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If you don’t know what’s working, how do you know what to change? So measure inputs (not outputs), measure buyer progression, and don’t measure what you’re not prepared to change (or can’t).
B2B Marketing's core role is to generate leads that convert to revenue. Therefore, it's self evident that investing in marketing is important to your business growth. Well quite. But exactly how much is enough? Business leaders are struggling to understand:
I'm very pleased to be able to share another must-read guest article from the ever-insightful Swayne Hill of Data-Driven Sales Management. If you're looking for reliable ways to drive sales performance, sales rep scorecards can help you identify key areas for improvement and stimulate healthy competition between sales team members. Over to you, Swayne...
With the shift to inbound or pull marketing well underway, there is also a shift in the marketing skillsets required to get the job done. What skillsets do marketing managers need in their team?
According to our benchmark study of 1,400 businesses, one in three of them places alignment between the sales department and the marketing department as the No. 1 priority. Measurement makes a surprising contribution.
For years, B2B Marketing has been goaled on soft measures like awareness and more-recently leads. While neither have a role in contemporary B2B funnel management, measuring Marketing on revenue isn't the answer either. This isn't my 'prettiest' video blog, but this story was bubbling away and after a lengthy flight from Sao Paulo, Brazil to Poznan, Poland and I just had to let it out as soon as I landed.
Some businesses change their tactics with the same amount of science as they used to choose them in the first place - none. Others get themselves into such a state about how to decide whether to change or not, that they analyse themselves to death.
Calculating the number of leads needed for a campaign seems simple. You can do it on the back of an envelope: Firstly, work out the real target: Consider your revenue target, reduce this by any annuity revenue to get your “sales target”.
2-day module to learn how to dimension your funnel
The size of your sales funnel matters. How to Size the Funnel and Measure Progress outlines why, and how to get it right.
Most businesses have an accurate handle on the length of their sales cycle – the time that elapses between a lead being qualified and the closing of the deal. If your total sales cycle is six months, or three months, or twelve months, what does that mean and what can you change to improve results?