Chili Piper reposted this
Co-founder & co-Ceo @Chili Piper 🔥 🌶 Here I talk about lessons I learned to jumpstart my career from an intern to SVP. And to grow a company from 0 to almost 1 Bn
Just promoted our head of growth to head of growth and demand conversion. Here’s why Growth and Demand gen as a function in most marketing teams have become synonymous with any kind of tactic that increases footprint for the company Paid channels, partnerships, thought leadership, and sometimes even events might go under this function At Chili Piper, until recently, under “growth,” all the systems that allow us to increase our distribution in various channels However, we find that most juice comes from all the small optimizations across the path that improve conversion in those channels Some examples: - A/B testing AUTOMATIC image generation for accounts we reach out to (where we include their forms/their chat etc) - these images were manual before !! - Automatic ICP identification and scoring for our accounts that improve our yields But even more important, as part of us drinking our own “champagne” We measure all these below - Serviceable Obtainable Market: An estimate of the portion of revenue within a specific product segment that you’re able to capture - Target Accounts: A subset from the whole list of target accounts the marketing and sales decides to focus on - Accounts Engaged: Accounts that have some awareness (accounts that follow social media, visit the website, sign up for the newsletter, attend events, download content, respond to sales emails) - Hand raisers: Marketing qualified accounts that have filled out a form or opened a chat conversation and requested to talk to sales - Qualified Booked Meetings (QBMs): Accounts that were qualified that booked a meeting - Qualified Held Meetings (QHMs): Accounts qualified that had a meeting in the books - Sales Accepted Accounts: Accounts with an open opportunity - Accounts with Closed won Opportunity aka Customers: Customers with a closed won opportunity And have a maniacal goal of improving these metrics - Qualified Handraisers Ratio - ( Handraisers/Accounts Engaged x100) - % qualified accounts requested to meet with sales or started a conversation - Qualified Handraisers Booked Ratio -(Accounts Qualified with a Meeting Booked / Qualified Handraiser x100) - % qualified accounts booked a meeting with sales - Qualified Meetings Held Ratio - (Qualified Handraisers Booked/Qualified Handraisers Meetings Held x100) - % of meetings held - Qualified Meetings to Open Opportunity Ratio - (Open opportunities / Qualified Meetings Held x100 ) - % of opportunities open - Open Opportunity to Closed Won ratio aka wins- (Closed won/Open opportunities x100) - %of opportunities closed won To beat the benchmarks we collect (you can see more about our benchmarks here https://lnkd.in/ea7aabku ) As a result, Batikan Erdogan became our Head of Growth and Conversion Watch out for more experiments coming to our blog from his work
Alina Vandenberghe I’m curious by this distinction because if you are measuring growth in terms of business outcomes then optimization that drive outcome improvements would seem to logically fall under the growth role definition. 🤔
A Demand Conversion Platform definitely needs a Head of Conversion 🌶 Congrats, Batikan Erdogan! We're so excited to see what you do next!
Love seeing the metrics you're tracking and learning more about the "WHY".
Edgar Baum Good to see that Alina is another SAM disciple. 💪🏻
🤌🏻👏🏻
This is rad! Congrats Batikan!
Congrats Batikan Erdogan 👌
Social-first Marketing Leader | Organic social media strategy for B2B that isn’t boring | Short-form Video Content Creation | Podcasting | Brand Development & Content Marketing | Storytelling | Social Psychology
1moHave you always measured on these metrics? If not, where did you start from?