Measurement and Reporting Specifications
by: Scott Swanson
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 visit keywords
Top converting keywords Inquiries SALs SQLs Opportunities |
||
|
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 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: