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Create Gorgeous Marketing Dashboards
Your Executives Will Love
Pierce Ujjainwalla
Principal Marketo
Consultant/Marketo Cha...
Page 2 © 2014 Marketo, Inc.#mktgnation14
Agenda
Page 3 © 2014 Marketo, Inc.#mktgnation14
Earning a Seat at the C-Suite Table
77%
of CEOs feel marketers talk about brand, ...
Page 4 © 2014 Marketo, Inc.#mktgnation14
Analytically sophisticated companies are
2.2X
more likely to outperform industry ...
Page 5 © 2014 Marketo, Inc.#mktgnation14
You are the key to creating a data-driven
decision-making environment
But what do...
Page 6 © 2014 Marketo, Inc.#mktgnation14
Marketing Executives Analytics Checklist
 Connect analytics to Marketing’s missi...
Page 7 © 2014 Marketo, Inc.#mktgnation14
Driving Successful Analytics Adoption
 Analytics connects to
business strategy
...
Page 8 © 2014 Marketo, Inc.#mktgnation14
The Story…
Page 9 © 2014 Marketo, Inc.#mktgnation14
My Fitness Pal App
Page 10 © 2014 Marketo, Inc.#mktgnation14
I got this email…
Page 11 © 2014 Marketo, Inc.#mktgnation14
A bit expensive
Page 12 © 2014 Marketo, Inc.#mktgnation14
What is Leftronic?
Page 13 © 2014 Marketo, Inc.#mktgnation14
There are Some Great Dashboards in Marketo…
Page 14 © 2014 Marketo, Inc.#mktgnation14
Success Path Analyzer
Page 15 © 2014 Marketo, Inc.#mktgnation14
Lead Lifecycle Tips
• Start simple – and then increase complexity
• Use static l...
Page 16 © 2014 Marketo, Inc.#mktgnation14
Opportunity Influence Analyzer
Page 17 © 2014 Marketo, Inc.#mktgnation14
Where Pipeline Reporting Falls Down
• Requires the contact owner field on opport...
Page 18 © 2014 Marketo, Inc.#mktgnation14
Find Engaged Prospects Not Listed On Opps
Page 19 © 2014 Marketo, Inc.#mktgnation14
Marketing Numbers for Weekly Management Meeting
Page 20 © 2014 Marketo, Inc.#mktgnation14
BUT…
• We wanted to combine all company metrics
• We wanted everyone in the comp...
Page 21 © 2014 Marketo, Inc.#mktgnation14
The first thing you see when you walk in…
Page 22 © 2014 Marketo, Inc.#mktgnation14
Company Performance
Page 23 © 2014 Marketo, Inc.#mktgnation14
Marketing Performance
Page 24 © 2014 Marketo, Inc.#mktgnation14
Email Statistics
Page 25 © 2014 Marketo, Inc.#mktgnation14
Website Metrics
Page 26 © 2014 Marketo, Inc.#mktgnation14
Social Media Metrics
Page 27 © 2014 Marketo, Inc.#mktgnation14
Events
Page 28 © 2014 Marketo, Inc.#mktgnation14
Event Performance
Page 29 © 2014 Marketo, Inc.#mktgnation14
Another Dashboard Option - Klipfolio
Page 30 © 2014 Marketo, Inc.#mktgnation14
What You Need to make these Dashboards
• Marketo
• Lead lifecycle & goals for ea...
Page 31 © 2014 Marketo, Inc.#mktgnation14
APIs?!?!
Page 32 © 2014 Marketo, Inc.#mktgnation14
1. Find Your API Credentials
Marketo > Leftronic API: 3 Steps
Page 33 © 2014 Marketo, Inc.#mktgnation14
2. Copy your API Credentials
Marketo > Leftronic API: 3 Steps
Page 34 © 2014 Marketo, Inc.#mktgnation14
Marketo > Leftronic API: 3 Steps
3. Paste API Credentials into Leftronic. Press ...
Page 35 © 2014 Marketo, Inc.#mktgnation14
Magic.
Page 36 © 2014 Marketo, Inc.#mktgnation14
What you need…
$1,200
Page 37 © 2014 Marketo, Inc.#mktgnation14
LaunchPoint Partner Program
• Get your partners to apply (if not already members...
Page 38 © 2014 Marketo, Inc.#mktgnation14
Key Learnings
• Find out what your executives care about
• Determine if there ar...
Page 39 © 2014 Marketo, Inc.#mktgnation14
Leftronic Discount for Marketo Users
• Sign up for a free trial:
www.leftronic.c...
Page 40 © 2014 Marketo, Inc.#mktgnation14
Create Your Own Marketo + Leftronic Dashboards
Step-by-step video
walk-through t...
Page 41 © 2014 Marketo, Inc.#mktgnation14
3 Take-Aways
1. Create a data-driven culture by making analytics
accessible
2. U...
Page 42 © 2014 Marketo, Inc.#mktgnation14
Contact Us
Pierce Ujjainwalla
Principal Marketo
Consultant/Marketo Champion
Reve...
Thank You!
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Create Gorgeous Marketing Dashboards Your Executives Will Love

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Want to use your Marketo data to finally be able to communicate to your executives and the rest of your organization about all the amazing results that Marketing is contributing? Want to finally crack the dashboarding nut and produce something meaningful and beautiful without needing to know complicated API's or spending tens of thousands of dollars on a BI tool?

View this slide deck to discover how to create gorgeous marketing dashboards your executives will love.

Published in: Marketing, Technology, Business
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Create Gorgeous Marketing Dashboards Your Executives Will Love

  1. 1. Create Gorgeous Marketing Dashboards Your Executives Will Love Pierce Ujjainwalla Principal Marketo Consultant/Marketo Champion, Revenue Pulse Mark Emond Founder & President, Demand Spring
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Agenda
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Earning a Seat at the C-Suite Table 77% of CEOs feel marketers talk about brand, brand values and brand equity but fail to link this back to results that top management cares about: Revenue, Sales, Earnings, or Market Valuation Fournaise Marketing Group Study, 2011
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Analytically sophisticated companies are 2.2X more likely to outperform industry peers IBM & MIT joint analytics study
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 You are the key to creating a data-driven decision-making environment But what do your marketing executives need in terms of analytics?
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Marketing Executives Analytics Checklist  Connect analytics to Marketing’s mission o MQLs? TQLs? SQLs? Pipeline $? Revenue? Influenced $?  Constant visibility: Daily dashboard  Summary to detail: Start at a high level and drill-through (e.g., total MQLs to individual deals with stages and $)  SLA Management: Sales follow-up on MQLs  Next quarter pipeline management: Are we tracking to have enough pipeline for the start of NQ?  Accountability: Can I get the analytics I need to be able to measure and compensate my team on our KPIs?
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Driving Successful Analytics Adoption  Analytics connects to business strategy  Define KPIs – build dashboards  Executive sponsorship & usage  Business analysts – from data to insights  Marketing users empowered with easy to use analytics  Facilitate closed-loop reporting  One version of truth  Summary to detail  Common lead taxonomy – sales & mktg  CRM enforcement  Management processes
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 The Story…
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 My Fitness Pal App
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 I got this email…
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 A bit expensive
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 What is Leftronic?
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 There are Some Great Dashboards in Marketo…
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Success Path Analyzer
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Lead Lifecycle Tips • Start simple – and then increase complexity • Use static lists and Salesforce campaigns to track • Timestamp when records hit certain stages • Create new custom field for Stage Conversion (Date/Time) • Create data management campaign to timestamp
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Opportunity Influence Analyzer
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Where Pipeline Reporting Falls Down • Requires the contact owner field on opportunity to be populated • Opportunity Influence Analyzer report helps you correct this • Don’t have Revenue Cycle Explorer? • You can still identify people marketing has engaged…
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Find Engaged Prospects Not Listed On Opps
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Marketing Numbers for Weekly Management Meeting
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 BUT… • We wanted to combine all company metrics • We wanted everyone in the company to see it • We had no development background • Wanted to show progress to goals
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 The first thing you see when you walk in…
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Company Performance
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Marketing Performance
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Email Statistics
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Website Metrics
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Social Media Metrics
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Events
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Event Performance
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Another Dashboard Option - Klipfolio
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 What You Need to make these Dashboards • Marketo • Lead lifecycle & goals for each stage • Add leads to SFDC campaigns for events • Salesforce • Enterprise is more flexible, with API • Google Analytics • Tracking code on all website and Marketo pages • Twitter • Allow authentication to account • Excel • For upload of manual entries like events + company metrics
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 APIs?!?!
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 1. Find Your API Credentials Marketo > Leftronic API: 3 Steps
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 2. Copy your API Credentials Marketo > Leftronic API: 3 Steps
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Marketo > Leftronic API: 3 Steps 3. Paste API Credentials into Leftronic. Press Connect.
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Magic.
  36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 What you need… $1,200
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 LaunchPoint Partner Program • Get your partners to apply (if not already members): • Free sandbox environment • Office hours with Marketo developers • Community support developers.marketo.com/support/launchpoint- developer-program/
  38. 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Key Learnings • Find out what your executives care about • Determine if there are any privacy concerns • There are some limitations to the SOAP API • Salesforce Enterprise edition or higher for API • Mac Mini’s work better than Apple TV’s • Get as big of a TV as possible • Put it in a high-traffic area • Less is more
  39. 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 Leftronic Discount for Marketo Users • Sign up for a free trial: www.leftronic.com/demo • Marketo Users get 10% off the first 6 months Coupon Code for Marketo Users: LEFTRONIC4MARKETO
  40. 40. Page 40 © 2014 Marketo, Inc.#mktgnation14 Create Your Own Marketo + Leftronic Dashboards Step-by-step video walk-through to create ALL Leftronic/Marketo Dashboards & impress your boss. revenuepulse.com/go/dashboards
  41. 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 3 Take-Aways 1. Create a data-driven culture by making analytics accessible 2. Understand which metrics matters to your executives and how they will be embedded in management processes 3. Move from vanity metrics to business metrics • Pipeline • Revenue • Opportunities • ROI
  42. 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Contact Us Pierce Ujjainwalla Principal Marketo Consultant/Marketo Champion Revenue Pulse Mark Emond Founder & President, Demand Spring pierce@revenuepulse.com @marketing_101 mark@demandspring.com @demandspring
  43. 43. Thank You!

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