2012 Marketing Benchmarks: Awesome Stats and Essential Guidance to Rock Your Revenue Performance
 

2012 Marketing Benchmarks: Awesome Stats and Essential Guidance to Rock Your Revenue Performance

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Jon Miller reveals the groundbreaking 2012 Revenue Performance Benchmark results on what’s working – and what’s not – for today’s marketing organizations.

Jon Miller reveals the groundbreaking 2012 Revenue Performance Benchmark results on what’s working – and what’s not – for today’s marketing organizations.

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2012 Marketing Benchmarks: Awesome Stats and Essential Guidance to Rock Your Revenue Performance 2012 Marketing Benchmarks: Awesome Stats and Essential Guidance to Rock Your Revenue Performance Presentation Transcript

  • 2012 Marketing Benchmarks:Awesome Stats and Essential Guidance toRock Your Revenue PerformanceJon MillerCo-founder and VP of Marketing, Marketo@jonmiller
  • Jon Miller, VP of Marketing and Co-Founder, Marketo • Co-author of the Modern B2B Marketing Blog • About Marketo: • Powerful but easy solutions to help companies grow revenue faster (marketing automation and sales effectiveness) • 1,800 customers: fastest-growing private company in Silicon Valley @jonmiller • Highly efficient revenue cycle @jonmillerPage 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Can yourorganization answer these questions? View slide
  • How sophisticated are ourmarketing and salesprocesses compared toour competition? View slide
  • What are the bestpractices of thecompanies with themost productiverevenue engines?
  • What ROI would wesee from adoptingthese best practices?
  • How much should we beinvesting in marketing asa percent of revenue? What % of pipeline should Marketing drive for Sales?
  • We Designed The Benchmark on Revenue Performance to Give You Personalized Answers @jonmillerPage 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Today’s Topics • About the Benchmark Methodology • Revenue Performance Management Maturity • Revenue Performance Management Metrics • Moving up the Maturity Curve @jonmillerPage 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Benchmark database @jonmillerPage 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 300+ Responders Across B2B Industries Other Software & 21% Internet 32% Health / Pharma 3% Financial 3% Advertising 4% Telco 5% Business Manufacturing Services & Hardware 22% 10% @jonmillerPage 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Responders Across Multiple Company Sizes45%40%35%30%25%20%15%10% 5% 0% Under 10 11-100 101-1,000 1,001+ @jonmillerPage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Part I:Revenue Performance Maturity
  • @jonmillerPage 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • @jonmillerPage 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • @jonmillerPage 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Performance Management Maturity Revenue Performance Management Improve business Integrated results through continuous analysis Pipeline and optimization of sales and marketing resources Demand Embrace multi- channel program Generation delivery Lead scoring and Traditional Enable business users nurturing Marketing to create content, Alignment between manage campaigns sales and marketing and events Leverage automated email or direct mail CRM Integration Integration to 3rd communications to party systems stay in touch with Lead scoring practices customers @jonmillerPage 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Performance Management Maturity Revenue Performance Management Improve business Integrated results through continuous analysis Pipeline and optimization of sales and marketing resources Demand Embrace multi- channel program Generation delivery Lead scoring and Traditional Enable business users nurturing Marketing to create content, Alignment between manage campaigns sales and marketing and events Leverage automated email or direct mail CRM Integration Integration to 3rd communications to party systems stay in touch with Lead scoring practices customers @jonmillerPage 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Performance Management Maturity Revenue Performance Management Improve business Integrated results through continuous analysis Pipeline and optimization of sales and marketing resources Demand Embrace multi- channel program Generation delivery Lead scoring and Traditional Enable business users nurturing Marketing to create content, Alignment between manage campaigns sales and marketing and events Leverage automated email or direct mail CRM Integration Integration to 3rd communications to party systems stay in touch with Lead scoring practices customers @jonmillerPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Performance Management Maturity Revenue Performance Management Improve business Integrated results through continuous analysis Pipeline and optimization of sales and marketing resources Demand Embrace multi- channel program Generation delivery Lead scoring and Traditional Enable business users nurturing Marketing to create content, Alignment between manage campaigns sales and marketing and events Leverage automated email or direct mail CRM Integration Integration to 3rd communications to party systems stay in touch with Lead scoring practices customers @jonmillerPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Performance Management Maturity 50% 45% 40% 35% 30% 25% 43.7% 20% 15% 32.0% 10% 15.7% 5% 8.7% 0% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Maturity by Industry70% 64% Business Services60% Manufacturing Software & Internet50% 48% 45% 46% Other40% 32% 29%30% 24% 24%20% 15% 18% 18% 13% 10% 9%10% 3% 2% 0% Traditional Demand Integrated Pipeline Revenue Marketing Generation Performance Management @jonmillerPage 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Maturity by Employee Count60% 55% <10 50%50% 11-100 43% 101-1,50040% 37% 38% 36% 1,501+ 30%30%20% 17% 17% 17% 16% 14% 12% 11%10% 6% 3% 0% Traditional Demand Integrated Pipeline Revenue Marketing Generation Performance Management @jonmillerPage 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing Automation Evolving into RPM Revenue Performance Management Improve business Integrated results through continuous analysis Pipeline and optimization of sales and marketing resources Demand Embrace multi- channel program Generation delivery Lead scoring and Traditional Enable business users nurturing Marketing to create content, Alignment between manage campaigns sales and marketing and events Leverage automated email or direct mail CRM Integration Integration to 3rd communications to party systems stay in touch with Lead scoring practices customers Automate Transform marketing revenue processes operations @jonmillerPage 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Part II:Revenue Performance Metrics
  • Benchmark Questions Asked • Percentage of Pipeline Sourced By Marketing • Percentage of Sales Time Spent Directly on Selling • Target Revenue Plan Achieved: Last 12 Months • Revenue Growth Compared to Industry Average • Marketing Budget Ratio (% Revenue) • Revenue Cycle Conversion Rates • Name to MQL • MQL to SQL • SQL to Win @jonmillerPage 26© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Percentage of Pipeline Sourced by Marketing 60% 50% 40% 30% 55% 48% 20% 32% 10% 18% 0% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 27© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Percentage of Sales Time Spent Directly on Selling 80% 70% 60% 50% 40% 69% 30% 60% 54% 46% 20% 10% 0% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 28© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Target Revenue Plan Achieved: Last 12 Months 120% 100% 80% 60% 101% 40% 83% 73% 57% 20% 0% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 29© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Growth Rate Compared to Industry Average (% Above or Below Average) 50% 45% 40% 35% 48% 30% 25% 35% 20% 24% 22% 15% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 30© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing Budget Ratio (Marketing / Revenue) 14% 12% 10% 8% 13% 6% 11% 10% 10% 4% 2% 0% Traditional Demand Integrated Revenue Marketing Generation Pipeline Performance Management Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 31© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing Pipeline and Budget By Industry % Pipeline Marketing Sourced Marketing Budget Ratio45% 14%40% 12%35% 10%30%25% 8%20% 41% 13% 36% 36% 6% 11%15% 31% 10% 4% 8%10% 2% 5% 0% 0% Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 32© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing Pipeline and Budget By Employee # % Pipeline Marketing Sourced Marketing Budget Ratio45% 14%40% 12%35% 10%30%25% 8% 43% 13%20% 38% 6% 34% 11%15% 10% 4% 8% 23%10% 2% 5% 0% 0% < 10 11-100 101-1,500 1,501 + < 10 11-100 101-1,500 1,501 + Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 33© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Cycle Conversion Rate by Maturity 45% Name to MQL 1 in 21 40% MQL to SQL 35% SQL to Win 1 in 48 30% 1 in 63 1 in 73 25% 1 in 325 20% 40% 37% 31% 33% 15% 28% 28% 23% 22% 24% 24% 26% 25% 10% 18% 16% 5% 11% 0% Traditional Demand Integrated Pipeline Revenue Average Marketing Generation Performance Management MQL = Marketing Qualified Lead (ready to call) SQL = Sales Qualified Lead (engaged in active opportunity) Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 34© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Cycle Conversion Rate by Industry 35% Name to MQL MQL to SQL SQL to Win 1 in 53 30% 1 in 52 1 in 71 25% 1 in 175 20% 15% 29% 30% 28% 27% 26% 26% 23% 24% 22% 22% 10% 21% 12% 5% 0% Business Services Manufacturing Software & Internet Other MQL = Marketing Qualified Lead (ready to call) SQL = Sales Qualified Lead (engaged in active opportunity) Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 35© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Conversion Rate by Employee # 35% Name to MQL MQL to SQL SQL to Win 30% 1 in 46 1 in 73 1 in 62 25% 1 in 129 20% 15% 30% 26% 27% 28% 26% 26% 23% 22% 24% 23% 10% 19% 18% 5% 0% < 10 11-100 101-1,500 1,501 + MQL = Marketing Qualified Lead (ready to call) SQL = Sales Qualified Lead (engaged in active opportunity) Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 36© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Value of a Sales Development Function 70% 60% No SDR Function SDR Function 50% 40% 30% 60% 51% 20% 32% 30% 28% 22% 24% 10% 21% 0% Name to MQL MQL to SQL SQL to Win % Sales Time Spent Selling Source: Marketo Benchmark on Revenue Performance as of May 11, 2012 (N=300) @jonmillerPage 37© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Part III:Moving up the Maturity Curve
  • Importance for Top Revenue Performance 1. ROI: Maturity of approach to planning for and measuring ROI We have a disciplined process that includes setting ROI goals up front, regularly looking back to measure ROI of each program, and discontinuing programs that don’t meet our thresholds 2. ROI: Ability to measure marketing’s overall impact on revenue We are able to predict what will happen to lead flow and forecast what impact marketing will have on pipeline and/or revenue in future periods High 3. Leads and Opps: Overall maturity of marketing programs We efficiently design, execute, measure and reuse optimized programs across multiple channels including online and offline, mobile, social, etc. 4. ROI: Ability to measure the ROI of specific marketing programs Predict the marginal impact of each program over time, by measuring a programs influence in acquiring new leads or moving them through the revenue cycle (multi-touch revenue attribution) 5. Leads and Opps: Process for non sales-ready leads Medium 6. Leads and Opps: Level of targeting in marketing campaigns 7. Sales Productivity: Marketing and sales alignment 8. Sales Productivity: Focusing sales on hottest leads and opps Low 9. Sales Productivity: Quality of info sales receives about each lead 10. Sales Productivity: Monitor and ensure follow-up on leads (SLAs) @jonmillerPage 39© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Traditional Demand Marketing Generation • Start tracking leads and conversions through basic waterfall stages: Name to MQL, MQL to SQL, SQL to Win • Develop basic lead nurturing tracks for two or three personas • Implement basic lead scoring (single score) • Build a weekly and monthly dashboard to track and communicate marketing’s impact on sales @jonmillerPage 40© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Nurturing @jonmillerPage 41© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Scoring @jonmillerPage 42© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Demand Integrated Generation Pipeline • Expand your portfolio of lead generation channels, embrace content marketing • Define every stage of your revenue cycle… • … then identify pinch-points and take action • Score demographics and behaviors separately • Report on quality (revenue impact) not quantity @jonmillerPage 43© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics @jonmillerPage 44© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violations @jonmillerPage 45Screenshot: Marketo Revenue Cycle Analytics Proprietary and Confidential© 2011 Marketo, Inc. Marketo
  • Integrated Revenue Pipeline Performance Management • Use conversion rates knowledge to make forecasts for impact on future revenue • Plan ROI goals for all programs up-front, and use multi-touch attribution to measure results • Add additional lead nurturing tracks, including specific tracks for recycled leads • Review and iterate lead scoring at least quarterly @jonmillerPage 46© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Example: Multi-Touch Attribution Screenshot: Marketo Revenue Cycle Analytics @jonmillerPage 47© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Services to Help You At Every Stage of Revenue Performance Management Maturity Traditional Demand Integrated RPM Marketing Generation Pipeline • Foundation Course • Configure Social • Measure Lead & • Understand Program Grow the • MLM Fundamentals Widgets for Landing Success Attribution Reporting & Analysis Number of • Guided Migration Pages • Revenue Driven • Revenue Cycle Services • Campaign Design Marketing Launch Pack Analytics Launch Pack Leads and • Standard Support Launch Pack • Premier Plus Support • Premier Plus Support Opportunities • Standard Support • MSI Fundamentals • Enable Marketo • Sync a Marketo • Revenue Cycle Modeler • CRM Integration Program to SFDC Program w/ a SFDC Fundamentals Services Campaign Sync Campaign • Revenue Cycle Improve Sales • Standard Support • Sales Insight Launch • Business Process Analytics Data Analyst Productivity Pack Review & Scoring • Premier Support Workshop • Measure Lead & • MLM Analytics • Revenue Cycle • Revenue Cycle Explorer Success Attribution • Assessment and Modeler Fundamentals Optimize Sales • Revenue Driven Recommendations Fundamentals • Revenue Strategy and Marketing Marketing Launch Service • Revenue Cycle Workshop ROI Pack • Premier Support Analytics Data Analyst • Premier Plus Support • Standard Support • Premier Support Education Support Services Professional Services @jonmillerPage 48© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Resources to Learn More • The Definitive Guide to Marketing Metrics and Marketing Analytics • The Definitive Guide to Lead Scoring • The Definitive Guide to Lead Nurturing • Marketing Automation Cheat Sheet • The Marketing Measurement Cheat Sheet • Coordinating Marketing and Sales Across the Entire Revenue Cycle Get all this and more at www.marketo.com/rpm-resources @jonmillerPage 49© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • @jonmillerPage 50© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Like the RPM Benchmark? Take the Email One! www.marketo.com/benchmark @jonmillerPage 51© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Contact Me JON MILLER Marketo, Inc. VP Marketing 901 Mariners Island Suite 200 jon@marketo.com San Mateo, CA 94404 @jonmiller Participate in the Benchmark now! www.marketo.com/rpm @jonmillerPage 52© 2011 Marketo, Inc. Marketo Proprietary and Confidential