Close the Lead Generation to Customer Acquisition Cycle

Closed Loop Marketing - Sales Lead to Customer Acquisition

Music to a Revenue Marketer's ears - "We have a closed loop marketing solution and reporting to prove it!" Most often cited as the number one reason to buy marketing automation software, the ability to provide closed loop reporting, from inquiry to revenue, is the game changer for marketing today. This closed loop reporting provides not only return on investment – which typically consists of measurements based on efficiency – but also provides a specific measurable impact of marketing’s contribution to revenue.

Today’s Revenue Marketers practicing closed loop lead-to-revenue reporting are able to track the entire lifecycle of a lead, including important statistics such as the number of qualified leads provided to sales, how many of those leads convert to opportunities, and the rate of that conversion - they should convert at a higher rate than any other kind of lead.

Prior to the advent of marketing automation systems, this closed loop reporting was done through a manual process, if it was done at all. In addition to the time and effort required to manually collect the numbers, these results are open to interpretation and error. Now, for the first time, marketers can close the loop and show the real impact they are making in the company.

See the Spotlight article and listen to the interview with LexisNexis to learn how they use marketing automation as a key tool that helps contribute 50% of the sales pipeline.