Download pdf - Earn Your Seat at the Revenue Table

Earn Your Seat at the Revenue

Table

Nov 17, 2014

Shyna Zhang

Sr. Product Marketing Manager

Marketo

Tim Kirby

Sr. Solutions Consultant

Marketo

TOPICS

1. Key Performance Indicators Definitions

2. Revenue Analytics Product Demonstration

3. The Engagement Marketing Journey

How do you set your marketing budgets?

68%

28%

7%

Base budget decisions on historicalspending levels

Gut Instinct

Most or all spending decisionsaren't based on any metrics at all

Source: Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association

Measurement and Reporting What are Key Performance Indicators…

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• A Key Performance Indicator (KPI) is any measure of activity for a marketing or business initiative - Usually numeric

- Often plotted

What Are KPI’s A measurement tool for success monitoring

• Why are they important? - Shows an impact on business objectives

- Indicates progress & challenges

- Allows for consistent evolution based on metric feedback

- Enable marketing to earn a seat at the revenue table



Vanity Metrics

Sound good and impress people, but don’t measure impact to revenue of profitability.

Marketing as a Cost Center



Activity Metrics

Measure what you do instead of the result and impact you have to revenue.




Cost Metrics

Frame marketing in terms of cost and spending instead of outcome.




Marketing as a Revenue Center

Revenue Cycle

Aggregate impact on company revenue, pipeline performance, and predictive forecasts.



Marketing as a Revenue Center

Program Performance

Incremental revenue contribution and ROI of individual marketing programs.



Marketo’s Revenue Cycle



Create your Revenue Model



Success Path Analyzer



Set & Justify Budgets

Measurement and Reporting Product Demonstration…

Measurement and Reporting How Marketo can help get you started…

Planning for Measurement

Measure ROI to find not just what works, but what

works better.

Build durable relationships that

drive long-term retention, loyalty,

and advocacy

Lifelong relationships

Personalized conversations across channels

Continuous campaigns

Stra

tegi

c V

alu

e

Engagement Marketing Maturity

A Partner Through the Complete Journey

Point in time single channel campaigns

Scale marketing efforts

through automation

Quickly execute targeted

campaigns

Communicate with people

as individuals wherever they

are

Questions?

Shyna Zhang

[email protected]

Tim Kirby

[email protected]