8 Essential KPI's for the Intersection of Marketing and Sales
Conversations between sales and marketing improve when marketing generates data on the state of joint processes such as lead management. But companies who are serious about orchestrating sales and marketing in a modern go-to-marketing model need more than these execution-level metrics. At the intersection of sales and marketing, senior executives need operational-level investment, resource allocation, and performance metrics. Tech marketers have done a great job of growing the range of measurement dashboards within their management tool box. These reports provide data about process execution and are primarily driven from automation such as CRM, email marketing, and web analytics. The data in these reports can answer important questions such as how many leads were produced and what really happened to them? This data can be extremely useful when talking to sales. Replacing hearsay, gut feelings, and assumptions with accurate data results in a much more credible and actio...