Demand Funnel Reporting - "How it is Made"

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Demand Funnel Reporting - "How it is Made"

  1. 1. “HOW IT’S MADE: DEMAND FUNNEL REPORTING (DFR)” Host: David Lewis CEO & Founder DemandGen International, Inc. Guests: Drew Noel Account Director DemandGen Augusto Bisda Solutions Architect DemandGen
  2. 2. Sample Demand Funnel Key Inventory Stages and Activities Awareness Suspect Pool Marketing generates interest Interest Inquiry Education Marketing Qualified Marketing further nurtures and scores Justify Sales Accepted & Working Lead development pre-qualifies Purchase Sales Qualified Opportunity Sales facilitates buying process Customer Opportunity Closes
  3. 3. Why the Demand Funnel Record? • Sales has long had detailed and cohesive metrics that can easily be tracked. • We believe Marketing should have similar metrics in order to understand and predict the quality and contribution of their leads and the impact that they have on the process. • To take this further, Marketing and Sales should be able to operate off of a shared view of the process and the funnel.
  4. 4. The Power of Factory Thinking Sales and marketing should now view demand generation, not as a series of disjointed activities and one & done campaigns, but as a unified set of processes — a specialized kind of factory — that consistently and predictably “manufactures” demand.
  5. 5. The Demand Funnel Record: Goals • Track progress thru and within the funnel • Understand current inventory and know how fast leads and opportunities are moving. • Evaluate which campaigns or offers are driving conversion • Track first-touch, last-touch, x-touch. Access historical data. • Measure ROI • Evaluate opportunities created and closed won revenue.
  6. 6. Funnel Reporting
  7. 7. What’s in your funnel? 138 : 9% 341 : 23% 115: 8% 107: 7%
  8. 8. Current Inventory Levels? 138 : 9% 341 : 23% 115: 8% 107: 7%
  9. 9. Your funnel doesn’t have 100% conversion…
  10. 10. Where are they going?
  11. 11. Where did they go in the end?
  12. 12. How fast are leads moving through the funnel?
  13. 13. Conversion Velocity?
  14. 14. Source Reporting
  15. 15. Turning Data into Decisions Lead Source Channel Lead Score Activity Campaign Content
  16. 16. Nurturing Through The Funnel
  17. 17. What content drove inquiry conversion?
  18. 18. What drove MQL conversion?
  19. 19. What drove SAL conversion?
  20. 20. Measuring Contribution to Revenue $ $ $
  21. 21. What lead sources are generating revenue?
  22. 22. Which offers are driving revenue and when?
  23. 23. How does it work?
  24. 24. Where does it all come together?
  25. 25. The Demand Funnel Record • Centralized Cross-Object Reporting • 1 Record. No object hierarchy. Allows for reporting and connection of data at all levels of the funnel. • Funnel History and Conversion • Allows for reporting and metrics otherwise only available via BI solutions. • Facilitates Process and Prevents Data Loss • Specific architecture allows for sales to convert leads but also pull back later opportunity creation.
  26. 26. Questions?

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