Sustainable revenue growth begins with qualified opportunities, those derived from tracked and nurtured leads (MQLs and SQLs). Accurate attribution of lead sources is crucial for understanding which channels and initiatives are effectively driving pipeline creation.
Leads can originate from multiple channels, including conferences, webinars, website inquiries, direct sales outreach, and client referrals. Comprehensive tracking within a CRM system is essential for evaluating the true performance of each channel. Every SQL should be consistently linked to its source, ensuring a clear connection between opportunities, revenue, and their originating activities.
While aggregating overall sales and marketing expenses provides a baseline cost-per-opportunity, this broad view offers limited strategic insight. For more informed decision-making, it is useful to allocate costs to individual lead sources. This enables additional visibility in cost-per-lead per channel, allowing businesses to correlate opportunity volume and conversion value with the actual investment made in each source.
Elaxtra Advisors is an M&A and value-creation advisory firm that assists institutional investors, private equity-owned platforms, and strategic acquirers invest and create value in worldwide technology services companies. Please contact us to explore potential partnerships.