Funnel Metrics that Matter: Go Beyond Producing Metrics to Actually Using Them to Drive Your Business

Defining, tracking, communicating, and managing to the most meaningful funnel metrics can make or break the success of your marketing efforts. But there are myriad things you can measure – so deciding on the KPIs for your business is absolutely critical. In this presentation, we will share how ThreatConnect has developed a metrics-driven approach across marketing and sales. We’ll share dashboards and processes we use to ensure they remain front and center for everyone in the go-to-market organization and up to the executive team and the Board. We'll start by emphasizing the importance of KPIs in measuring marketing effectiveness and informing strategic decisions. We'll discuss how to establish baselines and define different categories of metrics based on your organization's unique goals and requirements. Next, we'll delve into specific examples of metrics that could be relevant depending on your marketing objectives. Whether you're focused on lead generation, brand awareness, customer retention, or other objectives, we'll provide a comprehensive overview of the KPIs that can accurately measure your progress. We’ll show examples of actual dashboards we used for board, business, and operational marketing purposes that you can replicate at your company. A critical aspect of working with KPIs is how you use them to drive your business. We’ll cover the meeting and review cadence you need to ensure you’re using metrics to manage your business, not just producing them for reports. We'll share best practices for choosing the right metrics to present, defining the right cadence for reporting, and crafting compelling narratives around your data. Finally, we'll explore how to set up a robust technology infrastructure that enables seamless tracking, analysis, and reporting of these KPIs. We'll discuss various tools and platforms that can help automate these processes and provide real-time insight, as well as when to leverage internal teams vs contractors for each. By the end of this presentation, attendees will leave equipped with practical strategies to enhance marketing performance measurement and drive more informed decision-making. Join us to discover how to make your metrics matter.