1.3. Stalled and inactive MQLs: by region, rep and campaign. At Cognism we have an “Inbound Dashboard”, where we track these metrics. You can do the same via an Excel or Google sheet, that can be updated by your team. 2 - Campaign metrics “CW and revenue are your ultimate metrics; you want to be optimising for this at all times. You may find that a campaign generates leads but not SQOs – if that happens, turn it off. You may find it generates SQOs but not revenue – why? How can you adapt it, to get people over the line?” “You want to be looking at the closed-won number and what is an acceptable customer acquisition cost for your business or product to truly determine campaign success. MMR is individually important too, you want to optimise your campaign to churn out the biggest deals possible, not just deals themselves.” Liam Bartholomew, Global Head of Demand Generation, Cognism Working hand in hand with your top-level metrics are your campaign metrics. There are six that you absolutely need to track: 1.1. Leads It’s important to watch your raw number of leads and your CPL so you can keep track of how many are coming in. However, it’s not a determining metric on its own. You can accept more or fewer leads or a higher CPL if the metrics further down the funnel look good. The AThe ANYTNYTHING BUT BHING BUT BAASIC gSIC guide tuide to emo email mail markarkeetingting / / 3838