Which marketing metrics matter to a salesperson? They want to see metrics which indicate leads in the pipeline. The ones that tell Sales what it can expect in the future. So which marketing metrics do sales people pay attention to?
Recently Garth Moulton, co-founder of Jigsaw and currently their ambassador to the community, was interviewed by Craig Rosenberg of the Funnelholic. In the interview, Funnelholic asked about marketing metrics that Garth wanted to see. For Garth, it was about the speed, quality, and cost of leads that come from Marketing.
It made me think of a factory, let’s say a bicycle factory. The group that assembles the bicycles gets the frames from another group upstream in the process. The assembly group is only interested in a few frame-related metrics: speed, quality and cost. When we are ready for a new frame, how quickly can the Frame Group deliver it to us? Will the frame meet the quality standards that we have agreed to with them? Are they drilling down on their costs and looking for ways to lower frame costs without compromising quality?
In a Marketing and Sales organization, Sales is analogous to the Assembly Group and Marketing the Frame Group. Instead of delivering frames, Marketing delivers Leads. As the downstream group, Sales is interested in the same metrics as Assembly.
Once a Buyer that Marketing is nurturing indicates readiness to talk to Sales, the Sales group wants to know how quickly Marketing can deliver the Lead to us? Do the Leads meet the quality standards previously agreed to with Marketing? Is Marketing examining the costs and methods of creating Sales-ready Leads and looking for ways that lower the cost without affecting quality?
Comments on this entry are closed.