#Create Pipeline to Plan (SQL Goals)
Beyond sales figures, marketing teams should monitor the creation of SQLs (Sales Qualified Leads) as a pivotal gauge of their effectiveness. Establish clear, measurable objectives for the generation of SQLs, segmented by marketing channel and region, to craft a pipeline plan. This approach will enable the tracking of advancements and facilitate any necessary adaptations to achieve overarching booking objectives.
#1. Establish Clear SQL Goals
We begin by establishing clear objectives for the quantity of SQLs we aim to generate. These targets are informed by past performance, market analysis, and the overarching goals of our sales and marketing strategies. We ensure our aims are SMART: specific, measurable, achievable, relevant, and time-bound.
#2. Segment Goals by Channel and Region
After setting your SQL goals, it's time to dissect them by marketing channel and region. This granular approach will reveal the performance of each channel and region, guiding you to allocate resources where they're most effective. Common marketing channels include events, SDRs, paid advertising, referrals, and sales-sourced SQLs.
3. Monitor the Path and Adapt as Needed
We keep a close eye on how we’re doing against our SQL goals and adjust as needed. That might mean we change the amount of time or resources we’re putting into certain channels or regions, or even change our marketing strategy entirely. We use data and analytics to help us make these decisions and to make sure we’re making the right ones.
#4. Celebrate Success
When you've reached your SQL goals, it's time to celebrate. This will help to keep your team motivated and focused on achieving future goals.
Here is a table that summarizes the key points discussed in this article:
| Key Point | Description |
| -------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------- |
| Set clear SQL goals | Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for the number of SQLs you want to create. |
| Break down goals by channel and region | Segment your SQL goals by marketing channel and region to pinpoint areas of success and those that require a boost. |
| Track progress and make adjustments | Keep an eye on how you're doing with your SQL goals and make adjustments as needed based on data and analytics. |
| Celebrate success | When you reach your SQL goals, take some time to celebrate your success to motivate your team and keep them focused on achieving future goals. |
By following these steps, one can create a pipeline plan that will help generate more SQLs and reach overall bookings targets.