Silicon Valley Marketo User Group Meeting August 23, 2012
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Silicon Valley Marketo User Group Meeting August 23, 2012

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Silicon Valley Marketo User Group

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

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Silicon Valley Marketo User Group Meeting August 23, 2012 Silicon Valley Marketo User Group Meeting August 23, 2012 Presentation Transcript

  • 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
  • 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
  • Revenue Cycle Analytics (RCA) TJ Kim Sr. Product Manager, Marketo© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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
  • Marketo Revenue Cycle Analytics Delivers Critical Insights You Need TodayPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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 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
  • INSTANT VALUE: OPPORTUNITY INFLUENCE ANALYZERPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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 • Cost per • New names (flow ever) • New names (flow current) • % conversion from prior (ever, current)Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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 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
  • 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
  • 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. Marketo Proprietary and Confidential
  • 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
  • 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
  • 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
  • Q&A© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank you!© 2012 Marketo, Inc. Marketo Proprietary and Confidential