Comments on: Defining Metrics http://myeducatedguess.blogs.techtarget.com/2006/10/19/defining-metrics/ Marketing Answers for IT Tue, 24 Nov 2009 10:44:36 +0000 http://wordpress.org/?v=wordpress-mu-1.0 by: Maureen Rogers http://myeducatedguess.blogs.techtarget.com/2006/10/19/defining-metrics/#comment-350 Thu, 19 Oct 2006 23:09:32 +0000 http://myeducatedguess.blogs.techtarget.com/2006/10/19/defining-metrics/#comment-350 Karen - I have downloaded but not yet digested the B2B Online Marketing Guide. I did want to comment on your point about sales and marketing having "very different metrics for success." We've all been through those situations in which marketing claims a program was a success because it produced a ton of leads, and sales claims it was a failure because no leads led to sales. Then the finger pointing begins. Marketing: you squandered those great leads. Sales: great leads? they were all lousy. One way to mitigate this situation is to make sure that you agree on the way in just what qualifies as a lead by tightly defining your target market and potential buyer. E.g., a good lead is one that comes from a manufacturing firm with revenues between $100M and $500M, and the responder has purchasing authority... Whether a campaign is online or off-line, this is a good starting point. Karen - I have downloaded but not yet digested the B2B Online Marketing Guide. I did want to comment on your point about sales and marketing having “very different metrics for success.” We’ve all been through those situations in which marketing claims a program was a success because it produced a ton of leads, and sales claims it was a failure because no leads led to sales. Then the finger pointing begins. Marketing: you squandered those great leads. Sales: great leads? they were all lousy.

One way to mitigate this situation is to make sure that you agree on the way in just what qualifies as a lead by tightly defining your target market and potential buyer. E.g., a good lead is one that comes from a manufacturing firm with revenues between $100M and $500M, and the responder has purchasing authority…

Whether a campaign is online or off-line, this is a good starting point.

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