Closed-loop ROI Metrics Tracking

• How do you quantify and qualify the value of your lead generation campaigns, new business programs and branding efforts?
• How can you prevent your leads from falling into a "black hole"?
• How are you measuring your programs and campaign's return on investment?

Measurement and reporting on campaigns is the most difficult task assigned to marketing organizations. Whether an organization uses a sophisticated lead management tool, off-the-shelf CRM package or a spreadsheet program to manage leads, the same basic business rules apply. You will need a unified lead process that drives shared accountability and provides the necessary checks and balances to ensure sales teams are engaging with the leads and providing metrics on quoted deals, deals pending and closed deals.

It's all about closing the loop in the sales process. When implementing a lead generation program, you will need to keep track of your Sales Teams' efforts. A great close-loop process will not only track the ROI for each of your marketing initiatives, but will also provide important information on specific marketing trends, highlight your best sales teams, and provide valuable information on lost deals. Successful implementation hinges on working with the sales force to ensure they are updating their progress within the lead management tool.

• Which leads are being worked?
• Who is following up on leads and how often?
• What stage each lead is in?
• What is the average deal size?
• Are there opportunities that need to be nurtured?
• Where should you be targeting your next marketing campaign?

Most organizations have no way of knowing which leads are real opportunities until they are dead or closed. The exact status of the lead must be tracked on an ongoing basis. Also, any quotable opportunities and closed revenue should be tied back into an automated reporting program that can be accessed upon demand. Having these important details available will ensure "buy in" from all involved parties from upper management through your Sales Representatives.

Figure 1 - Close Loop Process

With a thorough closed-loop process you will be able track your marketing dollars spent back to quoted and closed deals driven by the Sales Teams.

We understand that most manufacturers don't have the personnel or bandwidth to generate this type of focused close-loop processes.

The eCoast Closed Loop Sales Process is offered as an integral part of eCoast services as well as a stand-alone offering.

• Ensure that leads are followed up on
• Record feedback on leads that are sent to your sales team
• Measure closed revenue from sales
• Track and nurture pipeline opportunities
• Provide ROI measurement for marketing and lead generation programs allowing you insight into which programs are yielding the highest results
• Improve your sales and marketing processes leading to overall improved results
• Gain marketing intelligence on "hot" geographies, verticals, and other sales trends

"Close the Loop" today between sales and marketing and be confident that your lead generation campaigns are on the right track!