12 Must-Ask Questions for Marketing VPs

#1: How is Our MQL Flow Growing
Over Time to Hit Our Goals?

This provides insight into the number
of Marketing Qualified Leads (MQLs)
your team has generated over time
and how many of them have turned
into opportunities. It enables you to
report historical trends and
understand how you’ve contributed.
Million Dollar Insights

#2: Where Do We Stand Against
Our Monthly MQL Goal?

This provides a real-time look at
how you stand against your MQL
goals on any day of the month. It
lets you know if you are on pace to
reach your monthly goals and
identifies how many more you must
create. It allows you to launch new
lead generation campaigns before
you fall short of goals.

#3: Which Lead Source Created
the Most Value in Actual Deals?

This identifies which of your marketing
efforts are producing the highest
number of leads, opportunities, and
deals. It provides granular data about
which lead types have the highest
ROI and how much each lead is worth
in sales revenue. This helps you
prioritize marketing initiatives.

#4: How Long Does it Take Our
Leads to Convert into Opportunities?

This is a snapshot of how long the
average lead takes to convert into an
opportunity over time. It helps you
determine if you Average Marketing
Cycle is lengthening or shortening. It
allows you to better determine
whether your marketing campaigns
are generating opportunities in a
timely manner.

#5: Which of Our Campaigns Best
Converts Leads into Opportunities?

This gives a campaign-by-campaign
breakdown of which marketing efforts
are the main drivers for converting
leads into opportunities. It shows the
number of opportunities created per
campaign and conversion rates. This
shows you which campaigns you
should continue to pursue.

#6: Which Campaigns are the Best
at Rapidly Converting Leads?

This offers insight into which
marketing campaigns are the most
effective at pushing a lead from one
stage to the next. This helps you
improve conversion rates throughout
the lead-nurturing process.
Additionally, you can choose a
campaign specifically for moving
leads forward.

#7: What are Our Conversion Rates
By Stage from Leads to Deals?

This marketing funnel gives a
snapshot of how many leads your
marketing efforts have generated and
how many they have progressed to
opportunities and deals. This provides
an understanding of how leads go
from creation to moving through the
sales process and at which stages
they need to be nurtured more.

#8: Is Sales Working the Marketing
Leads Effectively and Punctually?

This offers a clear picture of which
of your leads are being actively
worked by the Sales team and
which are languishing. This is
critical to share with the Sales VP so
they can better align your efforts.
This way you can track leads to
ensure they go from marketing to
sales to producing results.

#9: How is Marketing Contributing
to the Sales Pipeline Over Time?

This is a snapshot of exactly how
much of the pipeline is coming from
Marketing. After all, marketing is
about driving real sales, which starts
with opportunities. This way you can
shape your marketing efforts to
contribute as many opportunities to
the Sales pipeline as possible.

#10: What Marketing-Generated
Opportunities is Sales Currently
Working On?

This shows you the current state of
the pipeline by close date and risk
level. It improves alignment with
sales, and shows the executive team
marketing’s contribution to the current
selling period. It allows you to analyze
key opportunities in the pipeline and
how to nurture them with campaigns.

#11: What is the Inflow of the
Marketing-Sourced Opportunities?

This provides a picture of how the
opportunity pipeline is growing over
time as a result of Marketing’s input.
This improves alignment between
sales, marketing, and the executive
team. It allows you to analyze trends
so you can direct your marketing
generated opportunities accordingly.

#12: How is Marketing Contributing
to Won Sales Bookings and Deals?

This provides an understanding of
how much Marketing is contributing to
won deals. It tracks marketing leads
all the way downstream to actual
sales. It gives you the ability to
represent the work marketing is doing
from a perspective other than lead
generation to show the full story.

For more informative marketing content,
Check out the full eBook here.
Thank You!

12 Must-Ask Questions for Marketing VPs

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