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Measuring Your Marketing: Getting the Most Out of Reporting and Dashboards
Marketing I: Building the Funnel
Franco Anzini, Aruba Networks
Andrea Wildt, Salesforce.com
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
• INDUSTRY: Networking
• EMPLOYEES: 450
• GEOGRAPHY: Global
• # USERS: 175 + Partners
• PRODUCT(S) USED: SFA
Aruba Networks delivers an enterprise mobility solution that enables secure access to data, voice and video applications across wireless and wireline enterprise networks. The Aruba Mobile Edge Architecture allows end-users to seamlessly roam to different locations within an enterprise campus or office building while maintaining secure and consistent access to all of their network resources.
Challenges for Aruba – Marketing and Lead Generation
Key Business Challenges• Lack of consistent and scalable lead and campaign processes
• Everyone dealing with campaigns with leads in their own way
• Lack of lead metrics• No idea of what was happening to leads
• Are marketing programs working?• Could not quantitatively answer the question “How did Campaign
XYZ do?”
Technology Challenges• Integration between systems (Lead Qualification is outsourced)
Lack of Lead Process
Needed something that was consistent and
scalable
System can’t do this for you
Heavy Lifting needs to be done with business
process analysis
Once the process if built, Salesforce.com was used
to help implement it
Lack of Lead Metrics
What’s happening to our leads??
Working through the business process, we
established at which points we wanted to take
measurements
Used Salesforce.com to “build a data trail” within the
system that could be measured and analyzed
Sample Screen Shot
Are Marketing Programs working?
Needed to provide quantitative answers on a per
Campaign level
Need complete campaign information (custom fields
needed to be added)
Needed to combine lead and converted opportunity
information to provide full picture
Sample Screen Shot
How do we solve our technology problem?
Aruba’s Lead Qualification team is outsourced and
has their own instance of Salesforce.com
How do we prevent duplication of data and effort
ANSWER – Give outsourced teams customized,
restrictive access to Salesforce.com
(Note: Salesforce.com PRM could also have been a
potential solution)
How have we leveraged reports and dashboards to drive behavior?
Marketing viewpoint
Self-service for information
Quantitative answers (People care about $$)
Driving Behavior through Dashboards
Lead Qualification dashboards
Weekly meetings driven through dashboard
Everyone can see the same data real-time
No “spreadsheet” excuses
Imagine it. Learn it. Use it.
Tips and Tricks
• Don’t use the system to build your processes. Use
the system to IMPLEMENT your processes
• Don’t be afraid to use custom and required fields
• You can’t report on information that is not captured
in the system (i.e. campaign target industry)
• Pick your dashboard components carefully!
Quiz - Are You a Data Driven Marketer?
How many leads do you generate a month?
What is your average cost per lead?
What are your best performing offers?
What are your best performing channels?
What is your lead to opportunity conversion rate?
What is your opportunity to close conversion rate?
What is your average pipe-to-spend for marketing programs?
What marketing program generated the highest ROI for the company last quarter?
The End Result
Where to Start?
Define the key business metrics you care about.
Who is the audience?
Make sure you are capturing the data you need to
report on.
“What is our Lead to Opportunity Conversion
Rate by Product Line?”
Leverage Pre-Built Reports
Leverage Pre-Built Reports
Metric If You Use Campaigns Not Using Campaigns
Count of Leads Campaign Leads Report Leads by Source
Count of Qualified
Leads
Campaign Opportunity Report Lead Lifetime Report (count of
opportunities)
$ Pipeline Created Campaign Opportunity Report Lead Lifetime Report
(sum of opportunities)
$ or Deal Won
Business
Campaign Opportunity Report Lead Lifetime Report
(sum of won opportunities)
Average transaction
size
Campaign Opportunity Report Lead Lifetime Report
Create Custom Reports
Plan Your Dashboard
What questions are you trying to answer?
Who is your audience?
Draw it out:
Key ProgramMetrics
Performance Vs. Goal
Revenue Impact
Campaign Dashboard
Sales Follow Up
Sales TrendsCampaign
Leaderboard
Optimize Your Components
GAUGECompare performance vs. target
METRICGreat for side-by-side comparison
TABLEShowing exact values in a series
CHARTBest for visualizing trends and
segmentation
Embed Your Components
Pre-Built Dashboards on the AppExchange!
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