Marketing Influence and ROI
Market2Lead offers a variety of ways to measure marketing influence on the sales funnel and marketing ROI. The greatest challenge for both of these metrics is in the attribution of opportunities back to marketing. Depending on good sales behavior to list contacts in opportunities, or to create opportunities when they first convert a lead is very error prone, and gives misleading results. The best place to connect opportunities to marketing campaigns is in the marketing database, not in the Sales Force Automation system.
Market2Lead brings over the opportunity data from the CRM system into the Market2Lead system. Even if the sales people have failed to connect any contacts to your opportunities, even if the campaign source field in the opportunity is blank, Market2Lead connects these opportunities to the right marketing program. We call this program tracking.
With program tracking turned on you can link marketing programs to opportunities based on any combination of rules such as:
- Campaign that created the first contact on the account
- Campaign that finally qualified the primary contact as Marketing Qualified
- Campaign that had the highest number of responses from people on the account in the month prior to the opportunity being created
Measuring the marketing influence on the Opportunity funnel is a powerful reminder for Sales and Marketing of the effectiveness of marketing investments. Market2Lead ensures that you can measure campaign effectiveness even when the CRM data is missing or misleading.