Lead Generation - Define Phase
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Task 2:
Task 2:
After setting our objectives, the next step is to determine how Gore Connect can help achieve them. A structured performance measurement framework translates Gore’s business objectives to Gore Connect’s goals.
This helps us identify the initiatives and functionalities that Gore Connect should support. Measuring the level of customer interaction with those functionalities provides a quantifiable way to determine the success of Gore Connect in achieving our business goals.
We call these countable measures Key Performance Indicators (KPIs).
Key Performance Framework
Key Performance Framework
Do not confuse a goal or objective from KPI and Metrics. A metric is any count we can track pertaining to traffic or the interactions a customer has with Gore Connect. For example, clicks on the home button, or number of times a chat has been initiated or completed.
A Key Performance Indicator is a metric aligned to the business goal or objective. Rather than looking at all trackable metrics, we focus on a few KPIs to determine our success in using Gore Connect. For example, the number of “request for quotation” chats completed tells us if we have collected leads that are sales-ready. The percentage of total leads that are requesting for quotes can be used to compare the quality of your target audience if you are running a program focused on sales-ready leads rather than one with an awareness objective. KPIs have to be used with a goal or objective tied to it.
It is important to set a Target once we have identified our KPIs. This tells us whether our program is on the right track. It also allows us to know how far we are from what we need to achieve, in the remaining duration of the program.
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