Use Historical Data to Grow Your Business | Megan Bowen on Metrics & Chill

From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue performance assessment." Key Takeaways: Revenue Performance Assessment: Refine Labs conducts an in-depth analysis of historical CRM data to optimize demand generation strategies, focusing on lead pipelines and closed-deal analytics. Prioritizing Attribution: A blend of software-based and self-reported attribution provides a more comprehensive understanding of the lead-generation journey, particularly highlighting critical insights for demand creation programs. Identifying Growth Levers: Key growth drivers often include improving lead conversion rates and paid social advertising effectiveness, helping companies leverage their strengths for better outcomes. Consistent Review Process: Businesses are encouraged to perform revenue assessments every 9 to 12 months to refine strategies and adapt to evolving market conditions. Common Challenges: Common pitfalls among companies include overspending on paid search and ineffective social media strategies, areas where Refine Labs offers guidance to boost efficiency. See full videos and more on our ⁠YouTube channel⁠ Stay on top of all Refine Labs news and events by ⁠subscribing to our newsletter.⁠