Marketing Metrics2019-08-16T16:28:07+01:00

MARKETING METRICS

Marketing has never been more numbers-driven.  To be a successful marketer, you need to be fluent in and articulate around the numbers and KPIs that represent your organisation’s success. Marketers need to have up-to-date accurate knowledge. They need to understand the return on investment of each specific campaign they have run. They need to know how many leads arrive from each source, how many leads they convert into customers. They need to know who in their team is doing what and what results they’re producing.

  • Use Reports to track lead conversion and identify your most profitable campaigns / initiatives.

  • Use key metrics to influence your marketing behaviour.

  • Track your team’s outstanding activities to ensure workload is distributed effectively.

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CRM for Lead Management & Scoring

Marketing reports and dashboards in Workbooks CRM allow marketers to make informed, intelligent decisions about how to prioritise resource. If you know one campaign delivers high return on investment you repeat it, and you stop doing the one that offers a poor return. If you consistently see a certain channel producing the bulk of your leads you focus more of your activity there. If you know which members of your team are performing you know who to promote and offer a pay increase and who to work with more closely to improve their outcomes.

Yet many marketers struggle to get this sort of intelligence out of their systems. They input results into spreadsheets, but that takes hours of their time and the outcome is typically incomplete outdated information.

CRM from Workbooks gives you real-time, accurate information on all your key metrics from campaign ROI, to lead volumes by source, lead conversion and so on. You can use dashboards and reports to see all this vital information at a glance, and then you can make the decisions that will enhance your marketing work.

It might be that you use reports to track lead conversion and identify your most profitable campaigns, and so focus resource on those. Or maybe you use key metrics to see that one channel is delivering almost all your leads in a certain sector so you direct messages relevant to that sector through only that channel. Or you might just spot that one member of your team has a large number of outstanding activities, so you redistribute workload to relieve the pressure. Whatever it is, you have the information you need in order to make the decisions that will make your marketing work better.

With Workbooks, it becomes easier for marketers to prove their value across the entire funnel, and demonstrate how their efforts contribute to revenue, from generating qualified leads to accelerating cycle times and increasing win rates. Marketing becomes accountable, a revenue and profit centre as opposed to a cost centre. And that makes all the difference!

marketing metrics

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