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Spark 2017: How to Manage to Metrics without Becoming Big Brother by Christine Schaefer

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In her more than 20 years of experience, Christine has applied both sides of her mind – the creative and the analytical – to drive marketing success. She has won numerous awards including the 2010 Women in Technology Leadership, March of Dimes Heroines in Technology Award and is a recipient of the 2016 Trending 40 Top DC CMOs. As Chief Marketing Officer at ThreatConnect, Christine is responsible for the global strategy and execution of all facets of marketing, leading the communications, demand generation and product marketing functions as well as marketing and sales operations. Prior to ThreatConnect, Christine served as VP of Marketing & Product Management at Salsa Labs, where she led efforts to strengthen the Salsa brand, platform and demand generation.

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Spark 2017: How to Manage to Metrics without Becoming Big Brother by Christine Schaefer

  1. 1. © Copyright 2017 - Christine G.D. Schaefer How to Manage to Metrics without Becoming Big Brother Christine G.D. Schaefer
  2. 2. © Copyright 2017 - Christine G.D. Schaefer About Me Bachelor’s Marketing + M.S. Sociology = Creative, Metrics-Loving Nerd Primarily B2B Technology Marketing Fun Fact: I knew Maven when he was just a pup...and chewing on stuff in my office.
  3. 3. © Copyright 2017 - Christine G.D. Schaefer First & Foremost: The Rule of Three Why? 1. Three points = uncover errors/anomalies 2. Three points = insights from the interplay 3. Three points = actionable (i.e. no paralysis by analysis)
  4. 4. © Copyright 2017 - Christine G.D. Schaefer Example 1
  5. 5. © Copyright 2017 - Christine G.D. Schaefer Example 2 (True Story) Free Accounts ⇩ Web visits ⇧ Opt-In Contacts ⇧ Insights: ● Free trials are down but not because we aren’t getting people to the site. ● It’s gotta be the right people, otherwise they wouldn’t be opting in to our content. Actions: ● Check the landing pages of the content downloads - are we offering free accounts? ● Did we change where the CTA is located? ● Did we change the Free Account form?
  6. 6. © Copyright 2017 - Christine G.D. Schaefer “[Your team] cannot be fulfilled if their success depends on the opinions or whims of another person, no matter how benevolent they may be.” - Patrick Lencioni
  7. 7. © Copyright 2017 - Christine G.D. Schaefer
  8. 8. © Copyright 2017 - Christine G.D. Schaefer Bad Big Brother Good Big Brother
  9. 9. © Copyright 2017 - Christine G.D. Schaefer Bad Good Big Brother ● Quotas or Gotchas ● Same for All ● No Buy-In ● Dictates only method ● Guidelines ● Tailored ● Co-Created & Shared ● Aspirational, yet Achievable Goals
  10. 10. © Copyright 2017 - Christine G.D. Schaefer Example 1: Director of Content ● Input: Education Content Created ● Strategic Gain: Following ● Near-Term ROI: Goal Completions Drive the behavior you want.
  11. 11. © Copyright 2017 - Christine G.D. Schaefer Example 2: Demand Gen Mgr ● Early: Opt-In Contacts ● Middle: Sales Qualified Opps ● Long-Term: Bookings Drive the behavior you want.
  12. 12. © Copyright 2017 - Christine G.D. Schaefer Another Example Demand Gen ● Opt-In Contacts ● Conversations ● MQL>Opp Conv Nurture ● MQL>Opp Conv ● Renewal Rate ($) ● Customer Maturity Ranking Education M&S Ops ● Opt-In Contacts ● MQL>Opp ● Following ● MQL>Opp Conv ● Opp>Win Conv ● Pipeline Creation
  13. 13. © Copyright 2017 - Christine G.D. Schaefer And, yet another example... Marketing ● Opt-In Contacts ● Conversations ● MQL>Opp Conv ● All Bookings Sales ● Conversations ● MQL>Opp Conv ● Opp>Win Conv ● New Bookings Customer Accts ● Conversations ● NPS ● Renewal Rate % ● Renewal Bookings
  14. 14. © Copyright 2017 - Christine G.D. Schaefer “Data is like wine. A little each day is good for your heart. A lot each day leads to very bad behaviors. And possibly therapy.” - Christine Schaefer
  15. 15. © Copyright 2017 - Christine G.D. Schaefer Thanks for listening! /christinegds

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