Written by Ellie Mirman.
Sales and marketing alignment takes work. Lots of organizations have the idea to get both teams in a room together, communicating, collaborating, and all those other warm and fuzzy things that make our hearts flutter.
Problem is, that all just turns into a lot of hogwash and fingerpointing — especially when the bottom line isn’t getting hit — when there isn’t anything but “feelings” to back up the discussion.
That’s why it’s critical sales and marketing should track shared goals and metrics to keep each team accountable to the other. When your two teams get on the same page with these 12 metrics — that address both quantity and quality — you’ll find it’s easier to objectively evaluate your respective performances without devolving into unproductive blame games that don’t do anything to advance your company’s goals. Here are the 12 metrics that will serve as the missing piece in your attempts at sales and marketing alignment!
12 Metrics Sales and Marketing Should Track to Stay Accountable
1) Reach: Reach is the total of a company’s email database, social media following, blog subscribers — anyone the company can reach with content or marketing messages. This metric is key because it measures the width at the very top of the sales and marketing funnel.
2) Leads Generated: The most typical marketing metric is leads, and it continues to be an important metric. Once someone is a lead, you have their contact information and can nurture them more effectively.
3) Revenue Pipeline: Revenue pipeline takes the leads marketing generates and projects the value of that lead based on lead close rates and average revenue per sale. Revenue pipeline is a surprisingly clarifying metric because you can directly line up marketing’s efforts with sales’ quota to make sure the teams are aligned to reach the same end goal.
4) Revenue: The ultimate goal of the entire sales and marketing team: revenue. Measure this not only at the end of a quarter or month (whatever your sales cycle is) but also throughout the month compared to your goal. That way you’re not surprised on the last day of the quarter that you haven’t reached your goal.
5) Visit-to-Lead %: This metric is a measure of the effectiveness of the marketing team’s calls-to-action and offers. This metric reflects the quality of the marketing team’s content and can identify any issues at the very top of the funnel. It’s also good to look at conversion rate on offer landing pages, specifically, to understand if the problem is on the initial CTA or the landing page.
6) Lead-to-Marketing Qualified Lead (MQL) %: The lead-to-MQL percentage is a measure of how effective marketing is at converting leads beyond the stage of simply having someone’s contact information, to a stage of qualification.
7) Leads Presented-to-Leads Worked %: The percentage of leads worked by the sales team is a great — not to mention quick — measure of the initial quality of leads presented to your sales team. If a sales rep simply won’t call or email a lead given to them (a hot, inbound lead!) then something is wrong with the quality of the lead, or the handoff/agreement between sales and marketing.
8) Leads Worked-to-Leads Connected %: The percentage of leads that sales is able to connect with reflects how likely or willing a marketing-generated lead is to take the next step to talk with sales, and/or reflects the effectiveness of the sales rep’s follow up approach.
9) MQL-to-Opportunity %: The percentage of MQLs that become opportunities is a measure of the quality of MQLs specifically. If you see this metric going down, you may need to reassess your criteria for a lead to be considered an MQL.
10) Opportunity-to-Customer %: Once a lead reaches the opportunity stage, it’s largely in the sales person’s hands to bring it through the final stages of the sales funnel. The Opportunity-to-Customer % is a measure of the quality of opportunities the sales team is creating, and how effective they are at closing these opportunities.
11) Lead-to-Customer %: The final funnel metric, Lead-to-customer %, gives you one number on the effectiveness of your sales and marketing funnel. This is a good, single number to look at to understand how you’re doing as a SMarketing team, while the other metrics above can diagnose which stages need work.
12) Average Deal Size: Since you’re concerned about revenue more than just the number of customers, the average revenue per customer account is a key metric that can improve your company’s financials without changing any of the other metrics.
Read the rest of this article here, at : http://blog.hubspot.com/blog/tabid/6307/bid/33659/12-Critical-Marketing-and-Sales-Metrics-You-BETTER-Be-Tracking.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+HubSpot+%28HubSpot%29&utm_content=Google+Reader