End to End Conversion Rate This is the conversion rate that is best recognized by your VP of Sales, CSO, COO, or CEO. This is defined as fraction of all leads that become closed-won opportunities. If 100 leads result in 32 sales, then our end to end conversion rate is 32% for the cohort of leads examined.
Having campaign hours called out, we can now calculate our monthly spend for all lead sources, including both advertising and other marketing campaign spending.
Here, the Advertising Spend values are just copied in from our Google AdWords, Facebook, and LinkedIn accounts.
The spend values for Sales Farming, Nurturing, SEO Content Development, and Free Trial are each calculated by multiplying the hours applied (from the table above) by the respective hourly cost that we gathered earlier.