Tuesday, July 13, 2010

Metrics That Matter

My section in The Quintessential Marketing Automation Guidebook, has been posted this week. The chapter, Focus on the Marketing Metrics that Matter, gives marketers insights to 3 areas that are often overlooked due to the traditional focus on volume of leads and sales handoffs. These three areas are designed to provide a foundation for the longer-term marketing view that companies must adopt as buyers take more control over their buying process.

As we discussed in the piece, it’s important for  marketers to move beyond activity monitoring to behavioral qualification and Progressive Profiling supported by deeper intelligence that enables marketers to prove influence during the buying process. Our section suggests marketers focus on strengthening these three core areas that can help marketers improve accountability:
  1. Database Enrichment
  2. Pipeline Conversions
  3. Revenue Impact
Click here to read the Metrics that Matter section.

No comments: