However, a deeper look into this process shows how there are several flaws with this particular approach:įirst of all, it’s not a scalable process. On the surface, this seems like a really good idea: democratize data across the business, and allow individuals to be in the know about company performance. In fact, a lot of organizations are doing just that – each function in the business has a set of metrics and dashboards they are to own and monitor. Now, we could instruct all marketing employees to go hop over to a pre-built MQL report in Salesforce every day to look at how MQLs are trending.
Understanding and tracking how MQL volume is pacing is a really important leading indicator of how much marketing pipeline will be generated and whether or not the marketing team is providing enough opportunities to the sales teams to hit their respective goals. This marketing pipeline generally originates from what we call Marketing Qualified Leads (or MQL‘s for short).
Let me give you a use case: A primary metric that marketing teams in the SaaS world are measured on (and this includes the team at Campaign Monitor), is how much marketing pipeline the team generates for the sales teams. With a marketing team of almost 90 people, it becomes important to utilize economies-of-scale when notifying stakeholders. Serve bespoke insights to the right people, at the right time?
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