Ranking Lead Sources

Revenue growth stems from opportunities, which are generated from qualified leads (SQLs and MQLs). Accurate lead source tracking is crucial for understanding the effectiveness of various channels and initiatives in driving opportunity creation.

Leads originate from diverse sources, including conferences, webinars, web forms, sales teams, and customer referrals. Comprehensive lead tracking within a CRM system provides the foundation for evaluating channel performance. Critically, every SQL should be associated with its original source to enable linking opportunities and resulting revenue back to that source.

While total sales and marketing expenses can be correlated with overall opportunity generation, this provides limited insight. It yields only a high-level cost-per-opportunity metric. For more granular analysis, expenses should be allocated across individual lead sources. This allows for the calculation of cost-per-lead by source. By linking opportunity volume and value to source cost, decision-makers can effectively prioritize and optimize channel investments.

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