Maximizing lead generation and working toward steady growth doesn’t have to be complicated. There are two paths to take: your current approach, or connect with a partner like FieldRoutes who specializes in marketing for field service companies. The goal is to make sure your data is organized correctly so you can leverage it to help your company make the most informed decisions for the future.
By tracking the top metrics for sales and marketing and having it all in one place, you give yourself powerful insight into what matters most and make it easier to make connections and data-based decisions about the next steps you need for healthy growth. Closely tracking these marketing and business metrics will inform your big-picture view and enable better strategic actions, helping you scale your business. Use this Checklist to ensure you’re tracking and measuring the right metrics.
Cost Per Lead
Your cost per lead is the amount of money you spend to obtain a new lead. Tracking this metric over time will allow you to know whether you’re getting an appropriate return on investment (ROI) for your marketing efforts. As you continue to collect this data, you will see clear spikes in lead generation and be able to tie them to a marketing action definitively.
Simply put, your conversion rate is the percentage of leads that convert to actual customers. Knowing your conversion rate will help you set goals, spot weaknesses, and inform future marketing activities. Finding out and tracking why people say no is as important as the yes.
Lead Source And Type
Your leads are coming in from a variety of sources. Whether it’s your website, local search engine optimization (SEO), or customer referrals, it’s important to track the source of the lead. Over time, this information will help you see what marketing actions work in which areas. Once you know this, you can confidently do more of it.
Sales Goal Progress
The data detailing your sales activities are vitally important to growth progress. Make sure your sales goals are clear and track each employee’s progress toward their quotas. By including your closing rates (both aggregate and individualized) among this data, you will add another measure that can be used to spot the need for additional coaching.
Information like leads for specific products or services and spikes in leads from specific neighborhoods can reveal low hanging fruit. Large lead drops can reveal low needs and allow you to spend marketing dollars more effectively elsewhere.
Expenses And Revenue
You’re already keeping a close eye on your primary business data but keeping it alongside the other detailed metrics will help you spot correlations with your lead generation efforts. Monitoring this big-picture view will hold your attention on the goal line and keep your company growing.
For instance, huge increases in one-time services can be great, but they are hard to predict year to year. If you are spiking in this area and low in recurring revenue, then that should lead you to divert some marketing dollars towards getting those customers on to recurring plans.
Watching your margins closely on each service can lead to focusing your marketing on the most profitable services in each season, and it may even lead to eliminating ones that are wasting your time and resources.
Tracking your skips, cancellations, and callbacks in an easy-to-access format that dovetails with your other important sales and marketing metrics is smart practice. Positioning this data against your ongoing sales activity will highlight hiccups in your service provision and allow you to resolve issues before they slow your progress toward growth.
Customers are happier and more satisfied when they don’t have to call you to access their billing or customer agreement. A customer portal is a convenient perk for them to access information anytime rather than depend on your staff to answer their questions.
Include Relevant Links
A surefire way to gain credibility with visitors is to provide plenty of research material. A quick and easy way to do this is to provide plenty of links to helpful websites. Links can also be used to validate your information and help you look like the trusted, reliable expert you are.
Having detailed sales and marketing data included in your dashboard view allows you to share findings and adjust in real-time. A unified view of all your activities, from website traffic to lead generation to online sales, allows you to benchmark your business and plan for smarter and stronger growth.