B2B Marketing Zone
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91% of companies today measure marketing performance using only a single measurement: revenue.

These single-metric minded organizations are being left in the dust by Top Performers who systematically apply a number of metrics to optimize the entire lead lifecycle, including: total number of inquiries, number of marketing- qualified leads, and cost per sales-accepted lead.

Lead lifecycle analytics are crucial; successful lead generation and lead nurturing rely on an organization’s ability to address the multiple different stages of the lead lifecycle.

This Lead Lifecycle Analtyics Dashboard infographic, created using information gleaned from Gleanster surveys and based on Gleanster’s Lead Lifecycle Analytics – Essential Metrics for Perpetual Growth white paper, provides a visual overview of 15 key metrics needed to optimize the lead lifecycle, as well as how Top Performers are measuring their overall marketing performance using the following:

  • marketing success metrics
  • marketing and sales alignment metrics
  • sales success metrics
  • lifecycle revenue metrics

For a deeper dive into Lead Lifecycle Analytics, download a copy of the Gleanster Deep Dive White Paper, Lead Lifecycle Analytics – Essential Metrics for Perpetual Growth sponsored by Act-On Software.


  • http://iGrafx.com Guedo Fanony

    This really puts things into perspective as far as Return on Investment. That investment can obviously mean several different things, but this gives a good idea as to where to focus more of your time if you haven’t given any thought to a metric other than direct revenue. It also helps marketing show some progress even where there may not be direct revenue gains. Some businesses have a very long buying cycle and this shows some great way to track other metrics without focusing too much attention where there aren’t as many gains.

  • http://www.mybusinessintegrated.com Chris Kiersch

    We are very focused on lead gen, and creating an opportunity analysis before engaging with a client. Not all leads are the same, just as not all sales people are the same. If more time is spent up front defining the buying experience, instead of going to the selling experience, then I believe you can leverage CRM and automation solutions to create better lead scoring and nurturing. The real goal is to think about how you can help someone buy, and not make it feel like they are being sold. Then use your solutions to measure the “buckets of leads” based on the buying behaviors.

  • http://force3.com Stephanie Jackson

    Great info! The problem in leadership buy-in…As marketers we are sometimes expected to draw a straight line to show our influence on revenue, which sometime just isn’t possible. Incorporating a more inclusive set of metrics will certainly help connect the dots.

  • Jeremy Greenberg

    Great information to consider. Definitely important to not just use a straight line to revenue. Sometimes it seems difficult to get sales people to buy in and provide all metrics needed for marketing people to justify the birds eye perspective needed to figure out what is going on besides just revenue.

  • http://www.invigrasales.com Stacy Gentile

    Perfect. Now show me what it looks like in a SalesForce Dashboard…lol. One of the early stats in that infographic said 54% of companies were using excel to manage their pipeline. Really? YIKES.