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Check out this presentation by Marketo experts to discover how you can earn your seat at the revenue table and increase your share of the budget next year!
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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…
Page 6 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
• 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
Page 7 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Vanity Metrics
Sound good and impress people, but don’t measure impact to revenue of profitability.
Marketing as a Cost Center
Page 8 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Activity Metrics
Measure what you do instead of the result and impact you have to revenue.
Marketing as a Cost Center
Page 9 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Cost Metrics
Frame marketing in terms of cost and spending instead of outcome.
Marketing as a Cost Center
Page 10 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketing as a Revenue Center
Revenue Cycle
Aggregate impact on company revenue, pipeline performance, and predictive forecasts.
Page 11 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketing as a Revenue Center
Program Performance
Incremental revenue contribution and ROI of individual marketing programs.
Page 12 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketo’s Revenue Cycle
Page 13 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Create your Revenue Model
Page 14 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Success Path Analyzer
Page 15 © 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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
