Revenue Impact Report: Improvement Scenarios

If the Revenue Impact Report results are less favorable for Ad Influenced metrics, this article will provide potential reasons and our recommendations to address it.

 

Low revenue amount for Ad Influenced Total Opportunities

If your Advertising Revenue Impact Report is showing a low revenue amount for Ad Influenced Total Opportunities here are some potential reasons why and our suggestions to adjust your strategy:

Accounts are not turning into Opportunities
Potential Reasons Recommendations

The Accounts you are targeting with RollWorks advertising are not turning into pipeline opportunities:

Your company has a customer base of small customers so your ICP is SMB but you are targeting very large enterprise customers instead.

You are targeting a different Account List than your sales team.

Reassess your ICP and the accounts you are targeting with account-based advertising. 

Upload a list of your best customers as an ICP Model to RollWorks and grade all your accounts for Fit using our ICP Fit Grade feature.

Ask your team:

Are you targeting accounts that closely resemble the types of accounts you typically win business from and resemble your existing customers?

How was your target list put together? 

Are you targeting the same accounts your sales team is focussing on?

You could be sourcing pipeline from other sources
Potential Reasons Recommendations

Potentially you could be sourcing your pipeline or deals from other sources.

Once you understand fully your marketing channel mix, you may want to add different channels through our LinkedIn and Sales Engagement automation integrations.

Ask your team:

What are your top marketing channels? 

What is your percentage of spend in RollWorks among all marketing channels?

Do you reach priority accounts through other means?

Your budget is too low to cover your pipeline
Potential Reasons Recommendations

You may not have the budget to adequately cover your entire sales pipeline with influence.

For example, you have a $10,000/month advertising budget but your pipeline is over $500M. There is a big disconnect between your pipeline amount and your budget so you cannot cover all your pipeline with this budget.

We recommend that you spin up pipeline playbooks targeting sales-ready Journey Stages to have better pipeline coverage. 

Ask your team:

Do you have a separate team or budget that supports deals in pipeline?

Is your sales team using Sales Insights to better prioritize accounts they reach out to?

CRM hygiene issues
Potential Reasons Recommendations

Your CRM data hygiene is challenging

We recommend that you involve your SalesOps team to understand if your CRM Opportunities are maintained regularly.

Click here to learn more about the most common CRM hygiene issues and possible solutions.

Ask your team:

Do 100% of opportunities have value in the amount field?

Is the correct Revenue Amount field selected to generate this report?

 

Slower Sales Cycle for Ad Influenced Opportunities

If your Advertising Revenue Impact Report is showing a slower sales cycle for Ad Influenced pipeline than for Non-Ad Influenced, here are some potential reasons why and our suggestions to adjust your strategy: 

Your advertising is focussed on accounts with long deal cycles
Potential Reasons Recommendations

Advertising is focused on targeting larger companies with longer deal cycles.

Increase the date range of the report to match the average sales cycle length of your closed won opportunities.

Examine your Account List(s) to see whether you are targeting larger companies. Try supporting smaller deal sizes if applicable.

Use additional channels (LinkedIn, Sales Engagement Automation) to help move deals along. (Note: We are not able to track your spend if you run campaigns natively on LinkedIn, so this won’t influence the report).

Ask your team:

How do you segment your business and decide how to market to those segments?

Do you put more resources into larger accounts and deals?

Advertising stops after Opportunity creation
Potential Reasons Recommendations

Advertising is stopped at the Opportunity creation point, not during sales pipeline conversions.

For example: When the deal cycle is very long and you stop advertising at the opp creation point you might lose influence in the time range you have selected.

Verify how long your larger deals take to close vs. your smaller deals.

Ask your team:

Does your relationship with sales end at opportunity creation?

What channels do you use to support opportunities once they are in the sales pipeline?

Metrics are calculated for all Opportunity types
Potential Reasons Recommendations

The current report metrics are calculated for all Opportunity types (net new business and renewal). Renewal Opportunities have a shorter sales cycle compared to net new logos acquired.

For example: If you do not advertise to renewing customers the Non-Ad Influenced metric might look significantly lower.

We recommend applying opportunity filters to the report to present only relevant opportunities that are being advertised.

Ask your team:

→ Do you advertise to existing customers in the renewal process or only prospects?

 

 

Lower Revenue for Ad Influence Opportunities

If your Advertising Revenue Impact Report is showing lower deal amounts for Ad Influenced deals, here are some potential reasons why and our suggestions to adjust your strategy:

Sales Outreach is not aligned with Advertising targeting
Potential Reasons Recommendations

Advertising targeting and sales outreach are not happening on the same accounts at the same time.

For example, the sales team is working on one set of accounts while marketing is working on another.

Use the Account List Builder to create dynamic Account List(s) that pull in accounts that are assigned to sales reps through CRM. In the case of a static list try updating it at least once a month.

Improve your communication between marketing and the sales team on activity within key accounts.

Ask your team:

How are you and the sales team deciding on which accounts to target?

How do you ensure you are targeting the same accounts at the same time that sales is working them?

You are targeting accounts outside if your ICP
Potential Reasons Recommendations

Misaligned ICP

For example, you are not targeting the accounts that are your ideal customer profile.

Find high-fit accounts to target using our ICP Model and ICP Fit Grade features.

Enrich account lists with Fit and Intent Data.

Ask your team:

Are the accounts you’re targeting reflective of the types of accounts you typically win business from and/or your customers?

What criteria did you use when creating your Account List(s)?

You are targeting small size companies
Potential Reasons Recommendations

Targeting smaller size customers

Find additional High Fit accounts to target using our ICP Model and ICP Fit Grade features.

 

Lower Win Rate for Ad Influenced Opportunities

If your Advertising Revenue Impact Report is showing lower win rates for Ad Influenced deals, here are some potential reasons why and our suggestions to adjust your strategy:

Sales Outreach is not aligned with Advertising targeting
Potential Reasons Recommendations

Advertising targeting and sales outreach are not happening on the same accounts at the same time.

For example: The sales team is working on one set of accounts while marketing is working on another.

Add customer case studies or testimonials to pipeline campaigns.

Build out a competitive Keyword Intent cluster to help Sales understand which competitors they are up against. 

Use the Account List Builder to create dynamic Account List(s) that pull in accounts that are assigned to sales reps through CRM. In the case of a static list try updating it at least once a month.

Improve your communication between marketing and the sales team on activity within key accounts.

Ask your team:

What are the top reasons you lose deals?

What collateral can you promote to address these reasons?

You are targeting accounts outside if your ICP
Potential Reasons Recommendations

Misaligned ICP

For example, you are not targeting the accounts that are your ideal customer profile.

Find high-fit accounts to target using our ICP Model and ICP Fit Grade features.

Enrich account lists with Fit and Intent Data.

Ask your team:

Are the accounts you’re targeting reflective of the types of accounts you typically win business from and/or your customers?

What criteria did you use when creating your Account List(s)?

 

Was this article helpful?
0 out of 0 found this helpful

Articles in this section

Chat with an agent
Mon - Fri 10am - 6pm EST
Send a support email
Mon - Fri 10am - 6pm EST