Insight is a combination of data and experience when we can’t know everything. We get better at actionable insights from continuously taking action.
Marketing OKRs are a simple and effective way for companies to state and track their goals. We can then plan programs and drive initiatives towards achieving the key results. As a strategy tool, it then can steer where we put our energy. What campaigns we will run. How we spend our budget.
I found myself in discussion this week with some people that were creating their first sales page. They were making making decisions about the roll out of that were based on beliefs they held. Yet bigger providers in their field were doing contrary things to achieve marketing outcomes. I believe in doing what is known to work, instead of what your cognitive bias wants you to do.
If we want to see your data impact trends, then we need to look at metrics rather than just tracking data. The thing is that we have to track the data to produce the metrics. But it’s seeing the trends in metrics that really drives business outcomes and behavioural change .
When we chart intermediate conversion steps through the end to end revenue cycle, we can see trends that help us with improving the overall sales process. Regardless of stage or team that is interacting with the prospect.