Leadership Metrics Flashcards
Describe roles of sales and marketing in traditional businesses.
Sales was responsible for meeting revenue targets, and the job of Marketing was only to support Sales.
What drove ROI in traditional businesses?
Sales-driven metrics based on closed-won deals.
What was the biggest challenge for marketing, traditionally?
Did not understand how Marketing influenced the bottom line.
True or false: In traditional businesses, marketing was considered to be a cost center.
True.
True or false - in traditional businesses, leadership could not understand the validity of traditional marketing metrics such as clickthroughs and open rates.
True.
Leadership needed visibility into _____, not the day-to-day operational metrics of Marketing.
revenue attribution and pipeline.
With _____, marketers can measure and share relevant data.
automation
In the case study, what did Alex’s company get data on through Eloqua?
Website visitors, emails opened, forms submitted, Campaign responses.
Leadership wants to know how much ____
How much revenue is earned or expected by the quarter end?
Leadership wants to know how effective __
How effective are our marketing campaigns?
Leadership wants to know what is the profit ___
What is the profit forecast for the next quarter?
What do you need in order to map Marketing’s contribution to revenue?
Some metrics from Sales.
The ___ recommend an integrated sales and marketing funnel.
RPM best practices
The integrated sales and marketing funnel helps you map the customer’s purchase process to ___
your internal selling process.
Suspects are…
potential buyers who show interest in your product.
An ___ could be a form submit or a certain number of website visits.
inquiry
A suspect who shows interest in your products has a __ level of engagement.
minimal.
By implementing a ____ for sales acceptance, accountability for lead quality is distributed across marketing and sales.
service level agreement
If Alex knows the conversion rates from one stage to the next, what can he do?
Work backwards to determine the number of prospects Marketing needs in order to reach the company’s goal.
Working backwards allows Alex to reduce the size of his _____ while still achieving his revenue targets.
overall pipeline
To go from a 50% acceptance rate to a 75% acceptance rate, Alex will need to work with Sales to…
define acceptance and rejection criteria and SLA’s
What should you do with suspects in the funnel?
Monitor and remove inactive contacts.
What should you do with inquiries in the funnel?
Define inquiries based on past data.
What is the key to converting MQL’s to SAL’s?
Make sure your lead scoring criteria suit the buying process.
In a typical environment, marketing and sales use different _____
systems and databases.
Three examples of data to share include:
(1) Digital body language (2) Demographic information (3) Lead score
By syncing marketing and sales data you get a more complete picture of
the buyer’s journey overall.
Step 1 of funnel building is to define each stage of your sales / marketing funnel, including __
Define each stage of your sales / marketing funnel, including lead scoring parameters.
Step 2 of funnel building - Create ___ to track prospects
Create Contact fields and date fields to track prospects.
Step 3 of funnel building - create Segments and Filters in Eloqua for __
Create Segments / Filters in Eloqua for each funnel stage.
Step 4 of funnel building - build a program to date stamp ____
MQL’s
Last step (5) of funnel building -
monitor the funnel and track results.
How can you start to locate suspects in your database?
By defining them as individuals in your database who are not engaged.
What’s the fastest way to get a percentage of active and inactive suspects in your database?
To pull the Database Health Dashboard report.
How do you find the Database Health Dashboard?
Insight: Reports and Dashboards: Eloqua Dashboard Data: Database Health.
Under the Database Health folder, the _____ report displays the total number of active and inactive contacts, reachable and unreachable contacts, and total unsubscribes and bouncebacks.
Contact Overview
For more precision, you can build a segment using the ____ filters.
Inactivity filters
Build a Suspects segment: filter criteria 1 (within last month)
Not Opened Any Emails, Not Clicked Any Emails, Not Visited Any Landing Pages
Build a Suspects segment: filter criteria 2 - set to exclude
Lead Status - Exactly Customer (know your business process)
Build an Inquiries segment - remember to exclude?
Customers and leads in the later stages of the funnel.
Build an Inquiries segment - what is your first filter?
Activity in the Last Month
What filter criteria should you add to capture Activity in the Last Month, and what boolean should you use?
Opened Any Email, Clicked Any Email, Submitted Any Form, Visited Any Landing Page; boolean Or
Inquiries Segment - Customers, MQLs, SALs, and SQOs filter - include or exclude?
Exclude
Customers, MQLs, SALs, and SQOs filter - what Contact Fields to add?
Lead Status - check field used to capture customer value.
An MQL meets…
the baseline marketing criteria defined in the SLA
What are the benefits of date-stamping the time of conversion to MQL?
Pull aging reports on SLA compliance; Ensure a wait period before qualifying a prospect for the second time.
Marketing and sales need to be aligned at both the ___ and ___ levels
process and technology levels
Part of the __________ stage of funnel building is to define lead scoring parameters.
Define your funnel.
Date-stamping MQL’s: (1) _____ (2) Date to correct Contact field (3) Wait step for 60 days (4) Exit Program
Has Program Feeder attached
Date-stamping MQL’s: (1) Has Program Feeder attached (2) _____ (3) Wait step for 60 days (4) Exit Program
Date to correct Contact field
Date-stamping MQL’s: (1) Has Program Feeder attached (2) Date to correct Contact field (3) _____ (4) Exit Program
Wait step for 60 days
Date-stamping MQL’s: (1) Has Program Feeder attached (2) Date to correct Contact field (3) Wait step for 60 days (4) _____
Exit Program
To add MQLs to the date stamping program, build a ___________ to use in the Program Feeder.
shared filter
To date stamp MQLs in the Program Builder, you will need a new
Update Rule Set
In the Update Rule Set for date stamping MQLs, Select the Update Action of
Apply Date Stamp.
What do you need to remember to do with every Program?
Add “Remove From Program” step.
If you choose “Cancel” after setting up a Program Feeder, what happens?
The program feeder will still be saved, but it will not be turned on.
You can build a segment to track MQL volume over time. True or false?
True.
To track MQL volume over time, your Shared Filter will track MQLs within the…
Last day.
The Compare Contact Criteria field that can find datestamps is…
Last MQL Datestamp
To monitor conversion rate, Sales must
send rejected leads to marketing.
As a best practice, when rejecting a lead, Sales should…
assign a rejection code.
Marketing should ensure that SAL’s expire after…
six months of inactivity.
If an SQO stalls, what should happen?
It becomes a lost opportunity. The funnel stage should reset to suspect.
As a best practice, should the opportunity stage be recorded in Eloqua?
Yes.
SQO’s that close are recorded in…
the CRM.
If Sales forgets to change a lead stage, what happens?
The information is not passed back to Eloqua.
What report helps you tell which campaigns are generating inquiries?
Campaign Analysis Overview Report
Best practices for increasing inquiries: keep forms:
short and simple
Best practices for increasing inquiries: capture and sustain suspects’ interest through catchy ____
email subjects
To increase click throughs, add engaging _______
calls to action
To diversify awareness, use…
social media, advertising, and print
To prevent data quality issues: (1) initiate data cleansing (2)
update lead scoring model
To prevent data quality issues: (1) _____ (2) update lead scoring model
initiate data cleansing
Best practices to nurture lost opportunities: (1) _____ (2) educate prospects on offering (3) sustain interest through webinars, social promos, media (4) demonstrate how your product or service is better than your competitor’s
showcase product value
Best practices to nurture lost opportunities: (1) showcase product value (2) _____ (3) sustain interest through webinars, social promos, media (4) demonstrate how your product or service is better than your competitor’s
educate prospects on offering
Best practices to nurture lost opportunities: (1) showcase product value (2) educate prospects on offering (3) _____ (4) demonstrate how your product or service is better than your competitor’s
sustain interest through webinars, social promos, media
Best practices to nurture lost opportunities: (1) showcase product value (2) educate prospects on offering (3) sustain interest through webinars, social promos, media (4) _____
demonstrate how your product or service is better than your competitor’s
You should keep your data clean and target the right ___
segment
You should collaborate with Sales to identify and define the criteria for ______
accepted leads
You should collaborate with Sales in business _______ and ______
process and technology
