The Reports Your CMO Wants to See (OpsStars)

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Copyright © 2023 Demandbase
The Reports Your
CMO Wants to See

4
When does a joke
become a Dad joke?
When it becomes
apparent.
“

6
Today’s
Agenda
● Marketing Credibility
● The Right Metrics
● Pre-Funnel Engagement
● Journey Analytics
● Program Performance and
Attribution
OpsStars 2023
The Reports Your CMO
Wants to See

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When Reports Take Away Credibility
Vanity Metrics
Sound good and impress people,
but don’t measure impact on
revenue or profitability

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Activity Metrics
Measure what you do
instead of what results and
impact you have
Quality > Quantity

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Cost Metrics
Frame marketing in
terms of cost and
spending instead of
results and outcomes

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Aggregate impact on
company revenue;
pipeline performance;
predictive forecasts
Journeys and
Forecasts
Reports That Give Marketing Power
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey

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Reports That Give Marketing Power
Incremental revenue
contribution and ROI of
individual marketing
programs
Program Performance
and Attribution

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Marketing Still Needs “Boiler Room” Metrics
Leading indicators on
the path to revenue,
including web traffic,
SEO, and qualified
responses.
Pre-Funnel
Engagement

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Operational Considerations
Volume Doesn’t
Drive Behavior
Define
Actionable
Metrics &
Simplify Reports

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Operational Considerations
Data Requires
Strategy &
Translation
Help Consumers
Understand
“Why?”

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My sweater had too
much static electricity so
I decided to return it.
They gave me a new one
free of charge.
“

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Pre-Funnel Engagement

“Before
someone
spends
money with
you, they
spend time
with you.”

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Web Traffic by Channel
Step #1 for
Reporting on
Brand &
Marketing
Impact
Related Metrics: Sessions,
Conversion Rates, Unique
Accounts on Site

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Search Engine Optimization
6 month
trend in
average
SEO Position
for
Advertising-
related
keywords
Monitor SEO Position
& Competitor Placement

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Compare
Ad Lift by
Tiers of
Spending &
Industry
Benchmarks
Advertising Lift

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Qualiﬁed Responses
Target
Persona
+
TAM
Account
=
Qualified

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Account Engagement
Track Engagement Over Time
View Engagement Minute Trends by
Account Segment or Account Tier
Related
Metrics:
Historical
Engagement,
Unique
Engaged
Accounts,
Unique People
Engaged

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“
Do you think your prospects
prefer “Don’t Stop Believin’” or
“Any Way You Want It”?
It doesn’t matter, as long as you
understand your buyer’s Journey.

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Journey Analytics

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Revenue Leading Indicators
The TOPO Double Funnel

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• Value: Current count (balance)
• Volume: Movement into stage
• conVersion: % moved forward
• Velocity: Time to move forward
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The 4 Vs of Journey Analytics

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Journey Stage Comparisons
Track
Accounts
Through
Their
Journey
Quarter over Quarter

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MQ Funnel Conversion
How Is Your
MQ Funnel
Performing?
Use Analytics
to Inform &
Improve

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Track
Performance
Through
Opportunity
Stages
Related Metrics: % Lost in
SQL, % Pipeline to Closed
Won, % Open, Opportunity
Velocity
Opportunity Sources

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Bookings Goal / ASP / Win Rate =
Pipeline Goal
Pipeline Goal / % of MQL/MQA Sourced
Opps / Conversion Rate =
MQL/MQA Goal
Owning the Funnel Together

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Opportunity Tracking
Conversion
Rates to
Align
Marketing &
Sales

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Marketing Forecasts and Stagger Charts

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Marketing-
Sourced
Pipeline
Marketing-
Inﬂuenced
Pipeline
Team
Sourced
Pipeline
✔

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My geography teacher asked me
to name a country with no R in it.
I said “No way!”
“

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Program Performance
and Attribution

Use reports to IMPROVE not
PROVE your marketing
Short term: program review (e.g.
qualified responses)
Long term: pipeline and revenue
attribution

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Monthly Program Review
Regularly Review
Short Term Results
Campaign Goal Progress,
Qualified Responses & Investment/QR,
Critical Thinking & Evaluation

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Campaign Goals

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Quarterly Program Review
Review Attribution Results
Once Per Quarter
Attribution by Stage,
Multi-Touch Ratios,
Critical Thinking & Evaluation

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Attribution by Opportunity Stage
Pre-SQL
SQL to
Pipeline
Pipeline to
Close
Multi-Touch Attribution

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Multi-Touch Ratios
Create Attribution
Goals by Opp Stage
Understand Marketing
Impact on Pipe
Creation & Deal
Acceleration
Sum of
Multi-Touch
Attribution $
/
Program
Investment $
=
MT Ratio

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Efficiency Metrics
Tie Marketing to Business Results

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We hired a new CSO at
Demandbase. I said
“Bro, want to see the new
marketing pamphlet?”
He replied, “Brochure”.
“

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Key Takeaways
1. Help your CMO to ‘market your
marketing’ internally
2. Make sure your external reports
speak “the language of business”
3. Internal marketing reports should
focus on leading indicators to
revenue
4. Use reporting to improve — not
prove — your marketing

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THANK YOU
Let’s keep in touch!
Jon Miller
Chief Marketing Ofﬁcer
Demandbase
/in/jonmiller2/
Ashley Long
Director, GTM Operations
and Forecasting
Demandbase
/in/ashleyalong/

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