Metrics Review
Achieve Better Results and Prove the Value of Marketing
Too many companies lack insight into the true value and impact of their marketing investments. This can be due to a variety of factors, but leads to problems such as uninformed decision-making, wasted time and money, and the loss of credibility for the marketing team.
By establishing the systems and processes that allow you to measure the effectiveness and ROI of your marketing efforts, you become empowered to:
Make better, more informed decisions about where/how to spend your budget and allocate your resources
Make tactical improvements in your marketing efforts
Set and measure performance against marketing targets
Clearly communicate the bottom-line value driven by your marketing efforts
Build a better, more credible business case for your budget and resource requests
Ultimately, your marketing team will be able to drive better results that translate to more revenue.
Primary Areas of Measurement:
Effectiveness – Provides an understanding of the actual effectiveness of your general marketing tactics, specific campaigns, and overall programs
Lead Quality – Tracks the quality of marketing leads delivered to Sales based on conversion and disqualification rates
Efficiency – Provides insight into how efficiently your marketing efforts product the desired results, using such metrics as cost-per-lead, spend vs. pipeline value created, etc.
Lead Origin Attribution – Compares lead generation across all potential sources of leads (i.e., Marketing, Sales, partners, Customer Success, etc.)
Bottom Line Impact – Demonstrates the ultimate value of your marketing programs based on their success at driving increased pipeline value, closed/won deals, and total revenue
Example Engagement
LevelUp will work closely with your executive team, marketing operations, sales operations, and/or information technology personnel to:
Understand your objectives and priorities
Review your existing marketing metrics and reporting capabilities and identify gaps
Review your current systems and processes, including
Marketing automation
CRM
System integrations
Lead and opportunity data and workflows
Budget categories/tracking
We will then document and present our findings to you, including gaps identified, recommended metrics and reports, recommended data structures and flows to enable desired metrics and reporting, etc.
Example Metrics:
Shows the lead generation volume of your different origin sources (e.g., Marketing, Sales, partners, etc.) over time
Leads by Origin
Shows the overall effectiveness of your different marketing channels from one year to the next
MQLs by Source YoY
Shows total pipeline for each of your products or product lines, as well as the portion that is from Marketing vs. other origins
Marketing Pipeline Contribution by Product