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We then move on to step 3: that of defining the SLA , mainly between the Marketing and Sales teams. You understand well that having identified the entire path that a contact or potential buyer must travel, it will be easy to hypothesize KPIs and set goals . Creating an SLA really means knowing how to imagine and be able to predict in a plausible manner how many sales will have to be closed in the period.

We take into consideration. By doing a backward calculation we could calculate how many visits and leads must be generated by marketing. 4.Measurement and reporting Last, but not least is the step of setting up a virtuous circle Job Function Email List of reporting and feedback from both sides . In fact, by measuring the KPIs defined along the entire customer acquisition chain it will be easy to intervene on the individual steps and make adjustments on the marketing.



For example because the wrong person is talking to the buyer - or on the sales side - because they are engaging too little past contacts have an impact . The circle must then be fed by feedback from both sides because if marketing creates messages and communication strategies based only on more or less tested methodologies , it is sales who then directly come into contact with customers or potential buyers.