#LeadToCash
5 Steps to Measure Lead-to-Cash Performance
#LeadToCash
Today’s Speakers Moderator:
Andrew Gaffney Editor
DemandGen Report
Speaker: Sam Boonin
Vice President GoodData
Speaker: David M. Raab
Principal Raab & Associates Inc
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About DemandGen Report
-‐ Launched in 2007 to track best prac:ces in lead genera:on
-‐ Newsle?er has grown to more
than 25,000 readers
-‐ We also offer a menu of research and best prac:ces reports
-‐ New audio/video podcasts at
DemandGenReport.com @DG_Report
linkd.in/DG_Specialists
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About Raab Associates David M. Raab is a Principal at Raab Associates, Inc., a consultancy that advises marketers on marke:ng technology, vendor selec:on, and analy:cs. David is author of the Marke:ng Performance Measurement Toolkit and the B2B Marke:ng Automa:on Vendor Selec:on Tool, a detailed guide to major marke:ng automa:on systems. He has wri?en hundreds of ar:cles and blog posts and addressed conferences around the world. See www.raabguide.com for more informa:on.
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GoodData at a Glance • Connect business people to
business data
• Provide platform for companies to measure and continually improve their business
• Operational dashboards, advanced analytics, data warehousing and integration, all as an on-demand service
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Welcome Webinar A?endees 1. Viewer Window 2. Control Panel
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Your GoToWebinar A5endee Viewer is made of 2 parts:
Today’s Twitter Hashtag: #LeadToCash
#LeadToCash
• Better than a drought, but both can kill you
• Sales and Marketing in the same boat
Welcome to the Data Flood
Sales Marketing
• Leads and Trends: web site visits, click-throughs, downloads, impressions, new & converted leads.
• Campaign performance: campaign ROI, cost per lead; number of leads; close rate per lead
• Influence & Contribution: Marketing-sourced and marketing-influenced revenue
• Historical sales (quarterly/monthly revenue, average deal size, sales cycle)
• Pipeline performance (pipe-to-close ratios, forecast accuracy, cycle duration, pipeline velocity);
• Key deal milestones (new opportunity creation, pipeline velocity)
The Metrics that Matter
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marked by ready ability to move with quick easy grace
Agility and Pragmatism
the practice of being practical as opposed to idealistic
prag·mat·ism agil·i·ty
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1. CRM is your low hanging fruit
SalesforceSales Analytics
Microsoft DynamicsCRM Analytics
SugarCRMSales Analytics
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2. Measure Marketing Systems
PardotMarketing Analytics
MarketoMarketing Analytics
EloquaMarketing Analytics
ExactTargetEmail Analytics
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3. Don’t Ignore your Website
Google Analytics
Webtrends Analytics
Omnutire Analytics
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4. Basic Connections are the Most Powerful
Web Marketing CRM
+ +
Lead to Cash
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5. Drive Change Through Dashboards
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It all starts with Apps
Zendesk Support Analytics
SalesforceSales Analytics
PardotMarketing Analytics
Google AnalyticsWeb Analytics
GoodDataSubscription Analytics
Microsoft DynamicsCRM Analytics
Get SatisfactionCommunity
Health Analytics
FacebookSocial Analytics
SugarCRMSales Analytics
MarketMetrixCustomer Sat. AurixCustomer Contact
Analytics BrightideaInnovation
Analytics
FinancialForcePSA Analytics
MarketoMarketing Analytics
EloquaMarketing Analytics
ExactTargetEmail Analytics
Omniture Web Analytics SAPERP Analytics
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Q&A
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Today’s webinar recipients will also receive the new E-book: