It doesn’t take an MD to diagnose your marketing funnel, but it does take a critical eye, knowing which questions to ask, and a few analytical strategies. This session will explore exactly that - how to dig into your marketing funnel to understand what’s working, what’s not, and what action to take. Whether you’re a marketing team of one, managing a small marketing group, or leading a growing team, if you want a primer on keeping your funnel healthy, this session is for you. Presented at #INBOUND16.

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MARKETING RX
10 Strategies to Diagnose Your Funnel
Ellie Mirman
@ellieille
VP Marketing, Toast

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• Start with the Basics
• Strategies to Measure Quantity
• Strategies to Measure Quality
• Strategies to Measure Execution
• Strategies to Measure the Market
AGENDA

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START WITH THE
BASICS

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1 KNOW YOUR INGREDIENTS

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High Level
Quantity Execution
Quality Market
Detailed Level
Campaign/Source Sales Team
Demographics Capacity
Product Contact Medium
What can influence results?

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Know Your Funnel Stages
Phase 1
Collect
Underpants
Phase 2
?
Phase 3
Profit

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2 SIMPLIFY

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Single Source of Truth

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VS.
Group Smaller Like Items

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72.385127892%
Skip the Decimals

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Choose the Right Visualization

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STRATEGIES TO MEASURE
QUANTITY

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3 ANSWER ALL THE WHY’S

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Why caused the paid media
customer acquisition increase?
Find a Cause for Every Effect

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Why caused the paid media
customer acquisition increase?
a) Paid media lead volume
Not really.
b) Win rate improvement rate
Yes!
Find a Cause for Every Effect

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Why caused the paid media
customer acquisition increase?
a) Paid media lead volume
Not really.
b) Win rate improvement rate
Yes!
c) Which step in the funnel
improved?
Lead-Opp conversion rate.
d) Etc.
Find a Cause for Every Effect

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STRATEGIES TO MEASURE
QUALITY

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4 MEASURE EACH
INGREDIENT’S FUNNEL

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Organic Paid
Visits 10,000 7,500
Leads 525 850
MQLs 260 640
Opportunities 200 320
Customers 100 80
Revenue $200,000 $176,000
Visit-to-Lead % 5% 11%
Lead-to-MQL % 50% 75%
MQL-to-Opportunity % 77% 50%
Opportunity-to-Customer % 50% 25%
Revenue per Customer $2,000 $2,200
Net Lead-to-Customer % 19% 9%
Side-by-Side Funnels

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Lead-to-Customer % Indicator
Average 13% -
3-10 Website Visits 27% Positive
>10 Website Visits 10% Negative
Visited Pricing Page 13% Neutral
Viewed Case Study Video 23% Positive
Viewed 2+ Case Study Videos 35% Positive
Visited Blog 18% Positive
Subscribed to Blog 13% Neutral
Visited Careers Page 5% Negative
Etc. Etc. Etc.
Etc. Etc. Etc.
Etc. Etc. Etc.
Influenced Funnels

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5 LOOK AT CONVERSION
RATE VELOCITY

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The speed at which a prospect converts to the next stage of the funnel.
This allows you to:
ü Measure apples-to-apples conversion rates
ü Measure quality in terms of impact on velocity
ü Not wait the full sales cycle to measure results
“Conversion Rate Velocity”

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“Conversion Rate Velocity”

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CONSIDER THE
“NEGATIVE SPACE”
Problem vs. Opportunity

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Sales vs. Funnel
Productivity
Problem vs. Opportunity
Low Converting
Lead Source
Long Average
Sales Cycle

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STRATEGIES TO MEASURE
EXECUTION

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6 EVALUATE THE FUNNEL BY
SALES TEAM

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Side-by-Side Funnels
West Central East Total
Leads 525 400 650 1,575
Opportunities 150 130 320 600
Customers 50 50 120 220
Lead-to-Opportunity% 29% 33% 49% 38%
Opportunity-to-Customer % 33% 38% 38% 37%
Net Lead-to-Customer % 10% 13% 18% 14%

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Control for Quality
West Central East Total
Leads 252 200 520 972
Opportunities 100 90 256 446
Customers 40 40 96 176
L-O % 40% 45% 49% 46%
O-C % 40% 44% 38% 39%
Net L-C % 16% 20% 18% 18%
Organic Only
West Central East Total
Leads 273 200 130 603
Opportunities 50 40 64 154
Customers 10 10 24 44
L-O % 18% 20% 49% 26%
O-C % 20% 25% 38% 29%
Net L-C % 4% 5% 18% 7%
Paid Only
% Organic 48% 50% 80% 62%

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7 CAPACITY AND TIMING

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Impact of Capacity

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Impact of Timing
If you follow up with web leads
within 5 minutes, you’re 9 times
more likely to convert them.
Source: InsideSales.com
9x

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Impact of Timing

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8 CULTURE AND GOALS

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• Clear goals, transparently
& consistently visible
• Leverage incentives &
comp plans
• Compete against
coworkers or as a team
Sales Team Competition

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Sales Team Competition
Goals & Tracking
Established
Goals & Tracking
Established
Summer Activity
Contest

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STRATEGIES TO MEASURE
THE MARKET

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9 CHANGES IN OVERALL
DEMAND

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ØSearch volume
ØSurveys and interviews
ØIndustry stats
Evaluate Overall Demand
73% of Restaurants Want to
Upgrade Restaurant
Technology within the Year

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10 CHANGES IN THE
COMPETITIVE LANDSCAPE

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Competitive Win Rate
Evaluate the Impact of Competition
Inbound Demand

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LET’S RECAP THE
TAKEAWAYS

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#1 GET IN THE
HABIT OF
REGULAR
CHECKUPS
Make it easy to get a pulse on your
funnel performance.
ü Consider all the factors: quantity,
quality, execution, market, etc.
ü Define the funnel stages
ü Have a single source of truth

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#2 KNOW YOUR
DIAGNOSTIC
TESTS
Ask and answer all the “Why’s”.
ü Compare funnels side-by-side
ü Make sure to look at data apples-
to-apples
ü Consider everything from lead
gen campaigns to sales capacity
to market dynamics

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#3 MEASURE,
ANALYZE,
ACT, REPEAT
In other words, get into a habit of
iterating based on your learnings.
ü Use regular checkups as a
starting place, with drill down
analysis as needed
ü Focus on what you can learn so
that you can improve

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THANK YOU.