Measurement and Reporting Specifications

by:

Context

The metrics detailed in this document will help understand efficacy in driving acquisition, engagement, and upsell for the company. Based on this leading and lagging data, we will identify areas of opportunity, and then develop a hypothesis for fixes.

Weekly Management Team Email

Include the following in the weekly marketing status update email:

  • Revenue Performance Indicators: Inquiries, MQLs, and SQLs by source
  • Account Based Marketing:  Coverage and activity report by account
  • Website: Top pages by views, top converting pages, multivariate test results
  • Email: Open and click reports by stream sent out last week

Monthly / Quarterly Business Reviews

Include the following in the form of slides for the management team:

  • Email report as per below
  • Website report as below
  • ABM report as below
  • RPI report as below
  • YTD trend by month of Inquiries (by asset downloads, trials, and demo requests broken out)
  • YTD trend by month of absolute numbers and cost per Inquiry broken down by source (search, Capterra etc.)
  • Significant initiatives in progress and major deliverables for the month

Leading: Website and Blog

Daily Weekly Monthly Quarterly
Top Pages by Views X X
Top and bottom converting pages and posts X X
High Bounce Rate Pages X X
Path Analysis X
Multivariate Test Results X X X
Heat Maps X X

Leading: Email

Asset Nurture Prospect Newsletter Customer Newsletter SDR
Sends Monthly Weekly Monthly Weekly
Deliverability Monthly Monthly Monthly Weekly
Open Rate Monthly Weekly Monthly Weekly
Click Rate Monthly Weekly Monthly Weekly
Ratio of Clicks to Open Monthly Monthly Monthly Weekly
Subscribes Monthly Monthly Monthly N/A
Unsubscribes Monthly Monthly Monthly Weekly

Leading: Account Based Marketing

Weekly Monthly Quarterly
Coverage: Do we have sufficient data, contacts, and account plans for each target account? X X X
Awareness: Are the target accounts aware of Amperity and its solution? X X X
Engagement: Are the right people at the account
spending time with Amperity, and is that engagement going up over time?
X X
Reach: Are marketing programs reaching the target accounts? How much waste is there? X X
Influence: How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores? X

Leading: Paid Media

Daily Weekly Monthly Quarterly
Organic Search
  • Top destination pages
  • Top converting keywords
  • Inquiries
  • SALs
  • SQLs
  • Opportunities
Top visit keywords

Top converting keywords

Inquiries

SALs

SQLs

Opportunities

LinkedIn
  • CTR by campaign
  • Top performing sponsored updates
Spend by campaign

Impressions by campaign

CTR by campaign

Inquiries by campaign

SALs by campaign

SQLs by campaign

Opportunities by campaign

Spend by campaign

Impressions by campaign

CTR by campaign

Inquiries by campaign

SALs by campaign

SQLs by campaign

Opportunities by campaign

Follower count growth

Spend by campaign

Impressions by campaign

CTR by campaign

Inquiries by campaign

SALs by campaign

SQLs by campaign

Opportunities by campaign

Cost/SAL

Cost/Opportunity

Paid Search
  • Spend by campaign
  • Impressions by campaign
  • CTR by campaign
Spend by campaign

Impressions by campaign

CTR by campaign

SALs by campaign

SQLs by campaign

Opportunities by campaign

Spend by campaign

Impressions by campaign

CTR by campaign

SALs by campaign

SQLs by campaign

Opportunities by campaign

Spend by campaign

Impressions by campaign

CTR by campaign

SALs by campaign

QAOs by campaign

Cost/SAL

Cost/QAO

Lagging: Revenue Performance Indicators

Report Source Websource Asset / Activity Campaign Velocity Cost
Inquiry: Asset Downloads Hubspot Daily Daily Weekly Monthly Monthly
Inquiry: Blog Subscribers Hubspot Monthly Monthly Monthly Monthly Monthly
Inquiry: Contact Us Salesforce Daily Daily Weekly Monthly Monthly
Automation Qualified Leads Salesforce Weekly Weekly Weekly Monthly Monthly
Sales Accepted Leads Salesforce Daily Daily Weekly Monthly Monthly
Sales Qualified Leads Salesforce Daily Daily Weekly Monthly Monthly
Opportunities Salesforce Daily Daily Weekly Monthly Monthly
Closed Won Salesforce Monthly Monthly Monthly Monthly Monthly

Salesforce Reports

  • Close Won by Type:
  • Completed Demos by Month:
  • Trials by Month:
  • Trials and Demos by Team Size:
  • Converted Demo + Discovery:
  • Non-Converted Demo + Discovery:
  • Opportunity by Team Size:
  • SDR Calls Today: