In my recent blog on channel conversion rate, I mentioned conversion was only the initial piece of the puzzle. To get the full picture of how effective your acquisition channels are, you also need to look at win rate, velocity, and pipeline created vs. cost.
So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity.
You can’t measure the effectiveness of a channel just based on conversion rate. A lot of marketers fall in to the pit trap of stopping their metrics right before the marketing-to-sales handoff.
Without closed loop visibility from sales back to marketing, you often hear conversations like these:
Marketing: “Here are some high converting leads!”(3 months later)
Sales: “Those leads were garbage.”...