Measuring Your Marketing: Getting the Most Out of Reporting and Dashboards   Marketing I: Building the Funnel Franco Anzin...
Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This pr...
<ul><ul><li>INDUSTRY : Networking </li></ul></ul><ul><ul><li>EMPLOYEES : 450 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global...
Challenges for Aruba – Marketing and Lead Generation <ul><li>Key Business Challenges </li></ul><ul><ul><li>Lack of consist...
Lack of Lead Process <ul><li>Needed something that was consistent and scalable </li></ul><ul><ul><li>System can’t do this ...
Lack of Lead Metrics <ul><li>What’s happening to our leads?? </li></ul><ul><ul><li>Working through the business process, w...
Sample Screen Shot
Are Marketing Programs working? <ul><li>Needed to provide quantitative answers on a per Campaign level </li></ul><ul><ul><...
Sample Screen Shot
How do we solve our technology problem? <ul><li>Aruba’s Lead Qualification team is outsourced and has their own instance o...
How have we leveraged reports and dashboards to drive behavior? <ul><li>Marketing viewpoint </li></ul><ul><ul><li>Self-ser...
Driving Behavior through Dashboards <ul><li>Lead Qualification dashboards </li></ul><ul><ul><li>Weekly meetings driven thr...
Imagine it.  Learn it.  Use it. <ul><li>Tips and Tricks </li></ul><ul><ul><li>Don’t use the system to build your processes...
Andrea Wildt Salesforce Marketing Salesforce.com [email_address]
Quiz - Are You a Data Driven Marketer? <ul><li>How many  leads do you generate  a month? </li></ul><ul><li>What is your av...
The End Result
Where to Start? <ul><li>Define the key business metrics you care about. </li></ul><ul><li>Who is the audience? </li></ul><...
Leverage Pre-Built Reports
Leverage Pre-Built Reports Lead Lifetime Report Campaign Opportunity Report Average transaction size Lead Lifetime Report ...
Create Custom Reports
Plan Your Dashboard <ul><li>What questions are you trying to answer? </li></ul><ul><li>Who is your audience? </li></ul><ul...
Optimize Your Components GAUGE Compare performance  vs. target METRIC Great for  side-by-side  comparison TABLE Showing  e...
Embed Your Components
Pre-Built Dashboards on the AppExchange!
Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvemen...
<ul><li>Q&A </li></ul>
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M B F006 Wildt 091807

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  • M B F006 Wildt 091807

    1. 1. Measuring Your Marketing: Getting the Most Out of Reporting and Dashboards Marketing I: Building the Funnel Franco Anzini, Aruba Networks Andrea Wildt, Salesforce.com
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. <ul><ul><li>INDUSTRY : Networking </li></ul></ul><ul><ul><li>EMPLOYEES : 450 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 175 + Partners </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA </li></ul></ul>Aruba Networks delivers an enterprise mobility solution that enables secure access to data, voice and video applications across wireless and wireline enterprise networks. The Aruba Mobile Edge Architecture allows end-users to seamlessly roam to different locations within an enterprise campus or office building while maintaining secure and consistent access to all of their network resources.
    4. 4. Challenges for Aruba – Marketing and Lead Generation <ul><li>Key Business Challenges </li></ul><ul><ul><li>Lack of consistent and scalable lead and campaign processes </li></ul></ul><ul><ul><ul><li>Everyone dealing with campaigns with leads in their own way </li></ul></ul></ul><ul><ul><li>Lack of lead metrics </li></ul></ul><ul><ul><ul><li>No idea of what was happening to leads </li></ul></ul></ul><ul><ul><li>Are marketing programs working? </li></ul></ul><ul><ul><ul><li>Could not quantitatively answer the question “How did Campaign XYZ do?” </li></ul></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>Integration between systems (Lead Qualification is outsourced) </li></ul></ul>
    5. 5. Lack of Lead Process <ul><li>Needed something that was consistent and scalable </li></ul><ul><ul><li>System can’t do this for you </li></ul></ul><ul><ul><li>Heavy Lifting needs to be done with business process analysis </li></ul></ul><ul><ul><li>Once the process if built, Salesforce.com was used to help implement it </li></ul></ul>
    6. 6. Lack of Lead Metrics <ul><li>What’s happening to our leads?? </li></ul><ul><ul><li>Working through the business process, we established at which points we wanted to take measurements </li></ul></ul><ul><ul><li>Used Salesforce.com to “build a data trail” within the system that could be measured and analyzed </li></ul></ul>
    7. 7. Sample Screen Shot
    8. 8. Are Marketing Programs working? <ul><li>Needed to provide quantitative answers on a per Campaign level </li></ul><ul><ul><li>Need complete campaign information (custom fields needed to be added) </li></ul></ul><ul><ul><li>Needed to combine lead and converted opportunity information to provide full picture </li></ul></ul>
    9. 9. Sample Screen Shot
    10. 10. How do we solve our technology problem? <ul><li>Aruba’s Lead Qualification team is outsourced and has their own instance of Salesforce.com </li></ul><ul><ul><li>How do we prevent duplication of data and effort </li></ul></ul><ul><li>ANSWER – Give outsourced teams customized, restrictive access to Salesforce.com </li></ul><ul><ul><li>(Note: Salesforce.com PRM could also have been a potential solution) </li></ul></ul>
    11. 11. How have we leveraged reports and dashboards to drive behavior? <ul><li>Marketing viewpoint </li></ul><ul><ul><li>Self-service for information </li></ul></ul><ul><ul><li>Quantitative answers (People care about $$) </li></ul></ul>
    12. 12. Driving Behavior through Dashboards <ul><li>Lead Qualification dashboards </li></ul><ul><ul><li>Weekly meetings driven through dashboard </li></ul></ul><ul><ul><li>Everyone can see the same data real-time </li></ul></ul><ul><ul><li>No “spreadsheet” excuses </li></ul></ul>
    13. 13. Imagine it. Learn it. Use it. <ul><li>Tips and Tricks </li></ul><ul><ul><li>Don’t use the system to build your processes. Use the system to IMPLEMENT your processes </li></ul></ul><ul><ul><li>Don’t be afraid to use custom and required fields </li></ul></ul><ul><ul><li>You can’t report on information that is not captured in the system (i.e. campaign target industry) </li></ul></ul><ul><ul><li>Pick your dashboard components carefully! </li></ul></ul>
    14. 14. Andrea Wildt Salesforce Marketing Salesforce.com [email_address]
    15. 15. Quiz - Are You a Data Driven Marketer? <ul><li>How many leads do you generate a month? </li></ul><ul><li>What is your average cost per lead ? </li></ul><ul><li>What are your best performing offers ? </li></ul><ul><li>What are your best performing channels ? </li></ul><ul><li>What is your lead to opportunity conversion rate? </li></ul><ul><li>What is your opportunity to close conversion rate? </li></ul><ul><li>What is your average pipe-to-spend for marketing programs? </li></ul><ul><li>What marketing program generated the highest ROI for the company last quarter? </li></ul>
    16. 16. The End Result
    17. 17. Where to Start? <ul><li>Define the key business metrics you care about. </li></ul><ul><li>Who is the audience? </li></ul><ul><li>Make sure you are capturing the data you need to report on. </li></ul><ul><ul><li>“ What is our Lead to Opportunity Conversion </li></ul></ul><ul><ul><li>Rate by Product Line?” </li></ul></ul>
    18. 18. Leverage Pre-Built Reports
    19. 19. Leverage Pre-Built Reports Lead Lifetime Report Campaign Opportunity Report Average transaction size Lead Lifetime Report (sum of won opportunities) Campaign Opportunity Report $ or Deal Won Business Lead Lifetime Report (sum of opportunities) Campaign Opportunity Report $ Pipeline Created Lead Lifetime Report (count of opportunities) Campaign Opportunity Report Count of Qualified Leads Leads by Source Campaign Leads Report Count of Leads Not Using Campaigns If You Use Campaigns Metric
    20. 20. Create Custom Reports
    21. 21. Plan Your Dashboard <ul><li>What questions are you trying to answer? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>Draw it out: </li></ul>Key Program Metrics Performance Vs. Goal Revenue Impact Sales Follow Up Sales Trends Campaign Leaderboard Campaign Dashboard
    22. 22. Optimize Your Components GAUGE Compare performance vs. target METRIC Great for side-by-side comparison TABLE Showing exact values in a series CHART Best for visualizing trends and segmentation
    23. 23. Embed Your Components
    24. 24. Pre-Built Dashboards on the AppExchange!
    25. 25. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    26. 26. <ul><li>Q&A </li></ul>

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