Marketing Operations Summary Metrics By Channel

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This was a summary slide on how key marketing operations metrics varied by channel. It's purpose was to see which channels produced different results.

This was a summary slide on how key marketing operations metrics varied by channel. It's purpose was to see which channels produced different results.

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  • 1. Program Types Versus Resulting Metrics Guaranteed Return Total Potential Return Opportunity % Opportunity # Cost Per Opportunity Opportunity Yield Account Specific Direct Marketing Exec. Bridging Executive Brief Exec Dinner Exec Roundtable Mid-Mkt. Seminar Newsletter Requalification Seminar Symposium Tech Workshop Teleprospecting Tradeshow User Group Web Seminar eDay Overall Ads Ads (Search Only) Siebel.com Results by Marketing Channel Good Bad
  • 2. Metrics Definitions
    • Opportunity Yield
      • Opportunities Generated / Programs Performed
    • Cost Per Opportunity
      • Total Requested Budget / Opportunities Generated
    • Opportunity #
      • # of accepted opportunities which are closed, lost, or in pipeline
    • Opportunity %
      • % of accepted opportunities allocated across closed, lost, or in pipeline
    • Total Potential Return
      • All accepted opportunity revenue / marketing spend.
    • Guaranteed Return
      • All closed opportunity revenue / marketing spend.