1.2. Marketing Qualified Leads (MQLs) These are the B2B leads that fit within your ICP and can be worked into your pipeline. It’s always a good idea to qualify your leads before handing them over to your outbound sales team. This way, the funnel metrics further down don’t start to show poor quality leads. 1.3. Meetings booked Keeping track of your meetings booked will give you a good indication of the quality of your MQLs. 1.4. Meetings attended Like meetings booked, tracking the meetings your AEs attend is a good indicator of the quality of your MQLs and helps you predict your SQOs. 1.5. Sales Qualified Opportunities (SQOs) This is a metric you want to watch closely, and one you should optimise campaigns toward. Your SQOs are strongly indicative of incoming revenue, while also telling you which of your campaigns are performing well. “An SQO is a sales rep, saying, “I think this could close,” and you want to be generating as many of those as possible. It’s important to note that all SQOs are not the same, and although indicative of a successful campaign, your incoming revenue is the most honest indicator of campaign success.” Liam Bartholomew, Global Head of Demand Generation, Cognism After these six, you’ll find that there are a number of vanity metrics you can track too. The AThe ANYTNYTHING BUT BHING BUT BAASIC gSIC guide tuide to emo email mail markarkeetingting / / 3939