Evaluate the Previous Year
Posted: Sun Jan 05, 2025 9:58 am
What was your marketing strategy at the beginning of last year? Sit back for a minute and consider the goals, campaigns and approach you had carefully planned out.
As the year progressed, what did you execute on and complete over the course of the year? Consider what went well. Which initiatives moved the needle and generated revenue? Which initiatives increased awareness of your brand?
Now consider what didn't go well. This part of the exercise is every bit as important as evaluating what did, but it's not always as pleasant. Why didn't these initiatives go well? Where were the gaps in the approach?
Request a free Funnel Gap Analysis to stop wondering if you're mom database going to hit your numbers and learn how you can reliably forecast.
If you think that's not quite enough data to go on, you're right. Now it's time to conduct a funnel analysis. This is arguably one of the most important reports you can run since it shows the health of the funnel and your prospects' progress through the sales cycle.
Most marketers track the visit and lead stage of the funnel. Some take it all the way to SQL. We're here to let you in on a secret: you should be tracking all the way to revenue. That means visits, leads, marketing qualified leads, sales qualified leads, opportunities and customers. This approach will give you the most comprehensive view of your funnel and allow you to build a more robust strategy.
Now it's time to compare. Ideally you've been conducting a funnel analysis on a regular basis. If not, don't worry, because chances are you have the data to build that report out now. How do the reports compare to one another? Is your funnel healthier at the end of this year than at the end of the previous year? Is there measurable growth?
The analysis may reveal gaps that you can build goals around for the upcoming year.
As the year progressed, what did you execute on and complete over the course of the year? Consider what went well. Which initiatives moved the needle and generated revenue? Which initiatives increased awareness of your brand?
Now consider what didn't go well. This part of the exercise is every bit as important as evaluating what did, but it's not always as pleasant. Why didn't these initiatives go well? Where were the gaps in the approach?
Request a free Funnel Gap Analysis to stop wondering if you're mom database going to hit your numbers and learn how you can reliably forecast.
If you think that's not quite enough data to go on, you're right. Now it's time to conduct a funnel analysis. This is arguably one of the most important reports you can run since it shows the health of the funnel and your prospects' progress through the sales cycle.
Most marketers track the visit and lead stage of the funnel. Some take it all the way to SQL. We're here to let you in on a secret: you should be tracking all the way to revenue. That means visits, leads, marketing qualified leads, sales qualified leads, opportunities and customers. This approach will give you the most comprehensive view of your funnel and allow you to build a more robust strategy.
Now it's time to compare. Ideally you've been conducting a funnel analysis on a regular basis. If not, don't worry, because chances are you have the data to build that report out now. How do the reports compare to one another? Is your funnel healthier at the end of this year than at the end of the previous year? Is there measurable growth?
The analysis may reveal gaps that you can build goals around for the upcoming year.