The document discusses aligning sales and marketing measurement by tracking key performance indicators (KPIs) throughout the entire sales funnel. It recommends adopting a single, integrated view of prospects and leads as they progress from initial inquiry to opportunity to close won. Specific metrics are identified for each stage of the funnel, from acquiring prospects to converting marketing qualified leads (MQLs) to sales accepted leads (SALs) to qualified opportunities (SQLs) and finally to close won deals. Formulas are provided for calculating conversion rates between each stage to measure marketing and sales effectiveness.
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Aligning Sales and Marketing Measurement - Tracking KPIs that Matter
1. Aligning Sales and Marketing
Measurement –
Tracking KPIs That Matter
Derek Grant
Director of Sales
2. Hi, I’m @derekgrant
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4. In the beginning
Man Marketed…
• …And it was good
• All about leads
• No closed loop
I know half my
marketing is working,
I just don’t know
which half.
5.
6. The New Reality
That which gets
measured gets improved.
Measurement is good
• Justifying Budget
• Developing Pipeline
• Executive Visibility
7. Everyone Is Tracking Something
76% of B2B marketing
professionals agree or
strongly agree that their
“ability to track
marketing ROI gives
marketing more
respect.”
-Forrester Research
10. The Old Model
• Separate Marketing
and Sales Pipelines
• Progress to sales
was paramount
• Lots goes in, little
comes out
Sales
Opp
Won
Marketing
Inquiry
Lead
14. Step 1 – Acquire Prospects
Prospect
MQL
SAL
SQL
WON
Inquiries
Raised Hand
What to Measure?
• Form Conversions
• Email CTR
• Webinar Attendees
• Tradeshow Scans
15. MQL – Have a common definition
The Velvet Rope
• KISS Principle
Traditional Models
• BANT
• Explicit
• Implicit
• “Eyeball Approach”
22. Step 3 – How Many MQLs Were Accepted
Prospect
MQL
SAL
SQL
Won
Accepted or Disqualified?
What to Measure?
• Number Unqualified
• Feedback Loop
• Benchmark – 58%
23. Improve Your Chances for Conversion
Respond Immediately
• Steep decline after 5
minutes
• 78% of inquires
submitted on the web
buy from the first
vendor to respond
Courtesy of InsideSales.com
24. Know When to Quit
Touches Matter
• After 8 calls, play the
lottery
• 8 touches moves
“suspect” to
“prospect”
-Bridge Group
• Recycle to Nurturing
Courtesy of InsideSales.com
25. Math For Marketers – How Many SALs
Prospect
MQL
SAL
SQL
Won
Number of Assigned MQLs
Number of Disqualified Leads
26. Math For Marketers – SAL Conversion Rate
Prospect
MQL
SAL
SQL
Won
Number of SALs
Number of MQLs
27. Handling Lagging MQLs and SALs
Prospect
MQL
SAL
SQL
Won
Nurture leads back to life
• Marketing rules-driven
• Sales directed
• Decay/reset lead score
• Stage: back to Prospect
28. Step 4 – How Many Turned Into Opps?
Prospect
MQL
SAL
SQL
Won
Qualified Opportunity
What to Measure?
• Converted Leads
• Filter by created date
• Benchmark – 49%
29. Math for Marketers – SQL Conversion Rate
Prospect
MQL
SAL
SQL
Won
Converted Leads (SQL)
Number of Accepted Leads
(SALs)
30. Step 5 – How Many Were Won?
Prospect
MQL
SAL
SQL
Won #WINNING
What to Measure?
• Contact Role by Lead
Source or Campaign
• Filter by created date
• Benchmark – 23%
31. Math For Marketers – Won Opp Conversion Rate
Prospect
MQL
SAL
SQL
Won
Closed / Won Opps
Converted Leads (SQL)
32. Math for Marketers - Don’t Forget the ROI
Won Revenue - Expenses
Expenses
Prospect
MQL
SAL
SQL
Won