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For years, marketers have been trained to think in terms of leads, and we built out models to measure success and track leads as they move through the buying process. Then, a new go-to-market ...
But if 999,999 of them don’t make it through the funnel, or churn, now that’s not so amazing. ... testing for incrementality should be the next level up from only measuring ROAS or LTV.
New research suggests that, hypothetically, they could be missing out on £2.894 trillion simply by not measuring their sales funnel and that a lack of understanding of key sales tactics could be why.