This is the eighth post in a series called “Lifecycle Management – what’s in it for me?”, which shows how to audit and transform your process at every stage of the sales cycle. In this article, Lifecycle Management Reporting, we'll review the types of metrics you should review to optimize your processes.

Here are the previous articles in the series:

Throughout this series, we have identified the foundational stages and looked at some opportunities for automation, technology, and programs to improve your sales process. How do you report on the success of your automation and process improvements? The answer is good reporting!

What lifecycle management reporting should you develop?

Your primary internal driver should be to provide shared data that your entire team can review together. In this post we’ll look at some major types of reports that will be of interest across your organization and consider why they matter: Volume, Conversion, Velocity, Leading Indicators, Contribution, and Campaign Performance.

Category Measurement
Volume
  • Net new names in database
  • Volume of records by funnel stage
  • Number of opportunities created
  • Number of opportunities won/lost
  • Funnel stage entry and exit volume over time
Conversion
  • Percentage converted through each stage of the funnel (including Re-Market and Junk)
  • Percentage converted MQL to Opportunity
  • Percentage of Opportunity to Closed Won/Lost
Velocity
  • Average time it takes to move between stages
  • Average time in buying cycle (top to bottom of funnel)
  • Average time to Opportunity Close (in pipeline)
Leading Indicator
  • Needed Demand – number of names added to funnel (now) to support revenue (later).
  • Based on Funnel Velocity metric, Conversion, and Average Deal Size.
  • Growth of marketing database – trend over time
Contribution
  • Percentage of pipeline contributed by Marketing/Sales/Channel
  • Value of pipeline contributed by Marketing/Sales/Channel
  • Percentage of revenue contributed by Marketing/Sales/Channel
  • Value of revenue contributed by Marketing/Sales/Channel
  • Percentage of revenue contributed by Inbound
  • Value of revenue contributed by Inbound
  • Percentage of revenue contributed by Outbound
  • Value of revenue contributed by Outbound
Campaign Performance
  • Cost per x (Inquiry, MQL, Opportunity, etc.)
  • Pipeline by Campaign (ROI)
  • Revenue by Campaign (ROI)
Examples of Technology
or Processes
  • BI tool
  • ELT tool or a tool like Syncari
  • SF plugin like full circle insights
  • Campaign attribution tool like Bizible
  • Internal Wiki to host dashboards

In our next post, we will cover how you can calculate your Lead <> CW conversion rates. These will help you sell the story internally, as well as give you a sense of the quantity of leads and opportunities you can expect based on your lead quality, lead cost, and average deal size.

Don’t forget to share!

If you like this series, don’t forget to follow us on LinkedIn and share our post!

MRM can help

Let Measured Results Marketing transform your end-to-end sales pipeline process and return 15 hours per BDR back to your team so they can focus on revenue-generating activities instead of administration. Click here to learn more about MRM’s Revenue Operations Ecosystem™ and see if it is a good fit for your goals. You can also call us at 571-606-3106 or leave a comment on LinkedIn.