B2B manufacturers have long sales cycles. Sometimes as long as 12, 14 or 18 months.
And this requires a different approach to measuring the success of your marketing efforts:
There’s a runway to building marketing-sourced pipeline revenue — especially for B2B manufacturers with long, arduous, complex sales cycles.
Let’s say your average sales cycle is 14 months. At the very least, you’re looking at a 14-month lead time until you source your first closed-won opportunity from marketing. Your marketing program can’t and won’t outpace your sales cycle.
But you can’t wait 14 months to learn whether your marketing program is headed in the right direction.
Especially at the beginning of a revenue-focused marketing program, you have to look at the big picture:
- Early on, you’ll rely on KPIs like traffic and leads to gauge whether you’re on the path to pipeline.
- Long-term, your single goal is to generate marketing-sourced pipeline revenue. Put another way, successful marketing programs fill your pipeline with highly qualified leads that your sales team turns into bottom-line revenue.
To us, it’s simple:
Manufacturers want to sell more stuff and make more money. And then use that money to invest in the people, equipment and technology needed to … sell more stuff and make more money.
All departments are measured on the bottom line: Sales, Operations and Procurement, too.
Why should Marketing be any different?
We measure marketing success with one metric:
Marketing-sourced pipeline revenue.
Basically, we measure the value of sales opportunities that you’ve quoted as a direct result of your marketing program.
Gorilla 76 marketing programs are designed to help your company:
- Focus on your most profitable prospects
- Speed up your long, complex sales process
- Deliver high-intent leads to your sales team on a silver platter
- Quote more business with the right customers
- Close more deals and drive more revenue
- Keep your sights set on long-term results, so all of the above amplifies over time
All other marketing KPIs — traffic, leads, lower cost per click — are just noise.
Want to learn more about measuring marketing based on revenue?
Schedule a consultation today with Gorilla 76 Founder Joe Sullivan to discuss our marketing philosophy — and see how a revenue-driven marketing program could work for you.
