SlideShare a Scribd company logo
#INBOUND14 
I’m a marketer, how can I justify marketing ROI? 
Kim Walsh 
Head of Enterprise Sales, HubSpot
Head of Enterprise Sales 
4+ years @HubSpot 
Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air with QVC in 8 minutes. 
@kwalsh07 
KimWalsh
#INBOUND14 
33% 
of B2B marketers don’t even attempt to measure the financial impact of marketing!! 
Source: http://blog.hubspot.com/insiders/marketing-analytics-vs-business-analytics
#INBOUND14 
Let’s all promise to not be part of the 33% 
#INBOUND14 
Marketing roles are changing.
#INBOUND14 
The Modern Marketer Is 
• 
An Experimenter 
• 
A Lover of Data 
• 
A Content Creator 
• 
A Justifier of ROI
#INBOUND14 
By 2017, CMO’s will spend more on IT than CIO’s.
#INBOUND14
#INBOUND14
#INBOUND14 
We have to find a way to drive repeatable, predictableand scalable revenue.
#INBOUND14 
1 
Understand the metrics of your marketing funnel. 
2 
Create accountability. 
3 
Establish achievable goals. 
4 
Map out your plan. 
5 
Forecast on return, not on investment. 
Agenda
#INBOUND14 
1 
Understand the metrics of your marketing funnel.
#INBOUND14 
Understand your funnel (metrics)
#INBOUND14 
2 
Create accountability.
#INBOUND14 
Amarketing SLA is vital to establishing accountability.
#INBOUND14 
Create a Smarketing(SLA) commitment
#INBOUND14 
“The service-level agreement (SLA) is a two- way process between sales and marketing.” 
What is an SLA?
#INBOUND14 
 
How many quality leads does the sales team need to make quota? 
 
What % revenue comes from marketing vs. sales-generated leads? 
 
What is the average sales deal size? 
 
What is the average lead to customer close %? 
HubSpot’sSLA
#INBOUND14 
Calculate SLA -$ value
#INBOUND14 
3 
Establish achievable goals.
#INBOUND14 
Share revenue goals
#INBOUND14
Monitor your goal progress
#INBOUND14 
Track your SLA’s 
You can track these metrics through marketing platforms.
#INBOUND14 
4 
Map out YOURplan.
#INBOUND14 
Develop your personas 
• 
Customized marketing SLA, sales effectiveness, and customer success metrics to persona 
Marketing Mary 
(100-2,000 employees) 
Enterprise Erin 
(2,000+ employees) 
Owner Ollie Team 
(1-100 employees)
#INBOUND14 
Pay attention to the way your personas consume your content
#INBOUND14 
Persona based marketing SLAs 
Lead Type 
Lead Value 
Webinar 
$.35 
eBook 
$.45 
FreeTrial 
$2.10 
Demo Request 
$2.75 
Marketing Mary Leads 
(100-2,000 Employees) 
Lead Type 
Lead Value 
Webinar 
$.85 
eBook 
$1.00 
FreeTrial 
$4.25 
Demo Request 
$6.10 
Enterprise Erin Leads 
(2,000+ Employees) 
* Data has been altered from actual HubSpot data for the purposes of this presentation
#INBOUND14 
What channels are working?
#INBOUND14 
Is sales following through on the plan?
#INBOUND14 
Is YOURplan on track?
#INBOUND14 
5 
Forecast on Return not Investment.
#INBOUND14 
Show the impact of lead generation
#INBOUND14 
Show leads transferred
#INBOUND14 
Dashboard 
Understand your overall marketing performance and tie it back to customers.
#INBOUND14 
Revenue Reporting 
Understand how much revenue has come from contacts in your database.
#INBOUND14 
Key take-a-ways 
1. 
Know your visitor metrics 
2. 
Know your cost per lead metrics 
3. 
Know your avg. cost per customer 
4. 
Marketing SLA’s are important and necessary 
5. 
Reporting will allow you to make real time adjustments
#INBOUND14 
In true Jerry Maguire fashion
#INBOUND14 
THANK YOU! 
Kwalsh@hubspot.com
#INBOUND14 
QUESTIONS ?
#INBOUND14 
Consistent Cadence of Metrics 
Metric 
Persona 1 
Persona 2 
Persona3 
LTV/CAC 
5.2 
11.5 
19.0 
CAC 
$6,250 
$15,500 
$28,750 
MRRChurn 
1.3% 
0.7% 
0.5% 
AvgMRR 
$425 
$1250 
$2725 
LTV 
$32,700 
$179,000 
$545,000 
Months to Payback 
14.7 
12.4 
10.6 
Revenue Growth (Q3) 
18% 
27% 
34% 
Revenue/ Rep 
$4,750 
$7,250 
$10,500 
Leads per Cust. 
540 
2,400 
6,625
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14 
FACT: 
“70% of the buying process is now complete by the time a prospect is ready to engage with sales.” SiriusDecisions, Inc.
#INBOUND14 
(general blank slide)
#INBOUND14
#INBOUND14 
2 
How can we measure ROI?
#INBOUND14 
What is our lead goal
#INBOUND14
Fun fact: Rhode Island has America’s only naturally occurring lighthouse. 
@kippbodnar 
KIPPBODNAR
#INBOUND14 
A caption about these dogs would be great right about here.
#INBOUND14 
For a second option, consider this nice shade of blue. Thanks.
#INBOUND14 
57% of web activity occurs in the evening.
#INBOUND14 
The way people do business has changed.
#INBOUND14 
How do you stand out in a crowded market?

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