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Measuring the Success & ROI of a Predictive Model

Below are some suggested metrics when thinking about what measurements to put in place for your predictive solutions:
  • Improvement in conversion rates → top score leads tend to convert better

    • By focusing on leads with highest propensity to convert, companies manage to increase their conversion rates across the marketing funnel (Lead to MQL to SQL to Opportunity to Close) which ultimately translates in lift in $$ revenue 

  • Increase of average deal size → model predicts which leads will result in a higher value deal size

    • By focusing on leads with highest propensity to bring in larger deal size (for models optimized for larger deal sizes), companies manage to increase their average deal size which translates in lift in $$ revenue 

  • Sales efficiency

    • By focusing on leads with highest propensity to convert, sales tends to shorten the sales cycle

    • Ultimately, Increase in conversions from opportunity to close (MQL to SQL to Close) 

  • Marketing Efficiency
    • By getting an insight into the marketing funnel (what % of inbound leads are likely to close), marketing can focus on driving better quality leads through exploring the best demandgen sources
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