The document discusses Demand Funnel Reporting (DFR) which provides a unified view of the demand generation process through a "demand funnel" model. It allows marketing and sales to track leads and opportunities through stages from awareness to purchase. Key benefits include providing metrics for marketing to understand lead quality and contribution to the sales process, as well as measuring campaign performance and ROI. The "demand funnel record" architecture facilitates tracking progress within the funnel, evaluating conversions, and turning data into joint sales and marketing decisions.

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

3. 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

4. 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.

5. 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.

6. 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.

7. Funnel Reporting

8. What’s in your funnel?
138 : 9%
341 : 23%
115: 8%
107: 7%

9. Current Inventory Levels?
138 : 9%
341 : 23%
115: 8%
107: 7%

10. Your funnel doesn’t have 100% conversion…

11. Where are they going?

12. Where did they go in the
end?

13. How fast are leads moving through the funnel?

14. Conversion Velocity?

15. Source Reporting

16. Turning Data into Decisions
Lead Source
Channel
Lead Score
Activity
Campaign
Content

17. Nurturing Through The Funnel

18. What content drove inquiry
conversion?

19. What drove MQL
conversion?

20. What drove SAL
conversion?

21. Measuring Contribution to Revenue
$ $ $

22. What lead sources are
generating revenue?

23. Which offers are driving
revenue and when?

24. How does it work?

25. Where does it all come
together?

26. 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.

27. Questions?