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Benchmarking plays<br />
a strong role when<br />
it comes to Sales<br />
Qualified Leads (SQLs).<br />
Win rate and sales cycle are critical, but that data is fairly well benchmarked.<br />
The measurement challenge here is the impact of marketing activities on win rate,<br />
sales cycle and ASPs. If you’ve ever been told by sales to back off at this stage, you<br />
know that impact often becomes obscured.<br />
Think of the benefits you might reap in this scenario: a control group where<br />
your marketing team has been blocked from acting and another where you’ve<br />
continued their activities. Perhaps in one group, accounts are shown display<br />
ads in the SQL stage while accounts in the other group are not.<br />
By measuring the difference at the SQL stage, you’d gain a much clearer<br />
understanding of the relationships inside the account – along with<br />
invaluable insights on creating trust in your prospects.<br />
Americans are starving<br />
for relationships they<br />
can understand with<br />
entities they can trust.<br />
This represents a great<br />
opportunity for brands<br />
to gain a foothold in<br />
consumers’ psyches.<br />
Charlie Elberson<br />
President of Elberson Partners<br />
30 CHAPTER 05 Building Trust SALES QUALIFIED LEADS<br />
monstersoffunnel.com
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