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  1. Measuring Metrics
  2. Marketing Metrics

Lead Impact Matrix

PreviousMarketing MetricsNextCAC to LTV

Last updated 6 months ago

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Lead Source Impact Matrix

In today’s competitive business environment, generating high-quality leads is essential for driving revenue growth. However, not all lead sources are created equal. Some lead sources may be more efficient in generating leads, while others may produce higher-quality leads. The Lead Source Impact Matrix is a powerful tool that helps businesses assess the performance of their lead sources and make informed decisions about where to allocate their marketing resources.

What is the Lead Source Impact Matrix?

The Lead Source Impact Matrix is a two-axis matrix that plots lead sources based on their conversion rate and production. Conversion rate measures the percentage of leads from a particular source that convert into customers, while production measures the total number of customers acquired from that source.

By overlaying lead sources on this matrix, businesses can swiftly pinpoint their most fruitful and efficient channels. This insight can then inform strategic decisions about where to invest and where to dial back.

How to Create a Lead Source Impact Matrix

Creating a Lead Source Impact Matrix is simple. Here’s how you can do it:

  1. Step 1: Identify Your Lead Sources. Make a comprehensive list of every avenue that brings potential customers to your door, from organic searches to paid ads, social media, email campaigns, and referrals.

  2. Gather data on conversion rates and production. For each lead source, keep tabs on the leads that come in, how many of those become customers, and the total revenue each source brings in.

  3. Plot the lead sources on the matrix. Use the x-axis to chart conversion rates and the y-axis to represent production. Each lead source should be depicted by a point on the matrix.

  4. Analyze the matrix. Once you've got your matrix all set, it's time to dig in. Look for those lead sources that shine with both a high conversion rate and production levels—these are your stars, your most efficient and productive leads. On the flip side, identify those sources that are lagging in both conversion and production—these are the ones that need a closer look.

Using the Lead Source Impact Matrix to Optimize Your Lead Generation Strategy

The Lead Source Impact Matrix is a valuable tool for making informed decisions about where to allocate your marketing resources. Here are a few tips:

  • Invest in your most efficient and productive lead sources. These are the lead sources that are generating the most leads and customers for your business. By investing more resources in these lead sources, you can increase your overall lead generation and customer acquisition.

  • Scale back your least efficient and productive lead sources. We all have those lead sources that just aren’t pulling their weight. By trimming the fat here, you can redirect those resources into more fruitful endeavors.

  • Test new lead sources. The Lead Source Impact Matrix is a valuable tool for evaluating the potential of new lead sources. By monitoring their performance, we can swiftly discern whether they merit further investment.

The Lead Source Impact Matrix is a robust instrument that empowers businesses to fine-tune their lead generation strategies. By discerning the most efficient and productive lead sources, informed decisions can be made on resource allocation, ultimately leading to the generation of more leads and customers.