Formulating B2B Lifecycle Marketing Dashboard – Part 2
In our last blog, we covered the key metrics to be included in the first two sections of the dashboard – Attract and Capture. In this blog, we will cover the remaining three sections – Nurture, Convert, and Expand.
Main Nurture metrics include:
New Marketing Accepted Leads (MALs): Number of leads officially accepted by the Marketing department for further nurturing or immediate forwarding to Sales. This milestone removes faulty leads such as duplicates and invalid emails.
Reopened Leads: These are the recycled leads that were being nurtured, and subsequently qualified to be considered again for sales, mainly because they attained the necessary lead scores.
Total leads: Sum of the new leads and reopened leads
Email open rate: Average open rate of all emails sent by the marketing automation system
Email CTR: Average click-through rate of all emails sent by the marketing automation system
Number of Marketing Qualified Leads (MQLs): Number of leads that Marketing finds ready for action by sales. Typically, these are the leads that reaches the lead score threshold that Marketing and Sales agree on.
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Metrics in this section mainly deal with the performance in the bottom of the funnel, where Sales take the lead role.
New Opportunities: Number new opportunities created by Sales for active pursuit
Lead to Opportunity ratio: New Opportunities created in the period divided by Total Leads created in the period
New Wins: Number of new wins
Opportunity to Win ratio: New wins in the period divided by the number of new opportunities created in the period
Lead to Win ratio: Number of new wins in the period divided by the number of Total Leads created
New Bookings $: Total new bookings (new win amount) from new wins in the period
% New bookings originated from Marketing: Proportion of new bookings originated from marketing sources (available from attribution reports)
% New bookings influenced by Marketing: Proportion of new bookings that had influence by a marketing channel during its lead lifecycle (available from attribution reports)
Total bookings $: Overall New bookings in the period (including New, Upsell, and Cross-sell)
Expand stage deals with retention as well as expansion. For SAAS business, this may be the most critical stage because the customer’s business need to be ”earned” continuously, especially at the contract renewal stages.
Number of customers at end of period: Customers at end of period
Net increase in customers: Difference between customers at end of this period and customers at beginning of the period
Number of customer churns: Number of customers who cancelled contracts in the period
Churn %: Number of churned customers divided by customers in the beginning of period
Upsell $: Amount of upsell bookings in the period
Upsell as % of Total: Upsell $ divided by Total Bookings $
Establishing a marketing dashboard and updating and publicizing it regularly can be very useful for fostering Marketing’s credibility within the company. Make sure the metrics are agreed upon by other stakeholders (Sales, Finance, et cetera) while enforcing frugality of metrics (dashboards tend to lose their edge if the list of metrics expands.) While reporting to the rest of the company, highlight both positive and negative trends. In addition to keeping everybody in the loop, it also fosters credibility.