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Metrics for Every Part of the Marketing and Sales Funnel

Andrew Sheridan Business Intelligence Project Manager, DialogTech

Measuring the quality of your funnel can provide many key indicators on the effectiveness of your company’s sales and marketing teams. Each section of the funnel is distinct, and therefore requires a different set of metrics. As leads move from awareness to consideration and finally to purchase, they take very different actions. Measuring these actions according to their appropriate stage provides your organization with a better understanding of how leads progress through the funnel and convert to revenue.

Top of the Funnel

At the very top of the funnel is the awareness stage. Top-of-the-funnel metrics examine how many potential customers are learning about you for the first time. These metrics measure actions that don’t necessarily imply purchase intent. Attractive content is a great way to generate awareness and get leads into the top of the funnel. Metrics include:

  • Number of new leads
  • Cost per lead
  • Content downloads
  • Webinar registrations
  • Website usage metrics
  • Blog metrics
  • Social media metrics

Middle of the Funnel

Middle-of-the-funnel metrics help you understand how leads are moving from the awareness to the consideration stage. These metrics help to quantify the amount of purchase intent in your funnel. Leads move into this part of the funnel by taking actions such as calling your company. These type of actions show that they are more than just aware of your existence. The middle of your funnel is for prospects that have in essence raised their hand and shown interest in your product. Metrics include:

  • Lead-to-opportunity conversion rate
  • Inbound calls
  • Leads in nurture campaigns
  • Website user retention
  • Email engagement metrics (opens and clicks)

Bottom of the Funnel

Bottom-of-the-funnel metrics measure those who are in the decision stage. Only prospects that are ready to purchase belong in the bottom section of the funnel. Measuring this part of the funnel can be done by looking at actions that signal an impending purchase as well as the value those opportunities hold. Metrics include:

  • Demo requests
  • Value of opportunities
  • Win rate
  • Free trials
  • ROI

Increasing the velocity at which leads travel through your funnel can have an impressive effect on your entire business. Optimizing your funnel involves the marketing team attracting and nurturing leads at the top of the funnel, while your sales team focusing on prospects at the bottom of the funnel.

One of the best ways to improve your funnel is by making it easier for leads to express interest. An easier path to conversion allows for leads to enter into, and move through, your funnel at a faster rate. The best way to do this is by making it easy to call your business. In fact, 66% of sales managers consider inbound calls to be excellent leads, more than any other lead type. To learn more about the importance of voice conversations at various stages of the funnel, check out our infographic, The Business of Conversation: Why Calls Have Become So Critical to the Customer Journey.