Customer Lead Generation in a World where Customers have Options

So track your important metrics in a spreadsheet per program, per month, and per quarter. This is really the most basic, basic way that you can track these things. You can track them on a per program basis so you can know for all the programs that you’re doing how many customer leads each program generated, how many SQLs this program sourced, how many opps this program sourced. If anything, if you don’t have any other method of tracking make sure that you’re putting this down into a spreadsheet. Use an attribution platform that helps track marketing success.

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An attribution platform will help you connect the dots here and do the math for you. Also, attribution platforms have a lot of really cool visualizations that will help you report out to your CEO and to your Board. Set up bi-weekly or monthly metrics meetings with your team and with sales. So it’s not enough to just say you’re going to track these metrics, you really need to make it part of your sales and marketing culture and your team culture. You want to make sure that you create reports for your teams and executive reports to bubble up the status of your programs.

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This may often take the form of some type of executive dashboard. Many CRMs have dashboard functionality available or you can do it an attribution platform. An attribution platform also often has those dashboards or different report outs that you can send to your executives. The bottom line here is that you want to make sure that you’re reporting out your successes to the people in your business that matter. So when you’re thinking about setting up your lead generation programs and as you’re beginning to map out what you need for lead generation success, the initial setting up of measurement, metrics, and how you’re measuring these things is a critical part of any lead generation program.

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