My passion is transforming marketing organizations through data. I think that market research and marketing campaigns should work together - market insights can not only tell marketing teams what prospects to target, but they can also inform campaign messaging and strategy. As an experimental social psychologist-turned-marketer, I believe in using research to provide actionable insights. I also rely heavily on data to measure our progress and identify areas of opportunity.
I don't have any pretty visuals but here are the definitions that I use. closed loop reporting - any metric that marketing is looking at (i.e. lead sources, channels, specific trade shows, etc) and tying it to the outcome on the sales side i.e. meetings, pipeline, closed revenue attribution - (i.e. First touch and multi touch) How do you attribute pipeline and revenue back to marketing programs and initiatives i.e. distribution of credit or proportion of credit. This is more specific to opportunities. ROI - return on investment - Revenue obtained from program/cost of program - this would be a number like 10X or 5X on a specific marketing program or channel.
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Thanks for the feedback everyone! If you are using one generic lead scoring program (like Juli James), can you walk me through how you manage routing leads to your reps? In our organization, reps don't own accounts, contacts, or leads - we have up to 8 reps on one account (one per product portfolio) and the lead is serviced by the appropriate rep based on the customer's product interest. I'm interested to hear if any of you have navigated a situation similar to the one that my business is in with just one generic lead scoring program. Do you see a good way to use one generic program that can route to different reps based on their engagement with each product portfolio?
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