The ABCs of RCA: How to Build an Effective Revenue Machine

The ABCs of RCAHow to Build an Effective Reporting Machine

Amy Scissons

Global CRM Practice Lead

Mercer

Laura Mannix

Marketing Enablement Manager

Mercer

Brian Glover

Senior Product Marketing Manager

Marketo

Speakers

What is Revenue Cycle Analytics (RCA)?

Analyze program & channel effectiveness

Prove marketing impact

Evaluate marketing funnel health

Connect marketing to metrics that matter

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

Why Do I Need Revenue Reporting?



Earn a seat at the revenue table1



Earn a seat at the revenue table1Achieve alignment between sales & marketing2



Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing ROI3

AnalyzersSuccess Path

Opportunity Influence

Program/Channel Effectiveness


Agenda• About Mercer• Seven steps to RCA Success• Common Pitfalls to Avoid


About Mercer• A global consulting leader in talent, health, retirement,

and investments• Helps clients around the world advance the health,

wealth, and performance of – their people. • Over 20,500 employees in 40 countries• Wholly owned subsidiary of

Marsh & McLennan Companies (NYSE: MMC)

http://www.mmc.com/


Seven Steps to RCA Success


Source

Marketing

Opportunities

Sales

Step 1: Systems Alignment

Review Inbound Data Sources

Study System Configuration Connect CRM Systems

https://www.salesforce.com/

https://www.salesforce.com/


Step 2: Get Buy In• Lead Scoring Model• Feedback Loop• Sales SLAs• Contact Role

Association

Sales Ready Lead

Sales

LOB Marketing

M&S Enablement

Regional Marketing


Step 3: Agree on SuccessChannel Member/Touch SuccessEmail Blast Recipients ClicksExternal Banner Ad Impressions/Pageviews Conversions

List Purchase List Contact Engages with emailBanner Ad Clicks Conversions

Mercer Event Invited AttendedWebcast Invited AttendedWebcast Recording Pageview DownloadsSolution Page Clicks ConversonsNewsletter Opted-in List Member Clicks

Event Sponsorship Attendees Engages with sales


Step 4: Standardize Execution

Naming Convention

Success Metrics

Program Setup

Tagging & Cost


Step 5: Monitor and ModifyMarketing Objective

Target Audience

Campaign Type

Business Objective

Marketing Program

Total Spend Audience New Leads Generated

Engaged % Engaged Cost/ Lead

Demand Gen CFO Email Blast New Logos

New Logos Email $150 3500 0 150 4.29% N/A

Demand Gen CHRO Whitepaper Cross Sell

Whitepaper Promotion $2,000 25,000 15 325 1.30% $133

Demand Gen HR &Talent List Purchase New Logos

Data.com List Purchase 4 $8,500 10,000 8,500 180 1.80% $1

Demand Gen HR &Talent E-Newsletter New Logos

Newsletter - Q1 $150 30,000 25 500 1.67% $6

Brand Building CHRO Live Event New Logos CHRO Event 1 $25,487 2,200 50 100 4.55% $510

Brand Building CHRO Email Blast New Logos

Email promo for CHROs $150 3,500 0 90 2.57% N/A

Nurturing Clients HR &Talent Live Event Retention

Atlanta HR Event $6,540 1,200 5 75 6.25% $1,308

Nurturing Clients CHRO Webcast Retention Webcast 2 $500 17,000 2 800 4.71% $ 250 Client Facing Tools CFO Webcast Upsell Webcast 3 $500 20,000 3 1,500 7.50% $167


Step 6: Craft the Dashboard


Step 7: Socialize the information


Common Pitfalls to Avoid


Where possible,… integrate• Create data flow from other systems to get the full report• Manually upload information if there is no integration

available


Watch your spend• Create a cost framework (may want to include base

cost for all promotional channels)• Programs without cost months can be difficult to

report on • If you sell in multiple currencies, map the converted

revenue amount to RCE for attribution reporting

*You can modify the Analytics Behavior on the Set Up tab if you are not tracking costs.


Clone, clone, clone!• Set up program templates that work for your team• Train users to clone the standardized templates rather

than starting from scratch• Saves time and prevents errors in recording success• Don’t forget to update tags, add a cost and activate

triggered campaigns!


When tagging, think long-term• Strategize with stakeholders on how data needs to be

sliced in reports• It is easier to group tags and roll up than to add a new tag

and re-label old programs


Watch the clock!• Marketo timestamps the time and date of membership

and success• Don’t wait to mark leads as success – you could miss out

on opportunity creditLead generated Opportunity

createdOpportunity won


Use Contact Roles• Use contact roles in SalesForce.com for the most

accurate attribution reporting by• Ensure this process is in place before you start rolling

out programs and reporting• Align with Sales early on to use this functionality• Using all contacts might cast too wide a net and you’ll

lose creditability with Sales


Don’t go too far out of the box• Marketo and Salesforce.com & Microsoft Dynamics

have a native integration• Overly customizing and complicating your CRM system

will have downstream effects on your integration and reporting

• Integrate systems• Track your spend• Create clone-able templates• Long term tags• Be mindful of timestamps• Use contact roles• Keep it simple

Remember…

Questions?

Thank You!Amy Scissons – [email protected] Mannix – [email protected] Glover – [email protected]