Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Same leads, fewer opportunities. What broke in the hand-over?
What happens in it: Watch the idea unfold: the same pile of MQLs two quarters running, fewer SQLs, and the number that shows the hand-over slipping. In Your call you make the decisions in a real case: Zachary Reeves, our head of business development, presents the quarterly pipeline review. We received 200 MQLs this quarter and converted 50 to SQLs, a 25% conversion rate. Last quarter the same 200 MQLs gave 70 SQLs, 35%. We are still meeting the target of 40 SQLs a quarter, but Zachary is worried about the 10-point fall. I think the problem is marketing quality; Zachary thinks it is follow-up speed in his team. Then, in the boardroom, you make the case to Lawrence, the chief executive, 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 4 of 5 in the Leads and pipeline season of the Marketing series.
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