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hey my name is matt hertig i'm the ceo and co-founder of the light analytics what metrics or kpis should we track to improve our lead conversion rate so i'd ask you to visualize the dashboard that maybe has let's say it has six stages into it so box number one is cost how much did i spend box number two is how much awareness did i create in box number three is how many leads did i create from a marketing perspective right so those are the first three stages that i'm looking at so that's my marketing side of this holistic funnel the sales or the crm side of it is okay well how many qualified leads did i get so leads qualified leads of those qualified leads how many deals did i create and of those deals how many became customers so six stages cost awareness leads qualified leads deals customers six stages your most important kpis lie in between those stages so as an example how many impressions does it take to generate a lead or how much does it cost me to generate a lead in marketing the two things that you should be looking at how much awareness and how much expense how much investment does it take for me to generate a marketing lead right does that make sense so box to box now the other kpis that are absolutely critical to having a holistic discussion lie in how many leads does it take to generate a qualified lead ten five what if i'm generating a hundred leads in marketing and sales says they're all crap well that never happens well actually it does it happens all the time sales says marketing's leads are trash and you say well you generated 100 leads okay well let's have the conversation how many leads went into crm well out of the 100 that i generated 50 made it in cool of those 50 how many became qualified 10. awesome that's the most important kpis is how many leads that i'm generating are actually becoming qualified and we look at that internally here at light all the time like marketing's job is to create demand right we practice what we preach partner's job is to create demand awesome how many of those leads that you're generating actually become qualified where we can do a discovery call and how many of those discovery calls actually become deals and how many of those deals actually become customers right so each of those movements become the kpis that we monitor and and that we teach organizations to monitor all the time because guess what you're having a holistic pipeline discussion when you do that you're not talking about how pretty my creative is and how many of you through view through conversions i got you're having a realistic quantifiable p l discussion where marketing and sales are at the table and being accountable and that's what we want guys that's that's how we have to use analytics great great question