How to Measure the Effectiveness of Your Demand Generation Efforts

Every marketer spends hours planning, building, and executing campaigns, driving leads, building pipelines, and contributing to bookings and revenue. But here’s the hard truth: if you’re not measuring what’s working (and what’s not) with precision, you’re flying blind.

With demand generation impacting marketing, sales, executives, the board, and ultimately the company’s bottom line, there’s no room for uncertainty. Today’s GTM leaders need real-time, actionable visibility into performance, without relying on manual spreadsheets or disconnected reports.

That’s where RevSure’s Demand Generation Effectiveness module comes in, offering a single, unified view of campaign performance so you can optimize faster, invest smarter, and prove ROI with confidence.

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Step 1: Analyze Campaigns, Lead Sources, and Bookings

Every demand gen strategy uses a mix of channels and activities, some delivering big ROI, others quietly draining budget. The first step is to evaluate performance at the campaign and lead source level.

Ask yourself:

• What’s the average cost per lead for each channel?
• Which campaigns have the highest pipeline ROI?
• Where are you generating the most bookings for the least spend?

With Unified Funnel & Cohort Intelligence, you can integrate budget, spend, and results into one dashboard, so you’re not guessing.

For example:

• Did your low-cost webinar generate significant pipeline and closed-won deals? Scale it up.
• Did that expensive conference underperform despite high attendance? Cut it from next year’s plan.

When you have historical ROI data at your fingertips, you can predict pipeline and bookings with accuracy, turning planning from guesswork into a data-driven strategy.

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Step 2: Monitor Sales Cycle Velocity

ROI is critical, but so is speed to revenue. Even two campaigns with identical ROI can have different business impacts if one moves leads through the funnel faster.

Consider:

• How long do leads from your ABM program take to close compared to your latest product launch campaign?
• Do LinkedIn ads move faster than content syndication leads?

Using Pipeline Analytics, you can measure velocity by campaign, channel, or lead source, and spot where leads are getting stuck.

For example:

• If your ABM and product launch campaigns produce similar revenue, but the product launch closes in half the time, you can time more launches strategically.
• If certain campaigns consistently stall mid-funnel, Funnel Health Intelligence will highlight the leakage points so you can fix them fast.

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Step 3: Identify and Remove Funnel Leakage

Velocity drops and conversion slowdowns often point to blockages or leakage in your funnel. This could be a poor lead-to-opportunity handoff, weak messaging for a segment, or insufficient sales follow-up.

RevSure’s funnel diagnostics make it easy to:

• Pinpoint the exact stage where leads drop off
• Understand why they’re stalling
• Adjust targeting, content, or nurture to re-engage them

When you continuously remove friction, you’re not just improving campaign ROI, you’re accelerating overall pipeline health.

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Step 4: Achieve Data-Fueled Demand Generation Effectiveness

With access to real-time dashboards powered by RevSure, you can:

• Identify top-performing channels for pipeline and revenue
• Optimize budget allocation to maximize ROI
• Prove marketing’s direct revenue contribution to leadership

The result? Smarter investments, faster decisions, and predictable growth.

Ready to see which campaigns and channels are most likely to generate revenue, and act on it instantly? Book a RevSure demo today.