All related (16)
Liz Gonzalez
Director of Product Marketing - Global Enterprise (previously NYSE: ZEN), ZendeskAugust 22

It can be hard to measure effectiveness of an asset, launch or campaign in longer sales cycles because attribution is tricky in a 6+ month sales cycle. Measuring the number of touchpoints that influences customer behavior spanning a quarter or two will show you the bigger picture of the pipeline you have influenced.

Expect to see bookings more than a quarter out during the enterprise sales cycle, but you can still measure “created pipeline” and “influenced pipeline'' in quarter. Additionally, you can also report on cumulative bookings at the close each quarter or report a 6-9 month roll-up report to see how a campaign is performing and contributing to the bottom line.

Hien Phan
Director of Product Marketing, AmplitudeOctober 5

I think this depends on the product and tiers. Not all launches should correlate to the sales cycle. Some launches will affect the sales cycle, and sales win. Some launches are for current customers. You have to be clear about your goals, and they shouldn't be more than two goals. Ideally, you should have one goal and a max of two metrics. 

Leah Brite
Head of Product Marketing, Core Product, GustoOctober 1

I’d keep an eye on all the indicators - leading and lagging.

For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords associated with the launch? Was there a spike in keyword use post campaign? And were mentions in a positive context?

For lagging, what did win/loss reveal? Was the product/feature instrumental in their decision? How did they find out about it?