Your team just closed a massive deal. Your SDR and AE are ready to pop the champagne! But when the bubbles fizz out, it’s time to dig in and figure out how to replicate the art and science of the buyer’s journey your team just led.
So where do you look? How do you piece together the giant puzzle of efforts that brought your business more money in the bank?
Salesforce doesn’t tell the full story
Of course, there is Salesforce — the system of record for our friends in sales. But let’s walk through what we see in that system of record.
- Sales (hopefully) attached a contact or two to the opportunity.
- Maybe that contact engaged with your website and filled out a form.
- Possibly the sales rep created an event or task for a few of their meetings.
- Maybe the opportunity was moved through a couple deal progression stages.
Depending on the thoroughness of your sales rep’s documentation, there may be some great takeaways for the sales team. But as a marketer, what learnings are you able to take away from this closed-won deal? Follow-up with our leads? Yikes!
So, what about marketing?
To quote Edward Nevraumont, CMO and CRO of General Assembly — “The world is rapidly moving from marketing as a cost center to marketing as a revenue driver.” It’s more likely than not that marketing influences every closed-won deal in your funnel — and directly impacts revenue growth.
In order to understand how your customers are making a purchase decision and how to optimize future time and investments, it is absolutely essential to track every sales and marketing interaction throughout the buyer’s journey.
Insert Multi-touch Attribution
After every deal closes at BrightFunnel, we hold what we like to call a Buyer’s Journey Review.
What this means, in a nutshell, is that we use the BrightFunnel platform to view and analyze the full path-to-sale of our new customer. Here are a few of the questions that our path-to-sale review answers.
Where are people learning about our brand?
BrightFunnel answers this by identifying the true first touches. These include touches like website visits and digital ad clicks that occur before a lead is even known in our system (has not yet filled out a form). Anonymous lead tracking is very often forgotten, but it’s incredibly valuable when it comes to determining ad spend.
Which programs are driving new leads?
This question is answered by identifying the first converting touch — the marketing investments that drive a new lead to fill out a form (i.e. contact me form fill, content download, webinar sign-up, etc.). This metric is essential in understanding how our prospects become leads in the first place.
Which marketing and sales touches are moving the needle and converting leads into opportunities?
This is a super valuable piece of the pie because we want to make sure we’re continually investing in programs that drive lead conversions. We answer this question by tracking last touch attribution — identifying the last time a lead interacts with our brand before opportunity creation.
Where is marketing valuable in deal acceleration and post-sale nurturing?
We pay close attention to not just these first and last converting touches, but every single touch in order to identify overall value and effectiveness of all programs. Wouldn’t you want to know if your champion is passing around a specific customer testimonial across his or her team right before the deal closes? Middle touches are essential in understanding the marketing efforts and collateral that are most valuable as customers make their purchase decisions.
Learn Your Customer Journey
If you would like to answer these questions for your organization and understand your complete buyer’s journey, please don’t hesitate to reach out. We would love to provide you with a closer look into our Deal Debriefs by means of the BrightFunnel platform!