Lead Generation For Dummies
Book image
Explore Book Buy On Amazon

Marketers track many common metrics when analyzing the success of a campaign. The following metrics are a great start, and if you're taking baby steps to truly becoming a revenue marketer, make sure you at least have these measurements in place:

  • Marketing percentage of contribution to sales pipeline: The percent of revenue in the sales pipeline (opportunities) that originated from marketing efforts

  • Marketing percentage of contribution to closed revenue: The percentage of revenue in closed, won deals that originated from marketing efforts

  • Quantity of sales-qualified leads (SQLs): The number of SQLs sent to your sales teams

  • Quality of SQLs: The percentage of SQLs not rejected by sales

  • Investment per inquiry: Total lead acquisition investment/the total number of inquiries

  • Cost per lead: Total campaign costs/quantity of leads

  • Inquiry to marketing-qualified lead (MQL): Conversion of initial inquiry to marketing-qualified lead

  • MQL to sales-accepted lead (SAL): Conversion from MQL to sales-accepted lead

  • SAL to sales-qualified lead (SQL): Conversion from SAL to sales-qualified lead

  • SQL to opportunity: Conversion from SQL to opportunity

About This Article

This article is from the book:

About the book author:

Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.

This article can be found in the category: