APM Welcome, APM North West Network Conference, Synergies Across Sectors
Show me the numbers -
1. Show me the numbers
Lisa Hutt, Salesforce.com EMEA
2. My Marketing Maturity Model
Forecasting
Influencer Marketing Mobile
Website
W b it Video
Measurement and ROI
Email
Social Media
Advertising
Ad ti i Telemarketing Lead management
Conferences
Corporate
Hospitality Search
Direct Mail Data Quality
Exhibitions
Unsubscribe
T-shirts and bugs
Spray and pray Spot on Digital Dilemma Real time reality Next chapter
3. How much time do you spend on metrics and
reporting?
ti ?
• I don’t do metrics and reporting
• Up to half a day a week
• More than half a day a week
• Too much time – we have a manual process
• 100% - I AM the marketing operations g
g p guru
4. Why forecast
Set your own targets – no-one else will be more accurate
Understand the growth and the trends
Compare regions, products, sales performance
Spot th d lt ’
S t the delta’s and change th plan
d h the l
Know where to invest next
Align with sales
……and speak the same language - $£€
p g g
5. Start Simple
Start with run-rate and average leads
By q
y quarter, month or week
,
If you have a history, validate:
Seasonal trends i e May and Dec down
i.e.
Year on year growth, i.e. avg 40%
April May June
720 560 710
10. Hints and Tips
Start simple
Use sales and marketing tools to save time
One-time report set up = forecast in 20 minutes
Segment to improve accuracy
Add more data points for better
validation over time
Plan jointly with sales and set
investment expectations
11. Closing Thought
Being results-driven can give you more job satisfaction
but there is nothing more rewarding than the results you see
from your own personal development.