In the last blog, we discussed Lead Velocity. In this blog, we will discuss the other important funnel metric, that is: Lead Conversion This information is also derived from “Lead Conversion” reports in the CRM, similar to Lead Velocity. However, the cohort to be selected

Understanding lead funnel dynamics is a big part of performing B2B marketing. Two fundamental metrics explaining funnel dynamics are – Lead Velocity (how fast the lead is moving between stages) and Lead Conversion (what fraction of leads is progressing to next stages). These two metrics

Allocating the right budget to the right marketing channel is always a difficult proposition.  It is especially true in B2B marketing because of many marketing touches that happen during lead’s lifecycle. Therefore, establishing a marketing attribution framework is important in B2B. Of the many marketing

Let us start with an example (shown below) of Quarterly Key Performance Indicators (KPI) that CMOs can share with other executives (Note that the numbers provided is dummy data). The KPI’s in the above table encapsulates the marketing (and business) performance for the full quarter. 

Net Promoter Score (NPS) has gained traction as the de facto standard for companies to track and improve its customers’ loyalty and advocacy. Higher the NPS score, higher the prospect for the company to grow through upsell to existing customers as well as through new

Lead Score framework is the cornerstone of a business-to-business marketing and sales process. Lead score indicates the potential of a lead to convert to sale, and therefore, it dictates how a lead is handled on its way to sale. Lead score is a component of

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. 3. Nurture Main Nurture metrics include:

Objective of a lifecycle marketing dashboard is to provide a quick understanding of various stages of the lead lifecycle. The metrics in the dashboard should be selected carefully so that fewest metrics can give the broadest understanding of the business. The dashboard should be populated

Customer Acquisition Cost (CAC) is an important metric in the SaaS industry.  CAC is tied at the hip with Lifetime Value (LTV) that we discussed in a previous post.  The simplistic formula for estimating CAC is: {Fully loaded (including Headcount) Sales and Marketing Expenses for

Flexibility wasn’t something hiring managers dwelled on a decade ago, but a new economic landscape has brought the strategy to the forefront of the recruitment world. Companies today offering flexible working arrangements for their employees—such as telecommuting options and scheduling flexibility—are finding numerous rewards from

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