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How Marketing Can Report
Revenue Analytics That Don’t Lie
Agenda
INTRODUCTIONS DISCUSSION Q&A
2
Introduction
Dan ZimanCMO
LeanData
Tom Grubb Chief Strategy Officer
Digital Pi
3
“…Fewer than 4% of marketing generated leads are ever converted into sales.”
Source: Business2Community, February 10, 2014Why Organizations Should Stop Focusing on Lead Nurturing Campaigns
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ONE QUESTION…
What happened to the other 96%?
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Challenge: reporting vastly undercounts campaign touches
Lead ContactContact w/role
Lead Contact ?
Lead ? ?
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B2B Marketing is multi-person and multi-campaign
CAMPAIGNSDirector, Marketing
(Contact w/Role)Marketing Specialist
(Contact)CMO(Lead)
Website X
Webinar X
Whitepaper X
Exec Roundtable X
Tradeshow X
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Poll: How much do you trust your marketing reports?
1. Usually – 22%
2. Occasionally – 67%
3. Never – 11%
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80% of CEOs simply don’t trust marketers at all
- Fournaise Group Study
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"Performance is your reality. Forget everything else.”
- Harold S. Geneen
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Marketing Revenue
• Platform Approach:
– SFDC: Campaign Influence Reports
– Marketo: FT and MT Attribution
• No way back to marketing when:
– Leads not associated with accounts
– Contacts not associated with opportunities
– Duplicates
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Marketers can’t generate sufficient growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
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Marketers can’t generate growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
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The Path to Revenue Reporting Starts with Opportunities
CONTACTS
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White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Executive Approver Technical
Account
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Executive Approver
Technical
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Opportunity
Account
Executive Approver
Technical
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
Technical
Executive Approver
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive
Approver
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive Approver
Marketo Multi-Touch Pipeline Report
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61% More Revenue Won Influence with Implicit
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 351 74% 46%
Yes 252 26% 54%
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 127 12% 11%
Yes 476 88% 89%
Op
po
rtu
nit
y(E
xplic
it)
Acc
ou
nt
(Im
plic
it)
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White PaperTradeshowWebinar
More Lost Attribution: Stuck in The Land of Leads
Account
Opportunity
TechnicalExecutive Approver
Leads have no path to get revenue credit for marketing
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SFDC Campaign influence report
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$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
Your Options:
1. Modify sales behavior
2. Modify SFDC – lock it down
3. Modify your reporting configuration
4. Switch to another reporting tool or platform
5. Employ technology
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Thank you!
Dan ZimanCMO
LeanData@lostintheflog
Tom Grubb Chief Strategy Officer
Digital Pi@thomasgrubb
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