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Get on the Road to Analytics Success Presentation Transcript

  • 1. Get on the Road to Analytics Success Jono Schneider, Revenue Consultant, Marketo TJ Kim, Senior Product Manager, Marketo© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Welcome! • Intended audience • Customers currently using or are interested in the Select SMB Edition or Revenue Cycle Analytics (RCA) • Questions? Please ask them in the chat window. • Q&A will be addressed at the end • Recording will be sent to participants next week.Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Topics • Instant Value: Opportunity Influence • Fast Value: Program Analysis • Strategic Value: Revenue Cycle Model MetricsPage 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Revenue Cycle Analytics (RCA) – What is it? • Opportunity Influence Analyzer • Program Analyzer • Success Path Analyzer • Revenue Cycle Modeler • Revenue Cycle Explorer • Program Analysis o To Opportunities (Marketing Touches) o To Model Stages (Acquisition Programs) o Costs o Membership/Acquisition • Model Performance Analysis • Lead/Company Analysis • Opportunity Analysis • Custom Fields and Tags ReportingPage 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Which Features Are in My Subscription? • Standard SMB Edition • Analyzers: Opportunity Influence and Program • Select SMB Edition • Analyzers: Opportunity Influence, Program, and Success Path • Revenue Cycle Modeler • Revenue Cycle Explorer • Lead Management Professional or Enterprise with Revenue Cycle Analytics • Analyzers: Opportunity Influence, Program, and Success Path • Revenue Cycle Modeler • Revenue Cycle ExplorerPage 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Which Subscription do I Have?Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Opportunity Influence Analyzer, Part IPage 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Opportunity Influence Analyzer, Part II Dreamforce 2011Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Options on Opportunity Influence AnalyzerPage 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Opportunity Influence Analyzer • Shows marketing “touches” for contacts/accounts with opportunities • Requires implementation of Marketo programs for both Acquisition and Success • Helps determine where Marketing Influence isn’t being captured • Shows relationship between Interesting Moments (Generic) and Program Touches (Specific) • 4 Types of Influence: • Lead Creation (via Programs) to Opp Creation • Lead Creation (via Programs) to Opp Close • Program “Touch” to Opp Creation • Program “Touch” to Opp ClosePage 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Programs Make RCA AwesomePage 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. The Anatomy of a ProgramPage 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. The Anatomy of a ProgramPage 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. The Anatomy of a Program Folder NamePage 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. The Anatomy of a Program Folder Name Program Name (1 per “contract”)Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart CampaignsPage 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart Campaigns Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, EmailsPage 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart Campaigns Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, Emails Program Type: Is this program based on attendance? If so, it’s an Event. If not, it is Default.Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart Campaigns Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, Emails Program Type: Is this program based on attendance? If so, it’s an Event. If not, it is Default. Channel: A label that defines a type of Marketing ProgramPage 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart Campaigns Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, Emails Program Type: Is this program based on attendance? If so, it’s an Event. If not, it is Default. Channel: A label that defines a type of Marketing Program Program Lead: Who is managing this Program?Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. The Anatomy of a Program Folder Name Program Name (1 per “contract”) Smart Campaigns Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, Emails Program Type: Is this program based on attendance? If so, it’s an Event. If not, it is Default. Channel: A label that defines a type of Marketing Program Program Lead: Who is managing this Program? Description: Optional notes for the ProgramPage 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. The Deeper Anatomy of a ProgramPage 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. The Deeper Anatomy of a ProgramPage 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. The Deeper Anatomy of a Program Total number of Members in the ProgramPage 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. The Deeper Anatomy of a Program Total number of Members in the Program Number of New Names in the ProgramPage 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. The Deeper Anatomy of a Program Total number of Members in the Program Number of New Names in the Program Number of members who met the objectives of the Program; drives Opportunity and Revenue creditPage 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. The Deeper Anatomy of a Program Total number of Members in the Program Number of New Names in the Program Number of members who met the objectives of the Program; drives Opportunity and Revenue credit Progression Statuses define at what stage the record is in for the programPage 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Add Costs So It Shows up in RCA Cost month versus membership month Use 0 if no-cost programsPage 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Channel and Progressions Sample Program Types (Channels) Blog Online Advertising Call Blitz OSDR Prospecting Content Syndication Referral Data Quality Roadshow Direct Mail Sales Outbound Email Blast Sponsorship Email Blast CTA Survey First Touch Direct Mail Tradeshow Inbound User Group Meeting ISDR Prospecting Virtual Trade Show Marketing Prospecting Webinar Marketing Qualified Website Micro-EventPage 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Channel and Progressions Sample Program Types (Channels) Blog Online Advertising Each Channel defines Call Blitz OSDR Prospecting the Progression Content Syndication Referral Statuses and Success Data Quality Roadshow Criteria Direct Mail Sales Outbound Email Blast Sponsorship Email Blast CTA Survey Can sync status to First Touch Direct Mail Tradeshow SFDC Campaign Inbound User Group Meeting ISDR Prospecting Virtual Trade Show Marketing Prospecting Webinar Marketing Qualified Website Micro-EventPage 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Sample Progressions / Success Criteria Email Blast CTA Sent Clicked Opened Converted Unsubscribed Micro-Event 0 – On Prospecting List Recycled – Not a Prospect 1 – Invited Recycled – Recycled to Later Date 2 – Registered Recycled – Referred to Colleague 3 – Attended at Company 4 – Existing Opportunity 6 – Zero Stage Opportunity Current Customer 7 – Opportunity 5 – Sales Meeting Scheduled 8 – Opportunity Won Declined Tradeshow Invited Engaged Attended Show Visited Booth Webinar Invited No Show Pending Approval Engaged Rejected Attended Wait Listed Attended On-demand Registered Green = SuccessPage 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Important! • Program – Opportunity Analysis requires Contacts to be attached to Opportunity • Use Opportunity Influence Analyzer to review OppsPage 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Important! • Program – Opportunity Analysis requires Contacts to be attached to Opportunity • Use Opportunity Influence Analyzer to review OppsPage 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Program Analysis – Within Marketo • Allows you to analyze programs as follows: • Cross Channel Analysis • Program to Program Analysis • By Acquisition o Overall and Cost per New Name • By Success/Marketing Touch o Overall and Cost per Success • Program to Pipeline • ROI – Cost of Program to Amount of Revenue GeneratedPage 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Program Influence Analyzer Screenshot: Marketo Revenue Cycle AnalyticsPage 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Lots of Fields Available to Analyze! For each Revenue Stage • Cost per • New names (flow ever) • New names (flow current) • % conversion from prior (ever, current)Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Drill Through to RCE ReportsPage 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Program Analysis AreasPage 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. First- vs. Multi-Touch AttributionPage 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. Program | Opportunity Connection How Many Successes Does it Take to Create an Opportunity?Page 41© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Key Program MetricsPage 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. Revenue Cycle Model • Visual representation of Marketing/Sales Funnel • Defines and tracks process through which Leads/Contacts move to Success and/or Detours • Allows for reporting on the effectiveness and efficiency of marketing/sales process • Represents Marketing/Sales RelationshipPage 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 44. How to get your Model started • Draft stages & transition • Design the model • Discuss with Sales to get agreement • Implement the modelPage 44© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 45. Example: Success Path Stages Prospect Marketing Sales Lead Opportunity Customer Lead All Names Inquiry Agency > 30k Sales Is a client Score above Advertiser > Project > 120 threshold 100k days Ask technical questions SLA: 21 days SLA: 7 daysPage 45© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 46. Basic ModelPage 46© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 47. Wrong WayPage 47© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. Lesson Learned • Determine your expected lead flow first • Lead to enter any stage • Lead to enter at the top and move downPage 48© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 49. Setting Up TransitionsPage 49© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. Setting Up Transitions Keep Transitions Simple; Use Moments of TruthPage 50© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 51. Setting Up Transitions Ex: Added to Early Opportunity Stage to show movement to SalesPage 51© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 52. Control Transition Quality Use Smart List to identify leads that are not in the right stagePage 52© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 53. Success Path AnalyzerPage 53© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 54. Model Reports in Revenue Explorer Lead Balance Report Lead Flow ReportPage 54© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 55. You Can Take it with You • Use the model as a communication tool • Optimization will take few months • Once completed, keep model unchanged as much as possible • The model is only one piece of RCA, leverage other reports for further insightsPage 55© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 56. Thank You! • Need more help? Marketo offers services to get you on the road to analytics success • Reporting Expert Services o On-going programmatic services to help your organization analyze and discover actionable insights o 1:1 sessions with a Marketo consultant • Marketo Office Hours o Unlimited group office hours to work through questions and get expert advice • Contact services@marketo.com for more info • Presentation and recording available at http://pages2.marketo.com/reporting_pres.html • FAQ available at https://community.marketo.com/MarketoKnowledgeArticles?topcategory=Re venue_Cycle_AnalyticsPage 56© 2013 Marketo, Inc. Marketo Proprietary and Confidential