Campaign¶
Campaign Analysis¶
"This activity entails a thorough analysis of data from marketing and sales campaigns to evaluate their effectiveness in driving pipeline growth, customer acquisition, and revenue generation. The assessment incorporates a wide range of metrics, including product usage analytics, customer journey insights, and conversion rates across diverse channels. By identifying campaigns that generate the highest engagement and return on investment, the process highlights opportunities to optimize messaging, targeting, and channel strategies. The insights gained enable data-driven decisions, ensuring continuous improvement and strategic alignment with broader go-to-market objectives."
Related KPIs
| Metric | Description |
|---|---|
| Activation Rate by Source | Activation Rate by Source measures the percentage of users from each acquisition channel who reach activation. It helps assess the quality of acquisition sources and their ability to drive users to value. |
Campaign Budgeting¶
"This activity focuses on the structured estimation, allocation, and management of financial resources for marketing and sales campaigns within a contemporary go-to-market framework. It ensures that campaign objectives are aligned with budget constraints, facilitates optimal resource distribution across multiple channels, and supports real-time adjustments informed by performance data. Effective financial planning in campaigns is essential for maximizing return on investment, enabling data-driven decisions, and maintaining fiscal accountability across cross-functional teams."
Related KPIs
| Metric | Description |
|---|---|
| Customer Acquisition Cost | Customer Acquisition Cost (CAC) refers to the total cost incurred by a company to acquire a new customer. It includes marketing, sales, and other related expenses used to attract and convert a lead into a paying customer. |
Campaign Conversion¶
"This activity focuses on identifying, nurturing, and converting leads or prospects who have interacted with targeted marketing or sales campaigns into qualified sales opportunities.
Key steps include monitoring campaign responses—such as email engagement, webinar participation, content downloads, or product trials—then qualifying these interactions based on predefined criteria.
High-potential contacts are advanced to the next stage of the customer journey, which may involve sales outreach, product onboarding, or creating opportunities in a CRM system.
This process supports efficient pipeline creation, maximizes the return on campaign investment, and ensures that marketing, sales, and product teams are aligned on lead quality and follow-up actions."
Related KPIs
| Metric | Description |
|---|---|
| Trial Sign-Up Rate | Trial Sign-Up Rate measures the percentage of visitors or leads who initiate a free trial during a specific time period. It helps assess the effectiveness of your website, CTAs, messaging, and funnel UX in converting traffic into product exploration. |
Campaign Design¶
"This activity covers the complete process of developing, planning, and detailing focused marketing or sales initiatives within a contemporary Go-To-Market framework. It ensures that organizational goals align with customer needs by:
- Identifying target audiences, defining value propositions, and crafting key messaging.
- Selecting effective channels and tactics tailored to each phase of the buyer journey, guided by engagement data.
- Establishing measurable objectives and success metrics to monitor progress.
- Coordinating efforts among marketing, sales, product, and customer success teams to ensure unified execution.
- Continuously refining strategies using performance analytics and market feedback.
By following this structured approach, organizations can enhance impact, drive revenue growth, and seamlessly integrate initiatives with larger Go-To-Market efforts."
Related KPIs
| Metric | Description |
|---|---|
| Referral-Generated MQL Rate | Referral-Generated MQL Rate measures the percentage of referred leads or contacts that meet your MQL (Marketing Qualified Lead) criteria. It helps assess the quality and pipeline-readiness of referral-acquired prospects. |
| Time to Self-Serve Sign-Up | Time to Self-Serve Sign-Up measures the average amount of time it takes for a prospect to sign up for a product or trial after their first meaningful touchpoint (e.g., site visit, ad click, content download). It helps track lead urgency and top-of-funnel conversion velocity. |
Campaign Distribution¶
"This activity focuses on planning, launching, and executing marketing or sales campaigns tailored to specific channels and audiences. It emphasizes aligning messaging with audience needs, timing delivery to coincide with key buying signals or product usage patterns, and leveraging automation and analytics to enhance reach and engagement. Execution often involves collaborating closely with sales teams for coordinated outreach, or triggering campaigns in response to user behaviors and lifecycle stages. The ultimate goal is to maximize campaign effectiveness, drive conversions, and support scalable business growth."
Related KPIs
| Metric | Description |
|---|---|
| Social Shares | Social Shares measures the total number of times your content, product pages, or brand assets are shared across social media platforms. It helps quantify reach, resonance, and advocacy behavior. |
Campaign Flow Design¶
"This activity focuses on strategically designing and mapping customer engagement sequences across the go-to-market journey. It includes identifying critical customer touchpoints and facilitating alignment among marketing, sales, and product teams. Communication and conversion paths are structured to optimize the buyer's progression from initial awareness through to adoption. Data-driven insights and automation are integrated to personalize experiences, streamline team handoffs, and ensure each stage of the customer journey is both measurable and adaptable. This orchestrated approach is essential for maximizing customer value, accelerating revenue, and fostering seamless collaboration across teams.
- Identify and map key customer touchpoints
- Align marketing, sales, and product teams
- Structure communication and conversion paths for each journey stage
- Integrate data insights and automation for personalization and efficiency
- Enable measurement and adaptability for continuous improvement
- Drive customer value, revenue growth, and cross-team collaboration"
Related KPIs
| Metric | Description |
|---|---|
| Referral Funnel Drop-Off Rate | Referral Funnel Drop-Off Rate measures the percentage of users who begin but do not complete the referral process—like opening the referral flow but not sending an invite. It helps identify friction points within the referral journey. |
Campaign Launches¶
"This activity centers on the strategic planning, execution, and monitoring of coordinated campaigns spanning marketing, sales, and product initiatives to increase customer awareness, acquisition, and engagement. Successful implementation relies on close collaboration among cross-functional teams—including marketing, product, sales, and customer success—to ensure alignment with target personas, business goals, and user journeys.
Key steps include:
- Defining clear campaign objectives
- Segmenting audiences for targeted outreach
- Crafting compelling messaging
- Selecting effective channels (such as email, in-app communications, and events)
- Managing timelines and deliverables
- Measuring and analyzing performance metrics
By integrating tactics across all customer touchpoints, this activity maximizes the impact and return on investment of go-to-market initiatives. Leveraging data-driven insights enables continuous improvement, adaptability, and sustained business growth in response to evolving market dynamics."
Related KPIs
| Metric | Description |
|---|---|
| Trial Sign-Up Velocity | Trial Sign-Up Velocity measures the rate at which new users are initiating free trials over a specific period. It helps track momentum and trendlines in trial acquisition. |
Campaign Management¶
This activity focuses on strategically planning, executing, and optimizing cross-functional go-to-market initiatives to drive pipeline and revenue growth. It brings together marketing, sales, and customer success teams to ensure coordinated efforts across various channels and customer touchpoints. By leveraging data-driven insights, practitioners develop and align targeted programs—including product launches, account-based campaigns, nurture tracks, and adoption initiatives—to deliver consistent messaging and seamless customer experiences. Ongoing orchestration ensures efficient execution and continuous refinement of all campaign elements, maximizing their impact on revenue generation, customer acquisition, and retention.
Related KPIs
| Metric | Description |
|---|---|
| Cost Per Conversion | Cost Per Conversion (CPCo) measures the total cost incurred to achieve a specific conversion, such as a lead, or sign-up. It indicates how efficiently your marketing efforts are driving the desired outcomes. |
Campaign Measurement¶
"This activity focuses on the systematic collection, evaluation, and interpretation of both quantitative and qualitative data related to go-to-market campaigns. Key performance indicators such as lead generation, conversion rates, revenue impact, customer engagement, and product adoption are closely monitored. The primary goals are to attribute outcomes to specific campaigns, optimize resource allocation, and guide the design of future initiatives. Through the use of advanced analytics tools and strong cross-functional collaboration, this approach enables data-driven decision-making and supports the continuous improvement of go-to-market strategies."
Related KPIs
| Metric | Description |
|---|---|
| Post-Video Brand Recall Lift | Post-Video Brand Recall Lift measures the increase in brand recall among viewers after watching a specific video campaign, compared to a control or pre-exposure baseline. It helps quantify the brand impact of video content. |
Campaign Optimization¶
"This activity focuses on continuously analyzing and improving go-to-market campaigns to maximize effectiveness. Leveraging data-driven insights, it involves refining audience targeting, messaging, channel selection, and budget allocation. By monitoring performance metrics and gathering customer feedback, teams can pinpoint underperforming strategies, experiment with new approaches such as A\/B testing or personalized outreach, and iterate on campaign elements. The goal is to enhance conversion rates, drive revenue growth, and boost customer engagement, ensuring that marketing and sales initiatives stay aligned, adaptive, and optimized for changing market conditions."
Related KPIs
| Metric | Description |
|---|---|
| Cost per Acquisition | Cost per Acquisition (CPA) refers to the total cost incurred to acquire a single paying customer. It is a key performance metric that helps businesses measure the efficiency of their marketing and sales efforts by determining how much they are spending to turn a prospect into a customer. |
| CTR from ICP Audiences | CTR from ICP Audiences measures the percentage of impressions from ideal customer profile (ICP) segments that result in clicks. It helps evaluate campaign resonance and message effectiveness with your highest-value buyers. |
| Engaged Unique Visitors | Engaged Unique Visitors measures the number of distinct visitors who meet a defined engagement threshold within a set period. It helps track the volume of high-quality traffic interacting meaningfully with your product, website, or content. |
| Engagement Rate on Awareness Campaigns | Engagement Rate on Awareness Campaigns measures the percentage of users exposed to an awareness campaign who then take a meaningful action. It helps assess whether top-of-funnel messaging and creative drive attention and interest. |
| Engagement-to-Awareness Cost Efficiency | Engagement-to-Awareness Cost Efficiency measures the cost required to generate one meaningful engagement per awareness campaign impression. It helps assess how efficiently top-of-funnel investments convert into audience interaction. |
| First-time Visitors to Product Page | First-time Visitors to Product Page measures the number of unique users who visit your product page for the first time in a given period. It helps track new interest and early funnel awareness. |
| Incentive CTA Click Rate | Incentive CTA Click Rate measures the percentage of users who click on a call-to-action that includes an incentive (e.g., free trial, discount, gift, reward). It helps assess the effectiveness of incentive-based messaging. |
| Percent of MQLs Meeting Qualification Criteria | Percent of MQLs Meeting Qualification Criteria measures the proportion of Marketing Qualified Leads that meet your company’s agreed-upon criteria for sales follow-up (e.g., ICP fit, budget, intent). It helps assess lead quality and marketing-to-sales alignment. |
| Referral Engagement Rate | Referral Engagement Rate measures the percentage of referred contacts who engage with a referral message or link—by clicking, opening, or viewing the content. It helps track the interest and resonance of referral invitations. |
| Return Visitor Rate to Product Pages | Return Visitor Rate to Product Pages measures the percentage of visitors who return to your product-related pages after an initial visit within a defined timeframe. It helps track sustained interest and buying intent across the marketing and sales funnel. |
| Signup Conversion from Landing Pages | Signup Conversion from Landing Pages measures the percentage of visitors who arrive on a landing page and complete the signup process. It helps assess the effectiveness of landing pages in converting traffic into users or leads. |
| Top Funnel Conversion Rate by Channel | Top Funnel Conversion Rate by Channel measures the percentage of visitors or leads from each marketing or acquisition channel that complete a desired top-of-funnel action (e.g., sign-up, demo request, content download). It helps assess channel effectiveness at converting attention into engagement. |
Campaign Performance¶
"This activity entails a structured evaluation of marketing and sales campaigns to determine their impact on essential business outcomes, including lead generation, customer acquisition, revenue growth, and product adoption. By monitoring key performance indicators (KPIs) across various channels and touchpoints, it involves analyzing conversion rates, engagement metrics, and return on investment (ROI). The insights gained from this analysis are used to refine and optimize future campaigns. This approach supports alignment between campaign objectives and broader strategic goals, fostering continuous improvement and enabling informed, data-driven decision-making within the overall go-to-market strategy."
Related KPIs
| Metric | Description |
|---|---|
| Activation Conversion Rate | Activation Conversion Rate measures the percentage of users who reach the activation milestone out of all users who entered the onboarding or trial flow. It helps evaluate onboarding effectiveness and product-led growth readiness. |
| New Account Creation Rate | New Account Creation Rate measures the percentage change or volume of new user or company accounts created within a specific timeframe. It helps evaluate top-of-funnel performance and signup momentum. |
| Pipeline Value Growth | Pipeline Value Growth measures the increase in total dollar value of open sales opportunities over a specific period. It helps track pipeline health, deal velocity, and the impact of GTM efforts on revenue generation. |
| Referral Incentive Conversion Rate | Referral Incentive Conversion Rate measures the percentage of referred users who convert (e.g., sign up, purchase, activate) after being exposed to a referral incentive. It helps track the effectiveness of rewards in driving action. |
Campaign Performance Analysis¶
This activity focuses on systematically assessing the effectiveness and outcomes of marketing or sales campaigns across different Go-To-Market (GTM) strategies. Key performance indicators (KPIs) such as conversion rates, customer acquisition cost, engagement metrics, and revenue attribution are analyzed to gauge each campaign's influence on pipeline growth, customer acquisition, and retention.
By leveraging data-driven insights, the evaluation process helps optimize targeting, messaging, and channel strategies to align with organizational goals and maximize return on investment (ROI). The findings provide actionable recommendations for continuous improvement, enabling teams to respond quickly to market feedback and drive sustainable growth.
Related KPIs
| Metric | Description |
|---|---|
| Return on Investment | Return on Investment (ROI) measures the profitability of an investment relative to its cost. It evaluates the efficiency of investments by comparing the gains or losses generated to the initial amount invested. |
Campaign Planning¶
This activity focuses on developing a comprehensive go-to-market campaign blueprint that aligns with organizational goals, target customer segments, and effective product or solution positioning. It involves close collaboration across teams to define clear campaign objectives, craft key messages, select appropriate channels, establish timelines, and determine success metrics. The process accounts for various approaches, such as prioritizing sales enablement and account targeting or utilizing product usage data and in-app communication to engage users. The result is a unified, data-driven campaign strategy designed to deliver consistent messaging, maximize reach and engagement, and accelerate pipeline generation or product adoption.
Related KPIs
| Metric | Description |
|---|---|
| Traffic Growth from Sales-Aligned Channels | Traffic Growth from Sales-Aligned Channels measures the increase in website or product traffic from channels that are strategically aligned with sales efforts—such as outbound campaigns, ABM programs, partner co-marketing, or SDR-driven events. It helps track top-of-funnel momentum that supports revenue teams. |
Campaign Reporting¶
"This activity focuses on the systematic collection, analysis, and interpretation of data associated with go-to-market (GTM) campaigns. It includes monitoring key performance indicators such as lead generation, conversion rates, customer acquisition costs, and product adoption metrics. Teams utilize real-time dashboards, advanced analytics, and attribution models to identify trends, measure ROI, and optimize campaign performance. This data-driven approach enables organizations to continuously improve GTM initiatives and maintain strong alignment between marketing, sales, and product teams."
Related KPIs
| Metric | Description |
|---|---|
| Share of Voice vs. Competitors (By Channel) | Share of Voice (SOV) vs. Competitors (By Channel) measures your brand’s visibility as a percentage of total market conversations, mentions, or impressions compared to key competitors — segmented by specific marketing or communication channels. |
Campaign Retargeting¶
"This activity focuses on identifying prospects or customers who previously interacted with a campaign but did not advance in their buyer journey. By analyzing behavioral and engagement data, it enables the delivery of personalized messages, offers, or product experiences through targeted channels such as email, digital ads, in-app notifications, or direct outreach. The goal is to rekindle interest, address potential concerns, and motivate these individuals toward conversion or greater product adoption, thereby increasing campaign ROI and enhancing pipeline efficiency."
Related KPIs
| Metric | Description |
|---|---|
| Average Purchase Frequency | Average Purchase Frequency (APF) is a metric that measures how often customers make a purchase within a specified time period. It provides insight into customer behavior and the consistency of their interactions with a brand. |
Campaign ROI Analysis¶
"This activity focuses on systematically evaluating marketing and sales campaigns to determine their effectiveness in generating revenue relative to associated costs. Data is collected and analyzed from multiple channels, including digital platforms, offline activities, and product usage signals. Revenue outcomes are attributed to specific campaigns, and return on investment (ROI) is calculated.
By identifying high-performing initiatives and optimizing budget allocation, this process enables data-driven decision-making and strategic adjustments to maximize growth. Additionally, the activity includes measuring product engagement metrics and analyzing user journey data to ensure a comprehensive assessment of campaign impact throughout the entire customer lifecycle."
Related KPIs
| Metric | Description |
|---|---|
| CAC Payback Period | The CAC Payback Period is the amount of time it takes for a company to recoup the customer acquisition cost (CAC) from the revenue generated by a customer. It measures how long a customer needs to stay with the company to cover the costs of acquiring them. |
| Revenue from Referrals | Revenue from Referrals measures the total amount of revenue generated from referred customers or accounts. It helps quantify the financial return of referral programs, customer advocacy, and partner-based acquisition. |
Campaign ROI Tracking¶
"This activity involves systematically measuring, analyzing, and reporting on the return on investment (ROI) for marketing and sales campaigns across all go-to-market efforts. Key components include tracking performance indicators, conducting attribution modeling, performing revenue impact analysis, and offering ongoing recommendations for optimization. By integrating data from multiple channels and touchpoints, this process enables organizations to accurately evaluate campaign effectiveness and efficiency. The insights gained help align investments with business objectives and support data-driven decision-making to maximize pipeline and revenue growth."
Related KPIs
| Metric | Description |
|---|---|
| Referral Campaign ROI | Referral Campaign ROI measures the return on investment from referral-focused marketing efforts by comparing the revenue generated from referred customers to the total cost of running the referral program. It helps evaluate the profitability of customer-led acquisition campaigns. |
Campaign Targeting¶
"This activity focuses on identifying, segmenting, and prioritizing key customer groups or market segments for targeted go-to-market initiatives. By leveraging data-driven insights, campaigns are tailored to address the specific needs, behaviors, and preferences of high-potential customer profiles.
- Audience segmentation enables precise alignment of messaging, channels, and offers with relevant prospects.
- This targeted approach maximizes engagement and conversion rates, contributing to the overall effectiveness of go-to-market strategies."
Related KPIs
| Metric | Description |
|---|---|
| Bounce Rate | Bounce Rate is the percentage of visitors who land on a webpage and leave without taking any further action, such as clicking on a link, filling out a form, or visiting another page on the site. |
| Intent Signal Volume (3rd-party) | Intent Signal Volume (3rd-party) measures the number of buying intent signals collected from external sources (e.g., Bombora, G2, media partners) over a defined time period. It helps quantify market interest beyond owned channels. |
| Reach to ICP % | Reach to ICP % measures the percentage of your total marketing or campaign reach that falls within your Ideal Customer Profile (ICP). It helps assess targeting precision and audience quality. |
| Signup Source Quality Rate | Signup Source Quality Rate measures the percentage of signups from a specific traffic source that meet defined quality criteria (e.g., ICP fit, activation, conversion). It helps evaluate the effectiveness and downstream potential of various acquisition channels. |
Campaign Testing¶
"This activity focuses on the systematic design, execution, and analysis of go-to-market campaigns to validate hypotheses and drive optimal results. Data-driven methodologies—including A/B testing, multivariate testing, and cohort analysis—are used to evaluate elements such as messaging, channels, offers, and creative assets. By iteratively refining campaign components in response to user engagement, conversion rates, and revenue outcomes, teams ensure that marketing and sales efforts are closely aligned with customer needs and organizational objectives. This process promotes continuous improvement, enabling efficient resource allocation, risk reduction, and accelerated growth within rapidly changing markets."
Related KPIs
| Metric | Description |
|---|---|
| Channel Effectiveness | Channel Effectiveness refers to how well various marketing and sales channels perform in reaching target audiences, generating leads, and driving conversions. It assesses the efficiency and ROI of each channel used to promote products or services. |
| Click-Through Rate | The Click-Through Rate (CTR) measures the percentage of people who clicked on a link or call-to-action out of the total number of people who viewed the page, email, ad, or post. It's expressed as a percentage and is used to gauge the effectiveness of digital marketing campaigns. |
Campaign Tracking¶
"This activity focuses on systematically monitoring, measuring, and evaluating the effectiveness of marketing and sales campaigns across both digital and offline channels. By providing actionable insights, it helps align marketing efforts with broader business objectives, ultimately driving revenue growth and increasing product adoption.
Key components include tracking essential performance indicators such as lead generation, conversion rates, customer engagement, and return on investment (ROI). This data-driven approach empowers cross-functional teams to optimize campaign strategies, allocate resources more efficiently, and make rapid adjustments based on real-time information. The result is a cohesive strategy for acquiring and retaining customers."
Related KPIs
| Metric | Description |
|---|---|
| Brand Mentions | Brand Mentions measures the number of times your brand name is referenced across public or private channels (e.g., social media, forums, press, communities) within a specific timeframe. It helps gauge brand visibility and word-of-mouth momentum. |