Slide deck for the Coffee MUG webinar held on August 14, 2019, featuring Lauren Alt, Manager of Demand Generation at Outreach sharing her attribution journey, and our very own Justin Norris, Director of Solutions Architecture, taking questions live on any and all things reporting and attribution.
1. REPORTING, ATTRIBUTION, AND ANALYTICS—OH MY!
AUGUST 14, 2019
lauren.alt@outreach.io
SPEAKER:
LAUREN ALT
Manager, Demand Generation
Outreach
justin@perkuto.com
SPEAKER:
JUSTIN NORRIS
Director of Solutions Architecture
Perkuto
jordan@perkuto.com
MODERATOR:
JORDAN RESNICK
Marketing Operations Manager
Perkuto
2. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit questions
○ Q & A time at the end
● After the presentation
○ Recording of today’s presentation
○ Slides
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3. 3
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo
Platinum Partner, Bizible Platinum Partner and Adobe Community Partner, our team of experienced consultants create
impactful strategies, optimize marketing operations, simplify MarTech and execute on day-to-day campaigns. We assist
marketing leaders in exceeding their goals and rising to the top.
40+
1000+
4. REPORTING, ATTRIBUTION, AND ANALYTICS—OH MY!
SPEAKER:
LAUREN ALT
Manager, Demand Generation
Outreach
SPEAKER:
JUSTIN NORRIS
Director of Solutions Architecture
Perkuto
Our Speakers
6. Background
● Outreach achieved $10M revenue without marketing
● The need for scalable, inbound machine arose
● Unique problem of jumping in midstream at an outbound
organization
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10. In a Perfect World
● There are clear rules of
engagement for marketing/sales
handoff
● Marketing has visibility into sales’
activities on inbound leads
● Finger pointing ceases to exist and
data-driven decisions are made
● Marketing and sales live
symbiotically
10
14. Sales Leaders Don’t Care about MQLs
● How will marketing leads influence opportunities and pipeline
directly?
● How will inbound follow up alter my rep’s current workflow?
● What metrics are you using to measure success?
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16. Needs re-evaluated
● We needed a way for marketing and
sales to win together
● We needed a reliable way to track
marketing and sales incremental lift
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17. ● It’s not about attribution at all
● Deals are fluid and traditional
marketing attribution is not
● We must untangle sales/marketing
interplay
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Our (Aha!) Attribution Moment
19. 19
Defining a Touchpoint
Any meaningful interaction with sales or marketing. (sorry display
ad vendors, view-throughs do not count!)
20. 20
Notable Takeaways post Audit
1. High Priority marketing forms convert to opportunities fastest
2. Some channels optimize for clicks, not pipeline
3. Most common problem? Misinformation/operational gaps
4. Time- to-touch and conversion rate have inverse relationship
27. 27
Dreamforce Auto Follow-Up
Lead
Scanned
Add to SFDC
Campaign
MA sends
Thank You
email
MA stamps
field: OK to
prospect
Outreach Trigger
Fires
Step #1:
Auto-email
Customer?
yes
no
Proved 1.6x ROI!
31. 31
Takeaways
1. Multi-Touch attribution creates a full picture
2. Identify scenarios where both teams can win, and build a plan
to get there
3. Find your joint “north star” with your sales counterpart