Firstly, we need to divide it into sources: Inbound, Outbound, Field Sales, and Referral. These three areas will have different cost structures and will likely bring in different quality leads, closes, and most importantly Client Lifetime Values.

I use Pipedrive (link here) to get all my sales data in line. That plus Zapier have made life easy to dashboard and measure sales performance. This matters because you have to combine the marketing and sales results to get meaningful Customer Acquisition Cost (CAC) data.

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Objective: Outbound Leads

• Metric: Cost per engaged lead
  • Formula: = Sales costs / $ of engaged leads
  • Target < $TBD (Reverse engineer all targets based on target CAC (customer acquisition cost). Figure out how many proposals won are required, how many proposals, then SQL and finally MQLs)
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate
• KPI: # of engaged leads
  • Formula: = # of engaged leads
  • Target # TBD
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate

Objective: Proposals

• Metric: Cost per Proposal (sales only)
  • Formula: = Total sales costs / Total # of marketing SQL proposals
  • Target < $ TBD (Reverse engineer all targets based on target CAC (customer acquisition cost). Figure out how many proposals won are required, how many proposals, then SQL and finally MQLs)
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate
• KPI: Proposal per engaged lead
  • Formula: Total sales cost / # of proposals
  • Target TBD
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate

Objective: Winning the Right Deals

• Metric: Close rate ($ based)
  • Formula: = $ closed / $ proposed
  • Target % TBD (Reverse engineer all targets based on target CAC (customer acquisition cost). Figure out how many proposals won are required, how many proposals, then SQL and finally MQLs)
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate
• KPI: Close rate (opportunity based)
  • Formula: = # of proposals closed / # of proposals
  • Target % TBD
  • Reporting: monthly, quarterly, yearly
  • Grouping: By outbound funnel + aggregate

Objective: Hunting Deals

• Metric: % closed from hunted deals – [Reporting: monthly, quarterly, yearly]
  • Formula: = $ closed form hunted deals / total $ closed
  • Target: $ TBD (Reverse engineer all targets based on target CAC (customer acquisition cost). Figure out how many proposals won are required, how many proposals, then SQL and finally MQLs)
  • Reporting: monthly, quarterly, yearly
  • Grouping: Aggregate
• KPI: % proposals from hunted deals – [Reporting: monthly, quarterly, yearly]
  • Formula: = # of hunted proposals / # of proposals
  • Target: $ TBD
  • Reporting: monthly, quarterly, yearly
  • Grouping: Aggregate