What metrics actually matter for Lead Generation performance reviews?
Vanity metrics look good on a dashboard, but they don’t help me (or you) figure out if campaigns are really moving the needle.
Over time, I’ve boiled it down to a small set of metrics that actually tell the truth.
Metrics that matter
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Cost per Qualified Lead (CPQL)
Not just “cost per lead” — because raw leads mean nothing if they aren’t qualified. This is where I benchmark efficiency. -
Lead-to-Opportunity Conversion Rate
Shows whether the leads are truly sales-ready. If this number is low, you’ve got volume but no value. -
Pipeline Value Generated
Ties directly into revenue. It’s about how much potential money sits in the pipeline thanks to lead gen. -
Sales Cycle Acceleration
If leads are moving faster through the funnel, lead quality is improving. That’s a sign campaigns are targeting the right intent. -
ROI on Lead Generation Spend
At the end of the day, did the spend generate revenue? This is the ultimate proof point.
Metrics to ignore (mostly)
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Raw Lead Volume → Doesn’t mean anything without context.
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Click-through rates → Only a proxy, not a business outcome.
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Email open rates → Useful for testing, not for judging lead gen success.
Why this matters at Fatrank
At Fatrank, we only get paid when we deliver real outcomes. That’s why we focus on the metrics above - they connect effort directly to revenue impact.
No retainers, no fluff, no vanity reporting.
Just commission-only, guaranteed ROI lead generation that passes any performance review because the results speak for themselves.
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