Which Metrics ACTUALLY Matter for B2B Marketers with Ray Rike - Ep 22
The Transaction
Rethinking Marketing Metrics
This chapter critiques traditional marketing metrics, especially the focus on top-of-funnel leads for measuring ROI. It advocates for a deeper analysis of long-term impacts and alternative metrics that assess the effectiveness of both inbound and outbound sales strategies.
In this episode of The Transaction, Hosts Matt Amundson and Craig Rosenberg are joined by Ray Rike, the Founder and CEO of BenchmarkIt and the Co-Host of SaaS Talk, to delve into the world of metrics. Ray shares his passion for allowing SaaS operators to make metric-informed and benchmark-validated decisions by looking at metrics across the entire customer journey. He highlights key metrics such as CAC ratio, inbound hand raisers, and expansion CAC ratio, emphasizing their crucial roles in making informed business decisions. The conversation also explores the significance of shared goals among go-to-market teams and the need for a detailed analysis of the sales funnel. The episode wraps up with actionable insights on optimizing sales and marketing investments to improve efficiency and drive sustainable growth.
Takeaways:
- Move beyond just tracking the number of top-of-funnel leads. Look at long-term metrics such as the percentage of qualified pipeline from inbound hand raisers and the efficiency metrics like CAC ratio.
- Ensure that both the CMO and the CRO have shared goals that include both pipeline and revenue numbers. This shared accountability can drive better collaboration and overall performance.
- Track metrics such as cycle time, average contract value (ACV), and win rates for inbound hand raisers compared to outbound sourced leads to better understand the efficiency of your marketing efforts.
- Break down pipeline sources by marketing, outbound sales development, direct sales, and channel partners. Assess pipeline coverage ratios and CAC ratios for each source to identify inefficiencies.
- Adopt rolling metrics, such as five or nine months, to track the long-term impact of marketing investments like podcasts or large content initiatives.
- Set AE-specific pipeline goals and offer incentives for AE-generated opportunities to improve the balance and efficiency of pipeline creation.
- As your company scales, regularly reassess and reallocate resources between new customer acquisition and existing customer expansion to optimize efficiency and growth.
Chapters:
- 00:00 - Matt's Tardiness & Ray's GE Story
- 01:40 - Introduction to Ray Rike, the Founder & CEO of Benchmarkit
- 03:37 - Ray's Mission: Understanding SaaS Metrics & Benchmarks
- 08:11 - B2B Marketing Metrics: CAC Ratio and Pipeline Efficiency
- 11:43 - Deep Dive: CAC Ratio and Marketing Spend for SaaS Startups
- 25:26 - Sales Development & Pipeline Coverage in B2B
- 29:27 - Pipeline Challenges & Inefficiencies in B2B SaaS
- 32:49 - The Importance of Go-to-Market Alignment for Startups
- 34:16 - Evaluating SDR Performance and Metrics for Sales Leaders
- 35:41 - Optimizing Startup Growth in a Capital-Constrained Environment
- 41:15 - Shared Goals and Collaboration in B2B Sales & Marketing teams
- 49:33 - The Impact of Expansion CAC Ratio
- 53:59 - Concluding Thoughts and Key Takeaways
Quote of the Show:
- “I believe that shared goals that are measurable by metrics help with alignment and integration of a go-to-market team.” - Ray Rike
Sponsor:
- The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Connect with Guest:
- Guest LinkedIn: https://www.linkedin.com/in/rayrike/
- Guest Website: https://www.benchmarkit.ai/
Shoutouts:
- Dave Kellogg https://www.linkedin.com/in/kelloggdave/
- SaaS Talk with the Metrics Brothers https://www.benchmarkit.ai/saas-talk
- SaaS Metrics Palooza https://www.benchmarkit.ai/saas-metrics-palooza
- Byron Dieter https://www.linkedin.com/in/byrondeeter/
- Bessemer https://www.bvp.com/
- Dave Spitz https://www.linkedin.com/in/dspitz/
Follow the Show:
- Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
- Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
- The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/
- The Transaction Website: https://thetransactionpod.com/
- Substack: https://thetransaction.substack.com/
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