Sales intelligence
How I separated marketing quality from sales execution
Benchmarking negotiators on response and conversion alongside marketing data.
Like for like
By period and cohort
The challenge
When results dipped, marketing and sales blamed each other.
Without separating lead quality from handling, nobody knew where the problem was.
What mattered most
The strategy
Compare like with like.
I connected salesperson data with marketing data.
- 01Connected salesperson response and conversion with marketing data.
- 02Compared first call speed and downstream performance.
- 03Identified differences in handling equivalent opportunities.
- 04Shared findings constructively with sales leadership.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Conversion range
Same leads, different results
The outcome
Clear answers instead of finger pointing.
Five negotiators were benchmarked with conversion ranging from around 2% to over 6%, and response time differences identified.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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Find out what your paid media is really producing.
Start with a free audit and I will look beyond surface metrics to the growth opportunities that matter commercially.