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Show me the numbersLisa Hutt, Salesforce.com EMEA
My Marketing Maturity ModelMy Marketing Maturity Model
W b itMobile
Forecasting
Influencer MarketingWebsite
Ad ti i Telemarketing Lead management
Measurement and ROIVideo
EmailSocial Media
Data Quality
Advertising Telemarketing Lead management
SearchDirect Mail
CorporateHospitality
Conferences
Exhibitions
Data QualityDirect Mail
Unsubscribe
T-shirts and bugs
Spray and pray Spot on Digital Dilemma Real time reality Next chapterSpray and pray Spot on Digital Dilemma Real time reality Next chapter
How much time do you spend on metrics and ti ?reporting?
• I don’t do metrics and reporting
• Up to half a day a week
• More than half a day a week
• Too much time we have a manual process• Too much time – we have a manual process
• 100% - I AM the marketing operations gurug p g
Why forecastWhy forecast
Set your own targets – no-one else will be more accurate
Understand the growth and the trendsUnderstand the growth and the trends
Compare regions, products, sales performance
S t th d lt ’ d h th lSpot the delta’s and change the plan
Know where to invest next
Align with sales
……and speak the same language - $£€p g g
Start SimpleStart Simple
Start with run-rate and average leadsBy quarter, month or weeky q ,
If you have a history, validate:Seasonal trends i e May and Dec downSeasonal trends i.e. May and Dec down Year on year growth, i.e. avg 40%
April May June720 560 710
Segment and de spike for more accuracySegment and de-spike for more accuracy
Segment by:RegionProductProductBusiness size etc
SubRegion Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10EMEA-BENELUX 260 323 242 288 297 311 281 367 382 419 355 407 445 475 202 5,054
EMEA DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7 391EMEA-DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7,391
EMEA-FRANCE 146 115 161 40 99 199 64 155 125 88 18 44 169 438 200 2,061EMEA-MIDDLE-EAST 178 143 161 147 194 208 133 140 575 169 197 204 205 365 149 2,768
EMEA-ROEMEA 331 270 307 230 290 309 263 313 298 327 236 341 402 463 231 4,611
EMEA-UK 1,215 1,499 1,546 1,257 1,257 1,416 1,206 1,388 1,497 1,623 1,045 1,659 1,457 1,812 612 20,489
Grand Total 2,560 2,827 2,908 2,330 2,620 2,924 2,385 2,765 3,039 3,218 2,325 3,298 3,258 4,253 1,664 42,374
Man or machine?Man or machine?
S bR i O t N J F bAverage Anticipated
SubRegion Oct Nov Jan Febg
Growthp
GrowthBENELUX 36% 35% 30% 52% 38% 32%
DACH 23% 44% 23% 37% 32% 38%
FRANCE 33% 20% 14% 25% 9% 14%
IBERIA 12% 23% 36% 42% 28% 22%
ITALY 32% ‐13% ‐13% ‐14% ‐2% 2%
NORDICS 29% 2% 49% 36% 29% 28%
REST OF EMEA 10% ‐7% ‐2% 7% 2% 5%
UKIE 30% 45% 9% 11% 14% 15%UKIE 30% 45% 9% 11% 14% 15%
SubRegion March Actuals
March Forecast Difference
BENELUX 475 528 53
Average Y/Y growthMonth/month trends BENELUX 475 528 53
DACH 700 800 100FRANCE 438 563 125IBERIA 281 364 83ITALY 124 120 -4NORDICS 311 371 60
** Budget ** Specific activities
NORDICS 311 371 60REST OF EMEA 463 489 26UKIE 1812 1892 80
4604 5128
Track the Sales StatsTrack the Sales Stats
Conversion Rate
Average Deal Sizes
More yellow and red during the economic downturng
Sales Close Rates
Quarterly Pipeline and ACV ForecastQuarterly Pipeline and ACV Forecast
Hints and TipsHints and Tips
Start simple
Use sales and marketing tools to save time
Segment to improve accuracy
One-time report set up = forecast in 20 minutes
Segment to improve accuracy
Add more data points for better
validation over time
Plan jointly with sales and set
investment expectations
Closing ThoughtClosing Thought
Being results-driven can give you more job satisfaction
but there is nothing more rewarding than the results you seebut there is nothing more rewarding than the results you see
from your own personal development.