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At the end of each year, we choose what content really made a difference among our social communities. Here are the most viewed and downloaded ones for 2014. We hope you enjoy them!

  • Five Ways to Integrate Eloqua and CRM: Are you aware of the 5 different ways you can integrate Eloqua with your CRM system and the advantages and disadvantages of each?
  • Eloqua: What to Do Next Infographic: Your management is thinking about how to make the New Year rock… and if you want to be a part of it, now is the time to prepare your vision for kick-ass Eloqua improvements.
  • Put a full-court press on dirty data: Marketers have struggled to keep data clean since the first crumpled business card changed hands. Click the link above to stop swilling down the same filthy information.

Learn more about the fresh and original content that 4Thought Marketing provides on the topic of Marketing Automation. Follow us on TWITTER here, we will follow you back! Or you can follow us here:

As we talked about in my first post, velocity is a key measurement for marketing efficiency. In my second post, I talked about all the levers you could pull to increase velocity. In this post, I am going to give you some suggestions on how you might measure velocity in your organization.

Time stamps are critical to measuring velocity. Most modern CRMs and MAP systems are capable of adding a time stamp when a field is updated. Within our organization, we date stamp our prospects as they flow through each step of our sales and marketing funnel. This can be done with a simple workflow rule and either your CRM or MAP system is capable of accomplishing this feat.

Once you date stamp the transitions, you can then either export the data or use a fancy formula field to get the duration between the two date stamps. In excel, this is called a DAYS360 formula.

The DAYS360 formula is great for measuring large scale velocity changes in days or months. But, what if your SLA calls for a 1 hour response time on all inbound inquiries; how do you measure that? The process is generally the same but you will need to export the data and run one of the following formulas depending on how you want to splice the time.

FormulaDescription (Result)
=INT((B2-A2)*24)Total hours between two times (4)
=(B2-A2)*1440Total minutes between two times (295)
=(B2-A2)*86400Total seconds between two times (17700)
=HOUR(B2-A2)The difference in the hours unit between two times. This value cannot exceed 24 (4).
=MINUTE(B2-A2)The difference in the minutes unit between two times. This value cannot exceed 60 (55).
=SECOND(B2-A2)The difference in the seconds unit between two times. This value cannot exceed 60 (0).

If you wanted to get real fancy, you could set up an export of these date stamps on a periodic basis, do the calculations in excel and then schedule an import of the returned values for dashboard reporting.

What are some of the ways you measure velocity within your organization?

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