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New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

New Leads360 Research Identifies Speed-to-Call as Critical Driver of Sales Lead Conversion

Speed-to-call is the single largest driver of lead conversion in the first two minutes after the lead was generated, according to new research from Leads360, a leader in sales lead management software. The company conducted a survey to determine the impact of speed on lead conversion rates.

The study was conducted on the data of several million Internet-generated leads and revealed that sales leads called under 60 seconds showed an astounding 391% improvement over average conversion rates.

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