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Show me the numbers
Lisa Hutt, Salesforce.com EMEA
My Marketing Maturity Model

                                                                                             ...
How much time do you spend on metrics and
reporting?
     ti ?

•   I don’t do metrics and reporting

•   Up to half a day...
Why forecast

 Set your own targets – no-one else will be more accurate
 Understand the growth and the trends
 Compare reg...
Start Simple



Start with run-rate and average leads
By q
 y quarter, month or week
           ,

If you have a history, ...
Segment and de spike for more accuracy
              de-spike

 Segment by:
   Region
   Product
   Business size etc


Su...
Man or machine?
                                                                          Average 
                       ...
Track the Sales Stats

                        More yellow and red
 Conversion Rate        during the economic
 Average De...
Quarterly Pipeline and ACV Forecast
Hints and Tips

       Start simple
       Use sales and marketing tools to save time
       One-time report set up = fore...
Closing Thought



  Being results-driven can give you more job satisfaction
but there is nothing more rewarding than the ...
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Transcript of "Show me the numbers - "

  1. 1. Show me the numbers Lisa Hutt, Salesforce.com EMEA
  2. 2. My Marketing Maturity Model Forecasting Influencer Marketing Mobile Website W b it Video Measurement and ROI Email Social Media Advertising Ad ti i Telemarketing Lead management Conferences Corporate Hospitality Search Direct Mail Data Quality Exhibitions Unsubscribe T-shirts and bugs Spray and pray Spot on Digital Dilemma Real time reality Next chapter
  3. 3. How much time do you spend on metrics and reporting? ti ? • I don’t do metrics and reporting • Up to half a day a week • More than half a day a week • Too much time – we have a manual process • 100% - I AM the marketing operations g g p guru
  4. 4. Why forecast Set your own targets – no-one else will be more accurate Understand the growth and the trends Compare regions, products, sales performance Spot th d lt ’ S t the delta’s and change th plan d h the l Know where to invest next Align with sales ……and speak the same language - $£€ p g g
  5. 5. Start Simple Start with run-rate and average leads By q y quarter, month or week , If you have a history, validate: Seasonal trends i e May and Dec down i.e. Year on year growth, i.e. avg 40% April May June 720 560 710
  6. 6. Segment and de spike for more accuracy de-spike Segment by: Region Product Business size etc SubRegion Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 EMEA-BENELUX 260 323 242 288 297 311 281 367 382 419 355 407 445 475 202 5,054 EMEA-DACH EMEA DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7,391 7 391 EMEA-FRANCE 146 115 161 40 99 199 64 155 125 88 18 44 169 438 200 2,061 EMEA-MIDDLE- 178 143 161 147 194 208 133 140 575 169 197 204 205 365 149 2,768 EAST EMEA-ROEMEA 331 270 307 230 290 309 263 313 298 327 236 341 402 463 231 4,611 EMEA-UK 1,215 1,499 1,546 1,257 1,257 1,416 1,206 1,388 1,497 1,623 1,045 1,659 1,457 1,812 612 20,489 Grand Total 2,560 2,827 2,908 2,330 2,620 2,924 2,385 2,765 3,039 3,218 2,325 3,298 3,258 4,253 1,664 42,374
  7. 7. Man or machine? Average  g Anticipated  p SubRegion S bR i Oct O t Nov N Jan J Feb F b Growth Growth BENELUX 36% 35% 30% 52% 38% 32% DACH 23% 44% 23% 37% 32% 38% FRANCE 33% 20% 14% 25% 9% 14% IBERIA 12% 23% 36% 42% 28% 22% ITALY 32% ‐13% ‐13% ‐14% ‐2% 2% NORDICS 29% 2% 49% 36% 29% 28% REST OF EMEA 10% ‐7% ‐2% 7% 2% 5% UKIE 30% 45% 9% 11% 14% 15% Average Y/Y growth SubRegion March March Difference Actuals Forecast Month/month trends BENELUX 475 528 53 ** Budget DACH FRANCE 700 438 800 563 100 125 ** Specific activities IBERIA 281 364 83 ITALY 124 120 -4 NORDICS 311 371 60 REST OF EMEA 463 489 26 UKIE 1812 1892 80 4604 5128
  8. 8. Track the Sales Stats More yellow and red Conversion Rate during the economic Average Deal Sizes g downturn Sales Close Rates
  9. 9. Quarterly Pipeline and ACV Forecast
  10. 10. Hints and Tips Start simple Use sales and marketing tools to save time One-time report set up = forecast in 20 minutes Segment to improve accuracy Add more data points for better validation over time Plan jointly with sales and set investment expectations
  11. 11. Closing Thought Being results-driven can give you more job satisfaction but there is nothing more rewarding than the results you see from your own personal development.
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