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Killer CMO Dashboards

Full Circle CRM
Circulate Conference 2015
March 18, 2015
Killer CMO Dashboards

Alex Shipillo
Influitive

Killer CMO Dashboards

  1. 1. Killer CMO Dashboards Alex Shipillo Circulate Conference March 18, 2015
  2. 2. 2 • Head of Demand Gen at Influitive • Startup Marketer with both B2B and B2C experience • Obsessed with building revenue as quickly as possible: Indochino - 380% revenue growth in 18 months Influitive – 400% revenue growth in 12 months • I’m also a huge Advocate for Full Circle CRM Alex Shipillo
  3. 3. 3 Overview of Influitive The Advocate Marketing Experts • Discover, mobilize and recognize your biggest fans – customers, partners, employees • Drive referrals, references, reviews, word of mouth, recommendations, engagement and more
  4. 4. 4 2015 Marketing Goals and Objectives $1.4M in Marketing Programs Budget 289 new logos advocates 70% of New Logos sourced by Marketing 300% Revenue Growth Create a category: Advocate Marketing
  5. 5. 5 Our Full Circle Story Relatively New Company Data Driven Team Not a lot of Marketing Data November 2013 Marketing Automation Background
  6. 6. 6 Starts with a referral: Every good B2B marketing story…
  7. 7. 7 1. Simplicity: Response management is done in a very straightforward way. 2. Transparency: Everyone in the company sees the same views. 3. Native: Built directly inside of Salesforce. Here is what we liked:
  8. 8. 8 How does it work?
  9. 9. 9 1. Marketing Funnel: What’s happening in the funnel right now? 2. Cohort Analysis: How is our business changing? 3. Campaign Influence: Which marketing campaigns are driving revenue? Our 3 “Killer CMO” Dashboards:
  10. 10. 10 Dashboard #1: Revenue Metrics 2.0
  11. 11. 11 Demand Gen Central
  12. 12. 12 I can drill down on any dashboard
  13. 13. 13 Justify your existence…
  14. 14. 14 Display Key Business Metrics
  15. 15. 15 Dashboard #2 = Marketing Funnel Conversion Rates
  16. 16. 16 Cohort Analysis = Lifeblood of B2C
  17. 17. 17 Cohort Analysis for B2B, by Response Date
  18. 18. 18 What did we discover? As we scale the number of inquiries, conversion rates drop.
  19. 19. 19 What did we discover? Our SAL to SQO Conversion Rate increased significantly…and then dropped again.
  20. 20. 20 What did we discover? Is our new lead scoring actually working?
  21. 21. 21 Funnel Velocity is Built In
  22. 22. 22 Dashboard #3 = Marketing Campaign Influence
  23. 23. 23 Which campaigns are influencing revenue?
  24. 24. 24 Same thing with opportunity creation
  25. 25. 25 Are net new names responding to my campaigns?
  26. 26. 26 Easy to use filters to get more granular Campaign Type Response Date
  27. 27. 27 • Keep your job • Get more funding • Do more creative stuff Benefit #1 – Transparency = Trust
  28. 28. 28 • Weekly results • Monthly results • Quarterly results • Annual results • Board Meetings • Investor Decks • Onboarding new hires • Interviewing candidates Benefit #2 – The most up to date marketing numbers, at your fingertips
  29. 29. 29 Benefit #3 – No More Spreadsheet Gymnastics No one was harmed by using Excel in this presentation.
  30. 30. 30 Contact Information: Alex Shipillo Senior Marketing Manager, Influitive alex@influitive.com @alexshipillo Questions?

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