This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments. I deliberately did not make this my #1 because the previous posts cover elements that, if not addressed, will greatly influence these key metrics. Now that I have covered those, let’s dive into the key metrics […]
There are many ways that marketing and sales go about measuring their efforts for their own purpose. You have marketing waterfall reports. You have sales forecast reports. You have sales activity reports. You have marketing media metrics. But what about the kind of report that sales and marketing should share together and talk about the most? Which reporting creates the right marketing-sales conversation about leads?
Two reports that ask/answer the right questions for a conversation
While some […]
B2b marketers, when you get sales leadership (or better yet, even just a few of the truly good sales people) in a room, what information should you get from them to create more success for both marketing and sales in your organization? What are the most important questions to ask sales?
There are two key topic areas where your questions will serve you best — value propositions and lead quality/quantity.
Value Proposition
Which conversion attribution model is best is for you? In this day and age it isn’t uncommon to find a diverse mix of channels and tactics in demand generation and marketing plans, and this is to be expected as each tactic has different strengths and weaknesses. The big question for marketers, however, is how to demonstrate how these diverse tactics effect conversions or e-commerce sales.
The answer to this big question is conversion attribution modeling or […]