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Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
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Achieving Marketing and Sales alignment

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Methodology to create a Marketing C-level dashboard for Executive Staff and BoD to analyze marketing return on invest (closed loop concept) and impact on revenues.

Methodology to create a Marketing C-level dashboard for Executive Staff and BoD to analyze marketing return on invest (closed loop concept) and impact on revenues.

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  • 1. Achieving Marketing and Sales alignmentTangible revenue impact with a C-level Dashboard<br />Nicolas Draca<br /> July 2010<br />Eloqua Experience 09 - Markie Award 2009 - Sales Impact<br />Dreamforce 09 - Appy Award Nominee - Sales Cloud<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />1<br />
  • 2. As-is situation<br />Marketing Automation brought a new generation of <br />B2B Marketers:<br /><ul><li>Empowered with new lead qualification mechanisms (i.e.: web tracking, scoring, nurturing)
  • 3. Focused on tangible metrics measuring marketing success rate(i.e.: funnel conversion rate, buying process)
  • 4. Experimenting cutting-edge lead strategies to grow sales pipeline</li></ul>2<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 5. Challenges<br /><ul><li>From a CEO perspective, Marketing is a non-measurable investment
  • 6. From a CFO perspective, Marketing is a cost
  • 7. From a Sales perspective,Marketing is a mystery</li></ul>3<br />Tangible revenue impact with a C-level Dashboard, June 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 8. Objectives<br />Stop “hiding”and engage your Execs with a C-level Dashboard <br /><ul><li>10,000 foot analysis: simple and easy to read
  • 9. Not subject to multiple interpretations</li></ul>Our primary goal<br />Measure marketing impact on pipeline and revenue<br />4<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 10. C-level Dashboard - Overview<br />Lead generation<br />(per work day)<br />Bookings <br />($M)<br />Pipeline generation<br />(# Opps per work day)<br />5<br />
  • 11. C-level Dashboard – Lead Generation<br />Sources<br />Google Analytics Report<br />Salesforce Lead matrix report: - “Lead Source” (Count) - “Lead Created Date” (Fiscal Quarter)<br />Marketing responsibility<br /><ul><li>Increase web site traffic while improving lead conversion rate.</li></ul>My 2 cents<br /><ul><li>Important – Do not use Google conversion metrics to report on number of inquiries as Google can not match inquiries to your CRM System.
  • 12. Filters to analyze the data:“Traffic source” or “Geo Region”</li></ul>Web traffic <br />(per work day)<br />6<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 13. C-level Dashboard – Lead Generation<br />Source<br /><ul><li>Salesforce Lead matrix report:- “Budget Source” (Count) - “Lead Created Date” (Fiscal Quarter)</li></ul>Marketing responsibility<br /><ul><li>Increase number of inquiries while reducing the cost per inquiry.</li></ul>My 2 cents<br /><ul><li>Important – “Budget Source” should be tied to your company budget allocation (Marketing, Channel or Sales)
  • 14. Important - Do not allow your Reps to create new leads in salesforce, instead get them to clone an existing lead/contact or create a new lead using a web form to prevent duplicates
  • 15. Tie the “Budget Source” to the “Lead source” and limit number of “Lead Source” to 10 (i.e.: Manual Import, Event, List, Search Organic, Search Paid, Requested Contact, Requested Content, Partner, Training)Filters to analyze the data:“Lead Source”, “Lead Score”, “Campaigns” or “Geo Region”</li></ul>Lead Generation <br />(per work day)<br />7<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 16. C-level Dashboard – Pipeline Generation<br />Source<br /><ul><li>Salesforce Opportunity matrix report- Budget Source (Count) - Opp. Created Date (Fiscal Quarter)</li></ul>Marketing responsibility<br /><ul><li>Increase Marketing initiated Opportunities.</li></ul>My 2 cents<br /><ul><li>Important - To improve data analysis (closed loop concept), when creating the opportunity you must automatically import lead/contact marketing information into the opportunity (lead source, campaigns, scoring, #ouches, lead age ..)
  • 17. Report on number of opportunities created, not on pipeline ($) (as pipeline ($) changes will skew your data analysis)
  • 18. Filters to analyze the data:“Lead source” conversation rate, “Lead/Contact Age”, “Scoring” or “Geo Region”</li></ul># Opportunities Created <br />(per work day)<br />8<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 19. Dashboard for C-level – Bookings<br />Source<br />Salesforce Opportunity Won matrix report - “Lead Source” ($M) - “Opportunity Closed Date” (Fiscal Quarter)<br />Marketing responsibility<br /><ul><li>Reduce the sales cycle from “lead created date” to “opportunity closed date”. </li></ul>My 2 cents<br /><ul><li>Important – It is unlikely that an increase in inquiries on the current quarter will impact bookings on the same quarter (as we need to add the sales cycle to the equation)
  • 20. Important – You have all the data needed for a closed loop analysis (see backup slides)
  • 21. Filters to analyze the data:“Lead Source”, “Scoring”, “Geo Region”, “Opportunity Size” or “Sales Cycle”</li></ul>Bookings<br />($M)<br />9<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 22. Key Take Away<br /><ul><li>Avoid confusion by keeping the dashboard simple
  • 23. Spend face to face time to educate your Execs
  • 24. 12 months of data is needed for valid analysis
  • 25. Be ready for more, C-level Dashboard is only the beginning of a long journey!</li></ul>10<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 26. Our ultimate goal:<br />“ E = MC2 ” for Marketers<br />Marketing Budget Quarter (N) =<br /> “Revenue Goal Quarter (N + SalesCycle)“<br />“Lead Source” “Cost Per Deal” <br /> “Average Deal Size”<br />x<br />Validate your marketing budget<br />Optimize your buying process<br />Experiment revenue forecasting<br />11<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 27. Thank youNicolas Dracandraca@gmail.comhttp://www.linkedin.com/in/ndraca<br />12<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 28. Backup slides<br />July 2010<br />13<br />Achieving Marketing and Sales alignmentTangible revenue impact with a C-level Dashboard<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 29. Closed loop analysis:Recognize business cycles<br />Prospects<br />Leads <br />Meetings <br />Opportunity Created<br />Opportunity Won<br />Sales Cycle 100 days 110 days<br />Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps<br />Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp<br />14<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />
  • 30. Closed loop analysis:Understand marketing campaign impact<br />Prospects<br />Leads <br />Meetings <br />Opportunity Created<br />Opportunity Won<br />Marketing content<br />Marketing content<br />Marketing content<br />Phase 3: Preference<br />BrandCase Studies<br />Product reviewschannel<br />CustomersEval<br />Phase 1: Awareness<br />Organic searchSocial Mediachanneladvertising<br />freewarepress<br />Phase 2: Consideration<br />eventschannel <br />Webinarsdemo<br />Newsletter<br />15<br />Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com <br />

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