Measuring Qualification Quality with Closed-Loop Analytics in Zoho
Gabbee Team•
Prove and improve qualification: MQL→SQL→Opp conversion, score band analysis, field completeness, and weekly feedback loops.
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Analytics Turns Qualification into a System
If you can’t prove it, you can’t improve it.
Core Metrics
- MQL→SQL, SQL→Opportunity, Win rate by source/ICP, Time-in-stage, Speed-to-first-touch.
Score Band Analysis
- Compare conversion/win rates for 0–39, 40–69, 70–100 to tune thresholds.
Field Completeness
- % of opps with Decision Maker, Budget, and Timeline captured by stage.
Attribution Sanity
- Reconcile source vs. self-reported attribution for channel-quality insights.
Cohorts & Feedback Loops
- Track cohorts by created month; lost reason analysis informs scoring negatives and discovery prompts.
Executive View
- Pipeline quality trend, forecast confidence, and "recycled but later closed-won" validations.
Result
Qualification becomes scientific, iterative, and transparent.
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