Live recording: https://content.allocadia.com/webinars/how-box-doubled-marketing-roi-without-increasing-budget Hear Tim West, Sr Manager, Marketing Operations at Box share how his marketing organization used Allocadia, Salesforce and Tableau to: - Create an account based attribution model - Directly associate spend to pipeline via Allocadia - Use ROI analysis and identify the most efficient and effective tactics It’s time to put aside arguments about ‘credit’ and focus on doubling down on what actually works!

2. Marketers Have Two Jobs

3. 33% Run 67% Do
MarTech Split

4. Only 21% of marketers
are able to point all
measurements to
Marketing’s contribution
to revenue.
- Allocadia 2017 Marketing Performance
Management Benchmark Maturity Study

5. 3 Main Barriers
to achieving this
Marketing Investment
Stuck in spreadsheets, locked in ERP
Marketing Plans
Plans in PowerPoint or nowhere!
Marketing Results
Trapped in multiple execution systems

6. 2+ Days
Lost Money Lost Revenue
15% 15%
Lost Time
per person per month
planning, budgeting, measuring ROI
Source: SiriusDecisions
of spend is wasted
Source: SiriusDecisions
less revenue impact.
Source: MRMLogic
LOST CONFIDENCE

7. Marketers have a huge opportunity to prove their contribution
to the organization…and thus, prove their value.
Marketers need a way to Run Marketing
More Like a Business and not just a function.

8. About Tim West
Senior Manager of Marketing
Operations, Box
Driving the functional excellence
of marketing
• Integrate’s Marketing Ops Game Changer
Award Winner
• Funnel Optimization Guru
• University of Oregon Graduate

9. About Box

10. Strong Growth

11. 3 42 5

12. New CMO, New
Challenges
Committed to Wall Street
Box would be a billion
dollar company by 2020

13. Too much time spent
fighting on how to
slice the pie
Not enough time on
how to grow the pie

15. And Marketing Was…
• Relying on gut instinct
• Unsure if we were ahead,
behind or on track on spend
• Couldn’t do any sort of
analysis on marketing’s
financial performance
• Didn’t have a fair way to
measure pipeline contribution

16. What is the Most Efficient Way
to Drive Pipeline?

17. Reality: Lacked Confidence in ROI
Measurements

18. 3 4 5

19. There are Two Sides of the ROI Equation

21. We Were Stuck in Spreadsheet Hell

22. • Several versions of same
excel file
• Full time contractor to
manage process
• No actuals from finance
• Spend data was 3 to 4
months old
What That Meant
for Box Marketing
Inaccurate
Inefficient
No
Confidence
Not
Actionable
=
=
=
=

23. Lost Money Lost PipelineLost Time
LOST CONFIDENCE
The Business Impact was Significant

25. Attribution: Fair
and Balanced?
• Could not get internal agreement
• Issues with data quality
• External vendor models fell short

26. Campaign
Member
Last Touch is an All-or-Nothing Game
Last touch ignores several campaigns and attributes 100% of pipeline to the
primary contact’s last campaign touch
Opp
Campaign
Campaign
Campaign
Member
Campaign
Member Account
Campaign

27. Business Analysts:
“If we don’t build it, we’re not
going to trust it.”

28. Marketers:
“The models are off, they don’t
provide a fair view.”

29. Sales Reps:
“You want me to do WHAT with
contacts and the opportunity
object???”

30. Data we had was
not actionable
• Tried putting spend into SFDC
• Manual calculations led to
outdated data
• Final output was too high level

31. No Way to Connect Returns &
Investments

32. CMO:
“What are our most efficient
marketing campaigns?”

33. 4 5

35. Needed to Up-Level
our “I” Data
• Had to be clean
• Had to be detailed
• Must integrate with other
systems

36. Choosing Allocadia
• Made FOR marketers
• Cloud based from day one
• Industry leaders in MPM
• Supportive and smart team

37. Before Allocadia: Spreadsheet Hell

38. After Allocadia: Budget Bliss
Budget
Hierarchies
Salesforce
Connector
Metadata

39. After Allocadia: Budget Bliss

40. After Allocadia: Budget Bliss

42. Needed Confidence in
Attribution Model
• Partnered with the Business
Analytics team
• Pushed data a centralized data
warehouse
• Used SQL to build account level
attribution model
• Pushed to Tableau to visualize

43. Account Based Attribution Model
Campaign
Member
Campaign
Member
Campaign
Member
Campaign
Account
Account
Account
Account
Campaign
Campaign
Campaign
Member
Campaign
Member
Campaign
Member
Opp
Opp
Opp
Opp

44. Not All Engagements are Created Equal
Score 5
Web trials, Contact Me’s
Score 4
Events attendance,
inbound activity
Score 3
Webinars,
telemarketing, digital
engagements
Score 2
Research reports, social
media, nurture emails
Score 1
Registered not attended,
display
 Web trials
 Contact me form
 Inbound calls
 Attended event
 Inbound web chat or
email
 Attended webinar
 Attended tradeshow
 Telemarketing
 Content syndication
 SEO / SEM
 Analyst Reports
 Social media
 Open nurture emails
 “Other” sales activity
 Registered but did not
attend
 Display ad
 “Other” marketing
Multi-Touch weighting based on quality of touch and
importance of the contact

45. Attribution Model
Was a Big Win
• Socialized early and got buy in
from all leaders
• Business Analytics team was
an “objective” party
• Can’t argue with that much
data

46. Connecting the “R” and the “I”
R I

47. 1
Details
Panel

48. Find Line Item ID # on Details Panel1 2
Details
Panel

49. Find Line Item ID # on Details Panel
Input Line Item ID# in Coupa PR
1
3
2
Details
Panel

50. Find Line Item ID # on Details Panel
Input Line Item ID# in Coupa PR
Connect Salesforce Campaign to
Allocadia Line Item via Campaign
dropdown
1
43
2
Details
Panel

51. Find Line Item ID # on Details Panel
Input Line Item ID# in Coupa PR
Connect Salesforce Campaign to
Allocadia Line Item via Campaign
dropdown
1
43
2
Atlas dashboard combines
Allocadia and Salesforce data
to generate ROI metrics
Details
Panel
ROI Dashboard shows ROI by
Campaign Type and the top 10
ROI campaigns

52. How We Made it
Happen
• Diligent financial tracking, with
meta-data is a must
• Train your users! It will pay off
• Must think about connecting the
two datasets before the
thinking about the output
• Ask the right questions around
measuring ROI

53. Box’s Two ROI Lenses: Vehicle & Response
Campaign Type What it is What it answers
Vehicle Campaign
Which channel delivered the
prospect to the content
How much did it cost to drive
pipeline through different
channels?
Response Campaign
The content or “offer” the
prospect engaged with
How much pipeline did each
piece of content drive and
influence?

54. Custom URLs that Populate Hidden Fields

55. Two Campaigns in SFDC
Response Campaign
Vehicle Campaign

56. Measuring ROI is Measuring EFFICIENCY

57. 5

58. Before Now
Pipeline Efficiency
4:1 9:14
4.5
5
6
9
10.5
0
2
4
6
8
10
12
FY17Q4 FY18Q1 FY18Q2 FY18Q3 FY18Q4 FY19Q1
Pipe-to-Spend

59. Record Setting Quarters

60. No More Arguments
Over Credit!

61. Allocadia for Box = Confidence
Confidence in spend accuracy: <1% plan to spend variance for
three straight quarters
Trust from the finance department: Now consider finance an ally in
hitting our $1B goal
Clean spend data: Actionable spend data is extremely powerful in
making business decisions
Ability to ACTUALLY measure ROI: Allows us to make confident
decisions on where to spend our marketing dollars

62. #RunHealthy
We have a positive mindset. We
re-frame challenges into
opportunities, and we are strong
in adversity.
#RunTogether
We are an unstoppable team and
community of who work together
to accomplish extraordinary
things.
#RunSmart
We are focused on building
programs with strong
fundamentals, so we can deliver
long-term value to our
stakeholders.
#RunCreatively
We believe constant innovation is
the key to the future. We are
inventors and creators.
Working with
Allocadia
• Reliable with best practices
• Customized implementations
to work for your company
• CS team is relentlessly
supportive
• Wants to see customers succeed

64. Can Focus on
Growing the Pie!
• Know where to double down
• Run more A/B tests
• Focus on data-driven decisions
to win bigger and faster

65. Confident Marketing Will Be a
Driver in Creating a $1 Billion Company!

66. Sam’s Key Takeaways
1. ROI = Two different data sources. Treat them
equally

67. Sam’s Key Takeaways
1. ROI = Two different data sources. Treat them
equally
2. Attribution: Focus on agreement vs the perfect
model

68. Sam’s Key Takeaways
1. ROI = Two different data sources. Treat them
equally
2. Attribution: Focus on agreement vs the perfect
model
3. “How can I make my dollars go the farthest?”

69. Allocadia Helps Marketers Run Marketing

70. Let’s Continue the Conversation
Free Trial!
http://bit.ly/Allocadia_FreeTrial
1. 2.
Get a Demo!
Hello@Allocadia.com
Sam.Melnick@allocadia.com