Lead Source Taxonomy
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Organizing lead sources into a well-structured taxonomy is key to understanding marketing and sales performance. This guide provides a comprehensive framework for setting up a lead source taxonomy and creating a campaign design that aligns with it.
Lead Source Grouping: Begin by organizing your lead sources into broad categories that align with your business's key functions, like sales, marketing, customer success, and referrals. This offers a snapshot of your leads' origins.
Lead Source: The next tier should encompass specific lead sources, be it events, paid advertising, or the dedicated outreach of your SDR team. These sources are generally linked to a set budget.
Lead Source Details: Lastly, we should define the specific channels or campaigns that fall under each lead source. For instance, under events, we may have trade shows, customer events, or prospect events.
Executive Level: At the highest tier of your lead source taxonomy, executives gain a comprehensive view of where leads originate. This empowers them to evaluate whether leads are predominantly generated by marketing, sales efforts, or product-led growth strategies.
Functional Leaders: For those in the trenches, the next level down offers a more granular view. Here, you can pinpoint specific channels and sources to understand where leads are coming from and adjust your marketing budgets accordingly.
Marketing Operations: The most granular level of lead source taxonomy is designed for marketing operational use. It empowers marketers to scrutinize the performance of individual channels, pinpoint successes and failures, and refine their strategies based on the insights gleaned from funnel metrics.
When setting up your lead source taxonomy, it's important to ensure that:
Mutually Exclusive: Each lead source should be clearly defined and distinct from others. Selecting one lead source should not imply that it could be another.
Comprehensively Exhaustive: Each lead should have a specific place in your taxonomy. There should be no instances where you're unsure which lead source to tag a particular lead to.
Adhering to these principles ensures a well-structured lead source taxonomy that delivers meaningful data to various members of your team, empowering you to make strategic, well-informed choices for your marketing and sales endeavors.