Chances are, your sales and marketing teams are tracking dozens of KPIs between them. And both sides argue which KPIs are important, versus which ones are fluff.
During our recent sales and marketing alignment meetup, we asked our panelists’ point of view on the one data point, or KPI, that they find to be most powerful at making both sales and marketing pull in the same direction. Here’s what they said.
Always Be Closing
In many organizations, everyone is responsible for one shared goal: hitting the target revenue numbers. That’s why for Ryan Ried, VP Sales, Oracle Marketing Cloud, there’s only one KPI that matters.
For me it’s simple, it is the close percentage,” said Ryan. “What is the KPI on a close percentage. There’s not a close second.”
It Takes More Than 1 KPI to Ensure a Shared Big Picture View
Ried’s fellow panelists had a slightly different take on the ability for one KPI to set the sales and marketing teams on the path to alignment.
“I don’t know if there’s one single KPI,” said Jason Dorfman, Inside Sales, Rubrik. “it has to be the whole picture.”
Panelist Jenny Coupe, Sr. Director, Americas Marketing, Akamai agreed, noting she currently has three KPIs.
“We have volume, velocity, and quality,” said Coupe. “That’s how we measure, do we have enough? Is it moving quickly enough? Was it good quality? Quality is, did it close? That’s what it boils down to.But at the end of the day, it’s close won revenue and it’s the contribution of that revenue by the key stakeholders. How much did marketing contribute? How much did sales contribute?”
What do you think? What’s the one crucial KPI that can show the organization both sales and marketing are pulling their own rate and build collaboration between those teams? Tweet us your reply on Twitter to @ppl_ai.
This post closes out our sales and marketing alignment panel blog series. We’d like to extend a huge THANK YOU to our panelists and everyone who attended the event in Sunnyvale.
For more insights from our panelists, check out the fifth installment in our six-part The New Sales and Marketing Engagement series. Want to get notified when we’re hosting a meetup near you? Join our Meetup group.
Ryan:For me it’s simple, it is the close percentage. What is the KPI on a close percentage? There’s not a close second. So, that’s my opinion.
Jenny: There’s pretty much nothing else, right?
Jason: I don’t know if there’s one single KPI …
Jason: Yeah, it has to be the whole picture. I’m not sure with that one. I’m going to pass.
Jenny: We have three. We have volume, velocity, and quality. That’s how we measure, do we have enough? Is it moving quickly enough? Was it good quality? Quality is, did it close? That’s what it boils down to. We look at all three; again, have accountability across the board, but at the end of the day it’s close 1 revenue and it’s the contribution of that revenue by the key stake holders. How much did marketing contribute? How much did sales contribute? How much did contribute?