Utilize these 10 critical marketing metrics when measuring the value of your current marketing and sales strategy. Avoid 'paralysis by analysis' by using the three A's of marketing when determining which pieces of data to include.

1. 10 Critical B2B Sales and
Marketing Metrics
Part 2
Christopher Ryan
info@fusionmarketingpartners.com

2. In our last slideshare presentation, we discussed the
first five of the 10 most critical B2B marketing metrics.
Just to recap they are:
1. Cost Per New Inquiry
2. Conversion of Inquiries to Qualified Leads
3. Cost to Acquire a New Customer
4. Cost Per New Dollar of Revenue
5. Sales and Marketing Cost as a Percentage of Total Revenue
First Five Most Critical

3. 3 A’s of Measuring Metrics
Be sure to visit our previous slideshare deck “10
Critical Marketing Metrics – Part 1” for help in
measuring metrics.
3 A’s of Measuring Metrics
1. Available
2. Accurate
3. Actionable

4. 10 Recommended Data Points
Out of the dozens of potential data points, there are
10 that I usually recommend for B2B marketers.
We covered the first five in our
previous slideshare, we will
now cover the last five.

5. 10 Recommended Data Points
6. Conversion of qualified leads to opportunities–
Once a lead has been qualified, it is up to the sales
rep to convert it into a workable sales opportunity.
Ratios for this metric can
range from 20 to 50 percent.

6. 10 Recommended Data Points
7. Opportunity close rate –
This number is calculated by dividing the
total number of sales in a given time period
(e.g. quarterly or monthly) by the total
number of opportunities created.

7. 10 Recommended Data Points
8. Ratio of pipeline coverage to revenue –
This statistic is closely related to the opportunity close
rate and refers to the amount of potential revenue in
the pipeline needed to achieve a specific revenue
target.
For example, if your revenue
target is $1 million and you need
$4 million in pipeline deals to
make this happen, your pipeline
ratio is 4:1.

8. 10 Recommended Data Points
9. Average sales cycle–
This number refers to the average amount of time it
takes from first contact with a prospect until the deal is
closed. The average sales cycle can range from
minutes with ecommerce products to a year or more
with large ticket enterprise sales.
Effective B2B companies understand how
to move prospects through the sales
process in a streamlined manner.

9. 10 Recommended Data Points
10. Average deal size –
Increasing your average deal size is a
great low-cost way to improve your
revenue picture.
This will largely be outside the scope of
the marketing department, but you can
certainly help your sales colleagues by
providing sales support and enablement
tools.

10. Relation of Metrics
This graph gives you an example of how these numbers come together
to provide a holistic view of your sales and marketing metrics

11. Relation of Metrics
You have the opportunity to
improve that which you
measure.
Use the above marketing metrics as a starting
point, adjust as necessary to fit your
circumstances and start reaping the benefits.

12. Facebook
LinkedIn
Twitter
Check Back!
Check back in the coming weeks to learn
more about B2B marketing and lead
generation!
Check out our free
Lead Generation
eBook.
And connect with us
socially:
In the meantime…

13. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280