Fixing Unpredictable Lead Gen
Fixing Unpredictable Lead Gen
Symptoms of Unpredictable Lead Gen:
• No Automated Lead Nurture
• Unknown Conversion Metrics
• Undefined Marketing Funnel Stages
Understanding the Problem
No matter how your performance as a marketer is measured, funnel stage conversion rates are part of your process. Many marketers mistake their goal metric as the only metric to track (e.g., leads generated per quarter). This oversight creates a very reactive environment: if leads seem down, send more emails, and buy more ads; if leads are up, assume everything is just fine.
The Solution: Standardize and Monitor Your Reporting KPIs
When marketing is executed proactively, campaign results become predictable, and any deviation from the standard becomes evidence of success for failure.
If your marketing has unpredictable success, then you probably aren’t using the right metrics to standardize and optimize your campaigns.
I recommend explicitly identifying funnel stages and benchmarking your current conversion rates. With these metrics, you will be able to clearly define where your process gap is. Additionally, you can predict the audience size needed to hit your target revenue or predict how much revenue you could generate from your current audience
This type of reporting is commonly referred to as a lead waterfall and generally requires some effort to develop. If you’re looking to jumpstart this at your company, we have, of course, built an easy to use lead waterfall template in Excel that you can download and use!
Download the Lead Waterfall Template
If you’re looking for more quick fixes to big problems like these, check out other articles like this:
Lack of Processes
Poorly Defined Personas
Put the method on paper: the Tactical Marketing Workbook.
The full methodology converted into working sessions - eight phases of fill-in worksheets, exit checklists, and one-week action steps. Print it, work one vertical at a time, and turn the framework into decisions your team has actually made.
Philip Easley-Bosley is the founder of Tactical Marketing and a thirty-year expert marketing consultant. His path to founding the firm ran through sales and marketing leadership, years inside Act-On Software consulting with thousands of clients as Lead Marketing Automation Strategist, and a consistent priority on training and team building that a linear career could not have produced. He sets strategy, owns the architectural calls on every engagement, and writes about marketing operations, automation, and the discipline of building systems that hold up on Monday morning.