Marketing Operations Lead: How to Master Lead Generation and Funnel Efficiency

This guide outlines how to use RevSure’s Demand Generation Effectiveness, Unified Funnel & Pipeline View, and Funnel Health View to master lead generation and funnel management.

Step 1: Evaluate Demand Generation Effectiveness

Begin by reviewing your Demand Generation Effectiveness for insights into the performance of specific channels, such as Google Ads. Review the funnel snapshot for each campaign, assessing key metrics like lead volume and generated vs. projected ROI. This helps you understand which campaigns contribute most to your pipeline.

Navigate to the Channel Effectiveness section, where you can analyze a breakdown of leads by channel to determine which sources are generating high-quality leads. This includes evaluating cost efficiency, and helping you identify cost-effective lead sources.

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Step 2: Monitor Conversion Rates at Each Funnel Stage

Understanding where leads convert or drop off at each stage is essential for effective funnel management. RevSure’s Unified Funnel & Pipeline View allows you to track conversion rates from Raw Leads to MQLs, MQLs to SQLs, SQLs to Opportunities, and more.

Identify where leads are dropping off with leakage data across funnel stages, helping you pinpoint areas that may need adjustment or additional support.

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Step 3: Analyze Pipeline Velocity Across Segments

Within the Unified Funnel & Pipeline View, you can assess Pipeline Velocity to gauge the flow efficiency across different funnel segments. This includes:

• Average Time in Each Stage: Track the average time leads spend in each stage, such as from lead to MQL or MQL to SQL.
• Segment-Specific Velocity: Understand velocity differences across segments to identify where flow efficiency may need improvement.

Pipeline velocity insights ensure that leads are moving through the funnel at an optimal pace, minimizing bottlenecks.

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Step 4: Evaluate Pipeline Momentum and Health

RevSure’s Funnel Health View provides a holistic perspective on your funnel’s performance and health. Here, you can analyze the contribution of digital channels to lead generation, understanding the impact each channel has on moving leads through the funnel.

Review the open funnel & pipeline summary to get a snapshot of your open pipeline and potential bookings, helping you assess the overall health and readiness of your funnel.

Gain visibility into the mix, movements, additions, progression, and leakage at each funnel stage to monitor the health and consistency of your funnel.

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Step 5: Deep Dive into Conversion Analytics

RevSure’s Conversion Deep Dive provides granular insights into stage-to-stage conversion rates and highlights the chief contributors to each stage’s conversion success. You can review specific metrics to see which factors are driving conversions at each funnel stage.

Identify key contributors that influence high conversion rates, helping you replicate successful strategies across other segments or campaigns.

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RevSure empowers you to optimize lead generation and manage the funnel effectively. By leveraging the Demand Generation Effectiveness, Unified Funnel & Pipeline View, and Funnel Health View, you can gain insights into lead sources, monitor funnel conversion rates, assess pipeline health, and make data-driven adjustments for continuous improvement.

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