The ability to measure and track sales’ efforts is a fundamental business principle; now with web-based technologies, the same can be said for marketing.
Just as a robust sales system must be capable of making forecasting and budget projections for sales, so must marketing be capable of making forecasting and budget projections for its operations, which most importantly center around lead generation and subsequent lead management. Concurrently, sales and marketing metrics should not only measure performance but should be aligned so that the achievement of marketing milestones has a direct impact on the achieving of sales milestones. So it follows that if marketing metrics are not aligned to sales goals as a whole, then management expectations will be disjointed, unrealistic, and most likely unattainable.
Allinio can help your organization develop relevant metrics and reporting structures based on your needs and the either the capabilities of current technology platforms or required solutions. The methodology for conducting a metrics/reporting audit will ensure both marketing and sales are performing their critical tasks properly and in a timely fashion, anticipate problems before they grow too large and why they are occurring, provide guidance on steps necessary to boost the probability of a qualification and close, and provide for responsible, accurate forecasting and quota establishment. This methodology will also include:
- Review of Sales & Marketing business intelligence data to identify statistics the current lead database
- Determination of conversion rates within each phase of the lead management and sales cycle
- The assignment of probabilities to each phase of the lead management sales cycle
- The development of appropriate lead nurturing and sales call activity definitions and levels.
- The comparison of lead statistics against sales call activity
- The develop and configuration of appropriate reporting tools
Other Allinio services to help you align your business for transformation with Marketing Automation:
- Marketing Tools/Systems Audit & Consulting
- Sales Tools/Systems Audit & Consulting
- Lead Management Process Audit & Consulting