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The Levels Of Local Digital Marketing & Sales Tracking

Sales have changed thanks to the new Digital Age. Now your sales must leverage the top digital technologies in order to gain an advantage. If you are relying on outdated marketing and sales technologies then your business is leaving sales on the table as well as missing out on valuable profit-driven insights which your competitors can use as their advantage over you.

“But this is how we’ve always done it. And it’s gotten us here.”

These may be the most dangerous words in the business language.

Continual improvement and a relentless mission to better serve customers is the winning long-term formula. That means adapting to the Digital Age versus trying to fight it.

The Digital Age transformed how your customers find solutions to their needs, how they make their buying decision, and how the purchase takes place. Not to mention much of the value delivery can now be ‘digitized’ so that you can provide a more personalized customer experience to a higher number of customers without any manual efforts.

“This is digital technology at its finest. Truly scalable marketing, sales, and experience systems.”

Another big selling point of leveraging the top marketing and sales technologies is the level of data-driven sales insights your business will unlock. The modern advantage for businesses is technology, data, and intelligence. The better your technology’s are the more profitable of insights you’ll have as your new advantage.

Businesses went from horse and carriage to electric cars in a matter of a year due to the global pandemic. Sales growth has rapidly transformed and it’s important all businesses adapt to this new business environment, new playing field, and new scoreboard of the Digital Age.

Lead Tracking & Sales Team Performance Audit

The first step to local marketing and sales tracking is determining your primary and secondary goals. Your primary goal should be for visitors to complete your online Get A Quote form as this will create the highest quality leads and is the kick-off to their entire experience with your company. Even if someone calls you directly, it is still important for your team to go to your own website and fill out your Get A Quote form for the lead if they haven’t filled it out already. The key to unlocking sales automation is creating one end-to-end process.

After determining your top primary and secondary goals it is important to understand any leaky pipes that will throw off lead tracking. The top culprit for this is adding an email address on your website or adding team members each with their own contact details. This will effectively throw off all your lead generation efforts in doing so. Your business should have one main line and it should round-robin automatically in an equal manner to your sales team. This is how you are then able to compare sales team performance. Without doing this you cannot track leads or individual sales team performance in an apples-to-apples way.

Tracking Lead Volume Is An Incompetent Strategy

When you start with digital advertising the first goal is to get leads coming in from the campaign. Lead volume tracking can be done by tracking the number of new phone calls or online quote form submissions. Although, lead volume is not a good metric for understanding the effectiveness of a digital advertising campaign.

“That is why we track lead quality and even revenue generated from our digital marketing campaigns.”

For example, if you only optimize your Google advertising campaign based on lead volume then your main metric is cost per lead. This metric doesn’t take into account the value of different offerings or the quality of the leads that are being generated. Therefore digital advertising agencies if only tracking lead volume, can accidentally shut off parts of a campaign that are generating the highest cost per lead but also the most revenue and profits.

Tracking Lead Quality Is A Bare Minimum Strategy

Lead quality can be measured by tracking the length of phone calls, recording calls, what was talked about during a call, how likely the customer is to buy, if the lead became a customer, the type of service or offering they were looking for, and even other digital sales intelligence.

It’s important to keep in mind the balance between lead volume and lead quality when making decisions as the higher quality we push for the lower the volume of leads and potentially the higher the cost per lead that we will need to pay.

For example, the more information we ask for on an online quote form, the fewer people that will fill it out but the higher quality of leads that will be generated. This can backfire if only a couple of people per month are willing to fill out your form. This would be a bottleneck in your digital sales process which is why forms must be highly conversion optimized and balance quality with volume especially when first starting out.

To an advertising agency and their client, a cost per lead increase can look like the campaign is not performing when instead the quality of the sales opportunities has been increased and therefore more revenue and profits are being generated. That is why it is so important to track not just volume or quality but actual revenue being generated. After generating over 50,000 leads online we don’t even allow clients to not track revenue as it wastes our time and there’s since we can never truly understand their Return On Ad Spend (ROAS). This makes businesses play small due to lack of confidence and therefore the opportunity cost of missing revenue due to playing small outweighs the benefits that come from playing small.

Tracking New Revenue Generated Is The Only Way

Marketing can only be as effective as the measurability of it. By tracking every penny to your bottom line we unlock 100% accurate Return On Ad Spend which builds confidence and enables business owners to maximize their local growth. This is not possible without tracking revenue as the risk is too high if you don’t know your most important numbers that are driving your growth.

The more measurable, the more clear the results, and the more marketing can be maximized. If you know for sure you are getting a 3x to even 10x return on every dollar you invest then you will surely invest more. But if there is any uncertainty you will get stuck as you cannot confidently invest more without knowing how advertising efforts are impacting your bottom line.

You need a growth platform like Local Quote Pro to track new revenue while also leveraging sales automation to save your team 1-3 hours per day and increase their closing rate. This is how you can double or even triple your sales in a data-driven way that allows you to increase your local market share and stop handing customers to your competitors.

Tracking Individual Sales Team Member Performance

Tracking revenue not only helps improve your marketing and advertising efforts but also your sales team’s performance. Your sales team in the Digital Age is now positioned as sales closers since sales outreach, qualification, nurturing, follow-up, and even education are done through digital systems. Because of this, your sales team now needs to hone in on their sales closing performance.

In order to do this, we need to leverage the top sales technologies and in doing so we can build digital sales systems that enable team members to continually improve their sales performance. For instance, every sales team member must know their exact percentage closing ratio as well as down to the dollar revenue they generate each month. This will enable you to continually increase sales performance based on data and direct insights. This is also one of the keys to building a sales commission-based team that can unlock the next levels of company growth for you.

Taking a data-driven approach to sales by leveraging digital sales technologies allows you to continually test and optimize your sales performance. For example, you could create two different sales scripts and compare closing ratios as well as revenue generated from each. Or you could compile all your top objections that customers give your sales team and then create consistent objection handling scripts that help increase closing ratio and sales. These also can be tested out with sales-driven data which is how you gain a new modern-day advantage.

Unlocking Sales Intelligence Requires Sales Technology

When you implement the top digital sales technologies you gain effectiveness, efficiency, measurability, and scalability for your sales team. We implement sales automation and AI-driven intelligence that moves leads through your digital sales pipeline automatically. This gives our clients a major advantage over competitors who are still doing old-school strategies and tactics that are like anchors holding them back in this new Digital Age.

Digital marketing and sales technology, sales intelligence, personalized automation, and continual improvement based on sales data are what increase customers, customer value, sales closing ratio, and ultimately betters the experience for customers, sales team members, and even upper management. Premium digital experiences consume less time, are more personalized, consistent, and scalable so even doubling the number of new customers monthly there won’t be any decreased or delayed customer experience due to scalability bottlenecks.

A Final Word On Marketing & Sales Revenue Tracking

How much does a lack of marketing and sales tracking cost a business?

“A lack of marketing and sales tracking costs businesses potentially millions in new revenue when you take into account the opportunity cost of playing small.”

Marketing and sales tracking should have accuracy down to the penny to unlock maximum growth and sales team performance. Let’s talk shop!

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