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

Technology Business

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.
#SVMUG
Page 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&A

Page 4
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Marketo Revenue Cycle Analytics
Delivers Critical Insights You Need Today

Page 5
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Key Features

Page 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 model
Page 7
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

INSTANT VALUE: OPPORTUNITY
INFLUENCE ANALYZER

Page 8
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Page 9
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Dreamforce 2011

Page 10
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

FAST VALUE: PROGRAM ANALYSIS

Page 11
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Program Effectiveness Analyzer

Page 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 Areas

Page 15
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

First- vs. Multi-Touch Attribution

Page 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 opportunity

Page 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 opportunity

Page 18
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

Page 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

Page 20
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Exercise

Page 30
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

STRATEGIC VALUE: REVENUE CYCLE
MODELER AND SUCCESS PATH
ANALYZER
Page 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 analysis

Page 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 success

Page 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

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Silicon Valley Marketo User Group Meeting August 23, 2012

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. #SVMUG Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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&A Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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 model Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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

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 opportunity Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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 opportunity Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

32. Revenue Cycle Modeler • Drag & Drop interface to map your business process • Visually demonstrate and manage lead-lifecycle • Creates a backbone for rich analysis Page 32 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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. 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 success Page 34 © 2012 Marketo, Inc. Marketo Proprietary and Confidential

Silicon Valley Marketo User Group Meeting August 23, 2012

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