Inbound - The Blog: The Secrets Behind Click To Close


11 Revenue Metrics You Can Use For Sales And Marketing Alignment

Marketing And Sales Are Quickly Becoming Data-Driven, Metrics-Oriented Practices

It looks like sales and marketing alignment is finally becoming a reality. Most of the legacy issues preventing sales and marketing from merging into one single revenue department are dissolving. Today’s CRM systems link elegantly into the marketing platforms, so it’s now easy to track a prospect’s journey from click all the way to close.

The most progressive businesses are hiring chief revenue officers to lead their revenue departments and set clear revenue growth goals. They’re focused on leads, sales opportunities, shorter sales cycles and more new customers. These CROs are smart and they’re intimate with the language of revenue, which is math.



Why I’m Changing My Title From Chief Inbound Scientist To Chief Revenue Scientist

It’s No Longer Marketing Or Sales; It’s ALL About Revenue

One thing is for sure; the pace of change is accelerating. What worked last year isn’t what’s working this year. The tools we used last year are different this year. The configuration of our programs looks dramatically different this year compared to last year.

We’ve been working with our clients for years to help them convert the leads we generate into new customers and revenue for their businesses, but now it’s official: Our scientific approach to marketing is pushing into sales and focusing on scalable, repeatable and predictable REVENUE generation.



Is Revenue Optimization The Future Of Marketing?

Sales And Marketing Are Dissolving Into Each Other; Revenue Is The Only Metric That Matters

We’ve all been in these meetings where the question gets asked: What are our revenue goals for the year, quarter or month? The management team is meeting to make sure everyone knows the revenue goals for the company. It all starts there. You have aggressive revenue targets and you need to make sure you have all of the supporting pieces in place to help you hit and exceed these goals.

However, from there it’s usually a pretty big drop-off. The marketing team doesn’t share these goals, so it’s looking at lead generation, website visitors and content creation. The sales team starts reaching out on its own with little practical support from marketing. Any leads marketing generates are usually poor quality and all of the pressure for revenue attainment falls on the shoulders of the sales team.