I am often asked about the best ways to use the RCE Program Opportunity Analysis Report. Here are some of the business questions you can answer using it.
I like to look at pipeline created rather than revenue won but here is a comparison chart of when you might use one versus the other.
Look at Pipeline When…
Look at Revenue When…
Evaluating programs whose primary objective is demand generation, e.g.:
- Website forms
Evaluating programs whose primary objective is conversion to sale, e.g.:
- Nurture campaigns
You’re analyzing acquisition attribution (FT - new names)
You’re analyzing success attribution (MT – Influence of progress on existing records)
Your sales cycle is long
Your sales cycle is short
Marketing often does not have a lot of influence over and involvement in the sale (B2B)
Marketing often has a lot of influence over and involvement in the sale (B2C)
Marketing team is measured on MQLs or new leads generated
Marketing team is measured on revenue
Acquisition Attribution Summary
Success Attribution Summary
Successes Before and After Opportunity Creation
Link to Checklist for Attribution Reporting.
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.