One of the biggest advantages in internet marketing is insight into where your leads and sales are coming from. We all want to know where our leads and sales actually coming from. With the Google analytics we can get totals but that’s not really the total picture for some companies. The real question behind this is “Where are your good and best leads/sales coming from.” For those of us in marketing (like me) we can report all day on the number of leads we generate but it’s not much value if most of them are crap. The real defining value is know what’s actually driving real, valuable and most importantly, closable leads.
While implementing this does provide a ton of data, you will also need to have a solid process for scoring leads and pipelining them. For this you’ll need to adopt the scoring to your sales process and cycle. Salesforce does have some good tips on leveraging lead scoring in their 9 Tips for Using Lead Scoring to Close More Deals. You can also leverage some of the awesome lead scoring technology from (time for the shameless plug) Loopfuse to help out as well.
Once you have your process, CRM and the pull script aligned, you can begin to see incredible insight into what’s really driving your best leads as well as sales. This data will then allow you to really know how your marketing is really impacting the bottom line and know where all that revenue is really coming from.