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What other metrics can we consider when it's hard to tie certain campaigns or assets to the pipeline generation?

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3 Answers
Revenue Ops KPIs
  1. Dhwani Dalal
    Dhwani Dalal

    DocuSign Director, Sales Strategy & Operations • 1y

    1. Pipeline coverage ratio – ensures enough opportunities relative to sales targets. 2. Sales cycle length – measures how long deals stay in the pipeline.  3. Opportunity conversion rate – tracks how many leads turn into closed deals. 4. Deal stage progression – monitors how opportunities move through each pipeline stage. 5. Rep-sourced pipeline – evaluates pipeline created directly by sales teams.  These metrics emphasize the health and movement of the pipeline independent of marketing influenc ...Read More

    1,264 Views
  2. Kenny Hsu
    Kenny Hsu

    AuditBoard SVP, Growth and Revenue Operations • 1y

    Perhaps this will not be a helpful comment based on the way the question is posed, but my opinion is that you still try to tie it to pipeline generation AND pipeline progression. On pipeling generation, two interesting facts to know are: Did the campaign/asset generated the first touch with a contact/lead and/or the organization, and the alue of such a contact/lead and/or the organization (based on your scoring) Was the campaign/asset the touch point immediately preceding the opp being generated ...Read More

    1,463 Views
  3. Tyler Will
    Tyler Will

    Intercom VP, Revenue Operations | Formerly LinkedIn • 1y

    Attribution is challenging but ideally your martech system and scoring models can provide you with coverage in most cases. I am certainly not an expert on marketing attribution, but I think the team launching a campaign or building an asset should have an idea what benefit it will drive and where that might show up in the metrics. If you're only changing that one thing (i.e., a controlled experiment), it may be best to show an uplift in a few metrics vs. a baseline and attribute the change to th ...Read More

    914 Views

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