Marketing Automation & CRMHow to integrate your digital data to drive REVENUE!Will Scully-PowerManaging DirectorDatarati@w...
Welcome  It’s True!
Chief Executive Officer                            How do we                          grow top line                       ...
Marketing Director                                  How manyMarketing Qualified Leads (MQL’s) do I need      to generate t...
Sales Director   How many Sales Qualified Leads   (SQL’s) do I need to close to hit our   revenue target?
Marketing and Sales
Data Silos       Multiple Locations + Agencies
Anonymous and Aggregate Data      Guesswork!
Excel Hell
Metrics    Vanity & Fluffy Campaign Metrics
KPI’s        Stop Hiding Under A Rock
Marketing Hands Over to Sales  Vicious Cycle Driven by KPIs
Cherry Picking                   Wasted                  Marketing                 Investment!
Sales & Marketing Divide                           You don’t follow                              them up!You’re leads are ...
How To Fix?
Start with Revenue Target   Marketing & Sales      Alignment!
Build Marketing and Sales Process          Revenue Cycle Funnel
Integrate Marketing + Sales Data
Score Online and Offline Behaviour  Explicit & Implicit Data
Focus Those Highly Engaged  Hi-Value Customers & Prospects
Prioritised Followed Up   Who. What. When. Where. Why. How.
Nurture Those Not Engaged    Triggered & Behavioural Marketing
Test Campaign Variables Emails + Landing Pages + PURLs
Analyse Touchpoints and Influences Understand    Your   Buyers  Journey
Measure Campaign Attribution       Campaign Influence & Investment
Identify Trends Over Time                                          Key topic areas:                                      •...
Predict Marketing’s Impact                              Predictive                              Analytics                 ...
Reporting / Dashboards          50% More MQL’s from             Lead Nurturing
Get Started: Evaluate Your Funnel      www.marketo.com/marketing-       automation-roi-calculator
Summary 1. Recognise this change is here to stay 2. Focus on quality vs. quantity KPI’s 3. Focus on REVENUE as your key ma...
Thank You!                Will Scully-Power                Managing Director                      Datarati             wil...
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What are you doing with all that Digital Data? - How to earn a seat at the Revenue Table

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You're problem is simple. You have multiple streams of behavioural data from multiple sources including email, social, search, display, mobile and the web, being generated in different formats, stored in multiple locations all using different metrics to measure success. More often than not marketers KPIs are still measured on useless vanity campaign metrics such as open & click thru rates, webform submissions and unique visitors to a landing page or website. It's no longer good enough to report on these types of metrics. You need to talk in the language of your CEO to gain respect as a marketer these days e.g. Revenue, Profit, etc.
Welcome to the new world of the revenue driven marketer.

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What are you doing with all that Digital Data? - How to earn a seat at the Revenue Table

  1. 1. Marketing Automation & CRMHow to integrate your digital data to drive REVENUE!Will Scully-PowerManaging DirectorDatarati@willscullypower
  2. 2. Welcome It’s True!
  3. 3. Chief Executive Officer How do we grow top line REVENUE by 20%?
  4. 4. Marketing Director How manyMarketing Qualified Leads (MQL’s) do I need to generate to hit our revenue target?
  5. 5. Sales Director How many Sales Qualified Leads (SQL’s) do I need to close to hit our revenue target?
  6. 6. Marketing and Sales
  7. 7. Data Silos Multiple Locations + Agencies
  8. 8. Anonymous and Aggregate Data Guesswork!
  9. 9. Excel Hell
  10. 10. Metrics Vanity & Fluffy Campaign Metrics
  11. 11. KPI’s Stop Hiding Under A Rock
  12. 12. Marketing Hands Over to Sales Vicious Cycle Driven by KPIs
  13. 13. Cherry Picking Wasted Marketing Investment!
  14. 14. Sales & Marketing Divide You don’t follow them up!You’re leads are Junk!
  15. 15. How To Fix?
  16. 16. Start with Revenue Target Marketing & Sales Alignment!
  17. 17. Build Marketing and Sales Process Revenue Cycle Funnel
  18. 18. Integrate Marketing + Sales Data
  19. 19. Score Online and Offline Behaviour Explicit & Implicit Data
  20. 20. Focus Those Highly Engaged Hi-Value Customers & Prospects
  21. 21. Prioritised Followed Up Who. What. When. Where. Why. How.
  22. 22. Nurture Those Not Engaged Triggered & Behavioural Marketing
  23. 23. Test Campaign Variables Emails + Landing Pages + PURLs
  24. 24. Analyse Touchpoints and Influences Understand Your Buyers Journey
  25. 25. Measure Campaign Attribution Campaign Influence & Investment
  26. 26. Identify Trends Over Time Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsSource: Marketo
  27. 27. Predict Marketing’s Impact Predictive Analytics & Real Marketing Automation
  28. 28. Reporting / Dashboards 50% More MQL’s from Lead Nurturing
  29. 29. Get Started: Evaluate Your Funnel www.marketo.com/marketing- automation-roi-calculator
  30. 30. Summary 1. Recognise this change is here to stay 2. Focus on quality vs. quantity KPI’s 3. Focus on REVENUE as your key marketing metric 4. Integrate your marketing & sales data 5. Social + Web Analytics + Email + CRM 6. Define a combined REVENUE target 7. Build a combined marketing/sales process (SLA’s) 8. Analyse touch points, influences, attributions 9. Talk Revenue & Profit not Clicks & Impressions 10. Plan, Plan, Plan + always use the 75/20/5 Rule Success Formula!
  31. 31. Thank You! Will Scully-Power Managing Director Datarati will.sp@datarati.com.au +61 400 828 866 Twitter @willscullypower www.datarati.com.au

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