CRO, CMO, CSO KPIs: Why Your Falling Lead Conversion Rates Are a Good Thing, and What to Measure Instead

Buying in B2B is a group activity; when an organization researches solutions, many group members are involved and show up as web traffic and leads
Failing to recognize that many individual leads represent one selling opportunity skews demand management metrics and hinders performance
To optimize performance and assign credit for demand generation properly, organizations must focus on opportunity — not lead — creation and conversion

You must log in to client portal for full access to this content. Login

Take Action