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Determine Marketing
Contribution on Revenue Goal
(c) Hariom Sharan 2015
(c) Hariom Sharan 2015
“However beautiful the strategy,
you should occasionally look at
the results.”
– Winston Churchill
...
"Setting goals is the first step
in turning the invisible into
the visible."
- Tony Robbins
(c) Hariom Sharan 2015© Hariom...
(c) Hariom Sharan 2015
OK, So defining marketing
goals is first step.
Think beyond from branding or logo
designing, Market...
(c) Hariom Sharan 2015
Understand the marketing function
and its existence in 2020s
© Hariom Sharan
(c) Hariom Sharan 2015
What does your CEO
keen to know?
How you can share
marketing impact?
© Hariom Sharan
(c) Hariom Sharan 2015
The Proof is in the Pipeline
Revenue-Generation Marketing
© Hariom Sharan
(c) Hariom Sharan 2015
Answer is Business Impact
Revenue contributed by
Marketing in boarder sense or
impact on bottom lin...
Find out How Many Customers You’ll Need
• Determine revenue goal from marketing
• Average sales value
• Revenue Goal Divid...
(c) Hariom Sharan 2015
$30,0000 (Revenue Goal)
$5,000 (Average sales/deal value per customer)
= 60 Customers / deals
To fi...
(c) Hariom Sharan 2015
= Total Number of Sales / Number of Leads * 100
Go back to the previous data and
find out the avera...
(c) Hariom Sharan 2015
60 New Customers
.02 Conversion rate
= 3,000 leads
( based on last year revenue data)
Divide the nu...
(c) Hariom Sharan 2015
3,000 leads
.03 Conversion rate
= 1,50,000 visitors
Divide the number of desired leads (2,500) by t...
(c) Hariom Sharan 2015
80% of B2B marketers rate
“generating quality leads” as the
technique with the highest profit
poten...
(c) Hariom Sharan 2015
Lead generation
funnel
• Define a lead and understand his or
her buying journey
• Build a robust le...
(c) Hariom Sharan 2015
Content Marketing and PR influencer,
Social Media Marketing Strategist and
Trainer. Checkout my mar...
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Determine marketing contribution on Revenue Goal

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Marketers can do better plan and strategies if know what need to be achieve to make business revenue impact. This will start from determining no. of leads and customers would be required to build significant lead funnel.

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Determine marketing contribution on Revenue Goal

  1. 1. Determine Marketing Contribution on Revenue Goal (c) Hariom Sharan 2015
  2. 2. (c) Hariom Sharan 2015 “However beautiful the strategy, you should occasionally look at the results.” – Winston Churchill © Hariom Sharan
  3. 3. "Setting goals is the first step in turning the invisible into the visible." - Tony Robbins (c) Hariom Sharan 2015© Hariom Sharan
  4. 4. (c) Hariom Sharan 2015 OK, So defining marketing goals is first step. Think beyond from branding or logo designing, Marketing is transforming © Hariom Sharan
  5. 5. (c) Hariom Sharan 2015 Understand the marketing function and its existence in 2020s © Hariom Sharan
  6. 6. (c) Hariom Sharan 2015 What does your CEO keen to know? How you can share marketing impact? © Hariom Sharan
  7. 7. (c) Hariom Sharan 2015 The Proof is in the Pipeline Revenue-Generation Marketing © Hariom Sharan
  8. 8. (c) Hariom Sharan 2015 Answer is Business Impact Revenue contributed by Marketing in boarder sense or impact on bottom line growth because of marketing initiatives © Hariom Sharan
  9. 9. Find out How Many Customers You’ll Need • Determine revenue goal from marketing • Average sales value • Revenue Goal Divided by Average Sales Per Customer • Web Traffic Divided by Lead Conversion Rate • Conversion Rate = Total Number of Sales / Number of Leads * 100 • How many visitors do you need to create one lead • Lead Goal Divided by Visitor-to-Lead Conversion Rate (c) Hariom Sharan 2015© Hariom Sharan
  10. 10. (c) Hariom Sharan 2015 $30,0000 (Revenue Goal) $5,000 (Average sales/deal value per customer) = 60 Customers / deals To find out the number of new customers we need to achieve our revenue goal. Divide revenue goal of $300k by our ASP of $5k. This shows, we need 60 new customers to reach our revenue objective of $300k. Number of new customers you need © Hariom Sharan
  11. 11. (c) Hariom Sharan 2015 = Total Number of Sales / Number of Leads * 100 Go back to the previous data and find out the average conversion rate Let us understand this Conversion Rate Let’s say you made 40 sales last year and you had 200 leads. Your sales to lead conversion rate would be 20%. © Hariom Sharan
  12. 12. (c) Hariom Sharan 2015 60 New Customers .02 Conversion rate = 3,000 leads ( based on last year revenue data) Divide the number of new customers (60) by the sales to lead conversion rate (2%). This indicate us that we should require 3,000 leads to create 60 customers. Number of new leads, you need (c) Hariom Sharan 2015© Hariom Sharan
  13. 13. (c) Hariom Sharan 2015 3,000 leads .03 Conversion rate = 1,50,000 visitors Divide the number of desired leads (2,500) by the visitor-to- lead rate (3%). By dividing 2,500 leads by .03, we can see that we need more than 83,000 visitors to the website. Spread over a year, that’s approximately 7,000 web visits per month. - Number of new visitors you need
  14. 14. (c) Hariom Sharan 2015 80% of B2B marketers rate “generating quality leads” as the technique with the highest profit potential. Second was “improving sales conversion” at 71%. Source: BtoB magazine, 2013 Lead Generation: Optimum Techniques for Managing Lead-Gen Campaigns, Nov 2013) © Hariom Sharan
  15. 15. (c) Hariom Sharan 2015 Lead generation funnel • Define a lead and understand his or her buying journey • Build a robust lead generation strategy through marketing automation • Use content marketing, social media, your website, SEO, and paid programs for lead generation • Build enduring customer relationships with Middle-of-Funnel (MOFU) techniques • Test, optimize, and measure your lead generation campaigns Source: marketo (c) Hariom Sharan 2015© Hariom Sharan
  16. 16. (c) Hariom Sharan 2015 Content Marketing and PR influencer, Social Media Marketing Strategist and Trainer. Checkout my marketers community http://www.marketingnewsline.com Author Hariom Sharan Tweet me @Harioms

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