#11 Surviving the Downturn

The process of forecasting future demand can be difficult, especially during uncertain economic times.

Revenue leak manifests in deal slippage, bad data, and error-prone manual processes. Sales organizations need to take action to stop the leak and set themselves up for success after the downturn. In addition, consumers are more mindful of their spending habits, which can affect lead-generation efforts.

Revenue leaders can adapt their go-to-market strategy by

• proving the value of their solutions

• accelerating time to value

• identifying leaks in their internal processes

• doubling down on what works.

In addition, instead of focusing solely on increasing conversions, business leaders should use the marketing efficiency ratio (MER) to measure the efficiency of their campaigns across all revenue streams.

Last-click attribution models may not account for critical touchpoints in the customer journey, so overall efficiency should be emphasized over short-term returns. Analyzing each stage of the marketing funnel can help differentiate successful initiatives from those that fail to drive revenue.

By leveraging metrics like MER, businesses can develop a long-term strategy to attract high-intent leads and boost conversion rates, even during an economic downturn.