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
2

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

5. Marketing Attribution for an
Outbound Sales Company
Lauren Alt
Manager, Demand Generation

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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7. 7

8. 8

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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

11. 11
Marketing Leaders Must Tie to Revenue

12. Marketing Leaders Must Tie to Revenue
“Do MQLs Count...?”
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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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15. What now??
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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
17
Our (Aha!) Attribution Moment

18. 18
Our Impact Model
W-Shaped Attribution +
Marketing “sourced” custom field
for total revenue contribution.

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

21. 21
#1: Optimize each channel for opportunities

22. 22
Webinar as a Channel
Average Net New Revenue per
webinar
Before optimizing for
opportunities
$5k
After optimizing for
opportunities
$26k

23. 23
#2: Kill the MQL
● Report on Opportunities
ONLY
● Note: MQLs used for
debugging, internally in
marketing
Month
#Opptys

24. 24
#4: Make marketing information accessible for
sales

25. 25
#3: Automate Inbound Follow-Up

26. 26
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

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!

28. 28
Clear Picture Came into View

29. 29

30. 30
REVENUE
+
GROWTH

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

32. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Q & A
Overcoming Reporting Challenges
SPEAKER:
JUSTIN NORRIS
Director of Solutions Architecture
Perkuto

33. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!