How to Streamline Data Capture for Better Sales Reporting -- Auditoria VP of Marketing, Nick Ezzo

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

GUEST BIO

Nick Ezzo is the head of corporate marketing and demand generation at Auditoria, with over 20 years of experience in technology marketing. Prior to joining Auditoria, he provided digital marketing and demand generation leadership at Sage Intacct, Host Analytics, and Equilar. Nick has also held marketing, business development, and consulting roles at companies such as Aspect, Home Box Office (HBO), and Nuance Communications. He holds a bachelor's degree in Communications Systems Management from Ohio University and has a patent for web-based marketing.

MAIN INSIGHT

If you're not measuring data ahead of time, you can't report on it.

KEY TAKEAWAYS

1. Look at the closed-won opportunities you have over the most recent quarters. Determine how long it took to close the deal, what actions you took, and where it came from. Use that to figure out what metrics to capture
2. Have the CEO get sales reps to all capture data in the same way and in the same format.
3. Think through the way metrics are captured to make it simple to input and informative for reviewers. For example, have a required "Date" field where sales reps input the day they had a sales call.
4. Replicate the process of what was successful in closing those customers
5. Refine the sales process - figure out what's working, and if something isn't working, remove it and combine it with another step.

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