Priority Engine Key Performance Indicators

Priority Engine is a powerful tool that can help you achieve success across numerous initiatives. While there are many ways to leverage Priority Engine to reach your goals, tracking performance is a critical component of success.

The following are the most common performance indicators that marketing and sales managers use to track Priority Engine success. We’ve separated each KPI stage based on role and an average technology sales cycle of 9-12 months.

Many of these KPIs can now be tracked in the Priority Engine ROI Dashboard:

Note:
* = Included in the basic ROI Dashboard
** = Included in the ROI Dashboard with Salesforce opportunity syncing enabled

Early Stage

These indicators should be measured 0-3 months after export:

Marketing KPIs

  • Contact volume*: How many total prospects have been exported from Priority Engine?
  • Cost per contact: What is the average cost per exported prospect?
  • New contacts and accounts: Percentage of the total prospects exported from Priority Engine who are previously unknown contacts and/or accounts.
  • Engagement rates: The average click and open rates from Priority Engine email campaigns. How do these compare to other non-customer mailings?

Sales KPIs

  • Appointments Set: Total meetings attributed to Priority Engine prospects.
  • Appointments Kept: Percentage of the total appointments attributed to Priority Engine prospects where the prospect attended the meeting.
  • Qualified Appointments: Percentage of meetings attributed to Priority Engine prospects where the prospect had a need for your solutions.

Mid-Stage

These indicators should be measured 3-6 months after export:

Marketing KPIs

  • MQL conversion rate: Percentage of Priority Engine prospects who convert to marketing qualified leads.
  • Sales Accepted Leads: Percentage of Priority Engine marketing qualified leads that are accepted by sales and converted to sales qualified leads.
  • SQL appointment rate: Percentage of sales qualified leads generated from Priority Engine prospects that convert to appointments.

Sales KPIs

  • Open Opportunities**Total number of open opportunities attributed to Priority Engine prospects.
  • Pipeline**: Total revenue generated from the open opportunities attributed to Priority Engine prospects.
  • Pipeline ROI: Pipeline revenue compared to total Priority Engine investment.

Late Stage

These indicators should be measured 9-12 months after export:  

Marketing KPIs

  • Influenced opportunities**: Total number marketing influenced opportunities attributed to Priority Engine prospects.
  • Influenced pipeline**: Total expected revenue from marketing influenced opportunities attributed to Priority Engine prospects.
  • Influenced revenue: Total revenue from marketing influenced deals attributed to Priority Engine prospects.

Sales KPIs

  • Closed/Won**: Total revenue from closed/won opportunities attributed to Priority Engine prospects.
  • Sales Velocity: Average speed to close for deals attributed to Priority Engine prospects.
  • Closed/Won ROI: Revenue from closed/won deals compared to total Priority engine investment.
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