When most people think of worms, they picture the slimy, slow-moving creatures that hide under rocks in moist soil and wash up to slither across your path on rainy days. But for some marketers, “worms” are a powerful tool for measuring performance activity and breaking down aggregated metrics to the perfect level of insight.
If the marketing team is consistently exceeding its lead generation targets, why is the sales team struggling to meet their revenue numbers? The answer may be buried in your aggregated performance metrics.
Many marketers analyze an aggregate view of sales and marketing activity so they can see their goals and performance together in one place. Too much aggregation, however, can offer a skewed view of performance metrics that leaves the marketing team members scratching their head when sales and lead generation don’t match up…
