report is pivotal in the "Accounts Closed" phase and can be leveraged without a CRM integration
Opportunity Influenced Analysis
If you know this, it can help you calculate ROI more accurately
Average deal size
This ensures a steady stream of high-quality opportunities for the sales team
Pipeline generation
The goal of this stage is to nurture and guide leads towards becoming qualified customers
MOFU/Consideration
This metric measures the percentage of prospects who move through the sales funnel to complete a purchase
Funnel Conversion Rate
In what level of discovery are you most likely to ask what CRM a customer uses?
Value (Level 2)
Value should connect back to this and be prioritized by the customer
Business objective