You can’t manage what you don’t measure

Craig Klein (@craigklein) wrote ‘8 Metrics You Must Know about Marketing, Leads and Sales’, on March 9, 2010:

“[…]

#1 Metric You Must Know about Marketing and Sales
Total number of leads coming in.

Simple right? Well, it is but, it means you need to know about all of them. All the referrals your sales people get that they never mention to you. All the call-ins that come in but, never get called back by a sales rep, etc.

#2 Metric You Must Know about Marketing and Sales
Where does each lead comes from?

How did they hear about you? What ad did they respond to? Where did you meet them? Who referred them to you?

Again, simple stuff but, the key is to be sure you get this information for each and every lead you talk to. If you get 100 leads a month and fail to collect this information for 5 of them, it could really throw off any analysis you do.

#3 Metric You Must Know about Marketing and Sales
How qualified is each lead?

This one is tougher. The reason is that you have to decide on objective criteria that makes a lead qualified. Do they have a need for what you sell? Do they have the money for it? The answers don’t necessarily need to mean that are absolutely going to buy from you. Just that there is a basic fit between their needs and situation and your company. They’re worth your time. Choose the 4 or 5 questions you have to ask every new lead and start capturing the answers for each and every lead. I know, you won’t be able to get all that information for all of them. That’s OK. If you don’t get it all, they’re not qualified.

#4 Metric You Must Know about Marketing and Sales
What’s the value of the sales opportunity?

Best case scenario, what can you sell them in the near term? What is this opportunity worth to your company? Pretty simple.

#5 Metric You Must Know about Marketing and Sales
What market segment do they fit in?

In every business, you have a few segments you have developed unique solutions for. It might be business vs. residential or small vs. large. You’ve got to know where they all fit.

#6 Metric You Must Know about Marketing and Sales
Product you propose to them.

This could be a direct one to one relationship with the segment they fit in but, it’s usually not that simple. Some customers will request certain solutions even though it’s not what you’d recommend for them given the segment they’re in, etc. Again, you’ve got to track this for each lead.

#7 Metric You Must Know about Marketing and Sales
Won or Lost

Did they buy or not? Simple right? What about if they just say “call me later”? (that’s a No if they don’t buy within a reasonable amount of time BTW)

#8 Metric You Must Know about Marketing and Sales
Did they give you a referral?

Why do you need to know this? Well, you need to know if they were asked for one thing. Also, this is a great measure of the satisfaction of that client. Let’s face it… You can value customers by how much they spend but, a customer that gives you referrals is much more valuable than one that spends the same and doesn’t give you any referrals.

[…]”

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