In my last blog post, I talked about the first five of the 10 most critical B2B marketing metrics. Just to recap, they are: Cost per new inquiry Conversion of inquiries to qualified leads Cost to acquire a new customer Cost per new dollar of revenue. Sales and marketing cost as a percentage of total […]
Let’s face it. If you tried to measure every single aspect of marketing and sales performance, you could quickly succumb to “analysis paralysis.” This affliction occurs when a company starts to spend more time analyzing data than they do communicating with prospects and customers. In other words, their focus is on internal data instead of […]
If you ask a dozen marketers and sales people for their definition of a qualified lead, you might hear answers ranging from “anyone that’s breathing” to “someone ready to buy today.” Obviously, there is a wide gulf between these two extremes, especially if the definitions come from people working at the same company. This issue […]