In today’s world, there is an incredible amount of digital data at your fingertips.
But there’s a difference between having access to information and knowing how to use it.
Misaligned analytics can end up dividing your sales and marketing teams, rather than supporting them. The challenges are endless: Different definitions of a “lead,” marketing metrics that don’t connect to bottom-line results, and a flimsy attribution model that fails to connect your marketing investments with revenue outcomes.
Did You Know?
Misalignment between sales and marketing technologies and processes cost B2B companies 10% or more in revenue each year. (Source: HubSpot)
Despite these conflicts, your sales and marketing teams want the exact same thing – qualified leads that close quickly. B2B marketing analytics can help get you there, but only if you close the loop between top-of-funnel marketing and bottom-of-the-funnel sales calls. It’s time to understand what is actually pushing people through your pipeline.
MASS Engines can help both sales and marketing prioritize the pipeline metrics that matter.
We work with your stakeholders and B2B marketing analytics technology to establish a reporting framework that brings everything together, with clear-cut values for each stage in the buyer journey. Our pipeline influence model will help identify which marketing tactics are influencing your most valuable sales so you can double down on what works.
We help you develop:
Alignment between sales and marketing teams,
with closed-loop reporting that connects the dots between all teams and tactics.
Clarity on which tactics are driving what results,
allowing ROI to be calculated at every stage of the pipeline.
An analytics system you can use for the long term,
empowering your teams to continue improving month after month.
B2B organizations are often drowning in data with little idea which numbers matter most. We’re here to make sense of the metrics.
of marketers say they have data-driven marketing initiatives that are achieving significant results.Source: Forbes Insight and Turn
of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation.Source: BrightTALK (2015)
There are big rewards for companies that get a handle on their data and analytics. Those who use data effectively can expect a 15-20% increase in marketing ROI and 34% higher conversion rates (Source: Invoca). MASS Engines’ pipeline influence modeling can help you make strong, measureable investments towards your sales and marketing goals.
Ready for better insights? Schedule a call with our MarkOps experts.
The MASS Approach
Bring everyone to the table.
MASS will host business analytics sessions with key stakeholders to determine what is influencing the best sales outcomes. We bring everyone together to discuss what they see working, and establish data measurement techniques to verify their observations.
Measure and analyze current data.
Before setting up a new pipeline influence model, we review your current data and define an approach for how best to attribute revenue to campaigns based on results. We’ll work with you to measure and analyze your current data so you can start making better investments right away.
Building a process that works long-term.
We don’t just audit your data – we build processes that empower you to take control of your analytics on an ongoing basis. Together, we will customize a reporting and analytics model that your stakeholders can use and continue to refine over time.
“MASS Engines was able to identify the set of activities that indicate potential future opportunities, including a timeline for influencing those contacts so that they could accelerate the time-to-opportunity window.”
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