Maybe you’re the CMO (Chief Marketing Officer), the Chief Sales Officer (CSO), or the one doing it all (sing: C-I-E-I-O). In any case, you are deeply involved with setting strategy, goals and KPIs that will help you make your number. Which measurements matter most, and why? Are you swimming in data and metrics, and confused by the options? You are not alone. Here’s why, and how to solve it.
Today, almost all of a buyer’s journey happens online before they speak with your company. Often you aren’t even aware, although that can be fixed too (separate forthcoming post; follow this blog).
This means Marketing and Sales have to jointly engage potential buyers over a longer period of time, using multiple touchpoints, to reliably focus on helping the most needy customers and likely buyers.
Knowing what to measure, and when to measure it, for each Tactic (video, whitepaper, etc.) and each Buyer Journey stage (people ask different questions as they proceed through to a decision), helps you optimize your relationship building efforts and improve sales and service.
The dizzying array of measurements and KPIs (Key Performance Indicators) often hinders progress, so we have reviewed the results of a number of client engagements to bring you an easy single-page reference table that you can use with any CRM system to guide your setup of meaningful measurements, accurately gauge progress, and know where your next sale is coming from. Your own circumstances may be unique, but this is a start.
A Handy Funnel / KPI Planner Tool
Click the spreadsheet snippet here to preview a .pdf of this free organizer tool that guides you through the most important KPIs to set for each Funnel stage, each Goal, and each Tactic you use to make customers and happiness happen. Sales and Marketing people across a number of client projects have tried this tool and liked it.
Get the Actual Working Tool – it’s free
The native file is much easier to work with than the Preview. It is an ordinary Excel spreadsheet, and I have pre-set it with split windows so you can scroll right to reveal over 30 KPIs that apply for each Stage, Goal and Tactic, without losing sight of the main row and column headers. Check the last box on the list on this online order form to order your free copy.
Over to You
Try it! I welcome your reactions, comments and suggestions. This KPI Chart will be added to our Resources page shortly, after it has been “out to play” among you for a little while and we have gathered your feedback. Of course, you will be notified of those updates, if you have downloaded the file.
As always, we couldn’t do what we do in this blog without your input, and from the valuable experience we gain working with clients and the many CRM, sales force automation and “social hive” tools we implement for them, too numerous to mention here. Thanks!