Using detailed financial metrics to track lead quality should be a top priority for all B2B marketers.
A study by the Kellogg School of Management found that companies who do not measure their results from sales leads may actually experience lower closure rates. Measuring quantifiable data is the only way to effectively avoid such a scenario.
Leads from any source should never be evaluated subjectively. One of the best ways to get an accurate picture of how leads from various sources perform is to create a comparison table based on transaction data and campaign results. Include revenue, market share and profits, volume, conversion of leads, and direct response metrics.
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