Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many of your MQLs does sales actually want, and why not the rest?
What happens in it: Watch the idea unfold: the MQLs marketing sends, the ones sales accepts, and the number that shows how well they agree. In Your call you make the decisions in a real case: Hunter Mayfield, our marketing operations analyst, flags that the SQL acceptance rate has fallen from 38% last quarter to 22% this quarter. We received the same 150 MQLs both quarters: last quarter they gave 57 SQLs, this quarter only 33. That leaves us 22 short of our pipeline target of 55, and I’m asked to find the cause before the chief executive’s meeting. Then, in the boardroom, you make the case to Gerald, the sales director, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 3 of 5 in the Leads and pipeline season of the Marketing series.
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