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Luminary Tenets > Leadership Metrics > Flashcards

Leadership Metrics Flashcards

1
Q

Describe roles of sales and marketing in traditional businesses.

A

Sales was responsible for meeting revenue targets, and the job of Marketing was only to support Sales.

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2
Q

What drove ROI in traditional businesses?

A

Sales-driven metrics based on closed-won deals.

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3
Q

What was the biggest challenge for marketing, traditionally?

A

Did not understand how Marketing influenced the bottom line.

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4
Q

True or false: In traditional businesses, marketing was considered to be a cost center.

A

True.

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5
Q

True or false - in traditional businesses, leadership could not understand the validity of traditional marketing metrics such as clickthroughs and open rates.

A

True.

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6
Q

Leadership needed visibility into _____, not the day-to-day operational metrics of Marketing.

A

revenue attribution and pipeline.

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7
Q

With _____, marketers can measure and share relevant data.

A

automation

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8
Q

In the case study, what did Alex’s company get data on through Eloqua?

A

Website visitors, emails opened, forms submitted, Campaign responses.

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9
Q

Leadership wants to know how much ____

A

How much revenue is earned or expected by the quarter end?

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10
Q

Leadership wants to know how effective __

A

How effective are our marketing campaigns?

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11
Q

Leadership wants to know what is the profit ___

A

What is the profit forecast for the next quarter?

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12
Q

What do you need in order to map Marketing’s contribution to revenue?

A

Some metrics from Sales.

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13
Q

The ___ recommend an integrated sales and marketing funnel.

A

RPM best practices

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14
Q

The integrated sales and marketing funnel helps you map the customer’s purchase process to ___

A

your internal selling process.

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15
Q

Suspects are…

A

potential buyers who show interest in your product.

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16
Q

An ___ could be a form submit or a certain number of website visits.

A

inquiry

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17
Q

A suspect who shows interest in your products has a __ level of engagement.

A

minimal.

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18
Q

By implementing a ____ for sales acceptance, accountability for lead quality is distributed across marketing and sales.

A

service level agreement

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19
Q

If Alex knows the conversion rates from one stage to the next, what can he do?

A

Work backwards to determine the number of prospects Marketing needs in order to reach the company’s goal.

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20
Q

Working backwards allows Alex to reduce the size of his _____ while still achieving his revenue targets.

A

overall pipeline

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21
Q

To go from a 50% acceptance rate to a 75% acceptance rate, Alex will need to work with Sales to…

A

define acceptance and rejection criteria and SLA’s

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22
Q

What should you do with suspects in the funnel?

A

Monitor and remove inactive contacts.

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23
Q

What should you do with inquiries in the funnel?

A

Define inquiries based on past data.

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24
Q

What is the key to converting MQL’s to SAL’s?

A

Make sure your lead scoring criteria suit the buying process.

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25
Q

In a typical environment, marketing and sales use different _____

A

systems and databases.

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26
Q

Three examples of data to share include:

A

(1) Digital body language (2) Demographic information (3) Lead score

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27
Q

By syncing marketing and sales data you get a more complete picture of

A

the buyer’s journey overall.

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28
Q

Step 1 of funnel building is to define each stage of your sales / marketing funnel, including __

A

Define each stage of your sales / marketing funnel, including lead scoring parameters.

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29
Q

Step 2 of funnel building - Create ___ to track prospects

A

Create Contact fields and date fields to track prospects.

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30
Q

Step 3 of funnel building - create Segments and Filters in Eloqua for __

A

Create Segments / Filters in Eloqua for each funnel stage.

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31
Q

Step 4 of funnel building - build a program to date stamp ____

A

MQL’s

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32
Q

Last step (5) of funnel building -

A

monitor the funnel and track results.

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33
Q

How can you start to locate suspects in your database?

A

By defining them as individuals in your database who are not engaged.

34
Q

What’s the fastest way to get a percentage of active and inactive suspects in your database?

A

To pull the Database Health Dashboard report.

35
Q

How do you find the Database Health Dashboard?

A

Insight: Reports and Dashboards: Eloqua Dashboard Data: Database Health.

36
Q

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.

A

Contact Overview

37
Q

For more precision, you can build a segment using the ____ filters.

A

Inactivity filters

38
Q

Build a Suspects segment: filter criteria 1 (within last month)

A

Not Opened Any Emails, Not Clicked Any Emails, Not Visited Any Landing Pages

39
Q

Build a Suspects segment: filter criteria 2 - set to exclude

A

Lead Status - Exactly Customer (know your business process)

40
Q

Build an Inquiries segment - remember to exclude?

A

Customers and leads in the later stages of the funnel.

41
Q

Build an Inquiries segment - what is your first filter?

A

Activity in the Last Month

42
Q

What filter criteria should you add to capture Activity in the Last Month, and what boolean should you use?

A

Opened Any Email, Clicked Any Email, Submitted Any Form, Visited Any Landing Page; boolean Or

43
Q

Inquiries Segment - Customers, MQLs, SALs, and SQOs filter - include or exclude?

A

Exclude

44
Q

Customers, MQLs, SALs, and SQOs filter - what Contact Fields to add?

A

Lead Status - check field used to capture customer value.

45
Q

An MQL meets…

A

the baseline marketing criteria defined in the SLA

46
Q

What are the benefits of date-stamping the time of conversion to MQL?

A

Pull aging reports on SLA compliance; Ensure a wait period before qualifying a prospect for the second time.

47
Q

Marketing and sales need to be aligned at both the ___ and ___ levels

A

process and technology levels

48
Q

Part of the __________ stage of funnel building is to define lead scoring parameters.

A

Define your funnel.

49
Q

Date-stamping MQL’s: (1) _____ (2) Date to correct Contact field (3) Wait step for 60 days (4) Exit Program

A

Has Program Feeder attached

50
Q

Date-stamping MQL’s: (1) Has Program Feeder attached (2) _____ (3) Wait step for 60 days (4) Exit Program

A

Date to correct Contact field

51
Q

Date-stamping MQL’s: (1) Has Program Feeder attached (2) Date to correct Contact field (3) _____ (4) Exit Program

A

Wait step for 60 days

52
Q

Date-stamping MQL’s: (1) Has Program Feeder attached (2) Date to correct Contact field (3) Wait step for 60 days (4) _____

A

Exit Program

53
Q

To add MQLs to the date stamping program, build a ___________ to use in the Program Feeder.

A

shared filter

54
Q

To date stamp MQLs in the Program Builder, you will need a new

A

Update Rule Set

55
Q

In the Update Rule Set for date stamping MQLs, Select the Update Action of

A

Apply Date Stamp.

56
Q

What do you need to remember to do with every Program?

A

Add “Remove From Program” step.

57
Q

If you choose “Cancel” after setting up a Program Feeder, what happens?

A

The program feeder will still be saved, but it will not be turned on.

58
Q

You can build a segment to track MQL volume over time. True or false?

A

True.

59
Q

To track MQL volume over time, your Shared Filter will track MQLs within the…

A

Last day.

60
Q

The Compare Contact Criteria field that can find datestamps is…

A

Last MQL Datestamp

61
Q

To monitor conversion rate, Sales must

A

send rejected leads to marketing.

62
Q

As a best practice, when rejecting a lead, Sales should…

A

assign a rejection code.

63
Q

Marketing should ensure that SAL’s expire after…

A

six months of inactivity.

64
Q

If an SQO stalls, what should happen?

A

It becomes a lost opportunity. The funnel stage should reset to suspect.

65
Q

As a best practice, should the opportunity stage be recorded in Eloqua?

A

Yes.

66
Q

SQO’s that close are recorded in…

A

the CRM.

67
Q

If Sales forgets to change a lead stage, what happens?

A

The information is not passed back to Eloqua.

68
Q

What report helps you tell which campaigns are generating inquiries?

A

Campaign Analysis Overview Report

69
Q

Best practices for increasing inquiries: keep forms:

A

short and simple

70
Q

Best practices for increasing inquiries: capture and sustain suspects’ interest through catchy ____

A

email subjects

71
Q

To increase click throughs, add engaging _______

A

calls to action

72
Q

To diversify awareness, use…

A

social media, advertising, and print

73
Q

To prevent data quality issues: (1) initiate data cleansing (2)

A

update lead scoring model

74
Q

To prevent data quality issues: (1) _____ (2) update lead scoring model

A

initiate data cleansing

75
Q

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

A

showcase product value

76
Q

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

A

educate prospects on offering

77
Q

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

A

sustain interest through webinars, social promos, media

78
Q

Best practices to nurture lost opportunities: (1) showcase product value (2) educate prospects on offering (3) sustain interest through webinars, social promos, media (4) _____

A

demonstrate how your product or service is better than your competitor’s

79
Q

You should keep your data clean and target the right ___

A

segment

80
Q

You should collaborate with Sales to identify and define the criteria for ______

A

accepted leads

81
Q

You should collaborate with Sales in business _______ and ______

A

process and technology

Luminary Tenets (29 decks)

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