1. Which channels need more help and attention? How do we fix it?
2. Are we on pace to hit our KPIs, if not which channels should we invest in to get there?
3. Where are we seeing positive or negative anomalies to exploit or address? How can we make sure we are meeting forecasting expectations and anticipating trends at a high level?
Key takeaways:
- Look across channels, content types and any other functional areas using models that fit their intended purpose, for example, last touch for channels which you expect to convert to form fills. Setting expectations for channel or content influence and maintaining a weekly review will help ensure performance goes according to plan!
- Use these insights to optimize different stages of the buyer’s journey. When certain channels, content or interaction types play a bigger role at different points in the journey, use what's working to intentionally design and create golden paths.
- Track critical inflection points to ensure smooth transitions between marketing and sales, especially for inbound leads where velocity improvements can significantly impact pipeline health.
- Cost pers are a good window into the cost-effectiveness of marketing efforts. Highlight improvements in cost efficiency to communicate value to stakeholders such as CFOs, CEOs, or board members.
- Use real-time insights to address underperforming areas proactively, double down on successful initiatives, and adjust forecasts or strategies dynamically to meet quarterly or annual goals.
