In her more than 20 years of experience, Christine has applied both sides of her mind – the creative and the analytical – to drive marketing success. She has won numerous awards including the 2010 Women in Technology Leadership, March of Dimes Heroines in Technology Award and is a recipient of the 2016 Trending 40 Top DC CMOs. As Chief Marketing Officer at ThreatConnect, Christine is responsible for the global strategy and execution of all facets of marketing, leading the communications, demand generation and product marketing functions as well as marketing and sales operations. Prior to ThreatConnect, Christine served as VP of Marketing & Product Management at Salsa Labs, where she led efforts to strengthen the Salsa brand, platform and demand generation.

1. © Copyright 2017 - Christine G.D. Schaefer
How to Manage to Metrics
without Becoming Big Brother
Christine G.D. Schaefer

2. © Copyright 2017 - Christine G.D. Schaefer
About Me
Bachelor’s Marketing + M.S. Sociology
= Creative, Metrics-Loving Nerd
Primarily B2B Technology Marketing
Fun Fact:
I knew Maven
when he was just
a pup...and
chewing on stuff
in my office.

3. © Copyright 2017 - Christine G.D. Schaefer
First & Foremost: The Rule of Three
Why?
1. Three points = uncover errors/anomalies
2. Three points = insights from the interplay
3. Three points = actionable
(i.e. no paralysis by analysis)

4. © Copyright 2017 - Christine G.D. Schaefer
Example 1

5. © Copyright 2017 - Christine G.D. Schaefer
Example 2 (True Story)
Free Accounts ⇩
Web visits ⇧
Opt-In Contacts ⇧
Insights:
● Free trials are down but not because we aren’t
getting people to the site.
● It’s gotta be the right people, otherwise they
wouldn’t be opting in to our content.
Actions:
● Check the landing pages of the content
downloads - are we offering free accounts?
● Did we change where the CTA is located?
● Did we change the Free Account form?

6. © Copyright 2017 - Christine G.D. Schaefer
“[Your team] cannot be fulfilled if
their success depends on the
opinions or whims of another
person, no matter how benevolent
they may be.”
- Patrick Lencioni

7. © Copyright 2017 - Christine G.D. Schaefer

8. © Copyright 2017 - Christine G.D. Schaefer
Bad Big Brother Good Big Brother

9. © Copyright 2017 - Christine G.D. Schaefer
Bad Good Big Brother
● Quotas or Gotchas
● Same for All
● No Buy-In
● Dictates only
method
● Guidelines
● Tailored
● Co-Created & Shared
● Aspirational, yet
Achievable Goals

10. © Copyright 2017 - Christine G.D. Schaefer
Example 1:
Director of Content
● Input: Education Content
Created
● Strategic Gain: Following
● Near-Term ROI: Goal
Completions
Drive the behavior you want.

11. © Copyright 2017 - Christine G.D. Schaefer
Example 2:
Demand Gen Mgr
● Early: Opt-In Contacts
● Middle: Sales Qualified
Opps
● Long-Term: Bookings
Drive the behavior you want.

12. © Copyright 2017 - Christine G.D. Schaefer
Another Example
Demand Gen
● Opt-In Contacts
● Conversations
● MQL>Opp Conv
Nurture
● MQL>Opp Conv
● Renewal Rate ($)
● Customer Maturity Ranking
Education
M&S Ops
● Opt-In Contacts ● MQL>Opp ● Following
● MQL>Opp Conv ● Opp>Win Conv ● Pipeline Creation

13. © Copyright 2017 - Christine G.D. Schaefer
And, yet another example...
Marketing
● Opt-In Contacts
● Conversations
● MQL>Opp Conv
● All Bookings
Sales
● Conversations
● MQL>Opp Conv
● Opp>Win Conv
● New Bookings
Customer Accts
● Conversations
● NPS
● Renewal Rate %
● Renewal Bookings

14. © Copyright 2017 - Christine G.D. Schaefer
“Data is like wine. A little
each day is good for your
heart. A lot each day
leads to very bad
behaviors. And possibly
therapy.”
- Christine Schaefer

15. © Copyright 2017 - Christine G.D. Schaefer
Thanks for listening!
/christinegds