Building Integrated Marketing Reports and Dashboards

Building Integrated Marketing Reports and Dashboards Stuart Robertson, ShareBuilder Chris Denlinger, Time Warner Cable Jenny Dixon, salesforce.com Track: Marketing Executives

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Stuart Robertson Senior Director, Marketing [email_address]

Introduction to ShareBuilder

6 th largest online brokerage firm

>1.7Mn opened accounts

>250 strategic partnerships

Vision: Increase savings rate of Americans

Mission: Help consumers build & manage wealth by delivering low-cost, easy to use, high-quality financial services

Launched ShareBuilder 401(k) in 10/2005 to the underserved small business marketplace

INDUSTRY: Financial Services EMPLOYEES: 165 / 15 in 401(k) GEOGRAPHY: United States PRODUCT(S) USED: Enterprise, 3 AppExchange applications # USERS: 11

Easy, Affordable, On-Demand 401(k)s for Small Biz

Prospect to Customer -- Our Funnel for Success

From awareness to customer promoters

Interest Nurture Purchase Install Fund Promote

Demand Generation

Story architecture

Most efficient channel mix

Sales Optimization

Nurture

Process & Tools

Customer Success

Experience

Plan Launch

Promote/Community

Measuring Marketing

Building a Marketing Dashboard

Determine your key business objectives

Categorize drivers / key influences

Collect, add, clean & capture data

ID views for faster & better decisions

Refer to Successforce for tips

… and build it

DEPLOYMENT DETAILS

Dashboards by Marketing Objective

Data quality:

Defined source codes

Ringlead de-dupes leads

Daily upload of customer data from administrator

Working to Improve email & customer activity collection

Key Performance Indicators Dashboard

Quick view of demand and revenue drivers

TIPS

Formulate web-to-lead to carry info you need

Group sales and leads by month

Integrate outside data (Assets):

Data up-loader

Custom object

Lead Dashboard

Leads by month shows trends at a glance

Leads by source gives quick snapshot of channels driving demand

Sales by source provides view into quantity and quality of leads by source

TIPS

Group leads and sales by source – it’s easy

Lead Dashboard – A Level Deeper

Quickly see stages, campaigns & partner results

TIPS

Leverage marketing source codes

More defined the better

Define lead status and easy to measure in total or by sales member

Demand Campaign Dashboard

Easy to compare email open & clicks

Track leads & sales across mediums

TIPS

Need campaigns

Web-to-lead auto-updates campaigns

Uploading clicks & opens via data up-loader

Nurture Email Dashboard TIPS

Similar to Demand Dashboard, except:

Ringlead Appexchange updates lead with defined nurture campaign actions

Custom field for closing campaign:

Lead source standard

Close source custom (formula field)

Making it Easy for Your Sales Team

Campaign & offer

Status fulfillment

TIPS

Custom fields track items important to you and sales

Auto populating (formula field) offer based on mktg source

Marketsync automatically show fulfillment actions, status, and updates your budget in Campaigns

Making it Easy for Your Sales Team

Showing actions of prospects

Sales prioritize calls based on actions & decision time frame

Marketing optimizes nurture efforts based on actions

TIPS

Custom fields capture actions customers takes prior purchase

Download to excel to:

Understand order and actions that lead to sales

Mirror custom fields show marketing activity

Use to optimize nurture efforts

Customer Success Dashboard

Easy view of key metrics

9-10 rating is a Promoter; 7-8 is Neutral; 0-6 is Detractor

The Ultimate Number , Fredrick Reichheld

Will you recommend us?

Average US business is ~12%

Fasting growing average >50%

Leader grow 2.5 times competitors

Impact & Lessons-Learned

Deep visibility from one source creates buy-in across company

Provide Unit Head and CEO instant reports on state of the business

No longer the business case of one – sales team can see what really works

Configurability enables ability to align with unique KPIs

Enables scalable automation & productivity

Dashboards allow us to optimize campaigns, channels & partners fast

Real-time lead capture from our site

Formal nurture program based on customer actions out of SFDC

Easy for Sales to know status of leads, kits, offer fulfillment, & customer installations

Makes it simple to track customer success to view and act

View install & funding reports to determine where to focus support

Promoter score allows us to easily see how we’re doing and where to focus testimonial efforts

Data quality and gathering is essential for good decision-making

Chris Denlinger Senior Business Manager [email_address]

Introduction to Time Warner Cable Business Class

B2B arm of Time Warner Cable

40+ divisions nationwide

Sell P2P Ethernet, Internet Access, Managed Services, Web Hosting, Email

Divisions each manage their own environment/analytics

INDUSTRY: Telecom EMPLOYEES: 4,500 GEOGRAPHY: US PRODUCT(S) USED: SFA, Service & Support, DB Amp, Clicktools Surveys, # USERS: 93 locally

Marketing at Time Warner Cable

Marketing Strategy

Generate qualified leads from the web, direct mail, and cold calling activities

Track, measure, refine tactical execution

Marketing mix includes: courtship mechanisms, event sponsorship, direct mail, e-marketing, web presence

Courtship Mechanisms

Concert tickets

Event Sponsorship

Measuring Marketing

Salesforce.com at Time Warner

Campaign management/evaluation

Competitive Tracking

Sales Effectiveness

Reporting & Dashboards

Competitive dashboard

Impact of courtship mechanisms

“ The Machine”

Lead source/lead type

DEPLOYMENT DETAILS

Using ALL areas of Salesforce

60+ Users

Currently Integrating with AS400 billing system

Full time DBA and trainer

Users in Sales, Marketing and Ops

Custom S-Controls to improve user efficiency

Example Dashboard- Campaign Effectiveness

Example Dashboard- Competitive Overview

Example Report- Lead Status

Example Report- Lead Status Details

Example Report- Lead Source

Impact & Lessons-Learned

What were the results?

ROI on marketing activities

Understand where leads are coming from

Accuracy is contingent upon sales execution

Places a premium on training and consistency

Market share improvements/losses to modify products

Lessons-Learned

Data quality and “knowing” the data is key

Is all about reports

Jenny Dixon Senior Manager, Integrated Marketing [email_address]

Familiar Questions for Marketers

“ What was the ROI on our last trade show?”

“ How many leads did the online ad generate?” “ What was the conversion rate on the email drop?” “ How did this year’s programs impact the business ?” “ Which tactics performed best?” “ Should we run that campaign again next year ?” “ Did our campaign improve sales win rates ? Deal size ?” “ What is our cost per lead ?”

The End Result… Now How Do We Get There? Business Impact Goal Tracking Top Tactics Key Metrics

Step 1: Articulate Your Question

What is the ROI on my campaign?

Count of leads v. qualified leads

Cost per lead

Cost per closed deal

Should we run this campaign next year?

Performance v. target

What is the quality of sales follow-up?

Average time to qualify

Lead status

What is the impact on the business?

Impact on overall lead flow

New pipeline created / closed

Impact on win/loss rate

Consider refining your questions by… Tactic Cost per Lead per Tactic Region # Open Leads in the East Date # Leads Created by Month

Question….

Answer Requires The Right Data:

Lead source = Internet Search: designated campaign, lead field

East Region: State, zip code data captured in Web to Lead form

Lead create date

Lead convert date: sales must convert lead to opportunity

Step 1a: Are You Capturing the Right Data?

“ What are the monthly qualification rates from Internet Search generated leads for Eastern Sales over the last 12 months?”

Step 2: Leverage Pre-Built Reports Metric If You Use Campaigns Not Using Campaigns Count of Leads Campaign ROI report Lead Report Count of Qualified Leads Campaign Opportunity report Lead Lifetime Report (count of opportunities) $ Pipeline Created Campaign Opportunity report Lead Lifetime Report $ or Deal Won Business Campaign Opportunity report Lead Lifetime Report Average transaction size Campaign Opportunity report Lead Lifetime Report

Step 3: Create Custom Reports - Tips

Example: Use Custom Summary Formula to calculate Conversion Rate

1. Create Custom Summary Formula on Campaign Detail Report 2. Use formula: Total Num Opportunities/Total Responses 3. Run report

Step 4: Plan Your Dashboard - EXAMPLE

Snapshot of Key Metrics

Total Responses

# Opportunities

$$ Opportunities

$$ Closed

Cost per Lead

Performance v. Goal

# Responses v. Goal

Top Tactics: Leads, $$

Impact on Revenue

Open Opportunities

Closed Opportunities

Forecast/Pipeline Graph

Impact on the Business

Win/Loss Trend

Closed Business Trend

Lead Flow

Sales Follow-Up

Lead Status

Conversion Rate

Contest Status

How is the campaign performing? What is the ROI / business generated? What is the impact on our business 1 2 3 1 2 3

Step 5: Embed Reports in Dashboard - Tips

Include as much data as possible in each component

Total registration v. registration by city by member status

Total responses v. responses by tactic

Use metric components to stack data for side-by-side comparisons

Include trend components to show marketing impact

Step 5a: Optimize Component Options GAUGE Compare performance vs. target METRIC Small size is useful for side-by-side comparisons TABLE See the exact numbers in a series or the names of the “top records” CHART Best for visualizing trends and segmentation , but often lose detail on exact numbers

Introducing Mashboards Insert any application component into a dashboard On-Demand Spreadsheets Web Analytics Any Analytic Component

Demonstration

Stuart Robertson Senior Director, Marketing Chris Denlinger Marketing Manager Jenny Dixon Senior Manager, Integrated Marketing QUESTION & ANSWER SESSION

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