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Marketo Reports Best Practices
Toronto Marketo User Group Nov 10, 2015
Dan RaduPrincipal Consultant
Macromator Inc.
© Macromator Inc 2015
What stops good reporting?
• Garbage IN= Garbage OUT – Enter all the data, clean up, normalize
• Not sure what reports are available in Marketo– Get training, Product Docs, Community or use consulting services
• Not enough time to build the reports– Dedicate time and set the correct expectations with all stakeholders
• No processes in place to track the correct data– Train everyone in the team to follow the process and understand
where to get the data from
• Not sure what is the best way to track costs– Pick your attribution model and stick with it!!! Consistency is crucial!
• Lack of Key Performance Indicators (KPI) – Decide what is important for you and how often you will monitor
© Macromator Inc 2015
Revenue Cycle Analyzer (RCA)
Available Reporting
Basic Reports Analyzers Revenue Cycle Explorer (RCE)
© Macromator Inc 2015
First Touch vs. Multi Touch
First Touch Attribution
• Acquisition determines marketing influence. Program success is not necessary
• Only one program can get credit for acquiring the lead
• Acquisition must happen before opportunity created to get pipeline credit
• Acquisition must happen before opportunity closes to get revenue credit
Multi-Touch Attribution
• Program Success determines marketing influence
• Multiple Programs can get credit for a single opportunity
• Success must happen before opportunity created to get pipeline credit
• Success must happen before opportunity closes to get revenue credit
© Macromator Inc 2015
Reporting Requirements Checklist
© Macromator Inc 2015
Reporting Requirements Checklist
Use Progression Statuses
Use Local Assets to Programs
Add Period Costs to Programs
Use Custom Tags
Use Interesting Moments
Connect Contacts to Opportunities
Synch Custom Fields to RCE
Use Naming Convention
© Macromator Inc 2015
Use Progression Status
• Clearly define what is a success step
• Use smart campaigns to change program status
© Macromator Inc 2015
Use Local Assets to Programs
• Define the acquisition program
• Use smart campaigns to change program status
© Macromator Inc 2015
Add Period Costs to Programs
• Use one period costs or multiple period costs
• Use period cost 0 if no cost is available
• Go back and add period costs historically
© Macromator Inc 2015
Use Custom Tags
• Tag by Geography, Campaign Objective, Type of Offer Presented
• Tags are used by RCE
© Macromator Inc 2015
Use Interesting Moments
Decide what is an interesting moment for marketing or for sales. Remember sales reps live in CRM and this is the information presented to them.
© Macromator Inc 2015
Connect Contacts to Opportunities
Marketo knows if your lead has an opportunity only when they are connected
© Macromator Inc 2015
Synch Custom Fields to RCE
© Macromator Inc 2015
Use Naming Conventions
Similar to Folders and Programs, you must also keep your reports organized with naming conventions
© Macromator Inc 2015
Examples of Basic Reports
© Macromator Inc 2015
Program Performance Reports
What cost per success or new member do my programs have?
© Macromator Inc 2015
Lead by Lead Source with Opportunities
Which lead source generated the most amount of total won opportunities?
© Macromator Inc 2015
Lead and by Geography with Opportunities
Which geography has the most amount of won opportunities?
© Macromator Inc 2015
Lead by Revenue StageWhat is my revenue pipeline?
© Macromator Inc 2015
Company Web Activity
What companies are looking at my website?What leads in my database are looking at my website?
© Macromator Inc 2015
Examples of Analyzers
© Macromator Inc 2015
Opportunity Influence AnalyzerWhich marketing program influenced a big closed won opportunity?
© Macromator Inc 2015
Program AnalyzerWhat Trade Shows perform better?What Trade shows in EMEA have the highest cost per new name?
© Macromator Inc 2015
Revenue Explorer
Which marketing channel added the most new names?Which marketing channel has the highest Cost Per New Name per quarterly basis?
© Macromator Inc 2015
Revenue Explorer
What time and day of the week do people click most in emails?
© Macromator Inc 2015
Reporting Requirements Checklist
Use Progression Statuses
Use Local Assets to Programs
Add Period Costs to Programs
Use Custom Tags
Use Interesting Moments
Connect Contacts to Opportunities
Synch Custom Fields to RCE
Use Naming Convention
© Macromator Inc 2015
Dan RaduPrincipal ConsultantMarketo & Salesforce
+1 647 760 8629
Macromator Inc.
www.Macromator.com@Macromator
© Macromator Inc 2015
