CULTIVATING A CULTURE OF DATA

Prashant Kaw, SmartBear Software

LEAD GE’NINJA TEAM

KendalBen

Rick

Gary

Ryan

Adam

Prashant

Feed the Bear

About SmartBear

3 Continents 5 Business Units 7 Locations 30+ reps 225 Employees 150K Pro Trials 200K Customers 1MM Users 5 Million Downloads $50MM in 2013

Software Company Founded: 10+ Years Ago Tools for Developers,

Testers & Operations Try Before You Buy Growing at >25%

Generate Volume

I Have a Number on My Head

Move Fast

Velocity: Lead Conversion Speed

Maintain Quality

% of Good and Bad Leads

Reject Rate: Lead Quality Metric

Trials vs. Revenue

Trials Revenue

Answer to Many

Marketing Technology Stack

HubSpot

Marketo

Salesforce.com

InSight Squared

Excel

Why Culture?

Moving Your Organization

What Can You Do?

Monitoring

1. Gaze into the Matrix

YouTube Subscriber Growth

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130

100

200

300

400

500

600

YouTube Subscribers

Content Publishing

Content Pipeline

All Organic Traffic

Jan-

11

Feb-1

1

Mar

-11

Apr-1

1

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

2

Mar

-12

Apr-1

2

May

-12

Jun-

12

Jul-1

2

Aug-1

2

Sep-1

2

Oct-1

2

Nov-1

2

Dec-1

2

Jan-

13

Feb-1

3

Mar

-13

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

SB.com Blog Community SupportM/M: +3.17%

Non Branded Breakdown KPI

Jan-

11

Feb-1

1

Mar

-11

Apr-1

1

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

2

Mar

-12

Apr-1

2

May

-12

Jun-

12

Jul-1

2

Aug-1

2

Sep-1

2

Oct-1

2

Nov-1

2

Dec-1

2

Jan-

13

Feb-1

3

Mar

-13

0

20000

40000

60000

80000

100000

120000

140000

160000

SB.com Blog Community Support

M/M: +6.23%

Goals by Sales Team

Granular MQL Tracking by Source

Best Leads Definition?

MQL Definition by Product Group

Trials

Net New to Sales Team

Organic

PG 1North America

PG 2

PG 3

Key Country

North America

PG 4

PG 5PPC

Re-Opens (Sent to Sales)

Takeaways

Develop a culture of monitoring Define top metrics but measure pieces Don’t be afraid to go granular

2. Share Your Data

Database Growth

1,947,361

696,759

Dec ‘121,807,026

713,851Anonymous Known

Jan ‘13

Campaign & Content Performance

Traffic vs. Trial Conversions

What’s the Activity of Reps?

Daily Summary Dashboard

Sharing at SmartBear

Daily MQL Update Daily Dashboards Weekly Scrum Updates by Function Weekly SMarketing Meetings Weekly Team Meetings Monthly Board Meeting Special Project Updates

Takeaways

Create Sharing Opportunities Foster Ownership Encourage Dialogue Operationalize (avoid reporting hell)

3. Shine a Spotlight on Issues

What’s Not Working?

What is Under Performing?

What’s the Achilles Heel?

Less Emphasis on New New

Takeaways

Highlight chip away at issues Foster a culture of transparency Do what moves business to “up and right”

4. Think Like an Investor

Funnel Metrics

Visits

Trials

Orders

Opps

Are Campaigns Yielding?

Conversion Rates Optimization

Source: eConsultancy.com - http://econsultancy.com/uk/blog/62621-most-companies-spend-less-than-5-of-marketing-budgets-on-conversion-optimization

Are Reps Working All Leads?

MQL Performance by Product Group

Yield

Takeaways

Focus on Yield Don’t invest in revenue loss Reward best behaviors

5. Be More Agile

Sprint 2 – November 2012

Sprint 2 – November 2012

Blog

Campaign

Content

Graphics / Layout

Meetings / Reporting / Analytics

Nurture

Operations

Other

Paid Media

PPC

Social Media

Video

0 5 10 15 20 25

3

23

3

14

5

4

11

8

2

1

7

9

90 Stories in Sprint 2

Grand Total

Sprint 2 – November 2012

Content Type by (CTR)

19

2

3

1

eBooks

Webinar/Video

Survey

Case Study

6

6

5

3

1

4

eBook

Webinar/Video

Survey

Blog/Article

Infographic

Product Re-lease/Update

Best 25 Emails (CTR) Average CTR: 1.8%

Worst 25 Emails (CTR)Average CTR: 0.4%

Top 10 Q1 Assets by Trials

Punsky Video

Document Rev Positioning eBook

Karl Wiegers eBook

Apache Flex Testing eBook

Agile Load Testing eBook

Keyword-Driven Testing eBook

Data-Driven Testing eBook

Virtual Labs Testing eBook

Functional Testing eBook

Cross-Browser Testing eBook

0 200 400 600 800 1000 1200 1400

34

34

58

110

124

179

193

275

429

1164

Q1 Content Trials

New Drip Launch

% Opened %Clicked0.0%

5.0%

10.0%

15.0%

20.0%

25.0%22.4%

4.6%

7.8%

1.8%

New Tips (March)

Old Tips (Feb)

% Opened %Clicked0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0% 18.8%

0.9%

7.5%

0.6%

New Reps (March)

Old Reps (Feb)

Drip Month Emails Sent

New Tips March 3,166

Old Tips February 9,956

Drip Month Emails Sent

New Reps March 695

Old Reps February 2,815

Workflow by Product Group

Takeaways

Create a culture iteration (bite size) Focus on continuous improvement Experiment

Why Culture?

Tools & Processes Are Weapons

Culture is a Super Weapon

Thank You