Busi­nesses and their mar­ket­ing orga­ni­za­tions that pro­mote prod­ucts or ser­vices with com­plex sales cycles often lack vis­i­bil­ity beyond gen­er­at­ing the ini­tial sales leads from their Web sites, trade shows or other offline ini­tia­tives. For exam­ple, once Web leads are gen­er­ated, they move into the black hole of the SFA/CRM sys­tem with almost no abil­ity to tie results such as closed deal quan­ti­ties and sales val­ues back to the mar­ket­ing cam­paign costs, thus leav­ing fully mea­sured ROI (or return on mar­ket­ing) unan­swered. To pro­vide con­crete answers to these ROI and other related ques­tions, mar­keters should endeavor to inte­grate their Web analytics/campaign man­age­ment solu­tions together with their SFA/CRM appli­ca­tions.In lieu of this type of inte­gra­tion, most mar­keters are con­fined to mea­sur­ing pre­ma­ture and often, mis­lead­ing cam­paign met­rics such as total lead quan­ti­ties and their asso­ci­ated cost-per-lead met­rics as a basis for per­for­mance. Once mar­keters are enabled to mea­sure met­rics beyond ini­tial lead con­ver­sion such as:

  • Qual­i­fied leads and sales opportunities
  • Closed deals
  • Sales val­ues

all at a cam­paign or track­ing code level, mar­keters can pri­or­i­tize which mar­ket­ing invest­ments such as adver­tis­ing place­ments (which key­words, ban­ner ad place­ments, email, etc.), site pro­mo­tions (webi­nars, white papers, prod­uct tours, etc.) are yield­ing results deeper in the sales cycle rel­a­tive to their counterparts.Derivative met­rics such as cre­at­ing Sales, Cost, and Cus­tomer per

  • Impres­sion
  • Click/Event Con­ver­sa­tion
  • Lead
  • Qual­i­fied Lead/Sales-Ready Leads/Opportunities
  • Cus­tomer

can pro­vide mean­ing­ful insight into the effec­tive­ness at every stage in the mar­ket­ing and sales cycle.Looking ahead: Part III—Why B2B mar­ket­ing is dif­fi­cult to mea­sure. We’ll dis­cuss the com­plex­ity of mea­sur­ing mar­ket­ing to accounts which are most often com­prised of mul­ti­ple con­tacts or committees.Looking back: Part I—Measuring B2B Marketing