Hi everyone! There's only a few more weeks left until the end of the year! What are you using for end of year reporting? Here's a list so far, but would be great to hear what others are doing as well!
All good. Here are a few -- some of which are variations of Michelle's.
Marketing Contribution Report. What is marketing’s contribution to revenue? At a high level, this report puts marketing at the revenue discussion table. For example, marketing influenced $525 million worth of pipeline last year while helping close 78% of last year’s $150 million revenue number. Those are powerful numbers to walk into a yearly review with
Top Marketing Programs. What are my most/least impactful marking programs in terms of volume? This report enables you to gauge how leads are entering your funnel to see if any adjustments to the marketing mix is needed as you budget for 2014.
Campaign Influence Reports. Which campaigns influence the most revenue? These reports help you make better decisions on where marketing dollars should be allocated. The reports also help justify additional funds when making budget requests.
Lead Pipeline Reports. How are leads progressing through the funnel stages? For example, benchmark conversion rates of marketing qualified to sales qualified leads to understand where gaps exist. Also measure the length of time a lead sits in a stage to understand where leads are stagnating so you can run programs to accelerate their path through the funnel.
Acquired vs Influenced Reports. For any given program, what is my cost per lead? per acquired lead? per influence? per opportunity? These reports help you understand what programs are driving acquisition vs influencing deals. For example, trade shows generally bring many new names into your system (acquisition). On the other hand, webinars usually bring in fewer acquired leads but are effective at influencing leads already in your lead pipeline.
I need to produce lead pipeline reports as in your point 4. We want to know how long leads are sitting at each stage (MQL, SQL, Opp, etc). Are you able to give me any information and the best way to report on this?
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