Utilize Reports to Make Strategic End-of-Year Decisions
Posted: Sun Jan 05, 2025 9:58 am
Let's say your funnel gap analysis reveals that you have a higher lead-to-MQL conversion rate, but your SQL rates have dropped consistently throughout the year. By evaluating these changes we can begin to evaluate the cause of the SQL gap.
In running this report, you may come to the conclusion that the MQL criteria is qualifying unqualified leads. This would explain the higher rate of MQLs and the drop in their further converting to SQLs. Without running this mom database type of report it would be difficult to identify and make informed decisions to improve your marketing strategy.
Now that you've reflected on your past year's strategy and identified successes and gaps in your marketing efforts, you can begin setting goals for the year ahead. Consider building on your successes further and doubling down on highly effective initiatives. Begin to construct your strategy around filling the gaps in your funnel.
Set Yourself Up for Ongoing Success
What are the key metrics that will be most valuable for you in the next year? Think about broad goals like revenue contribution and generating leads, but also consider goals specific to some of the challenges you discovered. Choose key metrics you should be reporting on each month to track how well you're working towards attaining your goals. While end-of-year reports are more of a general overview of the company's marketing efforts, monthly and quarterly reports are more tactical.
The whole idea behind reporting is to see how you did and to come up with actionable strategies that improve your future marketing efforts. Download our Funnel Gap Analysis to get a head start!
In running this report, you may come to the conclusion that the MQL criteria is qualifying unqualified leads. This would explain the higher rate of MQLs and the drop in their further converting to SQLs. Without running this mom database type of report it would be difficult to identify and make informed decisions to improve your marketing strategy.
Now that you've reflected on your past year's strategy and identified successes and gaps in your marketing efforts, you can begin setting goals for the year ahead. Consider building on your successes further and doubling down on highly effective initiatives. Begin to construct your strategy around filling the gaps in your funnel.
Set Yourself Up for Ongoing Success
What are the key metrics that will be most valuable for you in the next year? Think about broad goals like revenue contribution and generating leads, but also consider goals specific to some of the challenges you discovered. Choose key metrics you should be reporting on each month to track how well you're working towards attaining your goals. While end-of-year reports are more of a general overview of the company's marketing efforts, monthly and quarterly reports are more tactical.
The whole idea behind reporting is to see how you did and to come up with actionable strategies that improve your future marketing efforts. Download our Funnel Gap Analysis to get a head start!