Tipalti CMO Rob Israch

1. How to Prove ROI on High
Stakes Decisions
Rob Israch
CMO, GM Europe
Tipalti
@tipalti
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2. Metrics that Matter
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3. 1. Define Criteria for Expert Decision Making
2. Decision Making Guide
3. 5 Keys to Global Expansion
4. Measuring Success
Agenda
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4. ● Determine the right KPIs
● Build the measurement system for accountability
● Let data guide your decision making
● Some data is better than no data
● Own your bias
● Data won’t make decisions for you
● Past results don’t predict future success
● Include your team, but own the outcome
● Understand decision making cycles
Criteria for Expert Decision Making
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5. Do:
● Own the decision & bring in
others to better understand the
core issues
● Gather objective data to guide
the decision
● Check your bias, be your own
devil’s advocate, or ask a peer
● Constantly revisit decisions to
ensure they are still valid
● Test alignment with business
strategy
Don’t:
● Blindly trust your instinct or
intuition - test your theories
● Be afraid of trying new things
● Ignore new information,
especially info that challenges
your point of view
● Assume you’ve seen this
before - recognize similarities,
but also differences, from
previous experiences
Decision Making Guide
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6. ● TAM
● PMF
● Culture
● Complexity
● Compliance
5 Key Categories for Global Expansion
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7. Total Addressable Market (TAM)
● Define your segment, know your audience, know your ICP
● Don’t reinvent the wheel
● Consider SAM
● Identify threats & potential opportunities
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8. ● Defining PMF
● Find your value hypothesis
● Do we have it?
Product/Market Fit (PMF)
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“Product/market fit requires you to figure out
the earliest tells.” - Reid Hoffman, Founder of
LinkedIn & Partner @ Greylock
“Getting product right means finding product/market
fit. [...] It means getting the product to where the
market accepts it and wants more of it.” - Fred
Wilson, Founder @ Union Square Ventures

9. Culture
● Get the DNA right
● Encourage innovation
● Get Stuff Done (GSD)
● Institute a constant
feedback loop
● Empowerment
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Cupcakes don’t hurt...

10. ● Understand market
nuances
● Separate strategy &
execution
● Define elements of your
business to simplify
decision making
● Ensure adaptability
Complexity
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11. Compliance
● Minimize risk (fraud, tax,
compliance, etc.)
● Proactively plan for the
future to mitigate future
challenges
● Legal responsibilities
● Review regulations,
policies, & standards for
every market
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12. ● Recast & reiterate your goals
● Ensure team alignment
● Make adjustments (as needed)
Revisiting Your Decisions
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13. Measuring Success - Leads
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14. Measuring Success - Opps
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15. Marketing Metrics That Matter
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● What are you ultimately hoping to
achieve:
○ Leads → opportunities → closed
business
● Define your funnel:
○ Understand your best sources
● Easily calculate conversion rates:
○ Lead-to-opp, opp-to-sale,
lead-to-sale
Marketing Lead KPIs
Passed New Leads
High Fit - Core New Leads
High Intent Leads (Inbound)
Core + High Intent Leads
50-1,000 employees
100-1,000 employees
Nurtured Leads
Qual Opps from New Leads
Sales from New Leads
ACV from New Leads
Spend (Actual)

16. Mastering ROI-Driven Decisions
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To successfully prove ROI on high stakes decisions, you must:
1. Spend time on the decision making process: understand
how your decision will impact your wider organization,
not just key stakeholders.
2. Identify key criteria to your decision; test your theories
and be willing to make adjustments
3. Institute a metrics-driven solution to constantly measure
results

17. THANK YOU
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