1. Steve Schultz, Head of Marketing Technology @ESRI
Robert Yocum, Team Lead Marketing Automation and Systems @ESRI
Isaac Payne, Senior Marketing Analyst @Salesforce Pardot
Got Analytics?
Building a Data Framework to Drive Revenue
SSchultz@esri.com
ryocum@esri.com
ipayne@salesforce.com
5. Forward-Looking Statements
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6. What’s our Agenda?
Setting the Stage
Brief intro into the current context of B2B marketing analytics
Process, Technology and Business Goals
Getting alignment across stakeholders, technology and marketing processes
KPIs
What are we producing structured data for? What are we measuring?
Let’s consult the trail map!
1
2
3
7. 1. Setting the Stage
Analytics in the world of B2B marketing
8. Setting and Surpassing Goals
The Purpose of Marketing Analytics
Drive informed business decisions
76% of companies who are
advanced in their integration of
technology, business goals
and analytics report being
“more likely to enjoy a
favorable market position” to
their competitors
• Harvard Business Review,
Pardot study
1
2
3 Understanding and Enhancing Marketing
Impact on Revenue
Improving and Planning Marketing
Programs
9. Tidal Wave of Data
Forrester found that
many companies are
plagued by a
“hodgepodge of
disconnected tools”
Lack of cohesion around
the role of marketing
and the critical business
metrics that should be
tracked
Messy Technology Stack KPIs Alignment
According to a recent
Forrester study,
marketers on average
deploy 9.4 unique
channels
10. The Marketing Analytics Engine
Work across the company
to align on goals
Build the schema for the right
technology and processes
Track KPIs, Distribute Data
and Iterate
The framework in action
1
2
3
11. 2. The Data Framework
Defining business outcomes and aligning technology
12. Capabilities Assessment
Marketing Management and Organizational
Changes
• Evaluate Systems, Processes, and People
• Discovered 87 point solutions
• Disconnected, not well understood, and underleveraged
• Business Process Review and Modernization Effort
2015
13. Capabilities Assessment
Capabilities 2015 2016 2017 2018
Marketing Automation
Lead Management
List & Data Management
Customer Insight
Analytics
Asset Management
Workflow Management
Web CMS
Marketing Enablement
Event Management
Predictive & Social
Deliverable: technology stack and skillset
14. Get Management Alignment
From Assessment to Action
• Define Terms and Service Level Agreements
• Define Reporting Goals – Understand Lead Funnel
• Document Business Processes (Marketing Focused)
Technology doesn’t solve process
1
Terms Service Level Agreements
Marketing Qualified Lead Contacted within 8 Hours
Sales Accepted Lead Follow up within 2 Days
15. Get Management Alignment
Update Processes
From Assessment to Action
• Confirm if processes collect data necessary for reporting
• Is Industry captured across the data points?
• Are we properly recording Lead Source?
• Define necessary system updates to support data collection
• Automate collection wherever possible
Technology doesn’t solve process
1
2
16. From Assessment to Action
• Develop solutions to ensure reportable data
• Joint Object in Salesforce
• Pardot Campaigns
• Channel Definition mapped to Lead Source and Campaign Types
Technology doesn’t solve process
Get Management Alignment
Update Processes
Validate the Tech Stack
1
2
3
Lead
Contact
Joint
Object
17. From Assessment to Action
• Change Management helps ensure User Adoption
• Hired dedicated team member focused on change management
• Demo features in development to increase understanding
• Train users prior to, during, and after launch
• Tie features and updates to job performance measurements
Technology doesn’t solve process
Get Management Alignment
Update Processes
Validate the Tech Stack
Change Management
1
2
3
4
18. From Assessment to Action
• Reporting generates answers, but also more questions
• Be ready to iterate and repeat this process
• Create accountability between Marketing and Sales
• Hold teams to SLAs, but be supportive so everyone wins
• Better reporting will reveal more gaps that need to be closed
• It’s a game of whack-a-mole
Technology doesn’t solve process
Get Management Alignment
Update Processes
Validate the Tech Stack
Change Management
Monitor and Adjust
1
2
3
4
5
19. Building out a strategy
The Origins
Initially, no well-defined analytics strategy
No dedicated analyst or system architect
20. Aligning Business Objectives
Set the Business Goals
Based on historical data (segments, close rates,
deal cycle times, regions, deal sizes, etc.) each team
given goals for these 2 key metrics
Collaboration
Quality Pipeline
Marketing and inbound sales generates, qualifies and
advances prospects through the sales cycle to create
pipeline
Revenue
Marketing works with three other units to drive this revenue
21. Revamp alignment across time periods
Business Planning Cycles
Year Reviews
Quarter
Reviews
Month
Reviews
This is a fluid, responsive process
and framework
Teams Involved Group Identity
Sales Strategy Analysts reporting to sales leadership, responsible for quota
targets, pipe targets, revenue forecasting, etc.
Marketing
Analytics
Analysts responsible for marketing budget planning,
forecasting, database segmentation, etc.
Sales Leadership Front-line sales managers, regional/vertical directors, and
SVP of Sales
Marketing
Leadership
Marketing managers, directors, and SVP of Marketing
22. The Technology Ecosystem
Map pivotal questions to the technology
Lead and
Campaign
Sources
SEO/SEM
Website
Social
Blogs
Events
Marketing
Campaign
Qualified
leads to
sales
NurtureScore Grade
Which campaigns are the most effective?
Which channels are the most effective?
How impactful are our automation programs?
24. KPIs
Adobe Analytics
• Channel - Social
• Medium - External
• Source - Facebook
Pardot
• Lead Source - Social
• Source Campaign
• SF Campaign Attribution
Salesforce
• Lead Source - Social
• Campaign Type - Social
• Campaign History
Aligning various systems
1 2 3
31. Performance Measurement
Two primary varieties and an underlying principle
The Key Principle
Always tie
tactical
analytics back
to strategic
KPIs
Strategic Analytics Tactical Analytics
Definition Strategic analytics is about
tracking your key performance
indicators (KPIs).
Tactical analytics are data points
and insight regarding your
program level results.
Examples • Revenue
• Pipeline
• Marketing-Qualified Leads
• Email open rates, CTR
• SEM impressions,
conversions.
• Webinar registrations by
content, speakers, etc.
• Funnel conversion metrics
• % leads to MQLs
• % MQLs to SALs
32. KPIs
Strategic analytics
Responses
Leads Created
MQL
SAL
Opportunity
De-duplicated form completes
Raw lead records created
Leads qualified by marketing and ready for sales
Lead records that have been accepted and worked by sales
A net new selling opportunity converted from a lead
New Business
A new customer acquired from the opportunity
%
33. Tactical Data
Used to gain insight into
different channel performance
Knowledge of these data
enables team members to
improve their output
Tactical funnel metrics are
applied to target setting and
forecasting
Slice, Dice, and Improve
34. Analytics in Action
Forecasting Scenario
The Scenario
Halfway through the month, and
your CMO asks you: Will we hit
our revenue goal this month?
All budget is already allocated, so
simply spending more is not
possible
35. Examine your current data
Evaluate the KPIs
Evaluation Stage
How much revenue has already
closed?
What’s in the pipeline?
How many leads are currently being
worked?
What are the planned marketing
programs?
