Some things to think about tracking, what’s your SQO conversion rate? Tracking metrics is essential to determining whether or not your ABS sales strategy, targeting, and messaging are working. Before we tackle metrics that are specific to ABS, there are certain fundamental metrics that should be tracked regardless, they are: The Fundamental Metrics. Activities: As the name implies, these metrics are simply tracking what reps have been doing. How many emails have been sent? MORE

Results: SAP generated about 3,500 sales-ready opportunities (SQL/SQO), $960 million in pipeline, and $95 million in closed revenue – in just one year. Be honest, is your strategy for generating revenue more of a one-hit wonder or a legendary rock prodigy? You may have had success with the execution of a previous sales/marketing plan, but jumping into an account-based marketing (ABM) approach without the right talent could lead to a total flop. ABM is easier said than done. MORE

Some things to think about tracking, what’s your SQO conversion rate? Tracking metrics is essential to determining whether or not your ABS sales strategy, targeting, and messaging are working. Before we tackle metrics that are specific to ABS, there are certain fundamental metrics that should be tracked regardless, they are: The Fundamental Metrics. Activities: As the name implies, these metrics are simply tracking what reps have been doing. How many emails have been sent? MORE

As a result, a whopping 20% of visitors presented with forms filled them out and Nimble was increased their MQL-to-SQO conversion rate by 30%. You finally sit down to watch the first episode of that new Netflix show you keep seeing ads for everywhere. As it ends and the credits start to roll, you glance at the clock and realize you have enough time to watch another episode or two, at least. The episode ends. The screen goes blank. Nothing. Wait, what? Where’s the next episode? MORE

If an account isn’t “done” and remains unfinished, then there’s further action reps can take to get an account to the SQO Stage. If you haven’t checked out our previous two blogs on Fundamental Metrics and Account-Based Sales specific Metrics, make sure you read those first before diving into Account Penetration. How About That Account Penetration? The final set of metrics crucial for ABS is Account Penetration. MORE

We consistently end up way ahead of our Marketing-driven SQO goals. Hello, fellow B2B marketing nerds! Today, I’d like to share some of the cool things the PathFactory marketing team is doing in the B2B digital marketing space. And trust me, only a true nerd would call these things cool.) In this post, I specifically address the love/hate relationship marketing teams typically have with their sales counterparts–and how to make it more of a love/love one by enabling content bingeing. MORE

As a result of this approach, they saw a 30% lift in MQL to SQO conversion rates. My four least favorite words: “Are you still watching?” Yes, Netflix, I am! Yet despite the instant guilt I feel for watching that third episode of Ozark in a row, I instinctively click ‘yes’ and continue on with my binge. You and your buyers have probably had this experience, too. After all, they are B2C consumers living in an increasingly on-demand world. Some were even born into it. MORE

SQL to SQO Conversion: for SQL to SQO cohort conversion, the framework involves identifying the SQLs that have gone beyond the pre-qualification stage. The primary difference between SQL and SQO is when an opportunity moves to a qualified stage. For all such opportunities that qualify as SQOs, a flag is set to mark the opportunities that in turn is divided by the total SALs (from above) to get to SQL to SQO conversion rate. MORE

SQL/SQO: Sales Qualified Lead-Opportunity: The SAL has reached the “closing” stage. The (often) missing link in Industry 4.0. Let’s start by talking about marketing-sales alignment. Why is alignment so critical? On the one hand, the average buyer is now digital; connected to his community and with almost unlimited access to all the information necessary to have full control over their purchase decision. MORE

Meeting those MQL, SAL, and SQO goals each month is what keeps you up at night and what you wake up thinking about. Did you know that marketers who use video for lead generation see 19% lower cost per lead than those who don’t? For demand generation and content marketers alike, more quality leads for less cost is the consistent, ever-present struggle. We know. MORE

How about a Sales Qualified Opportunity (SQO)? Let’s define aspects of the terms MQL, SAL, and SQO in a way that allows you and your team the best chance for success. Defining an SQO from an SAL can be a simple process. If this was generated by the MQL to a SAL to the SQO funnel, then sales, marketing, operations, and executives should all see this as a win. We tend to see that as a step in the buy cycle, rather than necessary for initiating a potential SQO. MORE

SQL to SQO Conversion: for SQL to SQO cohort conversion, the framework involves identifying the SQLs that have gone beyond the pre-qualification stage. The primary difference between SQL and SQO is when an opportunity moves to a qualified stage. For all such opportunities that qualify as SQOs, a flag is set to mark the opportunities that in turn is divided by the total SALs (from above) to get to SQL to SQO conversion rate. MORE

The post discusses “the waterfall” concept advocated by SiriusDecisions where you generate interest (Inquiries/Prospects), a score is assigned based on the action taken and they become a Marketing Qualified Lead (MQL), some of these get passed on to sales depending on their score and are now classified as Sales Accepted Lead (SAL), sales manages to move one or more of them into the pipeline and calls them Sales Qualified Opportunity (SQO) and if it leads to business, it’s a Close! MORE

o SAL to SQO 75% (Sales Qualified Opportunity). o SQO to Win 25%. o Inquiry to SQO 120 days. o SQO to Win 90 days. To get those 20 closed deals I need to generate 80 SQOs (because my SQO to close rate is 25%). To get those 80 SQOs, I need 100 Sales Accepted Leads (because I have a 75% SAL to SQO rate); to get those 100 SALs I need 500 Marketing Qualified Leads; to get those 500 MQLs I need 5,000 inquiries. MORE

If an account isn’t “done” and remains unfinished, then there’s further action reps can take to get an account to the SQO Stage. If you haven’t checked out our previous two blogs on Fundamental Metrics and Account-Based Sales specific Metrics, make sure you read those first before diving into Account Penetration. How About That Account Penetration? The final set of metrics crucial for ABS is Account Penetration. MORE