#RevenueSummit San Francisco 2017 - Bryant Lau - Keys to Driving Growth Through Sales and Marketing...

Enable Your Sales Team

Keys to Driving Growth Through Sales and Marketing AnalyticsBryant Lau

Bryant Lau• Digital Marketing

Manager @ Highspot• Growth Focused

Demand Gen Marketer• Hiker• Dog Owner

Who Am I?

About HighspotA single content repository for all of your sales content. Find out why your reps want to use Highspot at highspot.com.

• Top 5 Keys to Growth-Driven Analytics• Examples of Actionable Reports• Summary Takeaways

Agenda

Where should we invest?

Key Question

The Right Funnel for You• KISS• Align to sales process• Work closely with sales

Key #1: Build a Demand Waterfall

The Highspot Funnel• MQL = Ready for Sales• SAL = Sales Agrees• SEL = Discovery Call• SQL = Demo Scheduled• Opp = BANT*

*Budget, Authority, Need, Timeline

Key #1: Build a Demand Waterfall

How We started...• Two fields per stage

• Boolean• Date

• Used MKTO Smart Campaigns to populate fields

Key #2: Measuring Your Funnel

But there were problems...

Non-linear Sales Funnel• What happens when a

recycled lead/contact has another sales engagement?

• Capturing multiple entry and exits from Sales Funnel

Key #3: Capturing the Real-world Funnel

Reporting Requirements• Highly extensible• Ability to edit data

• Real-time• Automated Funnel

Progression Tracking• Accessible by all• Report on entire funnel

Key #4: Gathering the Data

(Hint: Full Circle Insights does all of this ☺)

Performance-Driven Marketing• Create hypothesis and

apply critical thinking• Failures are valuable• Focus on low-hanging fruit

& find usual suspects• Tribal Knowledge

Key #5: Make the Data Actionable

Attribution via “Activation”

• Activates Sales Engagement

• Great fit for ABM

Example Reports

Example Report - Activation

Example Report - Activation

Influence - Report• Uses a weighted attribution

model to measure the contribution from multiple programs

• Best for measuring programs after a few months have passed

• Can measure influence across both leads and contacts

Example Reports

Example Report - Influence

Example Report - Influence

Planning & Performance• Making the data actionable• Becoming a performance-

driven marketing team

Example Reports

Example Report - Planning & performance

Key Takeaways• Ask the right question• Put data in context

• Retain control of your data

Recap

Thank YouLearn More at Booth #23