You’re unhappy with the quality of your prospects, you’re sick of cold calling, and you know it’s time for something to change. But WHAT? The executive team is breathing down your throat. They’re telling you to buy lists, to send your team to networking events, to cold call… But something in you knows its not right. Something in you knows that there needs to be a shift in strategy before you can really change things. But how do you prove it? It’s not your nature to throw your marketing team under the bus. After all, you have to work with them. But can the relationship really get any worse? When it comes to demanding more from your marketing team, you have to ask for measurement. Measurable marketing efforts are the only way to really understand how their efforts are yielding results.
Let’s explore a few metrics for measuring marketing:
1. Increase in traffic.
From phone calls and most measurably web traffic, you need to understand how the efforts of your marketing team generate awareness. But that goes beyond the number of demographics reading the magazine they put the latest company ad into. You have to take a look at how your phone or web traffic is increasing relative to the efforts your marketing team is making. Campaigns should be attached to unique landing pages, tracking URLs or dynamic phone numbers. Take the time to compare the analytics of your website, understand how traffic is increasing and measure how each campaign is working. It’s important to have a tool that allows you to make direct connections between campaigns and results.
2. Increase in QUALIFIED prospects
We’ve already discussed the issues that come with a lack of quality prospects, but rather than casting those away, it’s important that you bring them back to your marketing team so that they can make adjustments in their plan. It’s important that sales hold marketing accountable for getting the right kind of prospects into the hands of your reps. Take some time to develop monthly or quarterly goals in how many qualified leads will be passed from marketing to sales. If there are goals in place, marketing has no choice but to meet and exceed them. Hello accountability.
3. Increase in sales conversions
Wait, aren’t sales conversions the responsibility of the sales manager? Yes and no. While continually optimizing your conversion rate by refining your sales process is integral to your accountability to your marketing department, more qualified prospects coming in will ensure that your team’s conversion rates from lead to customer increase significantly. CRM tools that integrate with analytics software (we suggest Salesforce or SugarCRM) are the perfect way to help your sales team understand which prospects are converting and how efforts can be refined by marketing and sales to work more seamlessly together.
A peaceful integration with your marketing team can only come from accountability and trust. By exploring the metrics that matter you can focus less on how your marketing team’s tactics are not working and more on how you can make goals and work together to achieve them by taking in and assessing the most relevant data.
It’s time to smarket. For your own sanity, for the good of the customer and for a happier world. (Because better marketing makes the world a better place. Truly.)