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Key Metrics to Drive Results from Your Sales & Marketing Pipeline

Jose Ward - Wednesday, January 21, 2009
In Sales & Marketing you need to continually try, measure and improve to get great results.  Results that improve over time. The metrics of web site traffic is a huge topic just by itself, and goes way beyond Google Analytics and Alexa. There are a number of books just about web metrics—if you are interested in this topic, you might want to check out Jim Sterne's Web Metrics: Proven Methods.  Now, I don't think it matters much whether you are using a Seibel,,  Microsoft Dynamics, ACT or the Custer Relationship Management (CRM) functionality built into 

If you a CEO, CMO or VP of Sales & Marketing responsible for growing your business, you need to focus on your sales pipeline and measuring these key metrics on a weekly, monthly, quarterly and yearly to related to feeding and growing your customer base

How many Visitors came to your website.
How many of the Visitors turned into Prospects.
How many Prospects turned into Leads.
How many Leads turned into Opportunities.
How many Opportunities turned into Customers

Visitors can be driven to websites, as a result of organic search (SEO), Pay per click search (PPC), Online PR coverag, Directories (Yahoo,, Email Marketing or traditional media advertising. You can measure the cost/month, number of visitors/month, and leads/month, From these metrics you can and should measure the conversion rate of visitors to leads, cost/visitor and cost/lead
associated with each source at each phase of the Sales & Marketing Funnel;

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