Editor's Notes

• Update with new cover from visual brand deck.
• Jessica currently manages the demand gen and marketing operations function at Guidespark.  She has implemented Marketo at 3 separate companies, set up Revenue Reporting with RCA at the past 2.  (Up to you if you think Marketo Certification matters to this audience)  
  Prior to being a marketer, she spent 15 years as a cancer research scientist.  
  She received her PhD from Stanford University in Cancer Biology analyzing lots of data and teaching others how to make sense of all the data
• -581 executives across B2B and B2C companies
• Revenue reporting is really important to GS because of the shear rate of growth we are experiencing. More than doubled the company size since last year.
  But with this growth comes many challenges. We have high stretch goals, and we move really fast. We don’t have a lot of room for error. We have to be smart about what we do and it has to have a high chance of working. And if it doesn’t work, it needs to fail fast and we need to fix it.
  
  We are a B2b SaaS company targeting HR Professionals to help them engage their employee across a variety of HR topics
  We provide customized branded videos and an analytics platform.
  
  Industry wise: Our target market is any company that needs to engage their employees which is pretty much all industries. Because we have a small team, Prioritization and optimization is really important. Every decision that we make is data driven. (Next)
• 
  I think what has really contributed to our success. Its this unrelenting mindset for data and making data driven decisions. GS has a very data driven culture. My goal today is not to just tell you about how GS utilizes Marketo and RCA and how I’ve helped implement revenue reporting because I’ve done that twice. I know that I can do it. but to really give you the listeners the tools and to walk you through the thought process and methods so that you can do can make smart data driven decisions.
  
  
  
  
  
• GS sales and Marketing
  
  One of our greatest challenges for any marketer is that we have a finite amount of money and time and resources and an infinite number of things that we could do. How do we decide what to do and where to put our money?
  How many of us have been in the situation We’re short on our Q4 goal, do we add new leads to the top of the funnel, do we create more nurture campaigns for the MOFU, make sales tools, or toss them a discount. I’m sure we have all been there more than once. This is where reporting matters. To help you decide which lever to pull I’m going to show you how you can use these tools so you can see what has the greatest impact.
  
  We already know that marketing is an investment and not a cost center. How do you prove that, how do you prove ROI more than just hand waving.
  How do you justify budget or spend? I’m going to show you how you can back up your claims and support your positioning with revenue reporting. It changes the conversation from an opinion and makes it more credible and neutral because its what the data says. With data you become empowered.
  (transition) Why doesn’t every do revenue reporting?
  
  
  You can prove that marketing matters.
  We will cover what data do you need and how do you use that data to make these key decisions and supporting your key points.
  
  
  
  
  Challenges, - fah growing sales goals.
  Marketing wasn’t getting credibility or visibility
  Justifying marketing budgeting.
  
  Here’s why life is tough. Before we had a real revenue reporting system in place this is why life is hard.
  What does that mean for the mktg dept. marketing wasn’t getting credit.
  
  
  
  
  
  
  
  
  
  Challenges. Why reporting is so important why is this soo hard. Report on rev and opp that marketing influenced step 1 for better aligning with sales.
  Step 2 rev first, cost 2, then figure out roi. Not just the end stage you want to track each stage to.
  ROI just deals with final stage.
  Before journey. Track through each stage then optimize all the way down.
  
  How much did we influence
  What did it cost us and ROI
  Here is how you optimize the programs
  Measure the journey not just optimize based on the rev.
  Make sure people are steadily flowing through the funnel.
  
• Reporting more often than not is a secondary after thought to the marketing tactics.
  We’re too busy carrying out tactics and doing stuff
  
  Underappreciation for the amount of thought and effort that goes into reporting.
  Transition – So let’s start with the marketing metrics that matter not just to you but the rest of the company sales, c suite.
  
  
  
  
• How many of you have presented - # of leads mktg acquired this week. How many downloads, how many engagements.
  They sit there quietly nodding either confused or it goes right over their head. Bottom Line: It’s a report out and not engaging and starting a conversation
  This is where revenue reporting comes in
  
  
  
• Revenue is the end goal.
  
  Revenue is the universal language that everyone cares about.
  
  Universal language – Doesn’t matter what size company, industry, B2B or B2C
  
  B2C repeat purchases and loyalties $$ . This is the universal language of every single company.
  
  Every strategy, tactic, activity needs to tie into these three metrics.
  
  What about all the other metrics? Everything else rolls up feeds into or is calculated from the above. Have to start with the end goal.
  
  Why is revenue reporting important (Transition)
  
• Tranisition – as if that wasn’t reason enough for rev reporting. What’s the cost of not doing it?
  
• 
  What does this look like for GS. So to give you some context - we can’t make it better, we can’t optimize, we don’t know what to do because we don’t know what’s not working.
  
• Just because it doesn’t work doesn’t mean we don’t do it. We figure out how to make it work.
  
  Transition – what does revenue reporting look like. Let’s look at how our campaigns perform by topic area. The analysis and the methodologies that I’m going to show you is real but the numbers have been modified so that we go go through them together.
  
• Which campaign topic does the best?
  
  Go through the columns.
  Success and why that’s important
  
  First you have to define the best.
  
  Add MT slide and explanation
  
• Which campaign topic does the best?
  
  Go through the columns.
  Success and why that’s important
  
  First you have to define the best.
  
  Add MT slide and explanation
  
• If we went straightly off this chart we would think that onboarding is the most successful and we should be doing more of it but in actuality we look at the conversion rate and it turns out its 1/10 of our best programs which is OE. When we look at how many more leads need to enter at the top of the funnel to convert all the way down to revenue. OB, is the most costly.
  
  Transition: Not just reporting to the organization on how much rev how much marketing has driven but also about knowing what’s working and what’s not. Let’s take a look at ROI.
• Actionable insight:
  If comp converts at the lowesst cost per opp. We can turn up the efforts on comp and continue to monitory the P to Cost and Rev to cost
  
  
  
• Transition – we’ve looked at a few examples at campaigns tied to rev, looked at ROI we’ve looked at things that are working really well and things that aren’t. Make some changes. but what about the entire buyer journey. Could we look at that process and measure and optimize that.
• What’s working and what’s not
  How are you tracking to your goals
  Track buyer journey not just about the end
• When you understand this and have the data to provide you conversion rates and lead flow, you ask how do I reach my goal. Instead of dumping leads at the top and waiting 6 months and see what falls out at the bottom and hoping, you can use this in whats called your demand waterfall.
• This analysis is power. This changes the conversation. If you showed this to your team, your manager, If we do x we get y if we do a we get b.
  
  This is available on the website.
• If your not making decisions on the data why are you measuring it.
  
  Ask themselves why are you measuring X.
  
  You tell me what you want to do and I’ll figure out how to do it.
  
  
• How do I set reasonable goals if I don’t know where I stand today?
  
  How do you know if you are meeting your goals if you don’t know where you stand today?
  
  How do you figure out where you stand today if you don’t have reporting capability or the time?
  
  How do you justify that you need reporting when you haven’t needed it before?
  
  You don’t’ know what you don’t know.
  
  Setting Goals are important because this is relative analysis. You need something to compare it to to know if you are doing well or not.
  
  
• Tranisition - Create the need for reporting. Starts with our goals. Goals go back to the universal language
  
  
  For me, this journey started when I interviewed. I presented to a diverse audience including the CEO, EVP of sales, VP of Marketing, head of inbound sales, head of sales reps.
  Presentation had to resonate across all depts.
  
  No you have demonstrated a need. Set Goals. Now you need a reporting tool to figure out where you are in relation to your goal.
  
  Presented RCA, lead life cycle model, reporting vision, and its capabilities.
  You have to start with the goals.
  I was not even an employee of the company.
  No access to the real data.
  Educated guesses.
  
  Draw a line in the sand.
  
  Its not about being right. You need to benchmark against something then adjust.
  Rule in reporting is to iterate many many times. Its not about getting it right the first time.
• Put the calculations on the slide
  
  
  Now you have your goals.
  
  Now you know what you have to report on to
  
  Figure out where you stand
  Figure out how close you are to your goals
  Figure out if your goals need to be adjusted
  
  Let the data teach you something you didn’t know about.
• Data driven company
  Marketing decisions are data driven
  
  
  Data Driven Company
  
  Marketing Decisions are Data Driven
  
  
  Marketo Set Up and Utilization not complete
  No usage of acquisition programs
  Improper or lack of usage,
  Acquisition Programs
  Channels
  Progression statuses
  Program structure
  Lead Source
  Scoring
• Data driven company
  Marketing decisions are data driven
  
  
  Data Driven Company
  
  Marketing Decisions are Data Driven
  
  
  Marketo Set Up and Utilization not complete
  No usage of acquisition programs
  Improper or lack of usage,
  Acquisition Programs
  Channels
  Progression statuses
  Program structure
  Lead Source
  Scoring
• Weekly marketing meetings -
  Monthly markeitng meetings
  
  Sales are engaged in the dialogue
  Weekly marketing updates at sales team
  Monthly marketing and sales leadership meeting
  Weekly marketing and inside sales meeting
  Monthly marketing report out C-suite
  
  
• Importance on marketing rev
  Using ROI
  Important
  For company career
  Data empoweirng.
  Get started now.
  Reach help
  
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