Category: Analytics
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Demos and Meetings – The Pre-Opportunity Cohort
In prior posts, we looked at lead cohorts. In this post, we look at the next cohort down, the pre-opportunity cohort. Many sales processes include an intermediary stage between marketing generating what is considered a hot lead, and the sales team generating an opportunity. Many times this process involves a business development team that might…
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Understanding the Lead Cohort
The lead cohort is perhaps the most popular and talked about cohort for marketing and sales. Surprisingly, it may not be the most critical depending on how revenue is actually generated. The lead cohort is one of five key cohorts. Lead cohorts at the most basic level are the leads that come in during a…
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The Five Key Funnel Cohorts
Funnel cohort reporting is critical for marketers to understand exactly what is causing revenue generation. The concept of cohort reporting isn’t new to marketers. The campaign object in salesforce is a way to assign leads to a cohort and evaluate progress. SaaS marketers cohort their monthly lead to new customers routinely. But there are many…
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Introduction to Funnel Cohort Reporting
Cohort reporting in marketing is one of the least understood and underutilized aspects of marketing reporting, yet it is extremely valuable to make the right decisions about spending, headcount, and resource allocation.
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Real Time Web Site Traffic Measurements – What Daylight Savings Time Looks Like
In our marketing operations center, we track real time site metrics showing traffic across our sites. Why track real time traffic? To make sure the web is sending you your expected daily amount of traffic each day. If the traffic is up or down, you want to know about it. Large changes up or down…
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Building a Marketing Operations Center
We just moved from Beverly to closer to downtown Boston into an amazing space in Somerville, MA. We are sitting right on the Mystic River, 4th floor, on top of retail shops, a T- Stop etc. It is great space. Of course, once we moved in, I had to immediately get my marketing operations center…
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Preparing Weekly, for Quarterly Business Reviews
Quarterly business reviews are notoriously difficult to prepare for and sit through. A big challenge that emerges is the data war that can result when different teams, pull different data, in different manners, that then get presented, differently. The chaos that can result and the lack of insight can make the entire review a less…
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20 Questions for VPs of Sales and Marketing on a Monday
It is Monday, can you answer the following 20 questions? Do you know where your traffic came from last week, the conversion rates, and the week over week changes? What bloggers wrote about you? What was hot on social media for your domain area? How many leads were created and what was the goal? Did…
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Measuring Expected Revenue (ER)
If you are convinced that Marketing Contribution to Revenue (MCtR) is a metric that CMOs should be wary of, then how is marketing expected to show its work contributes to sales? The answer lies in two key metrics. The first is the Expected Revenue metric and the second is a program revenue (PR). This posting…
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Marketing is a Parts Supplier to Sales (#6)
Don’t agree yet with the past posts? Here is the final, and hopefully best reason why CMOs should be wary of using Marketing Contribution to Revenue (MCtR) as a statistic. Marketing is essentially a parts supplier to the big sales factory that creates revenue. As a parts supplier, marketing has to hit supplier goals to…
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