Play #3: Opportunities per Campaign

In B2B marketing, Opportunities are seen as the true measure of SQLs.

Opportunities are considered the true measure of SQLs because they represent actual sales potential, rather than just leads that may or may not convert into actual sales.

Measuring opportunities allows businesses to track how many leads are being converted into actual sales, which can give a more accurate picture of the effectiveness of their marketing and sales efforts.

Additionally, opportunities can be used to project future revenue, which can aid in forecasting and budgeting.

Power Drones, a B2B company, uses the measurement of marketing generated opportunities to understand the impact of marketing on their business revenue.

They launched a new product and ran an extensive marketing campaign, tracking all leads generated. The sales team then qualified these leads and created opportunities.

By measuring the number of opportunities generated, the CMO and Sales Manager can understand the impact of the marketing campaign on revenue, make decisions about budget and resource allocation, and forecast future revenue.

• Product Marketer: By tracking opportunities generated by specific campaigns, a marketer can determine which campaigns are most effective in generating sales potential.
• Sales manager: ​​Measuring opportunities generated from B2B marketing can help sales managers to prioritize sales activities, such as which leads to follow up on and which to put on hold, and what are the best strategies to move the opportunities through the pipeline.
  
• CMO / VP Marketing: By tracking the number of opportunities generated by marketing efforts, a CMO can understand the impact of marketing on revenue, and make decisions about budget and resource allocation based on that information.