Anyone that knows me will tell you I *heart* numbers and I am an even bigger fan of using numbers in analytics. Heck, I even wrote a post about the ROI of my job search. But when I read on eMarketer recently about how so many marketers struggle to close the loop, I couldn’t help but think that it’s their own fault. A little harsh?
If you are not closing the loop, then how the heck do you know if you are closing anything?
Seriously. Think about that for a second.
Closing the loop implies that the loop started somewhere. Someone clicked something, filled out a form on your site, called a sales rep, attended a webinar, etc. The only way the loop ‘ends’ is to close out that record. Make a sale, lose a sale or add to a nurturing flow.