Planning
Volume Metrics
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| MQL | Volume of MQLs | Sum of all MQLs | Trailing 12 Months (TTM) | |
| SAL | Volume of SALs | Sum of all SALs | TTM | |
| SQL | Volume of SQLs | Sum of all SQLs | TTM | |
| Pipeline | Volume of Pipeline | Sum of all Pipeline | TTM | |
| Won | Volume of Wins | Sum of all Wins | TTM |
Conversion Metrics
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| MQL to SAL | Percentage of MQLs converted to SAL | SAL volume / MQL volume | TTM | |
| SAL to SQL | Percentage of SALs converted to SQL | SQL volume / SAL volume | TTM | |
| SQL to Pipeline | Percentage of SQLs converted to Pipeline | Pipeline volume / SQL volume | TTM | |
| Pipeline to Won | Percentage of Pipeline converted to Won | Won volume / Pipeline volume | TTM | |
| Overall – MQL to Won | Percentage of MQLs converted to Won | Won volume / MQL volume | TTM |
Velocity Metrics
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| MQL to SAL | Days between MQL and SAL | Date of SAL - Date of MQL | TTM | Calculation uses average |
| SAL to SQL | Days between SAL and SQL | Date of SQL - Date of SAL | TTM | Calculation uses average |
| SQL to Pipeline | Days between SQL and Pipeline | Date of Pipeline - Date of SQL | TTM | Calculation uses average |
| Pipeline to Closed Won | Days between Pipeline and Won | Date of Won - Date of Pipeline | TTM | Calculation uses average |
| Overall – MQL to Won | Days between MQL and Won | Date of Won - Date of MQL | TTM | Calculation uses average |
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| Average Deal Size by Quarter | Average deal sizes of all Closed Won by fiscal quarter | Average value of all closed won deals | TTM | Calculation uses average |
| Sourced Revenue | Sum of revenue (sales) by organizational department (based on campaign sources) | Sum of all revenue by department | TTM | |
| Top Performing Campaigns | Descending list of campaigns with sourced revenue | Sum of closed won value by campaign sources | TTM | |
| Average Number of Touches Won/Lost | Average number of influential touches for won opportunities versus lost opportunities | Count of influential touches divided by count of opportunities | All Time | Influential Touches determined by Influence Model 1 Settings |
| Touch Timing for Won Deals | Shows ratio of campaign touch types and when they occurred relative to opportunity close date, for closed won opportunities | Influential touches are grouped into buckets based on the time they occurred relative to opportunity close; chart shows the ratio of touch types within each bucket | All Time | Influential Touches determined by Influence Model 1 Settings |
Achieving
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| Revenue Goal | Amount of won revenue (sales) relative to overall revenue goal | Sum of closed won revenue relative to revenue goal | Fiscal Year to Date (FYTD) | |
| Opportunity Coverage This Quarter | Amount of business (revenue) scheduled to close in the current quarter in an organization’s pipeline relative to the revenue goals for this fiscal quarter | Sum of open opportunities (pipeline) scheduled to close in the current fiscal quarter relative to the revenue goal for this fiscal quarter | Current Fiscal Quarter | |
| Opportunity Coverage Next Quarter | Amount of business (revenue) scheduled to close next fiscal quarter in an organization’s pipeline relative to the revenue goals for next fiscal quarter | Sum of open opportunities (pipeline) scheduled to close next fiscal quarter relative to the revenue goal for next fiscal quarter | Next Fiscal Quarter | |
| MQL Volume | Volume of MQLs | Sum of all MQLs | FYTD | |
| MQL to SAL Conversion Rate | Percentage of MQLs converted to SAL | SAL volume / MQL volume | FYTD | |
| MQL to SAL Velocity Rate | Days between MQL and SAL | Date of SAL - Date of MQL | FYTD | Calculation uses average |
| SAL Volume | Volume of SALs | Sum of all SALs | FYTD | |
| SAL to SQL Conversion Rate | Percentage of SALs converted to SQL | SQL volume / SAL volume | FYTD | |
| SAL to SQL Velocity Rate | Days between SAL and SQL | Date of SQL - Date of SAL | FYTD | Calculation uses average |
| SQL Volume | Volume of SQLs | Sum of all SQLs | FYTD | |
| SQL to Pipeline Conversion Rate | Percentage of SQLs converted to Pipeline | Pipeline volume / SQL volume | FYTD | |
| SQL to Pipeline Velocity Rate | Days between SQL and Pipeline | Date of Pipeline - Date of SQL | FYTD | Calculation uses average |
| Pipeline Volume | Volume of Pipeline | Sum of all Pipeline | FYTD | |
| Pipeline to Won Conversion Rate | Percentage of Pipeline converted to Won | Won volume / Pipeline volume | FYTD | |
| Pipeline to Won Velocity Rate | Days between Pipeline and Won | Date of Won - Date of Pipeline | FYTD | Calculation uses average |
| Average Deal Size | Average deal size for all Won deals | Sum of all Won revenue / Sum of all Won volume | FYTD | Calculation uses average |
| Opportunity Volume and Amount – Won | Sum of all Won revenue and volume (number of closed won deals) by fiscal quarter | Sum of all Won revenue and volume (number of closed won deals) by fiscal quarter | FYTD | |
| Opportunity Volume and Amount – Won, Lost and Open | Sum of all Won, Lost and Open revenue and volume (number of Won, Lost and Open deals) by fiscal quarter | Sum of all Won, Lost and Open revenue and volume (number of Won, Lost and Open deals) by fiscal quarter | FYTD | |
| Sourced Revenue | Sum of revenue (sales) by organizational department (based on campaign sources) | Sum of all revenue by department | FYTD |
Optimizing
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| Worked/Unworked MQLs | Total number of MQLs currently in MQL stage by month | Sum of all MQLs currently in MQL stage by month | Fiscal Year to Date (FYTD) | |
| Unworked MQLs by Rep | Total number of current MQLs by rep | Sum of all MQLs by rep | All Time | |
| MQL Disposition Reasons by Rep | Sum of disqualifications by reason by rep | Sum of disqualifications by reason by rep | FYTD | |
| MQL to SAL Conversion Rate | MQL to SAL Conversion Rate (%) and sum of MQLs by month |
• SAL volume / MQL volume |
FYTD | Conversion calculation uses average |
| MQL to SAL Velocity Rate | Days between MQL and SAL and sum of MQLs by month |
• Date of SAL - Date of MQL |
FYTD | |
| SAL to SQL Conversion Rate | SAL to SQL Conversion Rate (%) and sum of SALs by month |
• SQL volume / SAL volume |
FYTD | Conversion calculation uses average |
| SAL to SQL Velocity Rate | Days between SAL and SQL and sum of SALs by month |
• Date of SQL - Date of SAL |
FYTD | |
| SQL to Opportunity Conversion Rate | SQL to Opportunity Conversion Rate (%) and sum of SQLs by month |
• Opportunity volume / SQL volume |
FYTD | Conversion calculation uses average |
| SQL to Opportunity Velocity Rate | Days between SQL and Opportunity and sum of SQLs by month |
• Date of Opportunity - Date of SQL |
FYTD | |
| Pipeline to Won Conversion Rate | Pipeline to Won Conversion Rate (%) and sum of Pipeline by month |
• Won volume / Pipeline volume |
FYTD | Conversion calculation uses average |
| Pipeline to Won Velocity Rate | Days between Pipeline and Won and sum of Pipeline by month |
• Date of Won - Date of Pipeline |
FYTD | |
| SAL Disposition Reasons | SAL disqualification reasons by month | Sum of SAL disqualification reasons by month | FYTD | |
| Lost SQL by Reason | SQL lost reasons by month | Sum of SQL lost reasons by month | FYTD | |
| Lost Pipeline by Reason | Pipeline lost reasons by month | Sum of Pipeline lost reasons by month | FYTD |
Evaluating
| Metric Name | Definition | Logic | Time Parameters | Notes |
|---|---|---|---|---|
| Opportunity to Won Conversion Rate | For each campaign, the number of influenced opportunities and the conversion rate (%) | • Sum of opportunities influenced by a given campaign • Conversion rate (from Opportunity to Won) for opportunities influenced by a given campaign |
All Time | Influential Touches determined by Influence Model 1 Settings |
| Opportunity to Won Velocity Rate | For each campaign, the number of influenced opportunities and the velocity rate (days) | • Sum of opportunities influenced by a given campaign • Average velocity rate (from Opportunity to Won) for opportunities influenced by a given campaign |
All Time |
Velocity calculation uses average Influential Touches determined by Influence Model 1 Settings |
| Average Deal Size | For each campaign, the number of influenced opportunities and the average deal size ($) | • Sum of opportunities influenced by a given campaign • Average deal size rate for opportunities influenced by a given campaign |
All Time |
Deal size calculation uses average Influential Touches determined by Influence Model 1 Settings |
| Top Campaigns by Attribution – Most Revenue (Won) | List of campaigns with highest Won revenue influence, in descending order | Sum of Won revenue by campaign | All Time | Influential Touches determined by Influence Model 1 Settings |
| Top Campaigns by Attribution – Most Revenue (Lost) | List of campaigns with highest Lost revenue influence, in descending order | Sum of Lost revenue by campaign | All Time | Influential Touches determined by Influence Model 1 Settings |
| Top Campaigns by Attribution – Most Won Opportunities (Count) | List of campaigns with highest volume of Won opportunities, in descending order | Sum of Won opportunities by campaign | All Time | Influential Touches determined by Influence Model 1 Settings |
| Attribution by Campaign Type | Distribution of won revenue by campaign type | Sum of won revenue by campaign type | All Time | Influential Touches determined by Influence Model 1 Settings |
| Avg Number of Touches for Won and Lost Opportunities | Average number of touches for Won and Lost opportunities, by fiscal quarter | Average number of touches for both Won and Lost opportunities | All Time |
Number of touches calculation uses average Influential Touches determined by Influence Model 1 Settings |
| Disposition Reasons – MQL Disposition Reasons by Campaign Type | MQL disqualification reasons by campaign type | Sum of MQL disqualification reasons by campaign type | FYTD | |
| Disposition Reasons – SAL Disposition Reasons by Campaign Type | SAL disqualification reasons by campaign type | Sum of SAL disqualification reasons by campaign type | FYTD | |
| SQLs by Lost Reason | Frequency distribution of SQL lost reasons | Sum of SQL losses by lost reason | FYTD | |
| Pipeline by Lost Reason | Frequency distribution of Pipeline lost reasons | Sum of Pipeline losses by lost reason | FYTD | |
| Touch Timing – Touch Timing by Type (Won) | For all Won Opportunities, touches by campaign type in 30-day cohort increments | Sum of touches by campaign type by 30-day increments | All Time | Influential Touches determined by Influence Model 1 Settings |
| Touch Timing – Touch Timing by Type (Lost) | For all Lost Opportunities, touches by campaign type in 30-day cohort increments | Sum of touches by campaign type by 30-day increments | All Time | Influential Touches determined by Influence Model 1 Settings |
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