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Silicon Valley Marketo User Group               August 23rd, 2012               Host: 10Gen – the MongoDB company         ...
Housekeeping Items •         Be Social. Post updates on your LinkedIn/Facebook and tweet           pictures and info. abou...
Revenue Cycle Analytics (RCA)               TJ Kim               Sr. Product Manager, Marketo© 2012 Marketo, Inc. Marketo ...
Agenda     • RCA Benefits and Features     • Instant Value: Opportunity Influence Analyzer     • Fast Value: Program Analy...
Marketo Revenue Cycle Analytics   Delivers Critical Insights You Need TodayPage 5© 2012 Marketo, Inc.   Marketo Proprietar...
Key FeaturesPage 6© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Setup Needed Before You Start With RCA     Opportunity Influence Analyzer     • Programs with progression statuses and suc...
INSTANT VALUE: OPPORTUNITY              INFLUENCE ANALYZERPage 8© 2012 Marketo, Inc.      Marketo Proprietary and Confiden...
Page 9© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Dreamforce 2011Page 10© 2012 Marketo, Inc.                     Marketo Proprietary and Confidential
FAST VALUE: PROGRAM ANALYSISPage 11© 2012 Marketo, Inc.      Marketo Proprietary and Confidential
Program Effectiveness AnalyzerPage 12© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Lots of Fields Available                                                              For each Revenue Stage              ...
Drill Through!Page 14© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Program Analysis AreasPage 15© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
First- vs. Multi-Touch AttributionPage 16© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
First-touch Attribution Basics     1. Acquisition determines marketing influence. Program        success is not necessary ...
Multi-touch Attribution Basics     1. Program success determines marketing influence     2. Success must happen before opp...
ExercisePage 19© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 20© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 21© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 22© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 23© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 24© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 25© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 26© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 27© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 28© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 29© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
ExercisePage 30© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
STRATEGIC VALUE: REVENUE CYCLE              MODELER AND SUCCESS PATH              ANALYZERPage 31© 2012 Marketo, Inc.     ...
Revenue Cycle Modeler      •          Drag & Drop interface to map your business process      •          Visually demonstr...
Success Path Analyzer      •          Based on your own revenue cycle definitions - your process and terminology      •   ...
Summary     Revenue Cycle Analytics helps you:     1. Focus instantly on programs that need attention     2. Eliminate was...
Q&A© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Silicon Valley Marketo User Group Meeting August 23, 2012

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Silicon Valley Marketo User Group
Presentation by TJ Kim, Sr. Product Manager, RCA

Published in: Technology, Business
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Transcript of "Silicon Valley Marketo User Group Meeting August 23, 2012"

  1. 1. Silicon Valley Marketo User Group August 23rd, 2012 Host: 10Gen – the MongoDB company 555 University Ave, Palo Alto, CA 94301© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  2. 2. Housekeeping Items • Be Social. Post updates on your LinkedIn/Facebook and tweet pictures and info. about the Marketo User Group with the groups own hash tag #SVMUG. • Register for Dreamforce: Sept 18-21 in SF at the Moscone Center. Visit the marketo.com and save $300! Save the Date for a Marketo Breakfast at Lulu’s on Sept 19th. • Refer a Friend. “You Love Marketo”. You can win an iPad if your referral becomes a customer. • Community Engagement. Visit the Community to Ask Questions, Answer Questions, Post Ideas, Vote on articles and ideas, read tutorials and articles and watch videos. • LinkedIn City Group Participation. Network, view meeting presentations and pictures, request meeting topics and more! • Like Marketo on Facebook. View photos from user group meetings and other events. #SVMUGPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  3. 3. Revenue Cycle Analytics (RCA) TJ Kim Sr. Product Manager, Marketo© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  4. 4. Agenda • RCA Benefits and Features • Instant Value: Opportunity Influence Analyzer • Fast Value: Program Analysis • Strategic Value: Revenue Cycle Modeler and Success Path Analyzer • Q&APage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  5. 5. Marketo Revenue Cycle Analytics Delivers Critical Insights You Need TodayPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. Key FeaturesPage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. Setup Needed Before You Start With RCA Opportunity Influence Analyzer • Programs with progression statuses and success criteria set up correctly • Interesting Moments Program Analyzer and Program Analysis • Programs with progression statuses, success criteria and cost periods (OK to have zero cost programs) set up correctly • Contact roles in opportunities in SFDC Success Path Analyzer and Model Performance Analysis • Lead Lifecycle • Approved modelPage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. INSTANT VALUE: OPPORTUNITY INFLUENCE ANALYZERPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. Dreamforce 2011Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. FAST VALUE: PROGRAM ANALYSISPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. Program Effectiveness AnalyzerPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. Lots of Fields Available For each Revenue Stage • Cost per • New names (flow ever) • New names (flow current) • % conversion from prior (ever, current)Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Drill Through!Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. Program Analysis AreasPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  16. 16. First- vs. Multi-Touch AttributionPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  17. 17. First-touch Attribution Basics 1. Acquisition determines marketing influence. Program success is not necessary 2. Only one program can get credit for acquiring the lead 3. Acquisition must happen before opportunity is created to get pipeline credit 4. Acquisition must happen before opportunity is closed to get revenue credit 5. Lead/Contact must have a ROLE in the opportunityPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  18. 18. Multi-touch Attribution Basics 1. Program success determines marketing influence 2. Success must happen before opportunity is created to get pipeline credit 3. Success must happen before opportunity is closed to get revenue credit 4. Lead/Contact must have a ROLE in the opportunityPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  19. 19. ExercisePage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  20. 20. ExercisePage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  21. 21. ExercisePage 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  22. 22. ExercisePage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  23. 23. ExercisePage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  24. 24. ExercisePage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  25. 25. ExercisePage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  26. 26. ExercisePage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  27. 27. ExercisePage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  28. 28. ExercisePage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  29. 29. ExercisePage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  30. 30. ExercisePage 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  31. 31. STRATEGIC VALUE: REVENUE CYCLE MODELER AND SUCCESS PATH ANALYZERPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  32. 32. Revenue Cycle Modeler • Drag & Drop interface to map your business process • Visually demonstrate and manage lead-lifecycle • Creates a backbone for rich analysisPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  33. 33. Success Path Analyzer • Based on your own revenue cycle definitions - your process and terminology • Focused on balances, flows (i.e. people moving in or out of a stage during the designated time period), conversions, and inventory times.Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  34. 34. Summary Revenue Cycle Analytics helps you: 1. Focus instantly on programs that need attention 2. Eliminate waste & invest in impactful programs 3. Prove contribution to company’s revenue successPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  35. 35. Q&A© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  36. 36. Thank you!© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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