In go-to-market (GTM) workflows, key performance metrics center on conversion. However, the very definition of conversion is often difficult to agree upon, as it differs depending on the perspective of the stakeholders involved.
Sales leaders tend to view conversion metrics at the latter stages of the buyer’s journey. For example, sales leaders might calculate conversion as the percentage of sales development representative (SDR) conversations that resulted in a meeting or the percentage of targeted ABM accounts that moved into closed/won status. Most often, sales leadership is focused on closing deals, thus calculating the conversion of leads into customers.
On the other hand, marketing tends to evaluate conversion in the initial stages of the buyer’s journey, calculating conversion percentages on activities related to digital assets, including websites, display and PPC ads, landing pages, emails, and more. Regardless of the buyer activities being measured, marketers look at conversion as the rate of response to
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