It’s easy to tell when your marketing and sales funnel

[Shakhawat]

Sprung a leak; you're seeing site traffic, but Leads aren't progressing down your funnel through intended conversion pathways. Any marketer can attest to the detrimental consequences of ignoring these funnel gaps. What’s trickier is determining exactly where those gaps are and how to fix them effectively.

Being able to diagnose gaps within your marketing and 99 acres database sales funnel is essential to accelerating growth, promoting marketing and sales alignment and ultimately driving ROI. Keep your marketing and sales funnel functioning flawlessly by taking the following steps:


Establish Benchmark Lifecycle Conversion Rates
Establishing lifecycle conversion rates goals for each stage of the marketing and sales funnel is the first step to being able to effectively eliminate potential gaps.

Working backward from your revenue goal, use historical data on lifecycle conversion rates to determine how many leads you need in your marketing and sales funnel each month to meet your goal. If you don’t have enough data available to establish personalized benchmarks, industry benchmarks are the next best choice.

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For example, if you want to produce at least $1,500 in revenue and historical data shows you need five Opportunities to generate this amount, use this number to shape your annual Lead generation quota and break that down by month.

Say you have a conversion rate of twenty percent for each lifecycle stage. To generate those five Opportunities, you need at least twenty-five Sales Qualified Leads (SQLs). To generate those twenty-five SQLs, you need at least 125 Marketing Qualified Leads (MQLs) and to generate 125 MQLs, you need to capture at least 625 Leads. Working backward from your revenue goal will give you an idea of the cadence you need to maintain to see sufficient ROI. Identifying and establishing benchmark conversion rates for each lifecycle stage will enable your team to gain a holistic understanding of how you’re performing in relation to your goals.

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Visitor to Lead
If prospects are visiting your website but your subscriber to Lead rate is dismal, gaps are at the top of your marketing and sales funnel. Sure, you might be experiencing ample site traffic, but none of those visitors are actually converting into Leads that you can follow-up with.

This is a sign that your site is lacking in conversion opportunities. Here are a few questions to help you identify factors that could be contributing to your poor Subscriber to Lead conversion rate:

Are you using gated landing pages to capture Lead information with relevant content offers?
If you are gating your content, is your form strategy properly configured?
Have you been incorporating actionable CTAs with a clear value proposition into your site content?
Is your site navigation and architecture persona-driven?
Is your navigation “sticky” and does it include a bottom-of-funnel CTA?
If you answered “no” to any of these questions, your site could be an excellent candidate for conversion optimization. By implementing conversion optimization tactics, you can effectively alleviate the gaps in the top of your marketing and sales funnel.