Dashboard confessional: I’m addicted to my Demand Generation program dashboard
Feb 27, 2018
Companies experiencing high-growth tend to set aggressive quarterly goals, focused on generating new leads.
Ensuring your company maintains quality leads while growing their volume can be a tricky balancing act.
For many, maintaining a cost-effective lead budget while scaling programs can be a challenge. Without the ability to calculate ROI and cost-per-lead on a daily or weekly basis, it's hard to know where to invest and where to cut back.
Looker has provided an operational way to look at program performance and growth that has proven to be a real game-changer.
As a Program Manager at Looker, I regularly use the dashboard shown below. It's helped me to grow the program 5x over the last couple years, in a cost-effective way. I am strangely addicted to it and find myself checking it and gazing at it multiple times a day.
Digging into the dashboard
From a top-level perspective, we keep a close eye on how far we are through the quarter, as we are on quarterly targets from a planning and execution standpoint.
Next, we have the aggregate volume of leads per with a line graph of the conversion rate. This is helpful to know how the program is doing on a weekly basis.
If there is a dip one week, I usually check in with our SDR manager to see if there is an operational issue in delivering the leads or extra enablement needed on our end.
The cohort analysis shows which vendors are responsible for the majority of weekly lead growth. This is helpful in knowing which vendors to push or raise PPC bids on.
Taking a step back, we have a quarterly view of which vendors are doing the heavy lifting through Donut Multiples. Naturally, the goal is to diversify the vendors we use so that if one under delivers, the program and SDR’s meeting goals don’t suffer.
Lastly, there is a quarterly accumulation of all of the metrics into one table. Here I can check the number of total leads, meetings, and velocity (average time it takes from coming into the database to becoming a booked meeting for sales). I can look at individual conversion rates and if they seem to drop I investigate why that might be happening.
Long term growth
Over the past couple years, this program has seen an enormous amount of growth, and I attribute all of that growth to the meticulousness of this dashboard.
We use this dashboard operationally and to review our tactics at the end of each quarter. By constantly monitoring the pulse of the data - and taking a step back when we need to - we are able to use our spend to the best of our ability, and ultimately do our part to drive the business forward.