1. The
Rudder
Group
Growth
Strategies
&
Mentor
Capital
12
Metrics
Sales
and
Marketing
Should
Track
to
Stay
Accountable
Quantity
Metrics
1)
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.
2)
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.
3)
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.
4)
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.
Quality
Metrics
5)
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
of
the
marketing
team's
http://www.theruddergroup.com
1

2. The
Rudder
Group
Growth
Strategies
&
Mentor
Capital
content
and
can
identify
any
issues
at
the
very
top
of
the
funnel.
It's
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.
6)
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.
7)
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.
8)
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.
9)
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.
10)
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.
11)
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
SMarketing
team,
while
the
other
metrics
above
can
diagnose
which
stages
need
work.
http://www.theruddergroup.com
2

3. The
Rudder
Group
Growth
Strategies
&
Mentor
Capital
12)
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.
Use
Dashboards
to
Quickly
Monitor
These
Metrics
Measuring
all
these
metrics
doesn't
mean
you
have
to
sit
and
look
at
Excel
all
day,
every
day.
Using
the
analytics
built
into
your
marketing
software
and
CRM
system,
you
can
create
standard
reports
and
dashboards
to
automatically
track
all
of
your
most
important
SMarketing
metrics.
Plus,
dashboards
save
you
time
-­‐-­‐
you
create
the
report
once
and
can
stay
up
to
date
on
all
your
metrics
forever
-­‐-­‐
letting
you
skim
all
these
metrics
to
look
for
any
issues
as
they
pop
up.
Here
are
some
tips
in
creating
your
dashboard
for
ultimate
SMarketing
alignment:
• Create
a
shared
dashboard
that
includes
the
key
metrics
for
both
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.
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.
http://www.theruddergroup.com
3

4. The
Rudder
Group
Growth
Strategies
&
Mentor
Capital
How
to
Establish
an
SLA
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.
To
establish
your
own
SMarketing
SLA:
• 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.
Using
data
is
a
great
way
to
bring
sales
and
marketing
together
to
align
towards
key
business
goals
and
keep
both
teams
accountable
and
successfully
working
together.
About
The
Rudder
Group
The
Rudder
Group
is
a
Strategic
Consulting
Firm
that
provides
growth
strategies
and
mentor
capital
to
early
and
mid-­‐stage
technology
companies,
financial
advisors,
venture
capitalist,
and
private
equity
firms.
The
Rudder
Group
team
is
a
distinguished
network
of
experienced
partners
with
a
proven
success
record.
We
have
founded
companies;
been
responsible
for
growing
revenues;
secured
multiple
rounds
of
financing;
taken
companies
public;
and,
been
on
both
the
buy
and
sell
side
of
M&A
activity.
http://www.theruddergroup.com
4

5. The
Rudder
Group
Growth
Strategies
&
Mentor
Capital
How
We
Help
The
Rudder
Group
extends
your
management
team
by
providing
a
strategic
and
tactical
approach
to
operational,
business
and
executive
related
matters...
• Secure
Capital
&
Work
with
VCs
• Develop
New
Routes
to
Market
• Globalize
Solutions
• Accelerate
Growth
&
Revenue
Plan
• Implement
Social
Marketing
Strategies
Marketing
&
Lead
Generation
Services
The
best
way
to
accelerate
growth
is
to
create
a
constant
stream
of
demand
and
a
dynamic
sales
pipeline
for
your
solution
and
services.
The
Rudder
Group
has
an
extensive
network
of
marketing
professionals
that
are
ready
to
advise
you,
create
and
execute
marketing
plans,
or
step
in
as
an
interim
Marketing
Chief
in
times
of
transition
or
start-­‐up.
The
Rudder
Group
assists
technology
clients
with
developing,
implementing,
and
achieving
their
go-­‐to-­‐market
strategy.
We
assist
on
a
project
basis
or
on
a
specific
campaign.
Some
of
the
ways
The
Rudder
Group
can
be
of
assistance
are:
• Positioning,
Branding
and
Messaging
• Integrated
Marketing
Plans
• Product
Launch
• Product
Marketing
&
Positioning
• Demand
&
Lead
Generation
Programs
• Social
Media
&
Audience
Development
• Website
Development
&
Content
Creation
• Trade
Shows
&
Conferences
• Collateral
&
Sales
Tool
Development
• Webinars,
Podcasts
&
Bloggers
• Public
Relations
• Channel
Development
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5