At Aeroplano B2B Marketing & Sales, when we are faced with the task of designing a marketing and sales dashboard with a client, we take as a reference the 4 key components that our colleagues at Sirious Decisions (now Forrester) identified in 2017 and that we consider should be included in every dashboard:
Activities: Metrics that measure the actions taken by buyers.
Outcomes: Metrics that measure the results of actions taken by buyers.
Impact: Metrics that measure the effect of actions taken by buyers on their business objectives.
Availability: Parameters that measure the ability to effectively support buyer activities.
b2b marketing dashboard
For each kind of metric, we would use united states of america phone number library indicators that reflect magnitude (quantity) and effectiveness (rate).
Internal marketing and sales processes.
b2b marketing dashboard
However, based on our experience in B2B companies, in order to feed a system of indicators such as the one above, it is necessary to have previously defined, agreed with the general management and implemented a series of internal processes in both the marketing and sales areas.
Life cycle of a potential client (Lead).
Defining the ideal customer profile (ICP)
Define the decision-maker profile ( Buyer persona ) and members of the purchasing center
Map the customer journey from the moment their presence is detected on the corporate website until they finally decide to fill out a form or contact us by phone.
Define a process that allows you to qualify the incoming lead by assessing its suitability to the ideal customer profile and their purchasing motivations.
Define routines that allow you to continue nurturing the lead .