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closing the set<br />
The Funnel as a revenue engine<br />
One of marketing automation’s top benefits, of course, is measurement - yet<br />
this is clearly still a minefield for marketers who aren’t sure of what metrics<br />
are meaningful.<br />
The tendency to focus too much on new net leads or attempt to measure every component of<br />
every asset and strategy has led many teams to pour significant time into insignificant results.<br />
The smarter approach is mapping metrics to revenue while looking for the true state of lead<br />
generation, scoring and conversion success – particularly with benchmarks that contextualize<br />
results, identify buyer sources and evaluate performance.<br />
Sun Tzu said, “Strategy without tactics is the slowest route to<br />
victory. Tactics without strategy is the noise before defeat.”<br />
Intelligent funnel management improves both. It’s important to understand that the<br />
strategies and tactics that do work will change over time; in the mercurial landscape that<br />
is marketing, ROI is a moving target. But by staying creative, educated and nimble, teams<br />
can enjoy the advantages of advanced technology, acquire clearer predictive powers, and<br />
discover the real road to higher revenue.<br />
44 CLOSING THE SET THE FUNNEL AS A REVENUE ENGINE<br />
monstersoffunnel.com
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