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Platts

Business Challenge


Executives at Platts wanted to unlock the formula for predictable revenue growth. Specifically, they needed

  • clearly defined metrics and associated goals that marketing and sales owned.
  • specific, agreed upon action items (SLAs) that would increase revenues.
  • a clear understanding of which factors contributed to a high lead conversion and sales acceptance rates.

This would enable them to more clearly benchmark their performance, set realistic goals for improvement and move towards a process where they could actually predict future revenue based on lead volume and related demand generation campaigns.

Results


Platts' RPM strategy has had an enormous impact on revenue growth:

  • To ensure proper follow up and processing of leads, marketing significantly pulled back on its demand generation programs, reducing the number of leads sent to sales by 64%. This was done, in part by developing a lead scoring program to make it harder for a ‘lead’ to reach MQL status.
  • They improved lead qualification rate from a low in the 30% range to the high 70% range with certain regions reaching 90+%.
  • This in turn increased lead to opportunity conversion rates from 23% to 31% month to month over the past 9 months.
  • Finally, the marketing contribution rate (business closed from marketing sourced leads and opps) increased from 22% to 28%.

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Platts


Today, our RPM dashboards help us more effectively diagnose problem and opportunity areas within our lead and opportunity pipelines.


Mark McCary
Sr. Director of Global Marketing
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