Sales metrics that truly matters for martech benifits

by Sales Technology Sales Technology

Martech, or marketing technology, can have a significant impact on the sales funnel. Here are some key sales metrics that truly matter when evaluating the benefits of martech:

Lead Generation:

Lead volume: Track the number of leads generated through martech initiatives (e.g., website forms, email campaigns, social media interactions). This shows if martech is effectively attracting potential customers.
Lead quality: Not all leads are created equal. Measure the qualification rate (leads turning into Marketing Qualified Leads or MQLs) to see if martech is attracting qualified leads more likely to convert.

Sales Cycle Efficiency:

Sales cycle length: Martech can automate tasks and nurture leads, potentially shortening the sales cycle. Track the average time it takes to close a deal after a lead is generated.
Win rate: Analyze if martech is helping close more deals. Track the percentage of qualified leads that convert into paying customers.

Sales Team Productivity:

Number of sales calls/emails: Martech can free up salespeople's time by automating tasks. Track the number of calls and emails sent to see if martech is increasing sales outreach.
Average deal size: Martech can help personalize offers and target high-value customers. Track the average revenue generated per closed deal to see if martech is influencing deal size.

Customer Acquisition Cost (CAC):

Track the total cost of acquiring a new customer through martech initiatives. Ideally, martech should help reduce CAC by streamlining lead generation and conversion.

Return on Investment (ROI):

Ultimately, the ROI of martech is crucial. Track the revenue generated from sales attributed to martech efforts compared to the cost of the martech platform and implementation.

Additional Considerations:

Customer Lifetime Value (CLTV): While a direct sales metric, martech can help nurture customer relationships and increase CLTV. Consider tracking this to see if martech is fostering long-term customer value.
Sales team satisfaction: Survey your sales team to gauge their experience using martech tools. Are they finding it helpful and efficient?

By tracking these metrics, you can effectively demonstrate the benefits of martech on your sales funnel and overall business growth. Remember, the most important metrics will depend on your specific sales goals and martech implementation. Please check the Autonomous Testing Blog for martech.