Why falling lead conversion rates matter less than you think they do
Why Your Falling Lead Conversion Rates Are a Good Thing (And What to Measure Instead)
In B2B, lead conversion rates measure the fluidity of lead generation and qualification processes, but not how many legitimate opportunities marketing is providing to sales to generate revenue.
Though the former at face value is an important measure of how many leads become customers, only the latter is a useful and appropriate measure of marketing’s contribution.
In this brief, explore how individual lead counts and conversion metrics can distract organizations from producing pipeline and revenue, and how buying-group-aware measures enabled by the Demand Unit Waterfall™ can provide a more meaningful evaluation of the health of the B2B revenue engine.