How marketing can report revenue analytics that don’t lie

How Marketing Can Report

Revenue Analytics That Don’t Lie

Agenda

INTRODUCTIONS DISCUSSION Q&A

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Introduction

Dan ZimanCMO

LeanData

Tom Grubb Chief Strategy Officer

Digital Pi

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“…Fewer than 4% of marketing generated leads are ever converted into sales.”

Source: Business2Community, February 10, 2014Why Organizations Should Stop Focusing on Lead Nurturing Campaigns

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ONE QUESTION…

What happened to the other 96%?

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Challenge: reporting vastly undercounts campaign touches

Lead ContactContact w/role

Lead Contact ?

Lead ? ?

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B2B Marketing is multi-person and multi-campaign

CAMPAIGNSDirector, Marketing

(Contact w/Role)Marketing Specialist

(Contact)CMO(Lead)

Website X

Webinar X

Whitepaper X

Exec Roundtable X

Tradeshow X

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Poll: How much do you trust your marketing reports?

1. Usually – 22%

2. Occasionally – 67%

3. Never – 11%

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80% of CEOs simply don’t trust marketers at all

- Fournaise Group Study

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"Performance is your reality. Forget everything else.”

- Harold S. Geneen

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Marketing Revenue

• Platform Approach:

– SFDC: Campaign Influence Reports

– Marketo: FT and MT Attribution

• No way back to marketing when:

– Leads not associated with accounts

– Contacts not associated with opportunities

– Duplicates

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Marketers can’t generate sufficient growth

Marketing = cost, sales = revenue.

Our numbers are right, yours are wrong.

I only trust data from Salesforce.com.

Why doesn’t marketing have a quota?

Explain MT and FT attribution again?

CEO says all marketers are liars.

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Marketers can’t generate growth

Marketing = cost, sales = revenue.

Our numbers are right, yours are wrong.

I only trust data from Salesforce.com.

Why doesn’t marketing have a quota?

Explain MT and FT attribution again?

CEO says all marketers are liars.

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The Path to Revenue Reporting Starts with Opportunities

CONTACTS

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White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Executive Approver Technical

Account

White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Account

Executive Approver

Technical

White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Opportunity

Account

Executive Approver

Technical

White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Account

Opportunity

Technical

Executive Approver

White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Account

Opportunity

TechnicalExecutive

Approver

White PaperTradeshowWebinar

Explicit Influence: Contacts on Opportunities

Account

Opportunity

TechnicalExecutive Approver

Marketo Multi-Touch Pipeline Report

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61% More Revenue Won Influence with Implicit

Marketing

Influence? Contacts Counted

% Revenue Won

Influenced

% Pipeline Open

Influenced

No 351 74% 46%

Yes 252 26% 54%

Marketing

Influence? Contacts Counted

% Revenue Won

Influenced

% Pipeline Open

Influenced

No 127 12% 11%

Yes 476 88% 89%

Op

po

rtu

nit

y(E

xplic

it)

Acc

ou

nt

(Im

plic

it)

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White PaperTradeshowWebinar

More Lost Attribution: Stuck in The Land of Leads

Account

Opportunity

TechnicalExecutive Approver

Leads have no path to get revenue credit for marketing

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SFDC Campaign influence report

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$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

$50,000

Your Options:

1. Modify sales behavior

2. Modify SFDC – lock it down

3. Modify your reporting configuration

4. Switch to another reporting tool or platform

5. Employ technology

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Thank you!

Dan ZimanCMO

LeanData@lostintheflog

dan@leandatainc.com

Tom Grubb Chief Strategy Officer

Digital Pi@thomasgrubb

tom@digital-pi.net

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