Measuring B2B Marketing and Sales Funnel Effectiveness

by | Feb 24, 2014 | B2B Marketing, B2B Sales, Marketing Analytics

Measure B2B Marketing and Effectiveness of Sales FunnelIt is imperative that your marketing team be data-driven.  Budget dollars are tight and need to be accurately spent.  Having clear data on how each of your marketing campaigns are performing is essential to being able to forecast sales, scale your campaigns/operations and re-allocate budget from low performing to high performing campaigns.

At Gabriel Sales, our entire organization is data-driven, including the marketing team, who manages quantitative reporting and scorecards for both clients and internally.  The key performance metrics we traditionally measure are the following:

  • Inbound Traffic by source
  • Web form conversions and inbound calls by source (Total Prospects)
  • Prospects who want to talk (Sales Accepted Leads aka SALs)
  • Prospects who have a project need and budget (Sales Qualified Lead aka SQLs)
  • Proposals
  • Closed deals
  • Revenue

If you notice, we are accurately tracking the entire funnel. We do this using a combined integration of web analytics, marketing automation software, CRM software and experienced data analysts. By calculating conversion rates from previous stage (e.g. what percentage of proposals close or what percentage inbound traffic converts to web forms), we can better forecast sales and allocate spend to marketing campaigns to best enhance our marketing and sales funnel’s performance.

Additionally, with marketing automation software at the crux of our marketing and sales operations, we can see what traffic/lead conversion sources are most likely to convert to proposal and closed deals.  This helps us scale those marketing campaigns that have the best conversion performance.

Lastly, we can see what sources have the poorest funnel performance and reduce or eliminate spending on those campaigns (as long as we’ve tested enough to be sure the campaign is not viable for the particular product/service we are promoting).

This level of reporting built-in to your company is no longer just a competitive advantage but is a key to sustaining and growing your business in today’s market.

For more on increasing B2B sales funnel productivity, read “The Value of Marketing Automation in the B2B Sales Process”. Feel free to contact us with any questions.

EBOOK: THE DIGITAL-FIRST SALES TRANSFORMATION

Learn Why and How to Increase Your Sales Funnel by 451%.
Download Now

WATCH NOW: THE DIGITAL FIRST TRANSFORMATION AND SALES AUTOMATION TRAINING SEMINAR

Learn how to sell more effectively to the Modern B2B buyer in this FREE and comprehensive four-part educational seminar.
Watch Now

SCHEDULE FREE CONSULTATION WITH A TURNKEY DIGITAL DEMAND GEN SPECIALIST

Schedule Time with a Demand Gen, Lead Nurturing, Automation and Sales Engine Specialist to discover if Gabriel Sales and/or DDC™ can transform your operations to provide your sales team with a sustained flow of well-educated buyers.
Schedule Now

Marketing-Automation-Checklist-Cover

Free Download: Step-by-Step Marketing Automation Implementation Checklist

Get it right the first time! Maximize your initial Salesforce and Account Engagement
implementation with this step by guide to organize and streamline you initial build.
Download Now