Marketing and sales objectives are goals your company wants to meet a product or service to potential consumers. Radius helps you achieve your goal by helping you optimize stages in your funnel. Are you trying to drive more responses across a specific channel? Trying to generate more upsell opportunities with a product release? Or maybe you're trying to drive more MQLs or SALs in the acquisition stage of the funnel. Radius goal modeling helps you do that.
How It Works
Our goal modeling analyzes information from your systems of record and The Network of RecordTM to give you insight into prospects most likely to convert by analyzing your historical successes and failures. During setup, you'll add validation rules to describe the sales or marketing objective you are trying to optimize. Our modeling engine then analyzes information from your systems of record and The Network of Record and sorts information into four categories: Either New, Open, Won, or Lost. These categories are used to identify which prospects you want to market to and which prospects you don't want filling your pipeline so you can make informed data-drive decisions to get the best ROI.
- New represents net-new prospects you can reach because of The Network of Record.
- Open represents existing prospects and leads from your systems of record that you want to actively market or sell too.
- Won represents existing leads, accounts, and contacts and customers from your systems of record that have meet your sales or marketing objective. These may have upsell or cross-sell opportunities.
- Lost represents existing leads from your systems of record that were rejected or disqualified.
Single vs. Multiple Goals
Depending on your Radius contract, you get either one goal or multiple goals. If you use multiple goals and switch from one goal to another, it's important to understand that because different goals have different rules, Radius will recalculate your historical success, and may also re-categorize won and lost records.
You might set up multiple goals to optimize for multiple objectives. For example, you might have three goals like these.
- Funnel stage optimization. Track how prospects make their way down the funnel and through the buyer's journey, from product awareness all the way to purchase. Using field values from your Salesforce records, you can easily set up goal rules to track conversion from MQL to SQL to SAL to Opportunity to Customer.
- Current customer opportunities. Track how successful or unsuccessful your upsell or cross-sell opportunities are for different products in your organization.
- Outbound marketing optimization. Generate leads for outbound campaigns such as direct mail, email blasts, and digital advertising. Track the effectiveness of each campaign based on how much new business it generates.
To get started, you'll work with your team to determine marketing and sales objectives based on factors like current markets where you've had historical success or new markets you want to penetrate.