What role brought benefits to the organization
There are five simple metrics that can help measure the contribution of marketing. Metrics such as impact of the message, response rate and other areas that could provide care may mean very little for the rest of the organization. However, there are five metrics that provide a quick overview on the consistency of the strategy of demand and how marketing contributes to the demand funnel.
- Query logs
The first metric is the fuel that gives movement to demand creation engine. When campaigns are launched, execute and finish, the first question asked the organization is how many rows of query / response or concerned were generated.
Qualified by marketing opportunities (OCXM)
With a group of queries / answers in hand, work with marketing is to nurture qualified opportunities to sales according to mutually agreed parameters. For some organizations the power to sales can be as rudimentary as a slide data from telemarketing. For many other sales power to additional interactions should include an assessment and provide a basis for converting the prospect into an opportunity.
When an estimated figure as a prospect is worth passing on sales, ie when it meets Universal Definition of Opportunity (DUO) previously defined, we can say that there is an opportunity for qualified marketing (OCXM).
- Acceptance of sales
With a clear and agreed DUO marketing and sales, the organization is able to have a formal process of acceptance is that opportunities come from an external, an internal process or a channel.
The agreement created between marketing and sales should include both steps for sales staff as a result of management in a time frame established. The sales staff to accept an opportunity that meets the DUO is doing much more than receiving an item. Received opportunities can only be rejected by a few reasons:
Incorrect procedure: the opportunity was routed incorrectly. For example, belongs to the laboratory market and not the medicine. Administrative error, the record is incomplete or poorly completed.
Conceptual: does not fit the target market does not reach a minimum threshold.
By accepting the opportunity, the sales staff and management agree to make up and return results within a specified time (no more than 72 working hours). Low acceptance rates indicate that there is any break in the marketing and sales process.
Qualified sales opportunity (OCXV)
By accepting an opportunity, the sales staff has no other commitment than to receive a figure that corresponds to the DUO. After a series of interactions (calls, emails, meetings), the Business Executive has enough evidence to determine whether the opportunity exists. When this happens, we are in presence of a qualified sales opportunity (OCXV). While there may not be predictable conversion contract (closing) of this opportunity in a period not exceeding 90 days (forcast) is part of the sales funnel.
- Business closed
Although much happens with an opportunity when it leaves the control of marketing, understand and analyze the fourth metric:
OCXV rate converted into closed business
This metric is critical to the detection and responsible for demand generation. First to understand the expectation of revenue in terms of marketing dollars. Second, this leads to more engaged in marketing to demand process, creating and using more effective. As a business partner sales, marketing more likely to find opportunities early in the process, with little waste of resources.
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Posted in Business info, Marketing opportunities | 
Tags: internal process, marketing contributes, marketing opportunities