As soon as you successfully bought your first leads through PX, you’re ready to upload your disposition files. These are batch files that contain data about how your customers progress through the sales funnel. Uploading disposition data frequently can give you great insights into the performance of your sources and allows you optimizing your customer acquisition through PX. However, before drawing any conclusions from your disposition, it is extremely important to map your disposition statuses correctly in PX.
PX platform helps you understand and visualize your customer acquisition activities. You can use not only sales data but also other indicators such as contact rates, and compare them against benchmarks for your vertical. Therefore, you have a better understanding of what is going on in your sales funnel and can improve your performance at the various stages of the process.
The table below explains the funnel stages used in PX (some of them are not used in certain verticals).
These stages help you create early performance indicators and assess source quality and performance. Early indicators are particularly useful when the initial volume is high or when sales cycles are long. Leads that drop off before conversion stays in the last status reached.
The simplified example below illustrates early indicators that tell you what may cause the underperformance in a campaign that has been live for 3 weeks. Note that this is not the full funnel.
Following this example, if your contact rate is above average, you’re doing a great job with initial outreach and dialing patterns. In addition, you might need to bring up your interested rate in order to hit targets. This could mean refining sales strategies or more intense follow-ups.
If statuses are mapped incorrectly in PX, you may draw wrong conclusions and choose incorrect optimization strategies. Moreover, when the volume is high or time-to-conversion is long, relying on early indicators is crucial for determining source quality. Incorrect information can lead to waste of time and money.
Proper mapping helps you identify underperformance early. You can determine the underlying reasons for lower than usual rates and easily come up with a strategy to improve performance.
- A couple of customers from source X told me they went with a competitor already. Therefore, I assigned them to New status in PX.
If the lead went with another buyer, this may not improve your CPA directly. However, this customer is both contactable and interested in your product or service. Map these leads to ‘Interested’ status to draw accurate conclusions regarding source quality.
- What if I wanted to use my own status mapping strategy in PX?
You are free to use PX the way you prefer and your satisfaction is our first priority. However, with regards to optimization of your campaigns, we strongly advise you to follow our mapping instructions. Using PX mapping statuses allows you to compare your metrics with averages across your vertical. This helps you compare your performance and pinpoint where your customer acquisition strategies need improvement. In addition, it helps our Customer Success Managers discover trends in data and price your sources right.
- I bought a lead that picked up the phone but it turns out he is not interested in my product. I leave this lead under New status in PX.
As you were able to get this person on the phone, the lead has been contacted. They should be mapped as Contacted because if the source sells too many leads that are not interested, this will become visible in the difference between contact and interested rates. Mapping this lead correctly makes it easier for you to determine that the issue is with customer interest, not contactability.
Need our help?
Do you experience any difficulties in mapping your CRM statuses in PX? Not sure under which category to place a certain status?
Reach out to our Onboarding Specialists. Also, feel free to discuss your take on PX status classification with your Onboarding Specialist or Customer Success Manager.