Leads come from many different sources – inbound marketing, community cross-over, raw website registrations, integrated media programs, email campaigns and other promotional activities. While it’s important to track and measure leads from each source, it’s also vital to understand lead momentum – the velocity at which leads progress through marketing and sales.
The Lead Momentum dashboard graph gives a birds-eye view of lead flow into marketing and from marketing to sales (the line elements of the graph). It also shows the overall volume of leads being worked by the marketing and sales teams, respectively (the bar elements).
The example chart exposes a troubling trend beginning on April 10 – leads entering marketing are increasing and leads entering sales are decreasing. Three weeks is obviously not a lot of time, so there’s probably no need to panic. But the purpose of having good instrumentation is to reveal potential problems before they become fire drills.
The bar elements of the graph also reveal one of the key metrics of a volume engine – the average ratio between raw marketing leads and sales leads. In other words, how many raw leads do we need in marketing to deliver X number of qualified leads to sales?
The Lead Momentum dashboard is fed by an intermediate-level worksheet (or whatever resource you use to maintain your volume engine data). A snippet of the Lead Momentum worksheet I use, showing the marketing side of the model, is provided below.
The worksheet rolls up data from a Lead Scorecard (below) which, in turn, is a roll-up of data from individual lead sources. Layered models give you the ability to present and discuss info at a high level (where most insights are gained) while allowing you to progressively drill into details (where most explanations are found).
I believe that lead momentum metrics provide critical insights into the performance of your volume market engine. Whether you’re looking at a summary graph or the underlying details, you need ready access to data about lead flow and velocity. Instrument this part of your model properly to give your board and operating team the tools they need to accelerate bookings.