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FOUNDER’S GUIDE TO B2B SALES MARKETING FUNNEL METRICS MICROSOFT EXCEL It’s easy to get lost in numbers when looking at marketing funnel metrics so it’s best to focus on cost-per rows, particularly cost per Stage-2 (S2) opportunity. It’s also best to look first at three high-level conversation rates: MQL to S1, S1 to S2, and S2 to close. These rates effectively measure both the quality of the inputs and the ability of the organisation to convert them. Marketing owns MQL to S1, SDRs own S1 to S2, and sales own S2 to close. Note this is a milestone-based analysis, meaning we are counting how many things (e.g. leads, opportunities) pass milestones (e.g. stage-1, stage-2) within a given time period. Cohort-analysis is typically more meaningful but requires the passage of time and is thus a more lagging indicator. How to build a marketing machine Video of a webinar for Balderton portfolio companies on how to build a marketing machine WATCH THE WEBINAR SPRING 2023 .40

BALDERTON The Founders Guide to B2B Sales - Page 40 BALDERTON The Founders Guide to B2B Sales Page 39 Page 41

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