How marketing can report revenue analytics that don’t lie

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There are some nasty blind curves when you need to show how marketing campaigns impact revenue. Listen to the 30-minute webcast where you’ll learn: - How to get your company on the path to revenue reporting - The surprising obstacles that kill great reporting and how to overcome them - The cost of only taking half-steps to revenue reporting - Be successful at Account-Based Marketing Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.

Technology

How Marketing Can Report
Revenue Analytics That Don’t Lie

Introduction
Dan Ziman
CMO
LeanData
Tom Grubb Chief Strategy Officer
Digital Pi
3

“…Fewer than 4% of
marketing generated leads
are ever converted into
sales.”
Source: Business2Community, February 10, 2014
Why Organizations Should Stop Focusing on Lead Nurturing Campaigns
4

ONE QUESTION…
What happened to the other 96%?
5

Challenge: reporting vastly undercounts campaign touches
Lead Contact
Contact
w/role
Lead Contact ?
Lead ? ?
7

B2B Marketing is multi-person and multi-campaign
CAMPAIGNS
Director, Marketing
(Contact w/Role)
Marketing Specialist
(Contact)
CMO
(Lead)
Website X
Webinar X
Whitepaper X
Exec Roundtable X
Tradeshow X
8

Poll: How much do you trust your marketing reports?
1. Usually – 22%
2. Occasionally – 67%
3. Never – 11%
9

80% of CEOs simply don’t trust marketers at all
- Fournaise Group Study
10

"Performance is your reality. Forget everything else.”
- Harold S. Geneen
11

Marketing   Revenue
• Platform Approach:
– SFDC: Campaign Influence Reports
– Marketo: FT and MT Attribution
• No way back to marketing when:
– Leads not associated with accounts
– Contacts not associated with
opportunities
– Duplicates
12

Marketers can’t generate sufficient growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
13

Marketers can’t generate growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
14

The Path to Revenue Reporting Starts with Opportunities
CONTACTS
15

White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Executive Approver Technical
Account

White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Executive Approver
Technical

White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Opportunity
Account
Executive Approver
Technical

White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
Technical
Executive Approver

61% More Revenue Won Influence with Implicit
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 351 74% 46%
Yes 252 26% 54%
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 127 12% 11%
Yes 476 88% 89%
Opportunity
(Explicit)
Account
(Implicit)
23

White Paper
TradeshowWebinar
More Lost Attribution: Stuck in The Land of Leads
Account
Opportunity
Technical
Executive Approver
Leads have no path
to get revenue
credit for marketing
24

SFDC Campaign influence report
25
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000

Your Options:
1.Modify sales behavior
2.Modify SFDC – lock it down
3.Modify your reporting configuration
4.Switch to another reporting tool or platform
5.Employ technology
26

Thank you!
Dan Ziman
CMO
LeanData
@lostintheflog
dan@leandatainc.com
Tom Grubb Chief Strategy Officer
Digital Pi
@thomasgrubb
tom@digital-pi.net
27

What's hot

How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance. In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include: • Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none. • Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams. • Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team. • The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement. • Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems. • Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases. Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report. Table of Contents 1. Introduction 2. Executive Summary 3. Research Methodology 4. Revenue Goal Acheivement 5. Perception of Alignment 6. Organizational Structure 7. Alignment & Technology 8. Leads & Lead Quality 9. Analyst Bottom Line 10. Acknowledgements 11. About Demand Metric Research Methodology The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete. All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini. While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data. Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.

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How marketing can report revenue analytics that don’t lie

1. How Marketing Can Report Revenue Analytics That Don’t Lie

2. Agenda INTRODUCTIONS DISCUSSION Q&A 2

3. Introduction Dan Ziman CMO LeanData Tom Grubb Chief Strategy Officer Digital Pi 3

4. “…Fewer than 4% of marketing generated leads are ever converted into sales.” Source: Business2Community, February 10, 2014 Why Organizations Should Stop Focusing on Lead Nurturing Campaigns 4

5. ONE QUESTION… What happened to the other 96%? 5

6. 6

7. Challenge: reporting vastly undercounts campaign touches Lead Contact Contact w/role Lead Contact ? Lead ? ? 7

8. B2B Marketing is multi-person and multi-campaign CAMPAIGNS Director, Marketing (Contact w/Role) Marketing Specialist (Contact) CMO (Lead) Website X Webinar X Whitepaper X Exec Roundtable X Tradeshow X 8

9. Poll: How much do you trust your marketing reports? 1. Usually – 22% 2. Occasionally – 67% 3. Never – 11% 9

10. 80% of CEOs simply don’t trust marketers at all - Fournaise Group Study 10

11. "Performance is your reality. Forget everything else.” - Harold S. Geneen 11

12. Marketing   Revenue • Platform Approach: – SFDC: Campaign Influence Reports – Marketo: FT and MT Attribution • No way back to marketing when: – Leads not associated with accounts – Contacts not associated with opportunities – Duplicates 12

13. Marketers can’t generate sufficient growth Marketing = cost, sales = revenue. Our numbers are right, yours are wrong. I only trust data from Salesforce.com. Why doesn’t marketing have a quota? Explain MT and FT attribution again? CEO says all marketers are liars. 13

14. Marketers can’t generate growth Marketing = cost, sales = revenue. Our numbers are right, yours are wrong. I only trust data from Salesforce.com. Why doesn’t marketing have a quota? Explain MT and FT attribution again? CEO says all marketers are liars. 14

15. The Path to Revenue Reporting Starts with Opportunities CONTACTS 15

16. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Executive Approver Technical Account

17. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Executive Approver Technical

18. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Opportunity Account Executive Approver Technical

19. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity Technical Executive Approver

20. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity TechnicalExecutive Approver

21. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity TechnicalExecutive Approver

22. Marketo Multi-Touch Pipeline Report 22

23. 61% More Revenue Won Influence with Implicit Marketing Influence? Contacts Counted % Revenue Won Influenced % Pipeline Open Influenced No 351 74% 46% Yes 252 26% 54% Marketing Influence? Contacts Counted % Revenue Won Influenced % Pipeline Open Influenced No 127 12% 11% Yes 476 88% 89% Opportunity (Explicit) Account (Implicit) 23

24. White Paper TradeshowWebinar More Lost Attribution: Stuck in The Land of Leads Account Opportunity Technical Executive Approver Leads have no path to get revenue credit for marketing 24

25. SFDC Campaign influence report 25 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000

26. Your Options: 1.Modify sales behavior 2.Modify SFDC – lock it down 3.Modify your reporting configuration 4.Switch to another reporting tool or platform 5.Employ technology 26

27. Thank you! Dan Ziman CMO LeanData @lostintheflog dan@leandatainc.com Tom Grubb Chief Strategy Officer Digital Pi @thomasgrubb tom@digital-pi.net 27

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