Think of a Radius goal as your objective. Are you trying to drive more responses across a channel? Trying to get more upsell opportunties with a product release? Or maybe you're trying to drive more MQLs or SALs in the acquisition stage of the funnel.
After you define an outcome for records you consider successful and records you consider unsuccessful or disqualified, Radius will calculate your historical success rate and predict your best lookalike prospects.
Radius goals usually have one of these purposes.
- Funnel stage optimization. Track how prospects make their way down the funnel through the buyer's journey. From product awareness all the way down to purchase. You can easily track MQL, SQL, SAL, Opportunity, and Customer.
- Campaign analysis. Demand Generation includes campaigns such as direct mail, email blasts, web seminars, conferences, and trade shows. You can easily track the effectiveness of each campaign in terms of the amount of new business generated.
- Current customer opportunities. Track how successful or unsuccessful your Upsell or Crossell opportunities are for different products in your organization.
- Brand building. Brand-building campaigns include print advertisements, billboards, and radio advertisements. These types of campaigns may not generate direct business, so calculating campaign ROI usually is not as straightforward. Radius provides metrics to help you figure that out.
How Goal Setting Works
Having the right rules in place makes a big difference on your historical success and our predictive recommendations for your best prospects. Goals are defined with Won and Lost criteria.
- Define Won as an outcome you consider a successful.
- Define Lost an an outcome you consider unsuccessful or disqualified.
Once you've integrated your CRM and set a goal, Radius matches your CRM data with The Network of RecordTM, calculates your historical success rate, and predicts your best prospects and audiences. This way, your team hasmeaningful insights they can use to drive revenue.
If you’re using multiple goals, switching between each goal calculates a new prediction. This doesn’t restart the matching process since Radius calculates historical success for each goal individually, so you can easily switch goals to make more informed decisions when targeting your audience. For example, you can have a goal to send upsell opportunities your sales team and then switch to a direct mail response rate goal to find new customers and generate more pipeline.
Examples of Common Goals
Let’s walk through a couple examples of common goals to provide a deeper understanding of how Won and Lost rules can impact your results.