Getting value from Marketing

There is a good article by Roy Young in Marketing Profs on measuring marketing's success in helping Sales do more with less.

I have lectured on this subject at Sprott School of Business at Carleton University so it is a subject that I have thought a lot about. I like this approach.

Metrics are split in to four segments: top of the sales funnel; inside the funnel; bottom of the funnel; retention funnel.

You can read the full article on their web page; in the meantime here are the metrics:

Top of the sales funnel

• Profile of best prospects and decision makers
• Quantity of qualified leads
• Cost per qualified lead
• Leads to appointments
• Knowledge about leads

Inside the funnel

• Number of proposal requests
• Number of proposals leading to presentations
• Time spent with customers/prospects
• Number of sales calls or meetings/number of valuable calls or meetings
• Usage of marketing materials
• Leakage from funnel
• Dollars spent on leads

Bottom of the funnel

• Sales from high-margin products
• Sales from new products
• Number of meetings to close
• Time to close
• Close ratios
• Value of sales funnel
• Size of orders
• Marketing spend/sales
• Market share

Retention funnel

• Breadth and depth of customer relationships
• Net promoter score
• Share of wallet
• Win-back opportunities and successes

Tim

The picture was taken by Felix42 whose pictures are on flickr.