The document discusses considerations for reporting on marketing ROI and return on investment. It recommends focusing reporting on metrics that matter like activity metrics that impact revenue and profitability rather than vanity metrics. The document also discusses tracking pre-funnel engagement, journey analytics through different stages, and program performance and attribution to understand marketing impact and inform improvements.

1. 1
Metrics that Matter: How to
Report ROI with Ease
Ashley Long
Director of GTM Analytics & Forecasting,
Demandbase

2. 2
What is ROI?

3. 3
● Key Reporting Considerations
● Pre-Funnel Engagement
● Journey Analytics
● Program Performance and Attribution
Today’s Agenda

4. 4
Considerations for your Reporting Strategy

5. 5
Vanity Metrics
May sound impressive,
but no impact on revenue &
profitability
Reporting Considerations

6. 6
Activity Metrics
Report on results and impact,
not just what you do
Reporting Considerations
Quality > Quantity

7. 7
Volume Doesn’t
Drive Behavior
Define actionable metrics &
simplify reports
Reporting Considerations

8. 8
Data Requires
Strategy &
Translation
Help consumers understand
“Why?”
Reporting Considerations

9. 9
Pre-Funnel Engagement

10. “Before
someone
spends
money with
you, they
spend time
with you.”

11. 11
Step #1 for
Reporting on
Brand &
Marketing Impact
Related Metrics:
Sessions, Conversion
Rates, Unique
Accounts on Site
Web Traffic by Channel

12. 12
Compare Ad Lift
by Tiers of
Spending &
Industry
Benchmarks
Advertising Lift

13. 13
Target Persona
+
TAM+ Account
=
Qualified
Qualified Responses

14. 14
Track Engagement Over Time
View Engagement Minute trends by Account Segment
or Account Tier
Account Engagement
Related
Metrics:
Historical
Engagement,
Unique
Engaged
Accounts,
Unique People
Engaged

15. 15
Journey Analytics

16. 16
Revenue Leading Indicators
The TOPO Double Funnel

17. 17
The 4 Vs of Journey Analytics
● Value: Current count (balance)
● Volume: Movement into stage
● conVersion: % moved forward
● Velocity: Time to move forward

18. 18
Track
Accounts
through their
Journey
Journey Stage Comparisons Quarter over Quarter

19. 19
Using Journey Stage Comparisons to
Understand Performance
● Visualize progression downward as accounts become more
engaged
● Compare multiple account lists and time periods for cohort analysis
and A/B testing
Strong focus in Q1 to engage this pool
of accounts, 2x accounts in Engaged 90
days later
6 accounts converted to Customer stage

20. 20
How is your MQ
Funnel
performing?
Use Analytics to
Inform & Improve
MQ Funnel Conversion

21. 21
Track performance
through Opportunity
stages
Related Metrics: % Lost in
SQL, % Pipeline to Closed
Won, % Open, Opportunity
Velocity
Opportunity
Sources

22. 22
Bookings Goal / ASP / Win Rate
=
Pipeline Goal
Pipeline Goal / % of MQL / MQA Sourced Opps /
Conversion Rate
=
MQL/MQA Goal
Owning the Funnel Together

23. 23
Conversion rates
to align Marketing
& Sales
Opportunity Tracking

24. 24
Program Performance and Attribution

25. 25
Regularly Review Short Term Results
Campaign Goal Progress,
Qualified Responses & Investment/QR,
Critical Thinking & Evaluation
Monthly Program Review

26. 26
Campaign Goals

27. 27
Review Attribution Results
Once per Quarter
Attribution by Stage,
Multi-Touch Ratios,
Critical Thinking & Evaluation
Quarterly Program Review

28. 28
Attribution by Opportunity Stage
Pre-SQL
SQL to
Pipeline
Pipeline to
Close
Multi-Touch Attribution

29. 29
Multi-Touch Ratios
Create Attribution Goals by
Opp Stage
Understand Marketing
Impact on Pipe Creation &
Deal Acceleration
Sum of Multi-Touch
Attribution $
/
Program Investment $
=
MT Ratio

30. 30

31. 31
Using Program Impact for Marketing Influence
Use Advanced Filters to apply any
additional field available in DB1 to your
data set.
Select Date Ranges to view results from
responses within a given time period.
Use Quick Filters to easily apply
frequently used account or person filters to
your data set.
Swap between
Type/Channel and
Campaign/Program
for more or less
granular
summarization.

32. 32
Tie Marketing to Business Results
Efficiency Metrics

33. 33
1. Focus on multiple areas of measurement to demonstrate
value
2. Make sure your external reports speak “the language of
business”
3. Internal marketing reports should focus on leading indicators
to revenue
4. Use reporting to improve — not prove — your marketing
Key Takeaways

34. 34
Thank you!