Aligning Sales and Marketing Measurement – Tracking KPIs That Matter

Derek Grant Director of Sales

Hi, I’m @derekgrant

A Little About FSU: •  #8 Party School •  #101 Best Colleges •  40% 4 Year Grad

Rate University Motto: •  “C Pares Gradu” C Equals Degree

Setting the Stage The Evolving State of Measurement

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.

The New Reality

That which gets measured gets improved.

Measurement is good •  Justifying Budget •  Developing Pipeline •  Executive Visibility

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

Sales and Marketing Better Together

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

Become Best Friends

•  Complimentary relationship

•  End-to-end visibility •  Marketing touches

enable sales •  Recycle & nurture

dormant leads

A New Model

•  Single view •  Progress can be

tracked •  Alignment of goals •  Easy measurement

Prospect

MQL

SAL

SQL

WON

Prospect to MQL The Marketing Funnel

Step 1 – Acquire Prospects

Prospect

MQL

SAL

SQL

WON

Inquiries Raised Hand

What to Measure? •  Form Conversions •  Email CTR •  Webinar Attendees •  Tradeshow Scans

MQL – Have a common definition

The Velvet Rope •  KISS Principle Traditional Models •  BANT •  Explicit •  Implicit •  “Eyeball Approach”

Explicit Qualification

Demographics • Job Title • Location • Revenue • Employee Count

Implicit Qualification

Activities •  Contact Me Form •  Free Trial Not All Created Equal •  Whitepaper v.

Buyer’s Guide

A Blended Model

Implicit

Tradeshow

Careers page

White paper

download

Explicit

Revenue

Geography Job Title

VP of Sales North America Tech Company

500M 250 Employees

Searched “Pricing” Buyer’s Guide “Contact Me”

Your ideal prospect

Step 2 – Assign Marketing Qualified Leads

Sales Ready!

What to Measure? •  Number Unassigned •  Campaign

Optimization •  Benchmark <10%

Prospect

MQL

SAL

SQL

Won

Math For Marketers

Prospect

MQL

SAL

SQL

Won

Number of Assigned MQLs

Number of Prospects

MQL to Close The Sales Funnel

Step 3 – How Many MQLs Were Accepted

Prospect

MQL

SAL

SQL

Won

Accepted or Disqualified?

What to Measure? •  Number Unqualified •  Feedback Loop •  Benchmark – 58%

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

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

Math For Marketers – How Many SALs

Prospect

MQL

SAL

SQL

Won

Number of Assigned MQLs

Number of Disqualified Leads

Math For Marketers – SAL Conversion Rate

Prospect

MQL

SAL

SQL

Won

Number of SALs

Number of MQLs

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

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%

Math for Marketers – SQL Conversion Rate

Prospect

MQL

SAL

SQL

Won

Converted Leads (SQL)

Number of Accepted Leads (SALs)

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%

Math For Marketers – Won Opp Conversion Rate

Prospect

MQL

SAL

SQL

Won

Closed / Won Opps

Converted Leads (SQL)

Math for Marketers - Don’t Forget the ROI

Won Revenue - Expenses

Expenses

Prospect

MQL

SAL

SQL

Won

Questions

Title First Name Last Name

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