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Marketo Reporting Best Practices

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Initially presented at the Toronto Marketo User Group on Nov 10, 2015 the presentation covers best practices for reporting in Marketo. It gives examples of reports available and specific things which need to be in place to get the most out of your reporting.

Published in: Marketing

Marketo Reporting Best Practices

  1. 1. Marketo Reports Best Practices Toronto Marketo User Group Nov 10, 2015 Dan Radu Principal Consultant Macromator Inc. © Macromator Inc 2015
  2. 2. What stops good reporting? • Garbage IN= Garbage OUT – Enter all the data, clean up, normalize • Not sure what reports are available in Marketo – Get training, Product Docs, Community or use consulting services • Not enough time to build the reports – Dedicate time and set the correct expectations with all stakeholders • No processes in place to track the correct data – Train everyone in the team to follow the process and understand where to get the data from • Not sure what is the best way to track costs – Pick your attribution model and stick with it!!! Consistency is crucial! • Lack of Key Performance Indicators (KPI) – Decide what is important for you and how often you will monitor © Macromator Inc 2015
  3. 3. Revenue Cycle Analyzer (RCA) Available Reporting Basic Reports  Analyzers  Revenue Cycle Explorer (RCE) © Macromator Inc 2015
  4. 4. First Touch vs. Multi Touch First Touch Attribution • Acquisition determines marketing influence. Program success is not necessary • Only one program can get credit for acquiring the lead • Acquisition must happen before opportunity created to get pipeline credit • Acquisition must happen before opportunity closes to get revenue credit Multi-Touch Attribution • Program Success determines marketing influence • Multiple Programs can get credit for a single opportunity • Success must happen before opportunity created to get pipeline credit • Success must happen before opportunity closes to get revenue credit © Macromator Inc 2015
  5. 5. Reporting Requirements Checklist © Macromator Inc 2015
  6. 6. Reporting Requirements Checklist Use Progression Statuses Use Local Assets to Programs Add Period Costs to Programs Use Custom Tags Use Interesting Moments Connect Contacts to Opportunities Synch Custom Fields to RCE Use Naming Convention © Macromator Inc 2015
  7. 7.  Use Progression Status • Clearly define what is a success step • Use smart campaigns to change program status © Macromator Inc 2015
  8. 8.  Use Local Assets to Programs • Define the acquisition program • Use smart campaigns to change program status © Macromator Inc 2015
  9. 9.  Add Period Costs to Programs • Use one period costs or multiple period costs • Use period cost 0 if no cost is available • Go back and add period costs historically © Macromator Inc 2015
  10. 10.  Use Custom Tags • Tag by Geography, Campaign Objective, Type of Offer Presented • Tags are used by RCE © Macromator Inc 2015
  11. 11.  Use Interesting Moments Decide what is an interesting moment for marketing or for sales. Remember sales reps live in CRM and this is the information presented to them. © Macromator Inc 2015
  12. 12.  Connect Contacts to Opportunities Marketo knows if your lead has an opportunity only when they are connected © Macromator Inc 2015
  13. 13.  Synch Custom Fields to RCE © Macromator Inc 2015
  14. 14.  Use Naming Conventions Similar to Folders and Programs, you must also keep your reports organized with naming conventions © Macromator Inc 2015
  15. 15. Examples of Basic Reports © Macromator Inc 2015
  16. 16. Program Performance Reports What cost per success or new member do my programs have? © Macromator Inc 2015
  17. 17. Lead by Lead Source with Opportunities Which lead source generated the most amount of total won opportunities? © Macromator Inc 2015
  18. 18. Lead and by Geography with Opportunities Which geography has the most amount of won opportunities? © Macromator Inc 2015
  19. 19. Lead by Revenue Stage What is my revenue pipeline? © Macromator Inc 2015
  20. 20. Company Web Activity What companies are looking at my website? What leads in my database are looking at my website? © Macromator Inc 2015
  21. 21. Examples of Analyzers © Macromator Inc 2015
  22. 22. Opportunity Influence Analyzer Which marketing program influenced a big closed won opportunity? © Macromator Inc 2015
  23. 23. Program Analyzer What Trade Shows perform better? What Trade shows in EMEA have the highest cost per new name? © Macromator Inc 2015
  24. 24. Revenue Explorer Which marketing channel added the most new names? Which marketing channel has the highest Cost Per New Name per quarterly basis? © Macromator Inc 2015
  25. 25. Revenue Explorer What time and day of the week do people click most in emails? © Macromator Inc 2015
  26. 26. Reporting Requirements Checklist Use Progression Statuses Use Local Assets to Programs Add Period Costs to Programs Use Custom Tags Use Interesting Moments Connect Contacts to Opportunities Synch Custom Fields to RCE Use Naming Convention © Macromator Inc 2015
  27. 27. Dan Radu Principal Consultant Marketo & Salesforce +1 647 760 8629 dan@macromator.com Macromator Inc. www.Macromator.com @Macromator © Macromator Inc 2015

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