Idea Transcript
TheŝƟ Ğ ǀ ĮŶŝĚĞ Ğ' Ƶ
DĂƌŬĞƟŶŐ DĞƚƌŝĐƐΘ ŶĂůLJƟĐƐ
marketo.com
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
ŽŶƚĞŶƚƐ
tŚLJ^ŚŽƵůĚ/ZĞĂĚƚŚĞĞĮŶŝƟǀĞ'ƵŝĚĞ ƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ͍
ϯ
WĂƌƚϭ͗DĞĂƐƵƌĞŵĞŶƚƵŝůĚƐZĞƐƉĞĐƚĂŶĚĐĐŽƵŶƚĂďŝůŝƚLJ tŚLJEŽǁ/ƐdŚĞdŝŵĞ&ŽƌDĂƌŬĞƟŶŐDĞƚƌŝĐƐ
ϰ ϳ
WĂƌƚϮ͗WůĂŶŶŝŶŐĨŽƌDĂƌŬĞƟŶŐZK/ ^ƚĞƉKŶĞ͗ ƐƚĂďůŝƐŚ'ŽĂůƐĂŶĚZK/ ƐƟŵĂƚĞƐhƉͲ&ƌŽŶƚ ^ƚĞƉdǁŽ͗ĞƐŝŐŶWƌŽŐƌĂŵƐƚŽĞDĞĂƐƵƌĂďůĞ ^ƚĞƉdŚƌĞĞ͗&ŽĐƵƐŽŶƚŚĞĞĐŝƐŝŽŶƐ ƚŚĂƚ/ŵƉƌŽǀĞDĂƌŬĞƟŶŐ
ϵ ϭϭ ϭϱ
WĂƌƚϯ͗&ƌĂŵĞǁŽƌŬĨŽƌDĞĂƐƵƌĞŵĞŶƚ tŚĞƌĞDĞƚƌŝĐƐ'ŽtƌŽŶŐ dŚĞZŝŐŚƚDĞƚƌŝĐƐ
ϭϳ ϭϵ Ϯϭ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ ĞĮŶĞƚŚĞZĞǀĞŶƵĞLJĐůĞ ZĞǀĞŶƵĞLJĐůĞDĞƚƌŝĐƐdŚĂƚDĂƩĞƌ ZĞǀĞŶƵĞWĞƌĨŽƌŵĂŶĐĞDĂŶĂŐĞŵĞŶƚDĞƚƌŝĐƐ
Ϯϯ Ϯϰ Ϯϵ ϯϯ
ϭϲ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ tŚLJDĞĂƐƵƌŝŶŐDĂƌŬĞƟŶŐWƌŽŐƌĂŵƐŝƐŝĸĐƵůƚ DĞƚŚŽĚKŶĞ͗^ŝŶŐůĞƩƌŝďƵƟŽŶ;&ŝƌƐƚdŽƵĐŚͬ>ĂƐƚdŽƵĐŚͿ DĞƚŚŽĚdǁŽ͗^ŝŶŐůĞƩƌŝďƵƟŽŶǁŝƚŚ ZĞǀĞŶƵĞLJĐůĞWƌŽũĞĐƟŽŶƐ DĞƚŚŽĚdŚƌĞĞ͗ƩƌŝďƵƚĞĂĐƌŽƐƐDƵůƟƉůĞWƌŽŐƌĂŵƐ ĂŶĚWĞŽƉůĞ DĞƚŚŽĚ&ŽƵƌ͗dĞƐƚĂŶĚŽŶƚƌŽů'ƌŽƵƉƐ DĞƚŚŽĚ&ŝǀĞ͗&ƵůůDĂƌŬĞƚDŝdžDŽĚĞůŝŶŐ WƌŽŐƌĂŵƐƉĞĐŝĮĐŵĞƚƌŝĐƐʹǁŚĂƚLJŽƵƐŚŽƵůĚ ŵĞĂƐƵƌĞĂŶĚƚƌĂĐŬ ŽŶĐůƵƐŝŽŶ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚƉƉůŝĞĚ
ϯϳ ϯϴ ϰϬ
WĂƌƚϲ͗DĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ
ϱϭ
WĂƌƚϳ͗ĂƐŚďŽĂƌĚƐ
ϱϱ
WĂƌƚϴ͗/ŵƉůĞŵĞŶƚĂƟŽŶͻWĞŽƉůĞ͕WƌŽĐĞƐƐ͕ ĂŶĚdĞĐŚŶŽůŽŐLJ WĞŽƉůĞĂŶĚƵůƚƵƌĞ WƌŽĐĞƐƐ dĞĐŚŶŽůŽŐLJ
ϱϵ ϲϬ ϲϮ ϲϰ
ŽŶĐůƵƐŝŽŶ ĞƐƐŽŶƐƚŽ/ŵƉƌŽǀĞLJŽƵƌWĞƌĨŽƌŵĂŶĐĞ͕WƌŽĮƚĂďŝůŝƚLJ͕ ĂŶĚƌĞĚŝďŝůŝƚLJǁŝƚŚDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
© 2011 Marketo, Inc. All rights reserved.
ϰϭ ϰϰ ϰϲ ϰϴ ϰϵ ϱϬ
ϲϱ ϲϲ
2
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
tŚLJ^ŚŽƵůĚ/ZĞĂĚƚŚĞĞĮŶŝƟǀĞ'ƵŝĚĞ ƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ͍
ŽLJŽƵŬŶŽǁǁŚĂƚƉƌŽĮƚƐĂϭϬйŝŶĐƌĞĂƐĞ ŝŶLJŽƵƌŵĂƌŬĞƟŶŐďƵĚŐĞƚǁŽƵůĚŐĞŶĞƌĂƚĞ͍
This guide will help you do just that. We ǁŝůůŚĞůƉLJŽƵĂŶƐǁĞƌŬĞLJƋƵĞƐƟŽŶƐůŝŬĞ͗
According to the Lenskold Group’s 2010 B2B >ĞĂĚ'ĞŶĞƌĂƟŽŶDĂƌŬĞƟŶŐZK/^ƚƵĚLJ͕ƚŚĞ ŵŽƐƚĐŽŵŵŽŶĂŶƐǁĞƌƚŽƚŚŝƐƋƵĞƐƟŽŶŝƐ “I Don’t Know.”
ͻtŚĂƚĂƌĞƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚŵĂƌŬĞƟŶŐ ŵĞƚƌŝĐƐĨŽƌŵĞƚŽƵƐĞ͍
&ŽƌƚLJͲĨŽƵƌƉĞƌĐĞŶƚ;ϰϰйͿŽĨƋƵĂůŝĮĞĚ ŵĂƌŬĞƚĞƌƐŚĂǀĞŶŽŝĚĞĂǁŚĂƚĂϭϬйďƵĚŐĞƚ increase could do for their companies. /ĨLJŽƵĮƚŝŶƚŽƚŚŝƐϰϰй͕LJŽƵǁŝůůĞdžƉĞƌŝĞŶĐĞ ĚŝĸĐƵůƚLJƉƌŽƚĞĐƟŶŐLJŽƵƌďƵĚŐĞƚ͘/ŶĨĂĐƚ͕LJŽƵ͛ůů ůŝŬĞůLJĮŶĚLJŽƵƌƐĞůĨĂƐŬŝŶŐƚŚĞƋƵĞƐƟŽŶƚŚĞŽƚŚĞƌ ǁĂLJĂƌŽƵŶĚ͗͞tŚĂƚǁŝůůŚĂƉƉĞŶŶŽǁƚŚĂƚŵLJ ďƵĚŐĞƚŚĂƐďĞĞŶĚĞĐƌĞĂƐĞĚďLJϭϬй͍͟
ͻ,ŽǁĐĂŶ/ŵĞĂƐƵƌĞŵLJǀĂƌŝŽƵƐŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƐ͛ŝŵƉĂĐƚŽŶƌĞǀĞŶƵĞĂŶĚƉƌŽĮƚ͍ ͻ,ŽǁĐĂŶ/ďĞƐƚĐŽŵŵƵŶŝĐĂƚĞŵĂƌŬĞƟŶŐ ƌĞƐƵůƚƐǁŝƚŚŵLJĞdžĞĐƵƟǀĞƚĞĂŵĂŶĚďŽĂƌĚ͍ ͻtŚŝĐŚƉĞƌƐŽŶŶĞů͕ƉƌŽĐĞĚƵƌĂů͕ĂŶĚ cultural changes need to occur within my ŽƌŐĂŶŝnjĂƟŽŶƐŽ/ĐĂŶŝŵƉůĞŵĞŶƚŵĂƌŬĞƟŶŐ ŵĞĂƐƵƌĞŵĞŶƚ͍ ͻŶĚŵĂŶLJŵŽƌĞ͙
zŽƵĐĂŶ͛ƚĞdžƉĞĐƚLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶƚŽƉůĂĐĞǀĂůƵĞ dŚĞďŽƩŽŵůŝŶĞŽĨĂŶLJďƵƐŝŶĞƐƐŝƐƚŚĞƚŽƉ ŽŶƐŽŵĞƚŚŝŶŐLJŽƵ͛ƌĞƵŶĂďůĞƚŽƋƵĂŶƟĨLJ͘ ůŝŶĞ͗ƌĞǀĞŶƵĞĂŶĚĨĂƐƚĞƌŐƌŽǁƚŚ͊ ^ŽůĞƚ͛ƐŐĞƚƐƚĂƌƚĞĚ͘
5 QUESTIONS TO GUIDE YOUR MEASUREMENT INSIGHT ϭ͘tŚĂƚĂƌĞLJŽƵƌƐƉĞĐŝĮĐŽďũĞĐƟǀĞƐĨŽƌŵĂƌŬĞƟŶŐ investment and how will you connect your ŝŶǀĞƐƚŵĞŶƚƐƚŽŝŶĐƌĞŵĞŶƚĂůƌĞǀĞŶƵĞĂŶĚƉƌŽĮƚ͍ Ϯ͘tŚĂƚŝŵƉĂĐƚǁŽƵůĚĂϭϬйĐŚĂŶŐĞŝŶLJŽƵƌ ŵĂƌŬĞƟŶŐďƵĚŐĞƚ;ƵƉŽƌĚŽǁŶͿŚĂǀĞŽŶLJŽƵƌ ƉƌŽĮƚƐĂŶĚŵĂƌŐŝŶƐŽǀĞƌƚŚĞŶĞdžƚLJĞĂƌ͍ dŚĞŶĞdžƚƚŚƌĞĞLJĞĂƌƐ͍&ŝǀĞ͍ ϯ͘ŽŵƉĂƌĞĚƚŽƌĞůĞǀĂŶƚďĞŶĐŚŵĂƌŬƐ;ŚŝƐƚŽƌŝĐĂů͕ ĐŽŵƉĞƟƟǀĞ͕ŵĂƌŬĞƚƉůĂĐĞͿ͕ŚŽǁĞīĞĐƟǀĞĂƌĞLJŽƵ ĂƚĐŽŶǀĞƌƟŶŐŵĂƌŬĞƟŶŐŝŶǀĞƐƚŵĞŶƚŝŶƚŽƌĞǀĞŶƵĞ ĂŶĚƉƌŽĮƚŐƌŽǁƚŚ͍ 4. Which are appropriate targets for improving ƌĞǀĞŶƵĞůĞǀĞƌĂŐĞ;ĚĞĮŶĞĚĂƐĚŽůůĂƌƐŽĨƉƌŽĮƚ ŽǀĞƌĚŽůůĂƌƐŽĨŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƐƉĞŶĚͿŽǀĞƌ ƚŚĞŶĞdžƚĨĞǁLJĞĂƌƐ͍tŚŝĐŚŝŶŝƟĂƟǀĞƐǁŝůůŐĞƚLJŽƵ ƚŚĞƌĞ͍ ϱ͘tŚĂƚƋƵĞƐƟŽŶƐĚŽLJŽƵƐƟůůŶĞĞĚƚŽĂŶƐǁĞƌ with regard to your knowledge of the return ŽŶŵĂƌŬĞƟŶŐŝŶǀĞƐƚŵĞŶƚƐ͍tŚĂƚĂƌĞLJŽƵŐŽŝŶŐ ƚŽĚŽƚŽĂŶƐǁĞƌƚŚĞŵ͍ ;^ŽƵƌĐĞ͗DĂƌŬĞƟŶŐEWsͿ
© 2011 Marketo, Inc. All rights reserved.
ϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
Part 1: DĞĂƐƵƌĞŵĞŶƚ ƵŝůĚƐZĞƐƉĞĐƚĂŶĚ ĐĐŽƵŶƚĂďŝůŝƚLJ
© 2011 Marketo, Inc. All rights reserved.
ϰ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϭ͗DĞĂƐƵƌĞŵĞŶƚƵŝůĚƐZĞƐƉĞĐƚ ĂŶĚĐĐŽƵŶƚĂďŝůŝƚLJ
DĂƌŬĞƟŶŐƐƵīĞƌƐĨƌŽŵĂĐƌŝƐŝƐŽĨĐƌĞĚŝďŝůŝƚLJ͘ dLJƉŝĐĂůůLJ͕ĞdžĞĐƵƟǀĞƐŽƵƚƐŝĚĞƚŚĞŵĂƌŬĞƟŶŐ ĚĞƉĂƌƚŵĞŶƚƉĞƌĐĞŝǀĞƚŚĂƚŵĂƌŬĞƟŶŐĞdžŝƐƚƐ solely to support sales, or that it is an arts and ĐƌĂŌƐĨƵŶĐƟŽŶƚŚĂƚƚŚƌŽǁƐƉĂƌƟĞƐĂŶĚĐŚƵƌŶƐ ŽƵƚĐŽůŽƌďƌŽĐŚƵƌĞƐ͘ ŝƚŚĞƌǁĂLJ͕ŵĂƌŬĞƟŶŐ ŽŌĞŶĚŽĞƐŶŽƚĐŽŵŵĂŶĚƚŚĞƌĞƐƉĞĐƚŝƚ deserves. tŚĂƚĐĂŶŵĂƌŬĞƚĞƌƐĚŽƐŽƚŚĞLJĂƌĞƐĞĞŶ ĂƐƉĂƌƚŽĨĂŵĂĐŚŝŶĞƚŚĂƚĚƌŝǀĞƐƌĞǀĞŶƵĞ ĂŶĚƉƌŽĮƚƐ͍,ŽǁĐĂŶŵĂƌŬĞƚĞƌƐƚĂŬĞŵŽƌĞ ĐŽŶƚƌŽůŽǀĞƌƚŚĞƌĞǀĞŶƵĞƉƌŽĐĞƐƐ͕ďƵŝůĚƚŚĞ ƌĞƐƉĞĐƚŽĨƚŚĞŝƌŽƌŐĂŶŝnjĂƟŽŶĂůƉĞĞƌƐ͕ĂŶĚ ĞĂƌŶĂƐĞĂƚĂƚƚŚĞƌĞǀĞŶƵĞƚĂďůĞ͍
hƐĞŵĞƚƌŝĐƐƚŚĂƚŵĂƩĞƌƚŽ ƚŚĞ KĂŶĚ&K /ƚ͛ƐŶŽƐĞĐƌĞƚƚŚĂƚ KƐĂŶĚďŽĂƌĚƐĚŽŶ͛ƚ ĐĂƌĞĂďŽƵƚƚŚĞŽƉĞŶƌĂƚĞŽĨLJŽƵƌůĂƐƚĞŵĂŝů ĐĂŵƉĂŝŐŶŽƌLJŽƵƌůĂƐƚƉƌĞƐƐƌĞůĞĂƐĞ͛ƐŶƵŵďĞƌ of views. /ŶƚŽĚĂLJ͛ƐĞĐŽŶŽŵLJ͕ KƐĂŶĚ&KƐ ĐĂƌĞĂďŽƵƚŐƌŽǁŝŶŐƌĞǀĞŶƵĞĂŶĚƉƌŽĮƚƐ͗
ͻ,ŽǁŵƵĐŚƉƌŽĮƚǁĂƐŵĂĚĞůĂƐƚƋƵĂƌƚĞƌ ǀĞƌƐƵƐƚŚŝƐƋƵĂƌƚĞƌ͍ ͻ,ŽǁŵƵĐŚƌĞǀĞŶƵĞĂŶĚƉƌŽĮƚĚŽLJŽƵ ĨŽƌĞĐĂƐƚĨŽƌƚŚĞŶĞdžƚƋƵĂƌƚĞƌ͍ ͻtŚLJĂƌĞLJŽƵĐŽŶĮĚĞŶƚŝŶƚŚĞĂďŽǀĞĂŶƐǁĞƌƐ͍ ^ŽŌŵĞƚƌŝĐƐůŝŬĞďƌĂŶĚĂǁĂƌĞŶĞƐƐ͕'ZW͕ ŝŵƉƌĞƐƐŝŽŶƐ͕ŽƌŐĂŶŝĐƐĞĂƌĐŚƌĂŶŬŝŶŐƐĂŶĚ ƌĞĂĐŚĂƌĞŝŵƉŽƌƚĂŶƚʹďƵƚŽŶůLJƚŽƚŚĞĞdžƚĞŶƚ ƚŚĂƚƚŚĞLJƋƵĂŶƟĮĂďůLJĐŽŶŶĞĐƚƚŽŚĂƌĚ ŵĞƚƌŝĐƐůŝŬĞƉŝƉĞůŝŶĞ͕ƌĞǀĞŶƵĞ͕ĂŶĚƉƌŽĮƚ͘ KĨĐŽƵƌƐĞ͕ŵĂƌŬĞƚĞƌƐŵƵƐƚƚƌĂĐŬĂŶĚŵĞĂƐƵƌĞ ƚŚĞŝŵƉĂĐƚŽĨĂůůŬĞLJŵĂƌŬĞƟŶŐĂĐƟǀŝƟĞƐ͕ ďŽƚŚŚĂƌĚĂŶĚƐŽŌ͘ƵƚŬĞĞƉĂůůďƵƚƚŚĞ ŵŽƐƚĐƌŝƟĐĂůŵĞƚƌŝĐƐŝŶƚĞƌŶĂůƚŽŵĂƌŬĞƟŶŐ͘ LJƐƉĞĂŬŝŶŐƚŚĞƐĂŵĞƋƵĂŶƟƚĂƟǀĞůĂŶŐƵĂŐĞ ĂƐƚŚĞ KƐĂŶĚ&KƐ͕ŵĂƌŬĞƚĞƌƐǁŝůůďĞƩĞƌ ĐŽŵŵƵŶŝĐĂƚĞŵĂƌŬĞƟŶŐ͛ƐǀĂůƵĞĂŶĚŝŵƉĂĐƚƚŽ ƚŚĞĞdžĞĐƵƟǀĞƐƵŝƚĞ͘ ^ĞĞWĂƌƚϰĨŽƌŵŽƌĞŽŶŚŽǁƚŽŵĞĂƐƵƌĞ the right revenue metrics.
CUT PROGRAMS TO BUILD CREDIBILITY ĐĐŽƌĚŝŶŐƚŽDĂƌŬĞƚŽ KWŚŝů&ĞƌŶĂŶĚĞnj͕ƚŚĞηϭ ƚŚŝŶŐĂŵĂƌŬĞƚĞƌĐĂŶƚŽĚŽƚŽďƵŝůĚĐƌĞĚŝďŝůŝƚLJǁŝƚŚ ƚŚĞ KŝƐƚŽŽīĞƌƐŽŵĞĐƵƚƐƚŽŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐ͘ ^ŚŽǁƚŚĂƚLJŽƵĂƌĞ͞ĚĞͲĨƵŶĚŝŶŐ͟ƚŚŝŶŐƐLJŽƵ ƉƌĞǀŝŽƵƐůLJĚŝĚƚŚĂƚĞŝƚŚĞƌͿĚŝĚŶ͛ƚǁŽƌŬ͖ͿǁĞƌĞŶ͛ƚ ĂůŝŐŶĞĚǁŝƚŚĞǀŽůǀŝŶŐĐŽŵƉĂŶLJŐŽĂůƐ͖ŽƌͿƐĞĞŵ ůĞƐƐŝŵƉŽƌƚĂŶƚŶŽǁƚŚĂŶŽƚŚĞƌŝŶŝƟĂƟǀĞƐ͘dŚŝƐŚĞůƉƐ demonstrate a strong sense that you are managing a ƉŽƌƞŽůŝŽŽĨŝŶǀĞƐƚŵĞŶƚƐ͕ĂŶĚƚŚĂƚLJŽƵĂƌĞǁŝůůŝŶŐƚŽ make hard choices with company money.
Seventy-six percent (76%) of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” Source: Forrester Research
ͻ,ŽǁŵƵĐŚĨĂƐƚĞƌĂƌĞǁĞŐƌŽǁŝŶŐŶŽǁ ǀĞƌƐƵƐůĂƐƚƋƵĂƌƚĞƌ͍>ĂƐƚLJĞĂƌ͍
© 2011 Marketo, Inc. All rights reserved.
ϱ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϭ͗DĞĂƐƵƌĞŵĞŶƚƵŝůĚƐZĞƐƉĞĐƚ ĂŶĚĐĐŽƵŶƚĂďŝůŝƚLJ
ĞŶƐŬŽůĚ'ƌŽƵƉ͘EŽƚĞŚŽǁŝƚĐĂƉƚƵƌĞƐĂůů ĞdžƉĞŶƐĞƐŝŶĐůƵĚŝŶŐĂůůǀĂƌŝĂďůĞĐŽƐƚƐŽŶƚŚĞ ůĞŌ͕ĂŶĚĨŽĐƵƐĞĚŽŶŝŶĐƌĞŵĞŶƚĂůŐƌŽƐƐŵĂƌŐŝŶ on the right. ĂƐŝĐZK/ĂůĐƵůĂƟŽŶ MARKETING EXPENSES (EXCLUDING OFFER COSTS)
MARKETING IMPACT
QUANTITY
Campaign Development
$25,000
dĂƌŐĞƚZĞĂĐŚĞĚ
27,000
Mass Media
$100,000
йŽŶǀĞƌƚƚŽ^ĂůĞ
Ϯ͘Ϯй
ŝƌĞĐƚDĂƌŬĞƟŶŐ
$40,000
/ŶĐƌĞŵĞŶƚĂů^ĂůĞƐ
594
dŽƚĂůDĂƌŬĞƟŶŐƵĚŐĞƚ
Ψϭϲϱ͕ϬϬϬ
EĞƚWƌĞƐĞŶƚsĂůƵĞƉĞƌEĞǁ^ĂůĞ
$875
/ŶĐƌĞŵĞŶƚĂůZĞǀĞŶƵĞ
$519,750
MARKETING STAFF EXPENSE EƵŵďĞƌŽĨ^ƚĂīĂLJƐ
ϲ͘Ϯϱ
ǀĞƌĂŐĞĂŝůLJZĂƚĞ
$450
ǀĞƌĂŐĞ'ƌŽƐƐDĂƌŐŝŶй
ϯϴ͘Ϭй
dŽƚĂů^ƚĂī džƉĞŶƐĞ
$2,813
WƌŽĮƚĨƌŽŵ/ŶĐƌĞŵĞŶƚĂů^ĂůĞƐ
$197,505
dŽƚĂůDĂƌŬĞƟŶŐ/ŶǀĞƐƚŵĞŶƚ
Ψϭϲϳ͕ϴϭϯ
/ŶĐƌĞŵĞŶƚĂů'ƌŽƐƐDĂƌŐŝŶ
Ψϭϵϳ͕ϱϬϱ
'ƌŽƐƐDĂƌŐŝŶʹDĂƌŬĞƟŶŐ/ŶǀĞƐƚŵĞŶƚ
ZĞƚƵƌŶ;ŝ͘Ğ͕͘EĞƚWƌŽĮƚͿ
ΨϮϵ͕ϲϵϯ
ZĞƚƵƌŶͬDĂƌŬĞƟŶŐ/ŶǀĞƐƚŵĞŶƚ
ZK/
ϭϳ͘ϳй
;^ŽƵƌĐĞ͗>ĞŶƐŬŽůĚ'ƌŽƵƉͿ
© 2011 Marketo, Inc. All rights reserved.
12
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϮ͗WůĂŶŶŝŶŐĨŽƌDĂƌŬĞƟŶŐZK/
STEP ONE Lenskold Group provides excellent tools ĨŽƌŵĂŶĂŐŝŶŐŵĂƌŬĞƟŶŐZK/͕ŝŶĐůƵĚŝŶŐĂŶ ŽŶůŝŶĞ>ĞĂĚ'ĞŶĞƌĂƟŽŶZK/ƉůĂŶŶŝŶŐƚŽŽů͘ dŚŝƐĂŶĚŽƚŚĞƌƚŽŽůƐĂƌĞĂǀĂŝůĂďůĞĨŽƌĨƌĞĞ ĨƌŽŵƚŚĞ>ĞŶƐŬŽůĚ'ƌŽƵƉǁĞďƐŝƚĞ;ŚƩƉ͗ͬͬǁǁǁ͘ ůĞŶƐŬŽůĚ͘ĐŽŵͬƚŽŽůƐͬ>ĞĂĚ'ĞŶdŽŽů͘ŚƚŵůͿ͘
;^ŽƵƌĐĞ͗>ĞŶƐŬŽůĚ'ƌŽƵƉ͚DK'ƵŝĚĞƚŽDĂƌŬĞƟŶŐ͛Ϳ
© 2011 Marketo, Inc. All rights reserved.
ϭϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϮ͗WůĂŶŶŝŶŐĨŽƌDĂƌŬĞƟŶŐZK/
STEP ONE hŶĚĞƌƐƚĂŶĚĞƐƚĂƐĞ͕tŽƌƐƚĂƐĞ͕ ĂŶĚZŝƐŬƐ^ĐĞŶĂƌŝŽƐ dŚĞďĞƐƚƉůĂŶƐƐŚŽǁĂƌĂŶŐĞŽĨƚĂƌŐĞƚƐ͕ ŝŶĐůƵĚŝŶŐĞdžƉĞĐƚĞĚĐĂƐĞ͕ďĞƐƚĐĂƐĞ͕ĂŶĚǁŽƌƐƚ case scenarios. This lets you protect your ĐƌĞĚŝďŝůŝƚLJŝŶĐĂƐĞƚŚŝŶŐƐŐŽƐŽƵƌ͕ĂŶĚƐŚŽǁƐ an understanding of how changes to various ĂƐƐƵŵƉƟŽŶƐŵŝŐŚƚŝŵƉĂĐƚƚŚĞƌĞƐƵůƚƐ͘ /ƚĂůƐŽƐŚŽǁƐƚŚĂƚLJŽƵƵŶĚĞƌƐƚĂŶĚƚŚĞƉŽƐƐŝďůĞ ƌŝƐŬƐƚŚĂƚǁŽƵůĚŚƵƌƚLJŽƵƌƉƌŽŐƌĂŵ͛ƐZK/͘/ƚ͛Ɛ ŽŌĞŶĂŐŽŽĚŝĚĞĂƚŽƌƵŶLJŽƵƌĂƐƐƵŵƉƟŽŶƐĂŶĚ ƚĂƌŐĞƚƐďLJƚŚĞŵŽƐƚƐŬĞƉƟĐĂůĂŶĚƉĞƐƐŝŵŝƐƟĐ ŵĞŵďĞƌŽĨLJŽƵƌƚĞĂŵ͘>ĞƚƚŚĞŵĮŶĚĂůůƚŚĞ ways the program could fail – and then, where ƉŽƐƐŝďůĞ͕ƉƵƚŝŶƉůĂĐĞĐŽŶƟŶŐĞŶĐŝĞƐƚŽŵĂŶĂŐĞ the risks. This may include things directly ƌĞůĂƚĞĚƚŽƚŚĞƉƌŽŐƌĂŵ͕ďƵƚŝƚĐĂŶĂůƐŽŝŶĐůƵĚĞ ďƌŽĂĚĐŚĂŶŐĞƐƚŽƚŚĞďƵƐŝŶĞƐƐĞŶǀŝƌŽŶŵĞŶƚ ĂŶĚĞĐŽŶŽŵLJ͘LJƉƌŽĂĐƟǀĞůLJŝĚĞŶƟĨLJŝŶŐ and managing risks up-‐front, you lessen the ůŝŬĞůŝŚŽŽĚƚŚĂƚŽƚŚĞƌĞdžĞĐƵƟǀĞƐǁŝůůƐŚŽŽƚ ďƵůůĞƚƐĂƚLJŽƵƌĨĞĞƚůĂƚĞƌŽŶ͘
© 2011 Marketo, Inc. All rights reserved.
INCORPORATE ALL RELEVANT EXPENSES KŌĞŶ͕ŵĂƌŬĞƟŶŐZK/ŵŽĚĞůƐƐŚŽǁƌŝĚŝĐƵůŽƵƐůLJŚŝŐŚ ƌĞƚƵƌŶƐďĞĐĂƵƐĞƚŚĞLJĚŽŶ͛ƚŝŶĐŽƌƉŽƌĂƚĞĂůůƌĞůĞǀĂŶƚ ǀĂƌŝĂďůĞĂŶĚƐĞŵŝͲǀĂƌŝĂďůĞĐŽƐƚƐ͘ džĂŵƉůĞƐŝŶĐůƵĚĞ͗ ͻ^ƚĂīĐŽƐƚƐǁŝƚŚŝŶŵĂƌŬĞƟŶŐ ͻdƌĂǀĞůĞdžƉĞŶƐĞƐ ͻdŚĞĐŽƐƚŽĨƐĂůĞƐ͛ƟŵĞƐƉĞŶƚĨŽůůŽǁŝŶŐƵƉŽŶůĞĂĚƐ Take, for example, a program that generates a lot ŽĨůĞĂĚƐďƵƚĚŽĞƐŶŽƚŝŶĐůƵĚĞƚŚĞĐŽƐƚŽĨƚŚĞƟŵĞ sales wastes on pursuing leads that don’t convert. /ƚ͛ƐƋƵŝƚĞƉŽƐƐŝďůĞƚŚĂƚĂƉƌŽŐƌĂŵƚŚĂƚĂƚĮƌƐƚĂƉƉĞĂƌƐ ƉƌŽĮƚĂďůĞǁŝůůƐŚŽǁĂŶĞŐĂƟǀĞZK/ŽŶĐĞƚŚĞƐĞ expenses are included.
ϭϰ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϮ͗WůĂŶŶŝŶŐĨŽƌDĂƌŬĞƟŶŐZK/
STEP TWO DESIGN PROGRAMS TO BE MEASURABLE dŚĞďĞƐƚŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐŚĂǀĞ ŝŶƚĞŶƟŽŶĂůŵĞĂƐƵƌĞŵĞŶƚƐƚƌĂƚĞŐŝĞƐƉůĂŶŶĞĚ ŝŶĂĚǀĂŶĐĞ͘^ŽĂƐƉĂƌƚŽĨƉůĂŶŶŝŶŐĂŶLJ ƉƌŽŐƌĂŵ͕LJŽƵŶĞĞĚƚŽĂŶƐǁĞƌƚŚĞƐĞƚŚƌĞĞ ƋƵĞƐƟŽŶƐ͗ ͻtŚĂƚǁŝůůLJŽƵŵĞĂƐƵƌĞ͍ ͻtŚĞŶǁŝůůLJŽƵŵĞĂƐƵƌĞ͍ ͻ,ŽǁǁŝůůLJŽƵŵĞĂƐƵƌĞ͍ In almost every case, you will need to ƚĂŬĞƐƉĞĐŝĮĐƐƚĞƉƐƚŽŵĂŬĞLJŽƵƌŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƐŵĞĂƐƵƌĂďůĞ͘dŚŝƐŽŌĞŶŝŶĐůƵĚĞƐ ƐĞƫŶŐƵƉƚĞƐƚĂŶĚĐŽŶƚƌŽůŐƌŽƵƉƐŽƌǀĂƌLJŝŶŐ your spending levels across markets to ŵĞĂƐƵƌĞƌĞůĂƟǀĞŝŵƉĂĐƚ͘tŝƚŚŽƵƚǀĂƌŝĂŶĐĞ ŝŶLJŽƵƌŵĂƌŬĞƟŶŐ͕LJŽƵŵĂLJŶŽƚďĞĂďůĞƚŽ ƵƐĞŵŽĚĞůŝŶŐƚŽƚĞĂƐĞĂƉĂƌƚƚŚĞŝŶĐƌĞŵĞŶƚĂů ŝŵƉĂĐƚŽĨLJŽƵƌŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐĂŶĚ ŝŵƉƌŽǀĞLJŽƵƌŵĂƌŬĞƟŶŐƉƌĞĐŝƐŝŽŶĂŶĚŵŝdž͘ ^ĞĞ^ĞĐƟŽŶϱĨŽƌŵŽƌĞŽŶŵĞĂƐƵƌŝŶŐZK/ using test and control groups.
© 2011 Marketo, Inc. All rights reserved.
ĂƚĂŽůůĞĐƟŽŶ A key part of planning for measurement is ƐŝŵƉůLJƚƌĂĐŬŝŶŐƚŚĞĂƉƉƌŽƉƌŝĂƚĞĂƩƌŝďƵƚĞƐ ĨŽƌĂůůLJŽƵƌŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐ;ĂŶĚƚŚĞŝƌ ǀĂƌŝĂŶƚƐͿ͘dŚŝƐĐĂŶŝŶĐůƵĚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͕ ŵĞƐƐĂŐĞ͕ĐŚĂŶŶĞů͕ŽīĞƌ͕ŝŶǀĞƐƚŵĞŶƚůĞǀĞů͕ĂŶĚ ĂŶLJŽƚŚĞƌƌĞůĞǀĂŶƚĂƩƌŝďƵƚĞƐ͘ DŽƐƚĐŽŵƉĂŶŝĞƐĚŽŶŽƚďĞŐŝŶƚŚŝƐƉƌŽĐĞƐƐ early enough in their lifecycle, and they pay ĨŽƌŝƚůĂƚĞƌ͘ ǀĞŶŝĨLJŽƵĚŽŶ͛ƚƵƐĞƚŚĞĚĂƚĂ ƌŝŐŚƚĂǁĂLJ͕ŝƚǁŝůůďĞĐŽŵĞŝŶǀĂůƵĂďůĞĚŽǁŶ ƚŚĞƌŽĂĚǁŚĞŶLJŽƵĂƩĞŵƉƚĂŶLJŽĨƚŚĞŵŽƌĞ ƐŽƉŚŝƐƟĐĂƚĞĚĂƉƉƌŽĂĐŚĞƐƚŽǁĂƌĚƐŵĞĂƐƵƌŝŶŐ ƉƌŽŐƌĂŵĞīĞĐƟǀĞŶĞƐƐ͘dŚĞƐĞĂƩƌŝďƵƚĞƐĐĂŶ ďĞƐƚŽƌĞĚŝŶĂŶLJƚŚŝŶŐĨƌŽŵLJŽƵƌŵĂƌŬĞƟŶŐ ĂƵƚŽŵĂƟŽŶƐLJƐƚĞŵƚŽĂƐŝŵƉůĞƐƉƌĞĂĚƐŚĞĞƚ ŚŽƐƚĞĚŽŶĂƐŚĂƌĞĚƌŝǀĞʹǁŚĂƚŵĂƩĞƌƐƚŚĞ ŵŽƐƚŝƐƚŚĂƚLJŽƵƐƚĂƌƚƚŽďƵŝůĚƚŚĞŚŝƐƚŽƌLJĂƐ ĞĂƌůLJĂƐƉŽƐƐŝďůĞ͘
“ It is more important to periodically capture potentially high-impact insights than to frequently measure less important outcomes simply for reporting purposes.” Jim Lenskold, Lenskold Group
MEASUREMENT COSTS MONEY – SO SPEND WISELY džĞƌĐŝƐĞĚŝƐĐĞƌŶŵĞŶƚ͘ tŚŝůĞŝƚ͛ƐƉŽƐƐŝďůĞƚŽŵĞĂƐƵƌĞũƵƐƚĂďŽƵƚĂŶLJƚŚŝŶŐ ŝŶŵĂƌŬĞƟŶŐ͕ŝƚŝƐŝŵƉŽƐƐŝďůĞ;ĂŶĚƵŶƉƌŽĮƚĂďůĞ͊ͿƚŽ measure everything. ĞŐŝŶǁŝƚŚƚŚĞĞŶĚŝŶŵŝŶĚ͘ Ɛ:ŝŵ>ĞŶƐŬŽůĚƐĂLJƐ͕͞WƌŝŽƌŝƟnjĞǁŚĞŶĂŶĚ ǁŚĂƚƚŽŵĞĂƐƵƌĞďĂƐĞĚŽŶƚŚĞĂŶƐǁĞƌƐLJŽƵŶĞĞĚ ƚŽŵĂŬĞĚĞĐŝƐŝŽŶƐƚŚĂƚǁŝůůŝŵƉƌŽǀĞLJŽƵƌƉƌŽĮƚƐ͘͟ /ŶǀĞƐƚŝŶDĂƌŬĞƟŶŐZΘ͘ dŚŝƐŝƐĂƚĞƌŵƵƐĞĚďLJĐŽŶƐƵůƚĂŶƚ:ŝŵ^ƚĞƌŶĞ ;ΛũŝŵƐƚĞƌŶĞͿ͘:ƵƐƚůŝŬĞƚŚĞŽǀĞƌĂůůĐŽƌƉŽƌĂƟŽŶŝŶǀĞƐƚƐ ŝŶZΘƚŽŐĞŶĞƌĂƚĞĨƵƚƵƌĞƉƌŽĮƚƐ͕ŵĂƌŬĞƟŶŐƐŚŽƵůĚ ĚŽƚŚĞƐĂŵĞƚŽŐĞŶĞƌĂƚĞƐŝŵŝůĂƌŝŶƐŝŐŚƚƐƚŽŽƉƟŵŝnjĞ ĨƵƚƵƌĞƉƌŽĮƚƐ͘/ŶŽƚŚĞƌǁŽƌĚƐ͕ƐŽŵĞƟŵĞƐŝƚŝƐKŝĨĞƟŵĞǀĂůƵĞŽĨĂŶ incremental customer
ͻZĞǀĞŶƵĞDĞƚƌŝĐƐ͗DĂƌŬĞƟŶŐ͛ƐĂŐŐƌĞŐĂƚĞ impact on company revenue
ĞďŶĂůLJƟĐƐ͗DĞĂƐƵƌĞƐtĞďǀŝƐŝďŝůŝƚLJƚŽ t ƚĂƌŐĞƚĂƵĚŝĞŶĐĞƐĂŐĂŝŶƐƚƉŽƚĞŶƟĂůĂƵĚŝĞŶĐĞƐ͕ ĂŶĚĐŽŵƉĂƌĞƐĂŐĂŝŶƐƚŝŶĚƵƐƚƌLJĂŶĚĐŽŵƉĞƟƚŽƌ ďĞŶĐŚŵĂƌŬƐ
ͻDĂƌŬĞƟŶŐWƌŽŐƌĂŵWĞƌĨŽƌŵĂŶĐĞDĞƚƌŝĐƐ͗ dŚĞŝŶĐƌĞŵĞŶƚĂůĐŽŶƚƌŝďƵƟŽŶŽĨŝŶĚŝǀŝĚƵĂů ŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐ
WƵďůŝĐZĞůĂƟŽŶƐ͗ Measures views and impact ŽĨĐŽƌƉŽƌĂƚĞĐŽŵŵƵŶŝĐĂƟŽŶƐŝŶŝƟĂƟǀĞƐ WƌŽĚƵĐƚWĞƌĨŽƌŵĂŶĐĞ͗ŽŵƉĂƌĂƟǀĞůLJ measures the total sales and margins of individual products ƌĂŶĚWƌĞĨĞƌĞŶĐĞĂŶĚ,ĞĂůƚŚ͗ Assesses ďƌĂŶĚƉƌĞĨĞƌĞŶĐĞŝŶƌĞůĂƟŽŶƚŽƉƌĞĨĞƌĞŶĐĞĨŽƌ ĐŽŵƉĞƟŶŐďƌĂŶĚƐ ^ĂůĞƐdŽŽůhƐĂŐĞ͗ Measures which product ŵĂƌŬĞƟŶŐŵĂƚĞƌŝĂůƐĂƌĞďĞŝŶŐƵƐĞĚƚŚĞŵŽƐƚ ŶĚŵĂŶLJŽƚŚĞƌĂƌĞĂƐ͙ This is not to imply that these metrics are not important for marketers to track – just that ƚŚĞLJĂƌĞůŝŬĞůLJƚŽďĞůĞƐƐƌĞůĞǀĂŶƚƚŽĮŶĂŶĐŝĂůůLJͲ ĨŽĐƵƐĞĚĞdžĞĐƵƟǀĞƐŽƵƚƐŝĚĞŽĨŵĂƌŬĞƟŶŐ͘
© 2011 Marketo, Inc. All rights reserved.
CUSTOMER SATISFACTION AND NET PROMOTER SCORES &ŽƌŵĂŶLJĐŽŵƉĂŶŝĞƐ͕ĂŬĞLJŵĞƚƌŝĐŝƐƚŚĞŝƌEĞƚWƌŽŵŽƚĞƌ^ĐŽƌĞ;EW^Ϳ͕ ĂĐƵƐƚŽŵĞƌůŽLJĂůƚLJŵĞƚƌŝĐďĂƐĞĚŽŶĐƵƐƚŽŵĞƌĂŶƐǁĞƌƐƚŽƚŚĞƋƵĞƐƟŽŶ͕ ͞ŚŽǁůŝŬĞůLJĂƌĞLJŽƵƚŽƌĞĨĞƌƵƐƚŽĨƌŝĞŶĚŽƌĐŽůůĞĂŐƵĞ͍͟ĐĐŽƌĚŝŶŐƚŽ ĂŶƐǁĞƌƐŽŶĂϬͲƚŽͲϭϬƌĂƟŶŐƐĐĂůĞ͕ĐƵƐƚŽŵĞƌƐĂƌĞŐƌŽƵƉĞĚŝŶƚŽƚŚƌĞĞ ĐĂƚĞŐŽƌŝĞƐ͗ WƌŽŵŽƚĞƌƐ;ϵͲϭϬͿ ŶƚŚƵƐŝĂƐƟĐĐƵƐƚŽŵĞƌƐǁŚŽǁŝůůĨƵĞůŐƌŽǁƚŚǁŝƚŚƌĞƉĞĂƚĂŶĚƌĞĨĞƌƌĂů ďƵƐŝŶĞƐƐ͘ WĂƐƐŝǀĞƐ;ϳͲϴͿ ƵƌƌĞŶƚĐƵƐƚŽŵĞƌƐƐƵƐĐĞƉƟďůĞƚŽĐŽŵƉĞƟƚŽƌŽīĞƌŝŶŐƐĂŶĚƚŚƵƐŚĂǀĞĂ ŶĞƵƚƌĂůďƌĂŶĚŝŵƉĂĐƚ͘ ĞƚƌĂĐƚŽƌƐ;ϬͲϲͿ ƵƐƚŽŵĞƌƐǁŚŽǀŽŝĐĞĚĚŝƐƐĂƟƐĨĂĐƟŽŶĂŶĚŚĂƌŵ ƚŚĞďƌĂŶĚ͘ dŽĐĂůĐƵůĂƚĞĂďƌĂŶĚ͛ƐEW^͕ƵƐĞƚŚĞĨŽůůŽǁŝŶŐĞƋƵĂƟŽŶ͗ EW^сйŽĨWƌŽŵŽƚĞƌƐʹйŽĨĞƚƌĂĐƚŽƌƐ ĐŽŵƉĂŶLJ͛ƐEĞƚWƌŽŵŽƚĞƌ^ĐŽƌĞŚĂƐďĞĞŶƐŚŽǁŶƚŽŚĂǀĞƉŽƐŝƟǀĞ ĐŽƌƌĞůĂƟŽŶƐǁŝƚŚĨĂƐƚĞƌŐƌŽǁƚŚĂŶĚƉƌŽĮƚƐ͘DĂƌŬĞƚŽ͛ƐŽǁŶƌĞƐĞĂƌĐŚ ƉƌŽǀŝĚĞƐƐƵƉƉŽƌƚĨŽƌŵĞĂƐƵƌŝŶŐĐƵƐƚŽŵĞƌƐĂƟƐĨĂĐƟŽŶ͗ŚŝŐŚͲŐƌŽǁƚŚ companies are more likely than low-‐growth companies to incorporate ĐƵƐƚŽŵĞƌƐĂƟƐĨĂĐƟŽŶŝŶƚŽƚŚĞŝƌŵĂƌŬĞƟŶŐĞdžĞĐƵƟǀĞƐ͛ĐŽŵƉĞŶƐĂƟŽŶ͘
ϭϴ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϯ͗&ƌĂŵĞǁŽƌŬĨŽƌDĞĂƐƵƌĞŵĞŶƚ
WHERE METRICS GO WRONG dŚĞƌĞĂƌĞůŝƚĞƌĂůůLJŚƵŶĚƌĞĚƐŽĨŵĂƌŬĞƟŶŐ metrics to choose from, and almost all of them measure something of value. The ƉƌŽďůĞŵŝƐƚŚĂƚŵŽƐƚŽĨƚŚĞŵƌĞůĂƚĞǀĞƌLJůŝƩůĞ ƚŽƚŚĞŵĞƚƌŝĐƐƚŚĂƚĐŽŶĐĞƌŶĂ&K͕ KĂŶĚ ďŽĂƌĚŵĞŵďĞƌ͘
DĞĂƐƵƌŝŶŐǁŚĂƚŝƐĞĂƐLJ
ĐƟǀŝƚLJ͕ŶŽƚƌĞƐƵůƚƐ
tŚĞŶŝƚŝƐĚŝĸĐƵůƚƚŽŵĞĂƐƵƌĞƌĞǀĞŶƵĞĂŶĚ ƉƌŽĮƚ͕ŵĂƌŬĞƚĞƌƐŽŌĞŶĞŶĚƵƉƵƐŝŶŐŵĞƚƌŝĐƐ ƚŚĂƚƐƚĂŶĚŝŶĨŽƌƚŚŽƐĞŶƵŵďĞƌƐ͘dŚŝƐĐĂŶ ďĞKĞŶƐŬŽůĚ'ƌŽƵƉͬĞŵĞĚŝĂ >ĞĂĚ'ĞŶĞƌĂƟŽŶDĂƌŬĞƟŶŐZK/^ƚƵĚLJ͕ƚŚĞ ĞƐƚĂďůŝƐŚĞĚǁŚLJƚŚĞLJŵĂƩĞƌ͘ ŶƵŵďĞƌŽŶĞŵĞƚƌŝĐƵƐĞĚďLJůĞĂĚŐĞŶĞƌĂƟŽŶ sĂŶŝƚLJŵĞƚƌŝĐƐ ŵĂƌŬĞƚĞƌƐŝƐůĞĂĚƋƵĂŶƟƚLJ͕ǁŚĞƌĞĂƐďĂƌĞůLJŚĂůĨ dŽŽŽŌĞŶ͕ŵĂƌŬĞƚĞƌƐƌĞůLJŽŶ͞ĨĞĞůŐŽŽĚ͟ of marketers measure lead quality. Focusing ŵĞĂƐƵƌĞŵĞŶƚƐƚŽũƵƐƟĨLJƚŚĞŝƌŵĂƌŬĞƟŶŐ ŽŶƋƵĂŶƟƚLJǁŝƚŚŽƵƚĂůƐŽŵĞĂƐƵƌŝŶŐƋƵĂůŝƚLJ spend. Instead of pursuing metrics that ĐĂŶůĞĂĚƚŽƉƌŽŐƌĂŵƐƚŚĂƚůŽŽŬŐŽŽĚŝŶŝƟĂůůLJ ŵĞĂƐƵƌĞďƵƐŝŶĞƐƐŽƵƚĐŽŵĞƐĂŶĚŝŵƉƌŽǀĞ ďƵƚĚŽŶ͛ƚĚĞůŝǀĞƌƉƌŽĮƚƐ͘;dŽƚĂŬĞƚŚŝƐŝĚĞĂƚŽ ŵĂƌŬĞƟŶŐƉĞƌĨŽƌŵĂŶĐĞĂŶĚƉƌŽĮƚĂďŝůŝƚLJ͕ƚŚĞLJ ƚŚĞĞdžƚƌĞŵĞ͕ƚŚĞƉŚŽŶĞŬŝƐĂŶĂďƵŶĚĂŶƚ opt for metrics that sound good and impress ƐŽƵƌĐĞŽĨ͞ůĞĂĚƐ͟ŝĨLJŽƵŽŶůLJŵĞĂƐƵƌĞƋƵĂŶƟƚLJ͕ ƉĞŽƉůĞ͘^ŽŵĞĐŽŵŵŽŶĞdžĂŵƉůĞƐŝŶĐůƵĚĞ ŶŽƚƋƵĂůŝƚLJ͘Ϳ ƉƌĞƐƐƌĞůĞĂƐĞŝŵƉƌĞƐƐŝŽŶƐ͕&ĂĐĞŬ͞>ŝŬĞƐ͕͟ and names gathered at trade shows.
© 2011 Marketo, Inc. All rights reserved.
ĸĐŝĞŶĐLJŝŶƐƚĞĂĚŽĨĞīĞĐƟǀĞŶĞƐƐ /ŶĂƌĞůĂƚĞĚƉŽŝŶƚ͕ŝĨĞƟŵĞǀĂůƵĞŽĨĂŶ ŝŶĐƌĞŵĞŶƚĂůĐƵƐƚŽŵĞƌ
BUSINESS PERFORMANCE METRICS & KPIS PAST: HOW DID WE DO?
DIAGNOSTIC METRICS PRESENT: WHAT IS WORKING?
LEADING INDICATORS FUTURE: HOW WILL WE BE DOING?
ͻ>ĞĂĚŐĞŶĞƌĂƟŽŶ versus targets ͻLJĐůĞƟŵĞ
ͻŽŶǀĞƌƐŝŽŶƌĂƚĞ versus trend or ďĞŶĐŚŵĂƌŬ
ͻ^ŝnjĞŽĨƉƌŽƐƉĞĐƚ ĚĂƚĂďĂƐĞƐŝnjĞ ͻDĂƌŬĞƟŶŐ ĐŽŶƚƌŝďƵƟŽŶĨŽƌĞĐĂƐƚ
ͻ/ŶǀĞƐƚŵĞŶƚ ͻWŝƉĞůŝŶĞĐŽŶƚƌŝďƵƟŽŶ ͻWƌŽŐƌĂŵZK/
ͻZĞƐƉŽŶƐĞƌĂƚĞƐ ͻ>ŝŌŽǀĞƌĐŽŶƚƌŽů group
ͻ džƉĞĐƚĞĚ ĐŽŶƚƌŝďƵƟŽŶĨŽƌĞĐĂƐƚ
ͻ/ŶǀĞƐƚŵĞŶƚƚŽ acquire a customer ͻDĂƌŐŝŶĂůĐŽƐƚƚŽ serve
ͻZĞƚĞŶƟŽŶƌĂƚĞƐ ͻWƌŽĚƵĐƚƐƉĞƌ customer ͻEĞƚƉƌŽŵŽƚĞƌƐĐŽƌĞƐ
ͻǀĞƌĂŐĞƐĞůůŝŶŐƉƌŝĐĞ
PAUL ALBRIGHT, MARKETO’S CHIEF REVENUE OFFICER, SHARES HIS SECRETS FOR MEASUREMENT SUCCESS: ϭ͘ŚŽŽƐĞŶŽŵŽƌĞĮǀĞŬĞLJŵĞƚƌŝĐƐ͘/ƚ͛ƐŚĂƌĚƚŽ ƉƵƚŽƌŐĂŶŝnjĂƟŽŶĂůĨŽĐƵƐŽŶŵŽƌĞƚŚĂŶƚŚĂƚ͕ƐŽ choose wisely. 2. Measure success versus goals for those metrics for every campaign, every channel, every sales ƌĞƉͬƌĞŐŝŽŶ͕ĞǀĞƌLJƉƌŽĚƵĐƚ͕ĞƚĐ͘ ϯ͘^ŚŽǁƚƌĞŶĚƐĨŽƌƚŚŽƐĞŵĞƚƌŝĐƐŽǀĞƌƟŵĞʹƚŚĂƚ way you can immediately see where you are improving and where you are not. ϰ͘WƵƚŽŶĂĚĂƐŚďŽĂƌĚĨŽƌĞǀĞƌLJŽŶĞƚŽƐĞĞƐŽƚŚĞƌĞ ŝƐĂůǁĂLJƐĂƐƵĐĐŝŶĐƚǀŝĞǁŽĨǁŚĂƚŵĂƌŬĞƟŶŐŝƐ trying to achieve, and where you stand. ϱ͘,ĂǀĞƌĞĐŽŐŶŝƟŽŶƐLJƐƚĞŵƐƟĞĚƚŽŐŽĂůƐ͘DĂŬĞ ƐƵƌĞƚŽƉĐŽŶƚƌŝďƵƚŽƌƐŐĞƚƌĞĐŽŐŶŝƟŽŶʹŐŝǀĞƚŚĞŵ ďĂĚŐĞƐƚŚĞLJĐĂŶƉƵƚŽŶƚŚĞĚĞƐŬƐŽƌĐƵďĞ͘ ϲ͘ZŝŶƐĞĂŶĚƌĞƉĞĂƚ͘dŚĞďĞƐƚƉĞƌĨŽƌŵŝŶŐĐŽŵƉĂŶŝĞƐ track results weekly, monthly, and quarterly ʹƐŽƚŚĞLJĐĂŶŝŵƉƌŽǀĞũƵƐƚĂƐŽŌĞŶ͘
© 2011 Marketo, Inc. All rights reserved.
22
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞ ŶĂůLJƟĐƐ
© 2011 Marketo, Inc. All rights reserved.
Ϯϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
WĞƌŚĂƉƐƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚŵĞƚƌŝĐƐĨŽƌ ďƵŝůĚŝŶŐŵĂƌŬĞƟŶŐ͛ƐĐƌĞĚŝďŝůŝƚLJĂƌĞƚŚĞ ŵĞƚƌŝĐƐƚŚĂƚƐŚŽǁŵĂƌŬĞƟŶŐ͛ƐĂŐŐƌĞŐĂƚĞ ŝŵƉĂĐƚŽŶƌĞǀĞŶƵĞ͘
a prospect’s movement from one stage to ƚŚĞŶĞdžƚ͕ƚŚĞLJĐƌĞĂƚĞƚŚĞĨŽƵŶĚĂƟŽŶĨŽƌĂ ĐŽŵƉƌĞŚĞŶƐŝǀĞƐĞƚŽĨƌŽďƵƐƚƌĞǀĞŶƵĞŵĞƚƌŝĐƐ͘
^ŽŵĞŽůĚͲĨĂƐŚŝŽŶĞĚŵĂƌŬĞƚĞƌƐƐĂLJƚŚĂƚ ŵĂƌŬĞƟŶŐŝƐŶ͛ƚƌĞƐƉŽŶƐŝďůĞĨŽƌƌĞǀĞŶƵĞ͘tĞ disagree. In today’s online and social world, ŵĂƌŬĞƟŶŐŝƐƌĞƐƉŽŶƐŝďůĞĨŽƌƵƉƚŽϳϬйŽĨ ƚŚĞĞŶƟƌĞďƵLJŝŶŐƉƌŽĐĞƐƐʹǁŚŝĐŚŵĞĂŶƐ ŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐŶĞĞĚƚŽƌĞƚŚŝŶŬŚŽǁ ƚŚĞLJǁŽƌŬ;ĂŶĚǁŽƌŬƚŽŐĞƚŚĞƌͿƚŽŐĞŶĞƌĂƚĞ revenue. This new way of working requires ŶĞǁŵĞƚƌŝĐƐĂŶĚĂŶĂůLJƟĐƐ͘
ĞĮŶŝŶŐƚŚĞƐƚĂŐĞƐŽĨƚŚĞƌĞǀĞŶƵĞĐLJĐůĞ requires a new revenue methodology.
tĞĐĂůůƚŚŝƐŶĞǁŵĞĂƐƵƌĞŵĞŶƚƉƌŽĐĞƐƐ ͚ZĞǀĞŶƵĞLJĐůĞŶĂůLJƟĐƐ͕͛ĂŶĚƚŚŝƐŶĞǁ ǁĂLJŽĨǁŽƌŬŝŶŐ͚ZĞǀĞŶƵĞWĞƌĨŽƌŵĂŶĐĞ DĂŶĂŐĞŵĞŶƚ͛͘
DEFINE THE REVENUE CYCLE dŚĞĮƌƐƚƐƚĞƉŝŶZĞǀĞŶƵĞLJĐůĞŶĂůLJƟĐƐŝƐ ƚŽĚĞĮŶĞƚŚĞƐƚĂŐĞƐŽĨƚŚĞƌĞǀĞŶƵĞĐLJĐůĞ͕ ƐƚĂƌƟŶŐǁŝƚŚƉŽƚĞŶƟĂůďƵLJĞƌĂǁĂƌĞŶĞƐƐĂŶĚ ŵŽǀŝŶŐƚŚƌŽƵŐŚŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƚŽĐůŽƐĞĚ ďƵƐŝŶĞƐƐĂŶĚďĞLJŽŶĚ͘tŚĞŶŵĂƌŬĞƟŶŐĂŶĚ ƐĂůĞƐĐŽůůĂďŽƌĂƚĞƚŽĨŽƌŵĂůůLJĚĞĮŶĞĞĂĐŚƐƚĂŐĞ͕ ĂƐǁĞůůĂƐƚŚĞďƵƐŝŶĞƐƐƌƵůĞƐƚŚĂƚĚĞƚĞƌŵŝŶĞ
© 2011 Marketo, Inc. All rights reserved.
DĞƚŚŽĚŽůŽŐLJ dƌĂĚŝƟŽŶĂůƐĂůĞƐŵĞƚŚŽĚŽůŽŐŝĞƐƐƵĐŚĂƐ^W/E ^ĞůůŝŶŐĂŶĚDŝůůĞƌ,ĞŝŵĂŶƉƌŽǀŝĚĞƐƚĂŶĚĂƌĚ ďĞŶĐŚŵĂƌŬƐĂŶĚďĞƐƚƉƌĂĐƟĐĞƐĨŽƌƚŚĞƐĂůĞƐ ĨƵŶĐƟŽŶ͕ĂŶĚƚŚĞƐĞƐĂůĞƐŵĞƚŚŽĚŽůŽŐŝĞƐĨŽƌŵ ƚŚĞďĂƐŝƐĨŽƌƚŚĞďĞƐƚƐĂůĞƐĂŶĂůLJƟĐƐ͘ƚƚŚĞŝƌ ĐŽƌĞ͕ƚŚĞƐĞŵĞƚŚŽĚŽůŽŐŝĞƐďƌĞĂŬƚŚĞƐĂůĞƐĐLJĐůĞ ŝŶƚŽƐƚĂŐĞƐĂŶĚĂůůŽǁƚŚĞƐĂůĞƐĞdžĞĐƵƟǀĞƚŽ track movement through the stages – which in ƚƵƌŶůĞƚƐƚŚĞŵĂŶƐǁĞƌŬĞLJƋƵĞƐƟŽŶƐƐƵĐŚĂƐ ͞ŚŽǁůŽŶŐŝƐƚŚĞƐĂůĞƐĐLJĐůĞ͍͟ĂŶĚ͞ŚŽǁŵƵĐŚ pipeline coverage will help me hit my targets ĨŽƌƚŚŝƐƋƵĂƌƚĞƌ͍͟ dƌĂĚŝƟŽŶĂůůLJ͕ŵĂƌŬĞƚĞƌƐŚĂǀĞŶŽƚĂƉƉůŝĞĚ ƚŚĞƐĂŵĞůĞǀĞůŽĨƌŝŐŽƌƚŽƚŚĞŝƌƉŽƌƟŽŶƐŽĨ the revenue cycle. This is unfortunate, since ŝƚŝƐƚŚĞŽŶůLJǁĂLJŵĂƌŬĞƚĞƌƐǁŝůůďĞĂďůĞ ƚŽƵŶĚĞƌƐƚĂŶĚŚŽǁƚŚĞŝƌĂĐƟǀŝƟĞƐŵŽǀĞ prospects forward.
A NEW BREED: REVENUE MARKETERS™ dŽƚŚƌŝǀĞŝŶƚŽĚĂLJ͛ƐĐŚĂŶŐŝŶŐŵĂƌŬĞƚƉůĂĐĞ͕ŵĂƌŬĞƟŶŐ ŵƵƐƚďĞŐŝŶƚŽŽƉĞƌĂƚĞĂŶĚƐŽƵŶĚŵŽƌĞůŝŬĞƐĂůĞƐ͘ ƐĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶĂŐĞŶĐLJdŚĞWĞĚŽǁŝƚnj'ƌŽƵƉ ƐĂLJƐ͕ŵĂƌŬĞƚĞƌƐŵƵƐƚ͞ŵĂŶĂŐĞĂƉƌĞĚŝĐƚĂďůĞ͕ƌĞůŝĂďůĞ ĨƵŶŶĞůǁŝƚŚĂƉůĂŶƚŚĂƚƵůƟŵĂƚĞůLJƉƌŽĚƵĐĞƐŚŝŐŚĞƌ value leads and maximizes revenue.” dŽĚĂLJ͛ƐƐƵĐĐĞƐƐĨƵůŵĂƌŬĞƚĞƌŚĂƐĞǀŽůǀĞĚďĞLJŽŶĚ ƚŚĞůĂŶŐƵĂŐĞŽĨƚƌĂĚŝƟŽŶĂůŵĂƌŬĞƟŶŐ͘dŚĞWĞĚŽǁŝƚnj 'ƌŽƵƉĐŽŝŶĞĚƚŚĞƚĞƌŵ͞ZĞǀĞŶƵĞDĂƌŬĞƚĞƌΡ͟ ŝŶϮϬϬϳƚŽĚĞƐĐƌŝďĞƚŚŝƐŶĞǁďƌĞĞĚŽĨŵĂƌŬĞƚĞƌ͘ ĞďďŝĞYĂƋŝƐŚ͕ŚŝĞĨZĞǀĞŶƵĞDĂƌŬĞƟŶŐKĸĐĞƌ ŽĨdŚĞWĞĚŽǁŝƚnj'ƌŽƵƉ͕ƐĂLJƐƚŚĂƚƚŚĞƐĞZĞǀĞŶƵĞ DĂƌŬĞƚĞƌƐΡƵƐĞƚŚĞůĂŶŐƵĂŐĞŽĨďƵƐŝŶĞƐƐƚŽĚĞƐĐƌŝďĞ ƚŚĞŝƌĐŽŶƚƌŝďƵƟŽŶƐǁŝƚŚŵĞƚƌŝĐƐƚŚĂƚŵĞĂƐƵƌĞ ƉŝƉĞůŝŶĞ͕ŽƉƉŽƌƚƵŶŝƟĞƐ͕ĂŶĚƌĞǀĞŶƵĞ͘dŚĞLJŵĞĂƐƵƌĞ ǁŚĂƚŵĂƩĞƌƐƚŽĂdžKʹĂŶĚƚĂůŬĂďŽƵƚƚŚĞƐĞŵĞƚƌŝĐƐ ŝŶƚĞƌŵƐƚŚĞŝƌĞdžĞĐƵƟǀĞůĞĂĚĞƌƐŚŝƉĐĂŶƵŶĚĞƌƐƚĂŶĚ and evaluate. ƚĂŶLJŐŝǀĞŶŵŽŵĞŶƚ͕ĂZĞǀĞŶƵĞDĂƌŬĞƚĞƌΡŬŶŽǁƐ how their key metrics stack up against their targets, and what they plan to do to improve their results.
dŚĂƚŝƐǁŚLJƚŚĞĨŽƵŶĚĂƟŽŶŽĨZĞǀĞŶƵĞLJĐůĞ ŶĂůLJƟĐƐƌĞƐƚƐŝŶĐůĞĂƌůLJĚĞĮŶĞĚƐƚĂŐĞƐĂŶĚ clear rules for how prospects move through ƚŚĞƐƚĂŐĞƐŽǀĞƌƟŵĞ͘
Ϯϰ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ džĂŵƉůĞ͗DĂƌŬĞƚŽ͛ƐZĞǀĞŶƵĞLJĐůĞ ŝīĞƌĞŶƚĐŽŵƉĂŶŝĞƐǁŝůůŵĂŬĞĚŝīĞƌĞŶƚĚĞĐŝƐŝŽŶƐĂďŽƵƚǁŚĂƚ ĚĞĮŶŝƟŽŶƐďĞƐƚƐƵŝƚƚŚĞŝƌƌĞǀĞŶƵĞĐLJĐůĞƐ͕ďƵƚĂƐĂĐĂƐĞƐƚƵĚLJ ĞdžĂŵƉůĞ͕ŚĞƌĞĂƌĞDĂƌŬĞƚŽ͛ƐĚĞĮŶŝƟŽŶƐ͘dŚĞŵĞƚŚŽĚŽůŽŐLJ ďĞŚŝŶĚƚŚĞƐĞĚĞĮŶŝƟŽŶƐŝƐŝŶƉĂƌƚƌĞƐƉŽŶƐŝďůĞĨŽƌDĂƌŬĞƚŽ͛Ɛ ŚŝŐŚůLJĞĸĐŝĞŶƚƌĞǀĞŶƵĞĞŶŐŝŶĞĂŶĚĨĂƐƚŐƌŽǁƚŚ͘
All Names
This is the entry point for everyone. We have purposely called this stage ͞EĂŵĞƐ͟ďĞĐĂƵƐĞƚŚĞƐĞŝŶĚŝǀŝĚƵĂůƐĂƌĞŶŽƚůĞĂĚƐǁŚĞŶƚŚĞLJĮƌƐƚĞŶƚĞƌƚŚĞ funnel.
Engaged
dŚŝƐĚĞĮŶŝƟŽŶĂƉƉůŝĞƐƚŽƚŚŽƐĞǁŚŽƐŚŽǁƌĞĂůĞŶŐĂŐĞŵĞŶƚ͕ƐƵĐŚĂƐĂƩĞŶĚŝŶŐ ĂǁĞďŝŶĂƌ͕ĚŽǁŶůŽĂĚŝŶŐĐŽŶƚĞŶƚĨƌŽŵŽƵƌǁĞďƐŝƚĞ͕ŽƌĐůŝĐŬŝŶŐĂŶĞŵĂŝůƚŚĂƚ ǁĞƐĞŶĚ͘ƚƚŚŝƐƐƚĂŐĞ͕ǁĞĮůƚĞƌŽƵƚƚŚĞŶĂŵĞƐƚŚĂƚŚĂǀĞŶ͛ƚĞŶŐĂŐĞĚǁŝƚŚƵƐ ĂƐĂďƌĂŶĚ͕ƐƵĐŚĂƐƚŚŽƐĞǁŚŽƐŝŵƉůLJƚŚƌĞǁďƵƐŝŶĞƐƐĐĂƌĚƐŝŶƚŽŽƵƌďŽǁůĂƚ a trade show.
dŚĞƐĞůĞĂĚƐŚĂǀĞďĞĞŶƋƵĂůŝĮĞĚĂƐ͞ƐĂůĞƐͲƌĞĂĚLJ͟ďLJĂƐĂůĞƐƋƵĂůŝĮĐĂƟŽŶƌĞƉ͘
Opportunity
The sales team has accepted these leads and added them to the pipeline as ĂĚĞĂůƚŚĞLJĂƌĞĂĐƟǀĞůLJǁŽƌŬŝŶŐ͘
Customer
tĞŚĂǀĞĐůŽƐĞĚƚŚĞƐĞĚĞĂůƐĂŶĚǁŽŶŶĞǁĐƵƐƚŽŵĞƌďƵƐŝŶĞƐƐ͘;dŚĞƐĞĐƵƐƚŽŵĞƌƐ ĂƌĞƚŚĞŶƉĂƐƐĞĚŽŶƚŽĂŶĞǁƌĞǀĞŶƵĞĐLJĐůĞĨŽƌƵƉƐĞůůĂŶĚƌĞƚĞŶƟŽŶ͘Ϳ
© 2011 Marketo, Inc. All rights reserved.
SQL
Sales Lead
Opportunity Customer
dŚĞƐĞŵĂƌŬĞƟŶŐͲƋƵĂůŝĮĞĚůĞĂĚƐĂƌĞƉƌŽƐƉĞĐƚƐƚŚĂƚƐŚŽǁĞŶŽƵŐŚďĞŚĂǀŝŽƌĂů ĞŶŐĂŐĞŵĞŶƚŽƌďƵLJŝŶŐŝŶƚĞŶƚƚŚĂƚǁĞǁĂŶƚƚŽĐĂůůƚŚĞŵ͘
Lead Sales Lead
Sales
Lead
Nurturing Database
SAL
dŚŝƐƐƚĂŐĞƌĞĨĞƌƐƚŽƋƵĂůŝĮĞĚƉƌŽƐƉĞĐƚƐƚŚĂƚĐŽƵůĚďƵLJŽŶĞĚĂLJ͕ďƵƚĂƌĞŶ͛ƚLJĞƚ ƌĞĂĚLJĨŽƌĞŶŐĂŐĞŵĞŶƚǁŝƚŚƐĂůĞƐ͘͞YƵĂůŝĮĞĚ͟ĚĞŶŽƚĞƐƚŚĞƌŝŐŚƚŬŝŶĚŽĨƉĞƌƐŽŶ ĂƚƚŚĞƌŝŐŚƚŬŝŶĚŽĨĐŽŵƉĂŶLJ͕ĂƐĚĞƚĞƌŵŝŶĞĚďLJŽƵƌ͞Įƚ͟ƐĐŽƌŝŶŐƌƵůĞƐ͘dŚŝƐŝƐ ƚŚĞĮƌƐƚŵĞƚƌŝĐƚŚĂƚǁĞƌĞƉŽƌƚƚŽĨĞůůŽǁĞdžĞĐƵƟǀĞƐĂŶĚƚŚĞďŽĂƌĚ͘
Prospect & Recycled
SDR
Prospect
Engaged
MQL
DEFINITION
All Names
Marketing
STAGE
AWARENESS
Ϯϱ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
dŚƌĞĞĂƚĞŐŽƌŝĞƐŽĨ^ƚĂŐĞƐ Your company may use only a few revenue stages, or you may model something more ƐŽƉŚŝƐƟĐĂƚĞĚůŝŬĞDĂƌŬĞƚŽ͛ƐŵŽĚĞůʹďƵƚŶŽ ŵĂƩĞƌǁŚŝĐŚƐƉĞĐŝĮĐƐƚĂŐĞƐLJŽƵĐŚŽŽƐĞ͕ƚŚĞƌĞ ĂƌĞŽŶůLJƚŚƌĞĞĐĂƚĞŐŽƌŝĞƐŽĨƐƚĂŐĞƐ͗
CATEGORY
DEFINITION / TIMELINE
EXAMPLE
Inventory Stages
An inventory stage is a “holding pool” where leads and ĂĐĐŽƵŶƚƐĐĂŶƐŝƚĨŽƌĂŶƵŶůŝŵŝƚĞĚĂŵŽƵŶƚŽĨƟŵĞƵŶƟůƚŚĞLJ͛ƌĞ ready to move to another stage.
Common examples of inventory stages include the prospect ƉŽŽů͕ǁŚĞƌĞůĞĂĚƐĂƌĞŶƵƌƚƵƌĞĚƵŶƟůƚŚĞLJĂƌĞƐĂůĞƐͲƌĞĂĚLJ͖ ĂĐƟǀĞŽƉƉŽƌƚƵŶŝƟĞƐĂƌĞŶŽƚLJĞƚĐŽŵŵŝƩĞĚ ƚŽĂĐĞƌƚĂŝŶƟŵĞůŝŶĞ͘
Gate Stages
ŐĂƚĞƐƚĂŐĞŝƐĂƐŝŵƉůĞƋƵĂůŝĮĐĂƟŽŶĐŚĞĐŬǁŝƚŚŶŽƟŵĞ dimension.
Assume your company only wants leads from companies of $100+ million in revenue. In the gate stage, a lead will move ĨŽƌǁĂƌĚŝĨŚŝƐͬŚĞƌĐŽŵƉĂŶLJŚĂƐŵŽƌĞƚŚĂŶΨϭϬϬŵŝůůŝŽŶŝŶ ƌĞǀĞŶƵĞ͘/ĨŶŽƚ͕ƚŚĞůĞĂĚŝƐĚŝƐƋƵĂůŝĮĞĚ͘
SLA Stages
^>ƐƚĂŶĚƐĨŽƌ͞ƐĞƌǀŝĐĞůĞǀĞůĂŐƌĞĞŵĞŶƚ͘͟dŚĞƐĞƐƚĂŐĞƐĚĞŶŽƚĞ ĂĚĞĮŶĞĚƟŵĞƉĞƌŝŽĚŝŶǁŚŝĐŚĂůĞĂĚŵƵƐƚďĞĞǀĂůƵĂƚĞĚ ďĞĨŽƌĞŵŽǀŝŶŐĨŽƌǁĂƌĚŽƌďĞĞůŝŵŝŶĂƚĞĚĨƌŽŵƚŚĞƉƌŽĐĞƐƐ͘
tŚĞŶĂůĞĂĚŝƐĚĞĞŵĞĚ͞ƐĂůĞƐͲƌĞĂĚLJ͕͟ŝƚĐĂŶďĞĐŽŵĞ Ă͞ŵĂƌŬĞƟŶŐͲƋƵĂůŝĮĞĚůĞĂĚ͘͟dŚĞĂƉƉƌŽƉƌŝĂƚĞƐĂůĞƐ ƌĞƉƌĞƐĞŶƚĂƟǀĞŚĂƐϭϰĚĂLJƐƚŽĐŽŶƚĂĐƚƚŚĞůĞĂĚĂŶĚĐŚŽŽƐĞ ƚŽĂĐĐĞƉƚƚŚĞůĞĂĚ͕ĚŝƐƋƵĂůŝĨLJŝƚ͕ŽƌƌĞĐLJĐůĞŝƚďĂĐŬĨŽƌĨƵƌƚŚĞƌ nurturing. If a lead stays in this stage for over 14 days, it ďĞĐŽŵĞƐ͞ƐƚĂůĞ͕͟ǁŚŝĐŚĐĂŶƚƌŝŐŐĞƌĂƉƌŽĐĞƐƐƚŚĂƚĂůĞƌƚƐ ƐĂůĞƐŵĂŶĂŐĞŵĞŶƚŽƌĞǀĞŶƌĞĂƐƐŝŐŶƐƚŚĞůĞĂĚƚŽĂĚŝīĞƌĞŶƚ sales rep.
© 2011 Marketo, Inc. All rights reserved.
Ϯϲ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
ZĞǀĞŶƵĞ^ƚĂŐĞDŽĚĞůĞƐƚWƌĂĐƟĐĞƐ
ĞƚŽƵƌƐ
ďĞƐƚͲƉƌĂĐƟĐĞƌĞǀĞŶƵĞƐƚĂŐĞŵŽĚĞůŝƐďĂƐĞĚ ŽŶƚŚƌĞĞĨƵŶĚĂŵĞŶƚĂůƉƌŝŶĐŝƉůĞƐ͗
KĨĐŽƵƌƐĞ͕ŶŽƚĂůůůĞĂĚƐĨŽůůŽǁĂůŝŶĞĂƌ success path, so make sure your model ĂůƐŽĚĞĮŶĞƐ͞ĚĞƚŽƵƌƐƚĂŐĞƐ͟ƚŽĐĂƉƚƵƌĞ ůĞĂĚƐƚŚĂƚĂƌĞŶŽƚƋƵĂůŝĮĞĚ͕ŽƌƚŚĂƚƌĞƋƵŝƌĞ ĂĨĞǁƌŽƵŶĚƐŽĨŶƵƌƚƵƌŝŶŐďĞĨŽƌĞƚŚĞLJ͛ƌĞ sales-‐ready.
^ĂůĞƐƌĞƐŽƵƌĐĞƐĂƌĞƌĞůĂƟǀĞůLJĞdžƉĞŶƐŝǀĞ͘To provide the highest value, sales should not ĞŶŐĂŐĞǁŝƚŚƉƌŽƐƉĞĐƚƐƵŶƟůƉƌŽƐƉĞĐƚƐĂƌĞ ƌĞĂĚLJƚŽĞŶŐĂŐĞǁŝƚŚƐĂůĞƐ͘^ĂůĞƐŝŶƚĞƌĂĐƟŽŶƐ ƐŚŽƵůĚƐƚĂƌƚƌĞůĂƟǀĞůLJůĂƚĞŝŶƚŚĞƉŝƉĞůŝŶĞ͕ ŽŶĐĞůĞĂĚƐĂƌĞǁĞůůƋƵĂůŝĮĞĚ͕ĂŶĚƵƐĞůŽǁĞƌ ĐŽƐƚĐŚĂŶŶĞůƐƐƵĐŚĂƐŵĂƌŬĞƟŶŐƚŽĚĞǀĞůŽƉ ƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚĞǀĞƌLJŽŶĞĞůƐĞ͘ EŽůĞĂĚůĞŌďĞŚŝŶĚ͘ŽŶ͛ƚůĞƚƉŽƚĞŶƟĂů customers end up in “lead purgatory.” /ŵƉůĞŵĞŶƚ^>ƐƚĂŐĞƐǁŚĞƌĞǀĞƌƉŽƐƐŝďůĞ ƚŽĞŶƐƵƌĞLJŽƵƌůĞĂĚƐĞŝƚŚĞƌŇŽǁĨŽƌǁĂƌĚŽƌ ĂƌĞƌĞĐLJĐůĞĚďĂĐŬƚŽŵĂƌŬĞƟŶŐ͘ĞĂĚǁŚĞŶŚŝƐͬ ŚĞƌ>ĞĂĚ^ĐŽƌĞĞdžĐĞĞĚƐϭϬϬƉŽŝŶƚƐ͘ ϯ͘WƌŽƐƉĞĐƚŵĂLJďĞĐŽŵĞ/ŶĂĐƟǀĞ if they don’t respond to a campaign or visit LJŽƵƌǁĞďƐŝƚĞŝŶŵŽƌĞƚŚĂŶƐŝdžŵŽŶƚŚƐ͘ ϰ͘Ŷ/ŶĂĐƟǀĞ>ĞĂĚŵĂLJŵŽǀĞďĂĐŬ ƚŽWƌŽƐƉĞĐƚƐƚĂƚƵƐŝĨƚŚĞLJƌĞƐƉŽŶĚƚŽ a new program.
© 2011 Marketo, Inc. All rights reserved.
Ϯϳ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
džĂŵƉůĞ͗ DĂƌŬĞƚŽ͛ƐŽŵƉůĞƚĞZĞǀĞŶƵĞLJĐůĞ ĞůŽǁŝƐDĂƌŬĞƚŽ͛ƐĮŶĂůƌĞǀĞŶƵĞĐLJĐůĞĂƐ ƐŚŽǁŶŝŶƚŚĞZĞǀĞŶƵĞLJĐůĞDŽĚĞůĞƌ͘zŽƵ͛ůů note that it includes the success path stage, ĂƐǁĞůůĂƐĚĞƚŽƵƌƐĂŶĚƚƌĂŶƐŝƟŽŶƌƵůĞƐ͘
BENEFITS BEYOND ANALYTICS ƌĞǀĞŶƵĞĐLJĐůĞŵŽĚĞůĐƌĞĂƚĞƐĂĐŽŵŵŽŶůĂŶŐƵĂŐĞƚŚĞĞŶƟƌĞ ŽƌŐĂŶŝnjĂƟŽŶĐĂŶƵƐĞƚŽŵĞĂƐƵƌĞƌĞƐƵůƚƐ͕ƵŶĚĞƌƐƚĂŶĚƚŚĞƐƚĂƚƵƐŽĨ ĂŶLJƉƌŽƐƉĞĐƟǀĞĐƵƐƚŽŵĞƌ͕ĂŶĚĚĞĮŶĞƚŚĞĂĐƟŽŶƐƌĞƋƵŝƌĞĚĨƌŽŵĞĂĐŚ ĚĞƉĂƌƚŵĞŶƚ͘ĂƐĞĚŽŶƚŚŝƐ͕^ĂůĞƐĂŶĚDĂƌŬĞƟŶŐĐĂŶďĞƩĞƌĐŽŽƌĚŝŶĂƚĞ ƚŚĞŝƌĂĐƟǀŝƟĞƐĂŶĚĞŶƐƵƌĞĂůŝŐŶŵĞŶƚƚŚƌŽƵŐŚŽƵƚƚŚĞƌĞǀĞŶƵĞĐLJĐůĞ͘ A revenue stage model also provides ŽƉĞƌĂƟŽŶĂůďĞŶĞĮƚƐƚŚĂƚŝŵƉƌŽǀĞ ůĞĂĚŵĂŶĂŐĞŵĞŶƚƉƌŽĐĞƐƐĞƐ͘ƌĞǀĞŶƵĞƐƚĂŐĞŵŽĚĞůĐĂŶŚĞůƉLJŽƵ͗ ƵƐƚŽŵŝnjĞůĞĂĚŶƵƌƚƵƌŝŶŐďĂƐĞĚŽŶĞĂĐŚƉƌŽƐƉĞĐƚ͛ƐůŽĐĂƟŽŶŝŶƚŚĞĐLJĐůĞ ĂŶĚĂƵƚŽŵĂƟĐĂůůLJŵŽǀĞƉƌŽƐƉĞĐƚƐďĞƚǁĞĞŶŶƵƌƚƵƌŝŶŐƚƌĂĐŬƐĂƐƚŚĞLJ move through the funnel. ĚũƵƐƚůĞĂĚƐĐŽƌŝŶŐƌƵůĞƐĂŶĚƐĂůĞƐĂůĞƌƚƐďLJƐƚĂŐĞ͘&ŽƌĞdžĂŵƉůĞ͕LJŽƵ ŵŝŐŚƚďĞŝŶƚĞƌĞƐƚĞĚŝĨĂŶĞĂƌůLJͲƐƚĂŐĞƉƌŽƐƉĞĐƚǀŝƐŝƚƐLJŽƵƌƉƌŝĐŝŶŐƉĂŐĞ͕ ďƵƚĞdžƉĞĐƚŝƚĨƌŽŵĂůĂƚĞƐƚĂŐĞŽƉƉŽƌƚƵŶŝƚLJ͘ dƌŝŐŐĞƌĐĂŵƉĂŝŐŶƐĂŶĚƐĂůĞƐĂĐƟŽŶƐĂƐƉƌŽƐƉĞĐƚƐƚƌĂŶƐŝƟŽŶĨƌŽŵƐƚĂŐĞ to stage. ĞĮŶĞƐĞƌǀŝĐĞůĞǀĞůĂŐƌĞĞŵĞŶƚƐĨŽƌŚŽǁůŽŶŐĂůĞĂĚĐĂŶƐƚĂLJŝŶĐĞƌƚĂŝŶ ƐƚĂŐĞƐ͕ĂŶĚĂƵƚŽŵĂƟĐĂůůLJƐĞŶĚĂůĞƌƚƐĂŶĚƚƌŝŐŐĞƌĐĂŵƉĂŝŐŶƐǁŚĞŶůĞĂĚƐ ŐŽƐƚĂůĞ͘&ŽƌĞdžĂŵƉůĞ͕LJŽƵĐĂŶƌĞĂƐƐŝŐŶĂůĞĂĚŝĨŶŽƐĂůĞƐĂĐƟŽŶŝƐƚĂŬĞŶ ǁŝƚŚŝŶĂƐƉĞĐŝĮĐƟŵĞ͘
© 2011 Marketo, Inc. All rights reserved.
Ϯϴ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
REVENUE CYCLE METRICS THAT MATTER tŝƚŚƚŚĞŵŽĚĞůŝŶƉůĂĐĞ͕ŵĂƌŬĞƚĞƌƐĐĂŶďĞŐŝŶ ƚŽĞdžƉůŽƌĞƚŚĞĨŽƵƌŬĞLJ͞ŵĞƚƌŝĐƐƚŚĂƚŵĂƩĞƌ͗͟ &ůŽǁ͕ĂůĂŶĐĞ͕ŽŶǀĞƌƐŝŽŶĂŶĚsĞůŽĐŝƚLJ͘ dŚŝƐŝƐǁŚĞƌĞĐƌŝƟĐĂůŝŶƐŝŐŚƚĐĂŶďĞŐĂŝŶĞĚ ŝŶŵĞĂƐƵƌŝŶŐĂŶĚŽƉƟŵŝnjŝŶŐŵĂƌŬĞƟŶŐ͛Ɛ ĂŐŐƌĞŐĂƚĞŝŵƉĂĐƚŽŶƌĞǀĞŶƵĞ͘
© 2011 Marketo, Inc. All rights reserved.
METRIC
QUESTIONS IT WILL ANSWER
EXAMPLES
Flow (Lead Generation)
,ŽǁŵĂŶLJƉĞŽƉůĞĞŶƚĞƌĞĚĞĂĐŚƐƚĂŐĞ ŝŶĂŐŝǀĞŶƉĞƌŝŽĚ͍ ƌĞƚŚĞƐĞƚƌĞŶĚŝŶŐƵƉŽƌĚŽǁŶ͍
Balance (Lead Counts)
,ŽǁŵĂŶLJƉĞŽƉůĞĂƌĞŝŶĞĂĐŚ ƉŝƉĞůŝŶĞƐƚĂŐĞ͍ ,ŽǁŵĂŶLJĂĐĐŽƵŶƚƐ͍ ,ŽǁĚŽĞƐƚŚĂƚǀĂƌLJďLJůĞĂĚƚLJƉĞ͍ ƌĞƚŚĞďĂůĂŶĐĞƐŐŽŝŶŐƵƉŽƌĚŽǁŶ ŽǀĞƌƟŵĞ͍
ŽǁŵĂŶLJŶĞǁƉƌŽƐƉĞĐƚƐǁĞƌĞĐƌĞĂƚĞĚ , ůĂƐƚŵŽŶƚŚ͕ĂŶĚŚŽǁŵĂŶLJŵĂƌŬĞƟŶŐƋƵĂůŝĮĞĚ ůĞĂĚƐĚŝĚǁĞƉĂƐƐůĂƐƚǁĞĞŬ͍ ,ŽǁŵĂŶLJĂĐƟǀĞƉƌŽƐƉĞĐƚƐĚŽ/ŚĂǀĞʹ ƐŝŶĐĞƚŚĞƐŝnjĞŽĨŵLJƚĂƌŐĞƚƉƌŽƐƉĞĐƚĚĂƚĂďĂƐĞ ŝƐĂŬĞLJůĞĂĚŝŶŐŝŶĚŝĐĂƚŽƌŽĨĨƵƚƵƌĞƐƵĐĐĞƐƐ͍
Conversion
ŚĂƚŝƐƚŚĞĐŽŶǀĞƌƐŝŽŶƌĂƟŽ t ĨƌŽŵƐƚĂŐĞƚŽƐƚĂŐĞ͍ Which types of leads have ƚŚĞďĞƐƚĐŽŶǀĞƌƐŝŽŶƌĂƚĞ͍
Velocity
tŚĂƚŝƐƚŚĞĂǀĞƌĂŐĞ͞ƌĞǀĞŶƵĞĐLJĐůĞ͟ƟŵĞ͍ ,ŽǁĚŽĞƐŝƚďƌĞĂŬĚŽǁŶďLJƐƚĂŐĞ͍
tŚŝĐŚ;ŝĨĂŶLJͿŽĨŵLJĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ ĂƌĞƚƌĞŶĚŝŶŐƵƉŽƌĚŽǁŶ͍ Do certain types of leads move faster through ƚŚĞƉŝƉĞůŝŶĞ͍ ,ŽǁŝƐƚŚĞŝƌƐƉĞĞĚĐŚĂŶŐŝŶŐŽǀĞƌƟŵĞ͍
Ϯϵ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
dŚĞůĂƌŐĞƌLJŽƵƌŇŽǁŝŶĂŶLJŐŝǀĞŶ ƐƚĂŐĞ͕ƚŚĞŵŽƌĞŵĞĂŶŝŶŐĨƵůƚŚĞƐĞ ŵĞƚƌŝĐƐďĞĐŽŵĞ͘ Companies that sell a lot of deals at lower ƉƌŝĐĞƉŽŝŶƚƐǁŝůůĮŶĚŵŽƌĞƐŝŐŶŝĮĐĂŶĐĞŝŶƚŚĞŝƌ ĐŽŶǀĞƌƐŝŽŶŵĞƚƌŝĐƐĂŶĚŇŽǁƚŚĂŶĐŽŵƉĂŶŝĞƐ that sell fewer deals of greater size. But even ĐŽŵƉĂŶŝĞƐŝŶƚŚĞůĂƩĞƌƐĐĞŶĂƌŝŽǁŝůůĮŶĚ ŵĞĂŶŝŶŐĨƵůŇŽǁĂŶĚƌĞƐƵůƚƐĚĂƚĂĂƚƚŚĞĞĂƌůLJ stages of their funnel. In this case, digging into your earlier stages can serve as a valid proxy ĨŽƌŵĂƌŬĞƟŶŐZK/͘ For example, a company that closes only ƐĞǀĞƌĂůĚĞĂůƐƉĞƌƋƵĂƌƚĞƌŵĂLJĮŶĚŝƚŵŽƌĞ meaningful than a company closing many ĚĞĂůƐƚŽŵĞĂƐƵƌĞŵĂƌŬĞƟŶŐ͛ƐƌĞƐƵůƚƐŽŶ ƋƵĂůŝĮĞĚůĞĂĚƐŐĞŶĞƌĂƚĞĚƌĂƚŚĞƌƚŚĂŶ ŵĞĂƐƵƌŝŶŐĐůŽƐĞĚďƵƐŝŶĞƐƐʹĞƐƉĞĐŝĂůůLJƚŚĞ ZK/ŽĨƐƉĞĐŝĮĐƉƌŽŐƌĂŵƐ͘
QUESTION: SHOULD METRICS COUNT PEOPLE, ACCOUNTS OR DOLLARS? WĞŽƉůĞĂƌĞƚŚĞĞĂƐŝĞƐƚǀĂƌŝĂďůĞƐƚŽƚƌĂĐŬĂĐƌŽƐƐƚŚĞ ĞŶƟƌĞƌĞǀĞŶƵĞĐLJĐůĞ͕ďƵƚƚŚĞǀĂůƵĞŽĨƚŚĞƐĞŵĞƚƌŝĐƐ ŝƐůŝŵŝƚĞĚďĞĐĂƵƐĞƌĞǀĞŶƵĞƵƐƵĂůůLJĐŽŵĞƐĨƌŽŵ accounts, not individuals. ĐĐŽƵŶƚƐĂƌĞƌĞůĂƟǀĞůLJĞĂƐLJƚŽƚƌĂĐŬĨŽƌůĂƚĞƌͲƐƚĂŐĞ ĚĞĂůƐ͕ďƵƚZDƐLJƐƚĞŵƐƐƵĐŚĂƐƐĂůĞƐĨŽƌĐĞ͘ĐŽŵŵĂŬĞ it hard to track accounts for early-‐stage leads. ŽůůĂƌƐĂƌĞǁŚĂƚǁĞǁĂŶƚ͕ďƵƚŝƚŝƐĚŝĸĐƵůƚƚŽ ĂĐĐƵƌĂƚĞůLJƚƌĂĐŬƌĞǀĞŶƵĞƵŶƟůƚŚĞƐĂůĞƐĐLJĐůĞ͘ůƐŽ͕ ŝĨLJŽƵƌĚĞĂůĂŵŽƵŶƚƐĂƌĞŚŝŐŚůLJǀĂƌŝĂďůĞ;ŽƌũƵƐƚ ůĂƌŐĞͿ͕ƐŽŵĞŽĨLJŽƵƌŵĂƌŬĞƟŶŐĂĐƟǀŝƟĞƐǁŝůůƐŚŽǁ ǁŝůĚƉƌŽĮƚƐǁŚŝůĞŽƚŚĞƌƐǁŝůůŶŽƚ͕ďĂƐĞĚƐŝŵƉůLJŽŶ ǁŚĞƚŚĞƌĂĚĞĂůŚĂƐĐůŽƐĞĚ͘/ƚ͛ƐĂďŝƚůŝŬĞƉůĂLJŝŶŐ ƌŽƵůĞƩĞ͘ Given these pros and cons, most companies ;ŝŶĐůƵĚŝŶŐDĂƌŬĞƚŽͿĮŶĚƚŚĂƚĂŵŝdžŽĨƚŚĞƐĞƚŚƌĞĞ ĂƉƉƌŽĂĐŚĞƐŝƐďĞƐƚ͘
,ĞƌĞŝƐĂƐĐƌĞĞŶƐŚŽƚŽĨDĂƌŬĞƚŽ͛ƐZĞǀĞŶƵĞLJĐůĞŶĂůLJƟĐƐĂƐŚďŽĂƌĚ͘EŽƚĞƚŚĞĂďŝůŝƚLJƚŽƐĞĞƚŚĞŵĞƚƌŝĐƐƚŚĂƚ ŵĂƩĞƌ͗ďĂůĂŶĐĞ͕ŇŽǁ͕ĐŽŶǀĞƌƐŝŽŶ͕ĂŶĚǀĞůŽĐŝƚLJ͘dŚĞĂďŝůŝƚLJƚŽƚƌĂĐŬŚŽǁĂůůƚŚŽƐĞŵĞƚƌŝĐƐĂƌĞƚƌĞŶĚŝŶŐŽǀĞƌƟŵĞ ŐŝǀĞƐĐƌŝƟĐĂůŝŶƐŝŐŚƚŝŶƚŽƚƌĞŶĚƐǀĞƌƐƵƐŚŝƐƚŽƌŝĐĂůďĞŶĐŚŵĂƌŬƐ͕ĂŶĚĚƌŝůůŝŶŐĚŽǁŶŝŶƚŽƉĞƌĨŽƌŵĂŶĐĞďLJůĞĂĚƐŽƵƌĐĞ͕ ďƵƐŝŶĞƐƐƵŶŝƚ͕ŐĞŽŐƌĂƉŚLJ͕ĞƚĐ͘ŚĞůƉƐƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞĂŐŐƌĞŐĂƚĞƌĞǀĞŶƵĞŝŵƉĂĐƚŽĨĞĂĐŚůĞĂĚƚLJƉĞ͘
© 2011 Marketo, Inc. All rights reserved.
ϯϬ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
džĂŵƉůĞ͗DĂƌŬĞƚŽ͛ƐDĞƚƌŝĐƐ
KƉƉŽƌƚƵŶŝƟĞƐ͘ƐĚŝƐĐƵƐƐĞĚĂďŽǀĞ͕ŽƵƌ ^ZƐĂƉƉůLJĂǀĞƌLJƐƚƌŝĐƚĮůƚĞƌƚŽǁŚĂƚƚŚĞLJ ƋƵĂůŝĨLJĂŶĚƉĂƐƐŽŶƚŽƚŚĞƐĂůĞƐƚĞĂŵ͘KƵƌ ^ZƐŽŶůLJƉĂƐƐϳйŽĨĂůů>ĞĂĚƐƚŽŽƵƌ Ɛ ĂƐ^ĂůĞƐ>ĞĂĚƐʹďƵƚĂĨƵůůϴϬйŽĨǁŚĂƚƚŚĞLJ ƉĂƐƐŐĞƚƐĐŽŶǀĞƌƚĞĚƚŽĂŶKƉƉŽƌƚƵŶŝƚLJ͘ Let’s use Marketo’s actual revenue cycle /ƚ͛ƐƚLJƉŝĐĂůĨŽƌŵŽƌĞƚŚĂŶŽŶĞůĞĂĚƚŽďĞ ŵĞƚƌŝĐƐƚŽŝůůƵƐƚƌĂƚĞ͗ ĂƩĂĐŚĞĚƚŽĞĂĐŚKƉƉŽƌƚƵŶŝƚLJ͕ƐŽƚŚĞƌĞƐƵůƟŶŐ WĂŝĚEĂŵĞƐ͘ As of early 2011, Marketo spends ĐŽŵďŝŶĞĚĐŽŶǀĞƌƐŝŽŶďĞƚǁĞĞŶŶƵŵďĞƌŽĨ ůĞĂĚƐĂŶĚŶƵŵďĞƌŽĨŽƉƉŽƌƚƵŶŝƟĞƐŝƐϰй͘dŚŝƐ ~$275,000 a month on various demand means an incremental opportunity is worth ŐĞŶĞƌĂƟŽŶƉƌŽŐƌĂŵƐƚŽƉƌŽĚƵĐĞϵ͕ϱϬϬŶĞǁ ĂďŽƵƚΨϮ͕ϬϬϬŝŶƚĞƌŵƐŽĨǀĂƌŝĂďůĞĚĞŵĂŶĚ ƉĂŝĚEĂŵĞƐĞĂĐŚŵŽŶƚŚ͘ ŐĞŶĞƌĂƟŽŶŝŶǀĞƐƚŵĞŶƚ͘ WƌŽƐƉĞĐƚƐ͘ďŽƵƚϰϬйŽĨƉĂŝĚEĂŵĞƐ EĞǁƵƐƚŽŵĞƌƐ͘&ŝŶĂůůLJ͕DĂƌŬĞƚŽǁŝŶƐĂďŽƵƚ ƵůƟŵĂƚĞůLJďĞĐŽŵĞWƌŽƐƉĞĐƚƐ͕ŐĞŶĞƌĂƟŶŐв ϯϱйŽĨĂůůŽƉƉŽƌƚƵŶŝƟĞƐ;ƚŚĞǀĂƐƚŵĂũŽƌŝƚLJŽĨ ŽĨĂůůŽƵƌWƌŽƐƉĞĐƚƐ͖ŝŶďŽƵŶĚƉƌŽŐƌĂŵƐ ƚŚĞŽƚŚĞƌƐĂƌĞĚĞĨĞƌƌĞĚŽƌŶŽĚĞĐŝƐŝŽŶͿ͕ƐŽĂŶ ŐĞŶĞƌĂƚĞƚŚĞƌĞŵĂŝŶŝŶŐЬ͘KƵƌĂǀĞƌĂŐĞ ŝŶĐƌĞŵĞŶƚĂůĐƵƐƚŽŵĞƌŝƐǁŽƌƚŚĂďŽƵƚΨϱ͕ϴϬϬ ŝŶǀĞƐƚŵĞŶƚƉĞƌƉĂŝĚWƌŽƐƉĞĐƚŝƐΨϳϯ͕ĂŶĚƚŚĞ ŽĨŵĂƌŐŝŶĂůĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶŝŶǀĞƐƚŵĞŶƚ͘ ĂǀĞƌĂŐĞĨŽƌĂůůWƌŽƐƉĞĐƚƐŝƐΨϱϱ͘ Understanding the conversion rates and ǀĞůŽĐŝƟĞƐŽĨĞĂĐŚƐƚĂŐĞŝŶLJŽƵƌƌĞǀĞŶƵĞ ĐLJĐůĞǁŝůůŚĞůƉLJŽƵďĞƩĞƌƵŶĚĞƌƐƚĂŶĚʹĂŶĚ communicate – your revenue cycle economics.
ŽŶǀĞƌƐŝŽŶŽĨWƌŽƐƉĞĐƚƐƚŽ>ĞĂĚƐ͘Typically, ϮϬйŽĨŽƵƌŶĞǁWƌŽƐƉĞĐƚƐďĞĐŽŵĞ>ĞĂĚƐŝŶƚŚĞ ĮƌƐƚŵŽŶƚŚ͕ĂŶĚƚŚĞƌĞƐƚĞŶƚĞƌŽƵƌŶƵƌƚƵƌŝŶŐ ĚĂƚĂďĂƐĞ͘^ůŝŐŚƚůLJůĞƐƐƚŚĂŶŚĂůĨŽĨŽƵƌ>ĞĂĚƐ ĐŽŵĞĨƌŽŵŶĞǁWƌŽƐƉĞĐƚƐ͕ĂŶĚƚŚĞƌĞƐƚĐŽŵĞ ĨƌŽŵƚŚĞŶƵƌƚƵƌĞĚĂƚĂďĂƐĞ͘KŶĂǀĞƌĂŐĞ͕ ϰйŽĨƚŚĞŶƵƌƚƵƌĞĚĂƚĂďĂƐĞďĞĐŽŵĞƐĂ>ĞĂĚ ĞĂĐŚŵŽŶƚŚ͕ĂŶĚĂďŽƵƚϭϬйŐŽĞƐ͞ŝŶĂĐƟǀĞ͕͟ meaning they haven’t done anything in six ŵŽŶƚŚƐ͘ďŽƵƚϰϬйŽĨWƌŽƐƉĞĐƚƐǁŝůůďĞĐŽŵĞ Leads over a two-‐year period.
© 2011 Marketo, Inc. All rights reserved.
dŚŝƐŝŶĨŽƌŵĂƟŽŶŝƐŝŶǀĂůƵĂďůĞǁŚĞŶŝƚĐŽŵĞƐ ƟŵĞƚŽƐĞƚĂŶĚĚĞĨĞŶĚƚŚĞŵĂƌŬĞƟŶŐďƵĚŐĞƚ͘ ƚDĂƌŬĞƚŽ͕ǁĞƐĞƚƚŚĞĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶ ďƵĚŐĞƚďLJǁŽƌŬŝŶŐďĂĐŬǁĂƌĚƐĨƌŽŵŚŽǁŵĂŶLJ customers we want to close in future months. It also allows us to answer precisely how ĂŶĚǁŚĞŶŵŽƌĞ;ŽƌůĞƐƐͿďƵĚŐĞƚǁŝůůŝŵƉĂĐƚ revenue.
LEAD DEFINITIONS & CONVERSION RATES: AN INTIMATE RELATIONSHIP dŚĞƌĞǁŝůůĂůǁĂLJƐďĞĂƚƌĂĚĞͲŽīďĞƚǁĞĞŶŚŽǁƐƚƌŝĐƚůLJ LJŽƵĚĞĮŶĞLJŽƵƌůĞĂĚƐĂŶĚƚŚĞĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐLJŽƵ ƐĞĞĂƐĂƌĞƐƵůƚ͘ƚDĂƌŬĞƚŽ͕ǁĞƵƐĞďĞŚĂǀŝŽƌĂůůĞĂĚ ƐĐŽƌŝŶŐƚŽĚĞƚĞƌŵŝŶĞǁŚĞŶĂWƌŽƐƉĞĐƚďĞĐŽŵĞƐĂ >ĞĂĚƚŚĂƚŽŶĞŽĨŽƵƌ^ĂůĞƐĞǀĞůŽƉŵĞŶƚZĞƉƌĞƐĞŶƚĂ-‐ ƟǀĞƐ;^ZƐͿƐŚŽƵůĚĐŽŶƚĂĐƚ͘ &ŽƌDĂƌŬĞƚŽ͕ŝƚŝƐƌĞůĂƟǀĞůLJŝŶĞdžƉĞŶƐŝǀĞĨŽƌĂŶ^Z ƚŽĐĂůůĂŶŝŶĐƌĞŵĞŶƚĂůůĞĂĚ͕ďƵƚƌĞůĂƟǀĞůLJĞdžƉĞŶƐŝǀĞ ŝŶŽƉƉŽƌƚƵŶŝƚLJĐŽƐƚŝĨǁĞŵŝƐƐŽƵƚŽŶĂƉŽƚĞŶƟĂů deal. &ŽƌƚŚŝƐƌĞĂƐŽŶ͕DĂƌŬĞƚŽŝƐƌĞůĂƟǀĞůLJůŽŽƐĞ ŝŶǁŚĂƚǁĞĐĂůůĂ>ĞĂĚ͘ƚƚŚĞƐĂŵĞƟŵĞ͕ǁĞĚŽŶ͛ƚ ǁĂŶƚƚŽĂŶŶŽLJƉŽƚĞŶƟĂůĐƵƐƚŽŵĞƌƐďLJĐĂůůŝŶŐƚŚĞŵ ƚŽŽĞĂƌůLJŝŶƚŚĞďƵLJŝŶŐĐLJĐůĞ͘^ŽǁĞ͛ǀĞƐĞƚŽƵƌ ƐĐŽƌŝŶŐƚŚƌĞƐŚŽůĚƐƐƵĐŚƚŚĂƚĂďŽƵƚϮϬйŽĨĂůůŶĞǁ WƌŽƐƉĞĐƚƐďĞĐŽŵĞ>ĞĂĚƐǁŝƚŚŝŶĂƐŚŽƌƚƟŵĞĨƌĂŵĞ͕ ĂŶĚĂďŽƵƚϰйŽĨƚŚĞĂĐƟǀĞWƌŽƐƉĞĐƚĚĂƚĂďĂƐĞ ďĞĐŽŵĞƐĂ>ĞĂĚĞǀĞƌLJŵŽŶƚŚ͘ ƵƚǁŚŝůĞǁĞŝŶĐƵƌĂƌĞůĂƟǀĞůLJůŽǁĐŽƐƚŽŶ^ZƐ͕ŝƚ͛Ɛ ŵƵĐŚŵŽƌĞĞdžƉĞŶƐŝǀĞǁŚĞŶŽƵƌĐĐŽƵŶƚ džĞĐƵƟǀĞƐ ; ƐͿĐĂůů^ĂůĞƐ>ĞĂĚƐ͘dŚĂƚ͛ƐǁŚLJDĂƌŬĞƚŽ͛Ɛ^ZƐ ĂƉƉůLJĂǀĞƌLJƐƚƌŝĐƚĮůƚĞƌƚŽǁŚŝĐŚ>ĞĂĚƐƚŚĞLJƋƵĂůŝĨLJ ĂŶĚƉĂƐƐŽŶƚŽƚŚĞ^ĂůĞƐdĞĂŵ͘/ŶĨĂĐƚ͕ŽƵƌ^ZƐƉĂƐƐ ŽŶůLJϳйŽĨƚŚĞŝƌ>ĞĂĚƐƚŽ^ĂůĞƐʹďƵƚĂĨƵůůϴϬйŽĨ ƚŚŽƐĞ^ĂůĞƐ>ĞĂĚƐĐŽŶǀĞƌƚƚŽKƉƉŽƌƚƵŶŝƟĞƐ͘
ϯϭ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
ƌŝůůŝŶŐŝŶďLJ>ĞĂĚdLJƉĞ ŝīĞƌĞŶƚƚLJƉĞƐŽĨůĞĂĚƐǁŝůůŵŽǀĞƚŚƌŽƵŐŚ ƚŚĞƌĞǀĞŶƵĞƐƚĂŐĞƐĚŝīĞƌĞŶƚůLJ͖ƐŽŵĞǁŝůů ŚĂǀĞďĞƩĞƌĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐƚŚĂŶŽƚŚĞƌƐ͕ some will convert faster than others. That’s ǁŚLJZĞǀĞŶƵĞLJĐůĞŶĂůLJƟĐƐďĞĐŽŵĞĞǀĞŶ more powerful when you can drill into the ŵĞƚƌŝĐƐƚŚĂƚŵĂƩĞƌ;ďĂůĂŶĐĞ͕ŇŽǁ͕ĐŽŶǀĞƌƐŝŽŶ͕ ǀĞůŽĐŝƚLJͿďLJůĞĂĚƚLJƉĞ͘ Important Lead Type Variables >ĞĂĚdLJƉĞŝƐĂŶLJƐƉĞĐŝĮĐĐĂƚĞŐŽƌLJŽĨ ůĞĂĚƐƚŚĂƚŵĂLJŵŽǀĞƚŚƌŽƵŐŚƚŚĞƌĞǀĞŶƵĞ ĐLJĐůĞĚŝīĞƌĞŶƚůLJ͘ džĂŵƉůĞƐŝŶĐůƵĚĞ͗ >ĞĂĚƐŽƵƌĐĞ͗>ĞĂĚƐŐĞŶĞƌĂƚĞĚĨƌŽŵ ƉĂLJͲƉĞƌͲĐůŝĐŬǁŝůůƵƐƵĂůůLJĐŽŶǀĞƌƚĨĂƐƚĞƌ ƚŚĂŶůĞĂĚƐĨƌŽŵƉƵƌĐŚĂƐĞĚůŝƐƚƐ͘ ŽŵƉĂŶLJƐŝnjĞ͗>ĞĂĚƐĨƌŽŵůĂƌŐĞĞŶƚĞƌƉƌŝƐĞƐ ŵĂLJĐŽŶǀĞƌƚŵŽƌĞƐůŽǁůLJƚŚĂŶ^DůĞĂĚƐ͘ ŝǀŝƐŝŽŶ͗tŚĞƚŚĞƌLJŽƵƌĚŝǀŝƐŝŽŶƐĂƌĞ ďLJŐĞŽŐƌĂƉŚLJ͕ďƵƐŝŶĞƐƐƵŶŝƚŽƌďŽƚŚ͕ ƚŚĞůĞĂĚƐĨƌŽŵĞĂĐŚĚŝǀŝƐŝŽŶǁŝůůůŝŬĞůLJ ďĞŚĂǀĞĚŝīĞƌĞŶƚůLJ͘
KƚŚĞƌĞdžĂŵƉůĞƐŵŝŐŚƚŝŶĐůƵĚĞŝŶĚƵƐƚƌLJ͕ product line, or channel source. Drilling in ďLJůĞĂĚƚLJƉĞŝƐĂŐƌĞĂƚǁĂLJƚŽŵĂŬĞďĞƩĞƌ ŵĂƌŬĞƟŶŐŝŶǀĞƐƚŵĞŶƚĂŶĚŵŝdžĚĞĐŝƐŝŽŶƐ͘EŽƚ ŽŶůLJĐĂŶLJŽƵƉĂƌƐĞƚŚĞĚŝīĞƌĞŶĐĞƐďĞƚǁĞĞŶ LJŽƵƌĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ͕ǀĞůŽĐŝƟĞƐ͕ĂŶĚLJŽƵƌ ŝŶǀĞƐƚŵĞŶƚƐƌĞƋƵŝƌĞĚĨŽƌĞĂĐŚůĞĂĚƚLJƉĞ͖ LJŽƵ͛ůůĂůƐŽďĞĂďůĞƚŽƚƌĂĐŬǁŚĂƚŝƐƚƌĞŶĚŝŶŐ up and down. For example, if your leads for a certain source ŽƌƉƌŽĚƵĐƚĂƌĞĐŽŶǀĞƌƟŶŐĨĂƐƚĞƌƚŚĂŶŽƚŚĞƌƐ͕ ŝƚŵĂLJďĞĂƐŝŐŶƚŽŝŶǀĞƐƚŵŽƌĞŝŶƚŚĂƚĂƌĞĂ͘
LEAD SOURCE
CONVERSION RATIO (ALL TYPES)
AVG TRANSITION TIME (DAYS)
FLOW
Website
ϰϳ͘ϳϳй
14
Ϯϰϲϱ
Online Ad
ϭϯ͘ϴϳй
29
ϭϳϯϲ
Trade Show – Virtual
ϭϭ͘ϲϳй
54
ϭϯϲϮ
Trade Show
ϭϰ͘ϰϵй
37
ϵϰϲ
AppExchange
ϱϬ͘ϴϴй
15
ϰϲϰ
Webinar
ϭϳ͘Ϭϯй
38
418
Alliance
ϯϲ͘ϵϱй
37
313
PPC_GS_US
ϰϯ͘ϰϴй
13
ϮϲϬ
Not Available
Ϯϲ͘ϯϮй
4
234
Sponsorship
ϱ͘ϰϰй
70
229
Partner
ϴ͘ϴϮй
55
ϭϲϰ
Content Syndication
ϭϬ͘Ϭϰй
37
133
Web Direct
ϯϬ͘ϴϯй
44
115
Organic – Google
ϰϰ͘ϴϰй
24
113
Web Referral
ϱϭ͘ϲϯй
40
111
džĂŵƉůĞŽĨƌĞǀĞŶƵĞĐLJĐůĞŵĞƚƌŝĐƐďLJ>ĞĂĚ^ŽƵƌĐĞ͘,ĞƌĞ͕ǁĞƐĞĞDĂƌŬĞƚŽ͛ƐWƌŽƐƉĞĐƚƚŽ>ĞĂĚĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ͕ ŇŽǁƐ͕ĂŶĚǀĞůŽĐŝƟĞƐďLJůĞĂĚƐŽƵƌĐĞ͘dŚŝƐƐŚŽǁƐƚŚĂƚWƌŽƐƉĞĐƚƐĨƌŽŵƚŚĞƉƉ džĐŚĂŶŐĞĂŶĚtĞďƐŝƚĞĂƌĞƚŚĞ ŚŝŐŚĞƐƚƋƵĂůŝƚLJĂŶĚĂƌĞŵŽƐƚůŝŬĞůLJƚŽĐŽŶǀĞƌƚƚŽ>ĞĂĚƐ͖WƌŽƐƉĞĐƚƐĨƌŽŵWWƚĞŶĚƚŽĐŽŶǀĞƌƚƚŚĞĨĂƐƚĞƐƚ͖ĂŶĚ WƌŽƐƉĞĐƚƐĨƌŽŵ^ƉŽŶƐŽƌƐŚŝƉƐ͕WĂƌƚŶĞƌƐ͕sŝƌƚƵĂůdƌĂĚĞ^ŚŽǁƐ͕ĂŶĚŽŶƚĞŶƚ^LJŶĚŝĐĂƟŽŶĐŽŶǀĞƌƚĂƚƚŚĞƐůŽǁĞƐƚƌĂƚĞ͘
© 2011 Marketo, Inc. All rights reserved.
ϯϮ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
REVENUE PERFORMANCE MANAGEMENT METRICS ZĞǀĞŶƵĞWĞƌĨŽƌŵĂŶĐĞDĂŶĂŐĞŵĞŶƚ;ZWDͿ ŝƐĂƐƚƌĂƚĞŐLJƚŽŽƉƟŵŝnjĞŝŶƚĞƌĂĐƟŽŶƐǁŝƚŚ ďƵLJĞƌƐĂĐƌŽƐƐƚŚĞƌĞǀĞŶƵĞĐLJĐůĞƚŽĂĐĐĞůĞƌĂƚĞ ƉƌĞĚŝĐƚĂďůĞƌĞǀĞŶƵĞŐƌŽǁƚŚ͘ĞĐĂƵƐĞZWD ŝƐĂďŽƵƚƚƌĂŶƐĨŽƌŵŝŶŐŚŽǁŵĂƌŬĞƟŶŐĂŶĚ sales work – and work together – it requires a new set of metrics that focus not on how ŵĂƌŬĞƟŶŐŽƌƐĂůĞƐŝƐƉĞƌĨŽƌŵŝŶŐ͕ďƵƚŽŶƚŚĞ ŽǀĞƌĂůůĞīĞĐƟǀĞŶĞƐƐĂŶĚĞĸĐŝĞŶĐLJŽĨƚŚĞ end-‐to-‐end revenue engine. dŚĞďĞƐƚǁĂLJƚŽŵĞĂƐƵƌĞƚŚĞŽǀĞƌĂůů ĞīĞĐƟǀĞŶĞƐƐŽĨLJŽƵƌƌĞǀĞŶƵĞĞŶŐŝŶĞŝƐƚŽ ŵĞĂƐƵƌĞƚŽƚĂůƌĞǀĞŶƵĞ;ŽƌŬŝŶŐƐ͕ŽƌŐƌŽƐƐ ŵĂƌŐŝŶͿŐĞŶĞƌĂƚĞĚĚŝǀŝĚĞĚďLJƚŚĞƚŽƚĂůƐƉĞŶĚ ŽŶŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ͘dŚŝƐŵĞƚƌŝĐ͕ŵŽƌĞ than any other, provides an accurate measure ŽĨLJŽƵƌƌĞǀĞŶƵĞĞŶŐŝŶĞ͛ƐĞĸĐŝĞŶĐLJ͘
ZĞǀĞŶƵĞ ŶŐŝŶĞ īĞĐƟǀĞŶĞƐƐс
© 2011 Marketo, Inc. All rights reserved.
tŝƚŚĂŶZWDŵŝŶĚƐĞƚŝŶƉůĂĐĞ͕ĐŽŵƉĂŶŝĞƐ ďĞŐŝŶƚŽƌĞĂůŝnjĞƚŚĂƚƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚ ŵĂƌŬĞƟŶŐŵĞƚƌŝĐƐĂƌĞƌĞĂůůLJĂďŽƵƚƐĂůĞƐ ĞīĞĐƟǀĞŶĞƐƐ͘/ŶŽƚŚĞƌǁŽƌĚƐ͕ƚŚĞŵŽƐƚ ŝŵƉŽƌƚĂŶƚƋƵĞƐƟŽŶƐLJŽƵĐĂŶĂŶƐǁĞƌĂďŽƵƚ ŵĂƌŬĞƟŶŐ͛ƐƌĞƐƵůƚƐĂƌĞ͗ ϭ͘tŚĂƚĞīĞĐƚƐĂƌĞŵĂƌŬĞƟŶŐ͛ƐŝŶǀĞƐƚŵĞŶƚƐ ŚĂǀŝŶŐŽŶƐĂůĞƐ͛ĞīĞĐƟǀĞŶĞƐƐĂŶĚ ƉƌŽĚƵĐƟǀŝƚLJ͍
tŝƚŚƚŚŝƐŝŶŵŝŶĚ͕ŚĞƌĞĂƌĞƐŽŵĞĂĚĚŝƟŽŶĂů ŵĞƚƌŝĐƐƚŚĂƚĞīĞĐƟǀĞZWDŵĂƌŬĞƚĞƌƐĐĂŶĂĚĚ ƚŽƚŚĞŝƌŽǁŶĚĂƐŚďŽĂƌĚƐ͗ Ͳ Ͳ Ͳ Ͳ Ͳ
ǀĞƌĂŐĞƐĞůůŝŶŐƉƌŝĐĞ ^ĂůĞƐĐLJĐůĞƟŵĞƐ ^ĂůĞƐƉƌŽĚƵĐƟǀŝƚLJ tŝŶƌĂƚĞƐ dŝŵĞƚŽƌĂŵƉĂŶĞǁƐĂůĞƐƌĞƉ
Ϯ͘,ŽǁĂƌĞŵĂƌŬĞƟŶŐ͛ƐĂĐƟǀŝƟĞƐůŽǁĞƌŝŶŐ ƚŚĞƚŽƚĂůĞdžƉĞŶƐĞͲƚŽͲƌĞǀĞŶƵĞƌĂƟŽĨŽƌ ƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐĐŽŵďŝŶĞĚ;Ğ͘Ő͘ŚŽǁŝƐ ŵĂƌŬĞƟŶŐŝŵƉƌŽǀŝŶŐƚŚĞŶĞƚƌĞǀĞŶƵĞĞŶŐŝŶĞ ĞīĞĐƟǀĞŶĞƐƐͿ͍ tŚĞŶLJŽƵŶŽůŽŶŐĞƌĨŽĐƵƐŽŶŵĂƌŬĞƟŶŐ ŝŶŝƐŽůĂƟŽŶ͕ďƵƚƌĂƚŚĞƌŽŶŚŽǁŵĂƌŬĞƟŶŐ ŝŵƉĂĐƚƐƐĂůĞƐƉƌŽĚƵĐƟǀŝƚLJ͕LJŽƵǁŝůůŐĂŝŶ ĂŵƵĐŚŵŽƌĞĐŽŵƉƌĞŚĞŶƐŝǀĞǀŝĞǁŽĨLJŽƵƌ ĂĐƟǀŝƟĞƐ͛ƚƌƵĞZK/͘
;dŽƚĂůZĞǀĞŶƵĞŽƌŽŽŬŝŶŐƐͿ ;dŽƚĂůDĂƌŬĞƟŶŐĂŶĚ^ĂůĞƐ/ŶǀĞƐƚŵĞŶƚͿ
ϯϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϰ͗ZĞǀĞŶƵĞŶĂůLJƟĐƐ
dŚĞŝŐ>ŝƐƚŽĨZĞǀĞŶƵĞDĞƚƌŝĐƐ /ŶĐŽƌƉŽƌĂƟŶŐĂůůƚŚĞƐĞƚŽŐĞƚŚĞƌ͕ŚĞƌĞ͛Ɛ ĂďƌŽĂĚůŝƐƚŽĨŵĞƚƌŝĐƐLJŽƵĐĂŶĐŚŽŽƐĞĨƌŽŵ to measure your impact on revenue.
FLOW
CONVERSION
IMPACT
INVESTMENT
SALES AND RPM
OTHER
ηŽĨEĞǁEĂŵĞƐ
йEĂŵĞƚŽWƌŽƐƉĞĐƚ
йŽĨWŝƉĞůŝŶĞŽŶƚƌŝďƵƚĞĚ ďLJDĂƌŬĞƟŶŐ
/ŶǀĞƐƚŵĞŶƚƉĞƌEĞǁ EĂŵĞƐ
ǀĞƌĂŐĞ^ĞůůŝŶŐWƌŝĐĞ
ĂůĂŶĐĞŽĨĐƟǀĞWƌŽƐƉĞĐƚƐ in key inventory stages
ηWƌŽƐƉĞĐƚƐ
йWƌŽƐƉĞĐƚƚŽDĂƌŬĞƟŶŐͲ YƵĂůŝĮĞĚ>ĞĂĚ
sĂůƵĞŽĨWŝƉĞůŝŶĞ ŽŶƚƌŝďƵƚĞĚďLJDĂƌŬĞƟŶŐ
/ŶǀĞƐƚŵĞŶƚƉĞƌWƌŽƐƉĞĐƚ
^ĂůĞƐLJĐůĞdŝŵĞƐ
ĂůĂŶĐĞŽĨKƉĞŶ KƉƉŽƌƚƵŶŝƟĞƐ
ηDĂƌŬĞƟŶŐYƵĂůŝĮĞĚ Leads
йDĂƌŬĞƟŶŐͲYƵĂůŝĮĞĚ >ĞĂĚƚŽ^ĂůĞƐͲĐĐĞƉƚĞĚ Lead
йŽĨtŝŶƐŽŶƚƌŝďƵƚĞĚďLJ DĂƌŬĞƟŶŐ
/ŶǀĞƐƚŵĞŶƚƉĞƌDĂƌŬĞƟŶŐ YƵĂůŝĮĞĚ>ĞĂĚ
йZĞƉƐDĂŬŝŶŐYƵŽƚĂ
sĞůŽĐŝƚLJͬLJĐůĞdŝŵĞĨŽƌ EĞǁEĂŵĞƚŽ>ĞĂĚ
η^ĂůĞƐĐĐĞƉƚĞĚ>ĞĂĚƐ
й^ĂůĞƐͲĐĐĞƉƚĞĚ>ĞĂĚƚŽ KƉƉŽƌƚƵŶŝƚLJ
sĂůƵĞŽĨZĞǀĞŶƵĞ ŽŶƚƌŝďƵƚĞĚďLJDĂƌŬĞƟŶŐ
/ŶǀĞƐƚŵĞŶƚƉĞƌ^ĂůĞƐ Accepted Lead
dŝŵĞdŽZĂŵƉĂEĞǁ^ĂůĞƐ sĞůŽĐŝƚLJͬLJĐůĞdŝŵĞĨŽƌ ZĞƉ KƉƉŽƌƚƵŶŝƚLJƚŽtŝŶ
ηKƉƉŽƌƚƵŶŝƟĞƐ
йKƉƉŽƌƚƵŶŝƚLJƚŽtŝŶ
Investment per KƉƉŽƌƚƵŶŝƚLJ
ZWD ĸĐŝĞŶĐLJс;dŽƚĂů ZĞǀĞŶƵĞͿͬ;dŽƚĂů DĂƌŬĞƟŶŐн^ĂůĞƐ /ŶǀĞƐƚŵĞŶƚͿ
Investment per Win
dŽƚĂůWĞƌŝŽĚZĞǀĞŶƵĞ ǀƐYƵŽƚĂ
ηtŝŶƐ
η>ŽƐƚ
Discounts
ηŚƵƌŶ
WŝƉĞůŝŶĞ
ĞĂĚƐ͗EĞǁ^ŝŶĐĞ>ĂƐƚtĞĞŬ͕ EĞǁDŽŶƚŚͲdŽͲĂƚĞ͕йKŶͲdĂƌŐĞƚ ϯ͘EĞǁKƉƉŽƌƚƵŶŝƟĞƐ͗EĞǁ^ŝŶĐĞ>ĂƐƚtĞĞŬ͕ EĞǁDŽŶƚŚͲdŽͲĂƚĞ͕йKŶͲdĂƌŐĞƚ ϰ͘^ŝnjĞŽĨdĂƌŐĞƚWƌŽƐƉĞĐƚĂƚĂďĂƐĞ͗ ^ŝnjĞƚŽĚĂLJƉůƵƐƚƌĞŶĚŽǀĞƌϭϮŵŽŶƚŚƐ ϱ͘^ŝnjĞŽĨKƉĞŶKƉƉŽƌƚƵŶŝƚLJWŝƉĞůŝŶĞ͗ ^ŝnjĞƚŽĚĂLJƉůƵƐƚƌĞŶĚŽǀĞƌϭϮŵŽŶƚŚƐ ϲ͘EĞǁƵƐŝŶĞƐƐůŽƐĞĚ͗DŽŶƚŚͲdŽͲĂƚĞ͕ ǀƐYƵŽƚĂ͕йKŶͲdĂƌŐĞƚ ϳ͘hƉƐĞůůƵƐŝŶĞƐƐůŽƐĞĚ͗DŽŶƚŚͲdŽͲĂƚĞ͕ǀƐ YƵŽƚĂ͕йKŶͲdĂƌŐĞƚ ϴ͘ZĞŶĞǁĂůƐƵƐŝŶĞƐƐůŽƐĞĚ͗DŽŶƚŚͲdŽͲĂƚĞ͕ ǀƐYƵŽƚĂ͕йKŶͲdĂƌŐĞƚ
© 2011 Marketo, Inc. All rights reserved.
,ĞƌĞĂƌĞƐŽŵĞŽĨƚŚĞŬĞLJŵĞƚƌŝĐƐǁĞƚƌĂĐŬŽŶ ĂŵŽŶƚŚůLJďĂƐŝƐ͘tĞƚƌĂĐŬĐƚƵĂů͕dĂƌŐĞƚ͕ĂŶĚ ĐƚƵĂůͬdĂƌŐĞƚй͘tĞĂůƐŽƚƌĂĐŬƚŚĞϭϮͲŵŽŶƚŚ ƚƌĞŶĚĨŽƌĂůůƚŚĞƐĞǀĂƌŝĂŶƚƐŽǀĞƌƟŵĞ͘ ůůtĞďƐŝƚĞdƌĂĸĐ ƌĂŶĚĞĚdƌĂĸĐ ;ŝƌĞĐƚн͞DĂƌŬĞƚŽ͟ĞĂĚƐ EĞǁdĂƌŐĞƚĐƟǀĞ>ĞĂĚƐ Target Latent Leads /ŶďŽƵŶĚ>ĞĂĚƐ ^D>ĞĂĚƐͻtĞƐƚ ^D>ĞĂĚƐͻ ĂƐƚ ŶƚĞƌƉƌŝƐĞ>ĞĂĚƐ /ŶƚĞƌŶĂƟŽŶĂů>ĞĂĚƐ
dŽƚĂůEĞǁKƉƉŽƌƚƵŶŝƟĞƐ DĂƌŬĞƟŶŐͬ^ZKƉƉƐ ^ĂůĞƐKƵƚďŽƵŶĚKƉƉƐ ZĞĨĞƌƌĂůKƉƉƐ ^DKƉƉƐͻtĞƐƚ ^DKƉƉƐͻ ĂƐƚ ŶƚĞƌƉƌŝƐĞKƉƉƐ /ŶƚĞƌŶĂƟŽŶĂůKƉƉƐ
>ĞĂĚƚŽKƉƉй ^ŝnjĞŽĨdĂƌŐĞƚWƌŽƐƉĞĐƚĂƚĂďĂƐĞ
^ŝnjĞŽĨKƉĞŶKƉƉŽƌƚƵŶŝƚLJWŝƉĞůŝŶĞ ĞĨĞƌƌĞĚŽƌ>ŽƐƚKƉƉƐ EĞƚͲĚĚKƉƉƐ tŽŶKƉƉƐ ŽůůĂƌsĂůƵĞ
dŽƚĂůĞŵĂŶĚ'ĞŶĞƌĂƟŽŶ WƌŽŐƌĂŵƐ/ŶǀĞƐƚŵĞŶt ĞŵĂŶĚ'ĞŶ/ŶǀĞƐƚŵĞŶƚWĞƌWƌŽƐƉĞĐƚ ĞŵĂŶĚ'ĞŶ/ŶǀĞƐƚŵĞŶƚWĞƌKƉƉŽƌƚƵŶŝƚLJ dŽƚĂůDĂƌŬĞƟŶŐ/ŶǀĞƐƚŵĞŶƚ ;ůůWƌŽŐƌĂŵƐнůů,ĞĂĚĐŽƵŶƚͿ dŽƚĂůDĂƌŬĞƟŶŐ/ŶǀĞƐƚŵĞŶƚ WĞƌKƉƉŽƌƚƵŶŝƚLJ
dŽƚĂůŽŽŬŝŶŐƐ ^D ŶƚĞƌƉƌŝƐĞ Channel /ŶƚĞƌŶĂƟŽŶĂů Install Base ǀĞƌĂŐĞ^ĞůůŝŶŐWƌŝĐĞ ǀĞƌĂŐĞŝƐĐŽƵŶƚ ZĞƚĞŶƟŽŶͬŚƵƌŶ
ϯϲ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
© 2011 Marketo, Inc. All rights reserved.
ϯϳ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
WHY MEASURING MARKETING PROGRAMS IS DIFFICULT /ƚ͛ƐĞĂƐLJƚŽĂƐŬƚŚĞƋƵĞƐƟŽŶ͕͞tŚĂƚŬŝŶĚŽĨ ƌĞƐƵůƚƐĚŽŵLJƉƌŽŐƌĂŵƐĚĞůŝǀĞƌ͍͟,ŽǁĞǀĞƌ͕ ĚĞƚĞƌŵŝŶŝŶŐƚŚĞĂŶƐǁĞƌĐĂŶďĞǀĞƌLJĚŝĸĐƵůƚ͘ ^ŽŵĞŽĨƚŚĞŬĞLJĐŚĂůůĞŶŐĞƐƚŽŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵŵĞĂƐƵƌĞŵĞŶƚĂƌĞ͗ ĞŶƐŬŽůĚƉŽŝŶƚƐ out that marketers tend to overemphasize their ĂƐƐĞƐƐŵĞŶƚƐŽĨŵĞĚŝĂĂŶĚŵĂƌŬĞƟŶŐĐŚĂŶŶĞůƐ͕ƐŝŶĐĞ ƚŚĞƐĞĂůŝŐŶƚŽƚŚĞďƵĚŐĞƚĂůůŽĐĂƟŽŶƉƌŽĐĞƐƐĂŶĚƚĞŶĚ ƚŽďĞǀŝƐŝďůĞƚŽƚŚĞ&KĂŶĚŽƚŚĞƌĞdžĞĐƵƟǀĞƐ͘ /ŶƚŚĞĞŶĚ͕ƚŚĞƌĞǀĞŶƵĞŵĞƚƌŝĐƐŝŶWĂƌƚϰĂƌĞ ƵƐƵĂůůLJŵŽƌĞŝŵƉŽƌƚĂŶƚƚŚĂŶƉƌŽŐƌĂŵĞīĞĐƟǀĞŶĞƐƐ measurement.
WĞƌŚĂƉƐƚŚĞŵŽƐƚĐŽŵŵŽŶƋƵĞƐƟŽŶŵĂƌŬĞƚĞƌƐ ĂƐŬŝƐ͕͞ŝĚƚŚŝƐƉƌŽŐƌĂŵ;ƚƌĂĚĞƐŚŽǁ͕ĞŵĂŝůďůĂƐƚͿ ĚĞůŝǀĞƌƌĞƐƵůƚƐ͍͟ dŚŝƐƐĞĐƟŽŶŝƐĂůůĂďŽƵƚŚŽǁŵĂƌŬĞƚĞƌƐĐĂŶ ĂŶƐǁĞƌƚŚŝƐĐŚĂůůĞŶŐŝŶŐƋƵĞƐƟŽŶʹĂŶĚďƵŝůĚ ĂƐĞŶƐŝďůĞĨƌĂŵĞǁŽƌŬĨŽƌŵĞĂƐƵƌŝŶŐƚŚĞ ĞīĞĐƟǀĞŶĞƐƐŽĨƚŚĞŝƌĚĞĐŝƐŝŽŶƐ͘
ϯϴ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
DĞƚŚŽĚƐƚŽDĞĂƐƵƌĞDĂƌŬĞƟŶŐWƌŽŐƌĂŵZK/ :ƵƐƚďĞĐĂƵƐĞŵĞĂƐƵƌŝŶŐŵĂƌŬĞƟŶŐZK/ŝƐŚĂƌĚ ĚŽĞƐŶ͛ƚŵĞĂŶŝƚ͛ƐŝŵƉŽƐƐŝďůĞ͘&ŽƌƚƵŶĂƚĞůLJ͕ various methods exist to give companies insight into their various programs’ levels of ĞīĞĐƟǀĞŶĞƐƐ͗
ĂĐŚƐĞƋƵĞŶƟĂůŵĞƚŚŽĚŽŶƚŚŝƐůŝƐƚǁŝůůŐŝǀĞ you a more accurate view into your customer ǀĂůƵĞĚĂƚĂʹďƵƚƚŚŝƐĂĚĚŝƟŽŶĂůŝŶƐŝŐŚƚĐŽŵĞƐ with a corollary rise in cost and complexity. ƐĂ ƌĞƐƵůƚ͕ŵŽƐƚŽƌŐĂŶŝnjĂƟŽŶƐďĞŐŝŶƚŚĞƉƌŽĐĞƐƐŽĨ ŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵŵĞĂƐƵƌĞŵĞŶƚǁŝƚŚƚŚĞĮƌƐƚ ĂŶĚƐĞĐŽŶĚŵĞƚŚŽĚƐĂŶĚďĞŐŝŶƚŽĞdžƉĞƌŝŵĞŶƚ ǁŝƚŚŵŽƌĞĂƉƉƌŽĂĐŚĞƐĂƐƚŚĞLJŵŽǀĞƵƉƚŚĞ ŵĂƚƵƌŝƚLJĐƵƌǀĞ͘
LESS ACCURATE
LESS COST
,ŽǁůĞĂĚŐĞŶĞƌĂƟŽŶŵĂƌŬĞƚĞƌƐ ŵĞĂƐƵƌĞŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐ͗
ϰϱй
^ŝŶŐůĞƩƌŝďƵƟŽŶ
ϮϬй
EŽƚƌĂĐŬŝŶŐ ϭ͘^ŝŶŐůĞƩƌŝďƵƟŽŶ;&ŝƌƐƚdŽƵĐŚͬ>ĂƐƚdŽƵĐŚͿ Ϯ͘^ŝŶŐůĞƩƌŝďƵƟŽŶǁŝƚŚZĞǀĞŶƵĞLJĐůĞWƌŽũĞĐƟŽŶ
Ϯϭй
ƩƌŝďƵƚĞĐƌŽƐƐ DƵůƟƉůĞWƌŽŐƌĂŵƐ ĂŶĚWĞŽƉůĞ
ϯ͘ ƩƌŝďƵƚĞĂĐƌŽƐƐDƵůƟƉůĞWƌŽŐƌĂŵƐĂŶĚWĞŽƉůĞ
ϭϭй
4. Test and Control Groups
Test and Control Groups
5. Full Market Mix Modeling INCREASED INSIGHT
INCREASED COMPLEXITY
ϯй Market Mix Modeling ;^ŽƵƌĐĞ͗dŚĞ>ĞŶƐŬŽůĚ'ƌŽƵƉͬ ĞDĞĚŝĂ>ĞĂĚ'ĞŶĞƌĂƟŽŶDĂƌŬĞƟŶŐZK/ƐƚƵĚLJͿ
© 2011 Marketo, Inc. All rights reserved.
ϯϵ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
PROS AND CONS OF SINGLE ATTRIBUTION (FIRST TOUCH / LAST TOUCH)
METHOD ONE SINGLE ATTRIBUTION (FIRST TOUCH / LAST TOUCH)
Default
Analyzer Settings
Analyzer Settings
Filter: Driver: Chris, Shonal | Location: San Francisco, New York Print PDF
0 2,000,00,000
Leads by Month
Leads by Month Email Reports
Email Reports
Campaign Reports Company Reports
Company Reports
Revenue Cycle Analytics Example Reports
Web Page Reports
My Models Analyzers
Revenue Cycle Analytics
Success Path Analyzer Comparison Analyzer
Example Reports
Opportunity Analyzer Program Analyzer
My Models Analyzers
X Axis
EXAMPLE
First Touch
&ŝƌƐƚƚŽƵĐŚĂƩƌŝďƵƟŽŶ allocates all the value ƚŽƚŚĞ&/Z^dƉƌŽŐƌĂŵ that touched the deal. Typically this is ƚŚĞ>ĞĂĚ^ŽƵƌĐĞ͘
If a company held ĂǁĞďŝŶĂƌĂŶĚ generated a Lead that closed a deal one year later, that company would give revenue ĐƌĞĚŝƚƚŽƚŚĞŝŶŝƟĂů ǁĞďŝŶĂƌ͘
Last Touch
>ĂƐƚƚŽƵĐŚĂƩƌŝďƵƟŽŶ gives revenue credit ƚŽƚŚĞ>^dƉƌŽŐƌĂŵ that touched the lead ďĞĨŽƌĞƚŚĞŬĞLJĂĐƟŽŶ was taken.
/ĨĂ>ĞĂĚďĞĐŽŵĞƐ ĂWƌŽƐƉĞĐƚĂŌĞƌ watching a product demo, that demo would receive revenue credit, even though a sales rep had nurtured the Lead in several other ways.
G"4.$
G"4.$
From: 2500
Program: Webinar Cost $53,000 Pipeline Contribution: $10,000 Contributing Leads: 45 Tags Location: San Francisco
To: 8000
From: 2500
Y Axis
From: 1000
Bubble Size
M)37)#4$
From: 400
Color
Program: Webinar Cost $53,000 From: 400 To: 6000 Pipeline Contribution: $500,000 Contributing Leads: 45 Tags Driver: Chris Location: New York N-‐,,)44$M)37)#4$
0 200,000
Success Path Analyzer Comparison Analyzer Opportunity Analyzer Program Analyzer
20,3)$
© 2011 Marketo, Inc. All rights reserved.
Y Axis
S'2)6'*)$T"66%#4$ From: 1000
To: 4500
Bubble Size
M)37)#4$
From: 400
To: 600
Color
N-‐,,)44$M)37)#4$
Contribution Analyzer Batting Average Analyz
To: 8000
S'2)6'*)$T"66%#4$
Program: Webinar To: 4500 Cost $53,000 Pipeline Contribution: $10,000 Contributing Leads: 45 Tags To: 600 Location: San Francisco
0 200,000
20,3)$
,ĂƌĚƚŽĂĐĐŽƵŶƚĨŽƌƋƵĂůŝƚLJƵŶƟůƚŚĞĚĞĂů ĐůŽƐĞƐ͖ĐĂŶďĞƐŬĞǁĞĚďLJĂƉĂƌƟĐƵůĂƌůLJ large deal or long sales cycle
DEFINITION
X Axis
Settings
Program: Webinar Cost $53,000 Pipeline Contribution: $500,000 Contributing Leads: 45 Tags Driver: Chris Location: New York
Contribution Analyzer
Batting Average Analyz
Pipeline Dollars
Pipeline Dollars
Campaign Reports
Web Page Reports
0 2,000,00,000
Filter: Driver: Chris, Shonal | Location: San Francisco, New York
Leads by Campaign
Lead Reports
ƩƌŝďƵƚĞƐƚŽŽŵƵĐŚĐƌĞĚŝƚƚŽůĞĂĚ ŐĞŶĞƌĂƟŽŶƉƌŽŐƌĂŵƐĂŶĚŶŽƚĞŶŽƵŐŚ ƚŽŶƵƌƚƵƌŝŶŐƚŽƵĐŚĞƐŽƌĐŽŶƚƌŝďƵƟŽŶƐ from sales
SINGLE ATTRIBUTION Settings
Lead Reports
Leads by Campaign
ŽĞƐŶ͛ƚĂĐĐŽƵŶƚĨŽƌƚŚĞŝŶŇƵĞŶĐĞŽĨ ƐƵďƐĞƋƵĞŶƚƚŽƵĐŚĞƐʹƐŽŝŶƐŝŐŚƚƐĂƌĞ ĚŝƌĞĐƟŽŶĂůĂƚďĞƐƚ
'ŝǀĞƐƐƚƌĂŝŐŚƞŽƌǁĂƌĚŝŶƐŝŐŚƚŝŶƚŽ “investment per” lead metrics
Print PDF
Default
Standard Reports
ZĞůĂƟǀĞůLJĞĂƐLJŝŵƉůĞŵĞŶƚĂƟŽŶĂŶĚ low cost
Works well when the majority of investments are made in lead ŐĞŶĞƌĂƟŽŶŝŶƐƚĞĂĚŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ
Program Analyzer
Standard Reports New
ŽŶƐ
WƌŽǀŝĚĞƐŐŽŽĚŝŶƐŝŐŚƚŝŶƚŽƚŚĞĞĂƌůLJ stages of the revenue cycle
The most common methodology for tracking the ƌĞƐƵůƚƐŽĨŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐŝƐƚŽĂƐƐŝŐŶĂůůƚŚĞ ǀĂůƵĞƚŽƚŚĞĮƌƐƚ;ŽƌůĂƐƚͿƉƌŽŐƌĂŵƚŚĂƚƚŽƵĐŚĞĚ ƚŚĞĚĞĂů͘dŚŝƐƵƐƵĂůůLJŵĞĂŶƐĂůůŽĐĂƟŶŐƚŚĞ ĚĞĂůƚŽƚŚĞƐŽƵƌĐĞŽĨƚŚĞĮƌƐƚƉĞƌƐŽŶĨƌŽŵƚŚĂƚ company, or to the key person.
Program Analyzer New
WƌŽƐ
From: 400
To: 6000
ϰϬ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD TWO SINGLE ATTRIBUTION WITH REVENUE CYCLE PROJECTIONS ŶŽďǀŝŽƵƐĚŝƐĂĚǀĂŶƚĂŐĞŽĨĮƌƐƚĂŶĚůĂƐƚ ƚŽƵĐŚĂƩƌŝďƵƟŽŶŝƐƚŚĂƚƚŽĚĂLJ͛ƐŵĂƌŬĞƟŶŐ ŝŶǀĞƐƚŵĞŶƚƐŵĂLJŶŽƚƉĂLJŽīĨŽƌƋƵŝƚĞƐŽŵĞ ƟŵĞ͕ƐŽƚŚĞZK/ŽĨLJŽƵƌĐƵƌƌĞŶƚŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƐƌĞŵĂŝŶƐŝŶůŝŵďŽ͘ ƉƉƌŽĂĐŚĞƐƚŽŵĂƌŬĞƟŶŐZK/ŵĞĂƐƵƌĞŵĞŶƚƐ ƚŚĂƚĚŽŶŽƚƉƌŽƉĞƌůLJĂĐĐŽƵŶƚĨŽƌƚŚĞƟŵĞͲƚŽͲ ŝŶǀĞƐƚŵĞŶƚƉĂLJŽīĐĂŶůĞĂĚƚŽĚĞĐŝƐŝŽŶƐƚŚĂƚ ďŝĂƐƚŽǁĂƌĚƐƐŚŽƌƚͲƚĞƌŵŐĂŝŶƐŽǀĞƌďƵŝůĚŝŶŐ true long-‐term value. This applies across all ŝŶĚƵƐƚƌŝĞƐ͕ďƵƚŝƚƐŝŵƉĂĐƚŝƐĞƐƉĞĐŝĂůůLJĂĐƵƚĞŝŶ companies with considered-‐purchase products and long revenue cycles.
© 2011 Marketo, Inc. All rights reserved.
^ŽůƵƟŽŶ͗ƌĞǀĞŶƵĞĐLJĐůĞƉƌŽũĞĐƟŽŶƐ LJĂĚĚŝŶŐƌĞǀĞŶƵĞĐLJĐůĞƉƌŽũĞĐƟŽŶƐƚŽ ĂĮƌƐƚƚŽƵĐŚƐŝŶŐůĞĂƩƌŝďƵƟŽŶ͕LJŽƵĐĂŶŐĂŝŶ deeper insight into the long-‐term impacts of your programs. For example, instead of ǁĂŝƟŶŐƚŽƐĞĞƚŚĞĂĐƚƵĂůƌĞƐƵůƚƐŽĨĂƚƌĂĚĞ show, this approach looks at what impact the trade show had at the top of the revenue ĐLJĐůĞĂŶĚĞŵďĞůůŝƐŚĞƐƚŚĂƚǀŝĞǁďLJĞƐƟŵĂƟŶŐ ƚŚĞƚƌĂĚĞƐŚŽǁ͛ƐůŽŶŐͲƚĞƌŵŝŵƉĂĐƚďĂƐĞĚŽŶ historical conversion metrics. In the example model on the next page, Trade ^ŚŽǁϭŽĐĐƵƌƌĞĚĂLJĞĂƌĂŐŽĂŶĚƐŚŽǁƐĂ fairly good picture of its returns. In contrast, dƌĂĚĞ^ŚŽǁϮũƵƐƚŚĂƉƉĞŶĞĚůĂƐƚǁĞĞŬ͘tŝƚŚ ƚŚĞďĂƐŝĐĮƌƐƚƚŽƵĐŚƐŝŶŐůĞĂƩƌŝďƵƟŽŶŵŽĚĞů͕ dƌĂĚĞ^ŚŽǁϮůŽŽŬƐĂƐŝĨŝƚŚĂƐĚĞůŝǀĞƌĞĚǀĞƌLJ poor results. But this is not an apples-‐to-‐ apples comparison.
PROS AND CONS OF SINGLE ATTRIBUTION WITH REVENUE CYCLE PROJECTION WƌŽƐ
ŽŶƐ
Focuses on revenue impact of programs, not just top of the funnel
ƩƌŝďƵƚĞƐǀĂůƵĞƚŽůĞĂĚ ƐŽƵƌĐĞƐǁŝƚŚŽƵƚĂĐĐŽƵŶƟŶŐ ĨŽƌƚŚĞŝŶŇƵĞŶĐĞŽĨŽƚŚĞƌ ŵĂƌŬĞƟŶŐƚŽƵĐŚĞƐ
hƐĞƐĞƐƟŵĂƚĞƐƚŽƋƵĂŶƟĨLJ the future value of today’s investments Uses lead quality, not ũƵƐƚƋƵĂŶƟƚLJ͕ƚŽĞǀĂůƵĂƚĞ programs
Uses past performance to ĞƐƟŵĂƚĞĨƵƚƵƌĞƌĞƐƵůƚƐ͕ so cannot incorporate underlying changes ZĞƋƵŝƌĞƐƚŚĂƚĞƐƟŵĂƚĞƐ ŵƵƐƚĞǀĞŶƚƵĂůůLJďĞďĂĐŬĞĚ up with actual results
ϰϭ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD TWO PROGRAM
INVESTMENT
DATE
ALL TOUCHED
PROSPECTS
LEADS
OPPS
WINS
PIPELINE
REVENUE
dƌĂĚĞ^ŚŽǁϭ
Ψϭϴ͕ϬϬϬ
>ĂƐƚzĞĂƌ
ϵϬϭ
ϱϲϬ
ϮϬϳ
ϭϳ
ϱ
ΨϰϮϭ͕ϬϴϮ
Ψϭϭϳ͕ϵϬϯ
dƌĂĚĞ^ŚŽǁϮ
ΨϭϮ͕ϬϬϬ
>ĂƐƚtĞĞŬ
ϭ͕ϬϭϮ
ϱϭϳ
Ϯϭ
ϭ
Ϭ
Ψϭϱ͕ϵϰϲ
Ψʹ
,ŽǁĞǀĞƌ͕ǁŚĞŶǁĞĂƉƉůLJƌĞǀĞŶƵĞĐLJĐůĞ understanding of how leads from similar trade ƐŚŽǁƐŚĂǀĞĐŽŶǀĞƌƚĞĚŽǀĞƌƟŵĞƚŽƚŚĞĂďŽǀĞ ŵŽĚĞů͕ǁĞĂƌĞĂďůĞƚŽĞƐƟŵĂƚĞǁŚĂƚƚŚĞƚŽƚĂů future impact of the trade show ǁŝůůďĞ͘ PROGRAM
INVESTMENT
DATE
ALL TOUCHED
PROSPECTS
EST. LEADS
EST. OPPS
EST. WINS
EST. PIPELINE
EST. REVENUE
dƌĂĚĞ^ŚŽǁϭ
Ψϭϴ͕ϬϬϬ
>ĂƐƚzĞĂƌ
ϵϬϭ
ϱϲϬ
ϮϬϵ
Ϯϭ
ϳ
ΨϱϵϬ͕ϱϭϬ
Ψϭϲϭ͕Ϯϭϰ
dƌĂĚĞ^ŚŽǁϮ
ΨϭϮ͕ϬϬϬ
>ĂƐƚtĞĞŬ
ϭ͕ϬϭϮ
ϱϭϳ
ϮϮϭ
ϭϴ
ϳ
Ψϲϲϯ͕ϮϮϭ
ΨϮϱϴ͕ϲϱϲ
Think of it this way. When discussing ĂƌĞĐĞŶƚŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵ͕ǁŽƵůĚLJŽƵƌĂƚŚĞƌ ƐĂLJ͕͞dŚĞĞǀĞŶƚǁĂƐŐƌĞĂƚ͖ϱϬϬƉĞŽƉůĞƐƚŽƉƉĞĚ ďLJƚŚĞƚŚ͕͟Žƌ͞dŚĞĞǀĞŶƚǁĂƐŐƌĞĂƚ͖ϱϬϬ ƉĞŽƉůĞƐƚŽƉƉĞĚďLJƚŚĞƚŚ͕ĂŶĚǁĞĞdžƉĞĐƚ ƚŽĂĚĚĂŶŝŶĐƌĞŵĞŶƚĂůΨϲϬϬ͕ϬϬϬƚŽƉŝƉĞůŝŶĞ ŽǀĞƌƚŚĞŶĞdžƚϭϮŵŽŶƚŚƐĂƐĂƌĞƐƵůƚ͍͟
© 2011 Marketo, Inc. All rights reserved.
ϰϮ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD TWO DĂƌŬĞƚŽĂƐĞ^ƚƵĚLJ džĂŵƉůĞ DĂƌŬĞƚŽƌĞůŝĞƐŵŽƐƚůLJŽŶ^ŝŶŐůĞƩƌŝďƵƟŽŶǁŝƚŚ ZĞǀĞŶƵĞLJĐůĞWƌŽũĞĐƟŽŶƚŽŝŶƚĞƌŶĂůůLJĂƐƐĞƐƐŝƚƐ program results. Below is a summary of some ŽĨŽƵƌƌĞĐĞŶƚƉƌŽŐƌĂŵƌĞƐƵůƚƐ͗ SOURCE
PROSPECTS
Trade Show – Virtual ϯ͕ϳϵϯ
INVESTMENT PER PROSPECT
% LEAD
VELOCITY (DAYS)
LEAD TO OPP INDEX
ΨϮϱ͘ϰϰ
ϭϳй
ϴϭ
ϭ͘Ϭ
3rd Party Email to Promote Content
ϯ͕ϯϬϮ
Ψϯϰ͘ϲϱ
ϭϴй
ϰϯ
Ϭ͘ϱ
Trade Show
Ϯ͕ϳϬϯ
ΨϮϮϭ͘ϯϬ
Ϯϯй
ϲϭ
ϭ͘ϵ
Paid Webinar
ϭ͕ϳϲϬ
Ψϲϴ͘ϱϬ
Ϯϭй
ϲϬ
ϭ͘Ϭ
Pay per Click Search
ϵϵϬ
Ψϭϱϴ͘ϭϬ
ϰϱй
ϰϮ
ϭ͘ϰ
Content Syndication
ϱϯϲ
ΨϴϮ͘ϴϰ
ϭϮй
ϱϵ
Ϭ͘ϯ
Other Paid
ϮϬϴ
Ψϭϴϳ͘ϱϬ
ϭϯй
ϵϯ
ϭ͘ϯ
Website
Ϯ͕ϴϳϭ
ϱϴй
Ϯϳ
Ϯ͘ϲ
Sales Prospecting
ϭ͕ϴϴϴ
Ϯϲй
ϰϲ
Ϯ͘Ϯ
Partner Co-Marketing ϵϬϯ
ϭϳй
ϭϬϮ
ϭ͘ϭ
Other Inbound
ϭϬϬй
ϭϵ
ϵ͘Ϭ
ϯϳϬ
© 2011 Marketo, Inc. All rights reserved.
KEY INSIGHTS:
COLUMN DEFINITIONS:
/ŶďŽƵŶĚůĞĂĚƐĂƌĞďLJĨĂƌƚŚĞŚŝŐŚĞƐƚƋƵĂůŝƚLJ͕ĨĂƐƚĞƐƚ ŵŽǀŝŶŐ͕ĂŶĚŵŽƐƚůŝŬĞůLJƚŽĐŽŶǀĞƌƚƚŽŽƉƉŽƌƚƵŶŝƟĞƐ͘ dŚŝƐƌĞŇĞĐƚƐƚŚĞĨĂĐƚƚŚĂƚŽƵƌǁĞďƐŝƚĞĚŽĞƐŶŽƚ ƌĞƋƵŝƌĞƌĞŐŝƐƚƌĂƟŽŶĨŽƌĞĂƌůLJͲƐƚĂŐĞĐŽŶƚĞŶƚďƵƚĚŽĞƐ ĨŽƌďƵLJŝŶŐͲŽƌŝĞŶƚĞĚĐŽŶƚĞŶƚ͕ƐŽĂŶLJWƌŽƐƉĞĐƚǁŚŽ ĂĐƚƵĂůůLJĚŽĞƐƌĞŐŝƐƚĞƌŽŶƚŚĞǁĞďƐŝƚĞŝƐůŝŬĞůLJƚŽďĞ ůĂƚĞƌŝŶƚŚĞŝƌďƵLJŝŶŐƉƌŽĐĞƐƐ͘
^ŽƵƌĐĞƐĂďŽǀĞƚŚĞůŝŶĞĂƌĞƉƌŽŐƌĂŵƐǁŝƚŚǀĂƌŝĂďůĞ ĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶƉƌŽŐƌĂŵŝŶǀĞƐƚŵĞŶƚƐ͘dŚŽƐĞ ďĞůŽǁƚŚĞůŝŶĞĂƌĞ^ŽƵƌĐĞƐǁŝƚŚĮdžĞĚŝŶǀĞƐƚŵĞŶƚƐ only.
KŶƚŚĞŽƚŚĞƌŚĂŶĚ͕ǁĞŵĞĞƚƉƌŽƐƉĞĐƚƐĂƚĞǀĞƌLJ ƐƚĂŐĞŝŶƚŚĞďƵLJŝŶŐƉƌŽĐĞƐƐǁŝƚŚƉĂŝĚƉƌŽŐƌĂŵƐ͘ Taking all the costs and conversion rates into ĂĐĐŽƵŶƚ͕ǀŝƌƚƵĂůƚƌĂĚĞƐŚŽǁƐĂƌĞƚŚĞďĞƐƚƉĞƌĨŽƌŵŝŶŐ ƐŽƵƌĐĞ͖ĨŽůůŽǁĞĚďLJWW͕ƉĂŝĚǁĞďŝŶĂƌƐ͕ĂŶĚƵƐŝŶŐ third-‐party email lists to promote our content. /ŶͲƉĞƌƐŽŶƚƌĂĚĞƐŚŽǁƐĂƌĞŶŽƚĂĐŽƐƚͲĞīĞĐƟǀĞǁĂLJ ƚŽŐĞŶĞƌĂƚĞŶĞǁ>ĞĂĚƐ;ƚŚŽƵŐŚƚŚĞLJĐĂŶďĞƵƐĞĨƵůƚŽ ĂĐĐĞůĞƌĂƚĞŵŽǀĞŵĞŶƚĨƌŽŵĞdžŝƐƟŶŐůĞĂĚƐͿ͘ ŽŶƚĞŶƚƐLJŶĚŝĐĂƟŽŶƚĞŶĚƐƚŽŐĞŶĞƌĂƚĞǀĞƌLJĞĂƌůLJ ƐƚĂŐĞWƌŽƐƉĞĐƚƐƚŚĂƚĚŽŶŽƚĐŽŶǀĞƌƚ͘
WƌŽƐƉĞĐƚƐƐŚŽǁƚŚĞƚŽƚĂůŇŽǁ;ŶƵŵďĞƌͿŽĨŶĞǁ WƌŽƐƉĞĐƚƐĨƌŽŵĞĂĐŚ^ŽƵƌĐĞ͘ /ŶǀĞƐƚŵĞŶƚƉĞƌWƌŽƐƉĞĐƚůŝƐƚƐƚŚĞĂǀĞƌĂŐĞǀĂƌŝĂďůĞ ŝŶǀĞƐƚŵĞŶƚƉĞƌWƌŽƐƉĞĐƚĨƌŽŵƚŚĂƚ^ŽƵƌĐĞ͘ й>ĞĂĚƐŚŽǁƐƚŚĞůŝŬĞůŝŚŽŽĚƚŚĂƚĂWƌŽƐƉĞĐƚĨƌŽŵ ƚŚĂƚ^ŽƵƌĐĞǁŝůůĐŽŶǀĞƌƚƚŽĂůĞĂĚŽǀĞƌĂϭϮͲŵŽŶƚŚ ƟŵĞƉĞƌŝŽĚ͘ sĞůŽĐŝƚLJƐŚŽǁƐƚŚĞĂǀĞƌĂŐĞƟŵĞŝƚƚĂŬĞƐĂWƌŽƐƉĞĐƚ ĨƌŽŵƚŚĂƚ^ŽƵƌĐĞƚŽĐŽŶǀĞƌƚƚŽĂ>ĞĂĚ͘ >ĞĂĚƚŽKƉƉ/ŶĚĞdžƐŚŽǁƐƚŚĞƌĞůĂƟǀĞůŝŬĞůŝŚŽŽĚ ƚŚĂƚĂ>ĞĂĚĨƌŽŵƚŚĂƚ^ŽƵƌĐĞǁŝůůĐŽŶǀĞƌƚƚŽĂŶ KƉƉŽƌƚƵŶŝƚLJ͘;&ŽƌĞdžĂŵƉůĞ͕>ĞĂĚƐĨƌŽŵƚŚĞǁĞďƐŝƚĞ ĂƌĞϮ͘ϲƟŵĞƐŵŽƌĞůŝŬĞůLJƚŽƚƵƌŶŝŶƚŽKƉƉŽƌƚƵŶŝƟĞƐ ƚŚĂŶůĞĂĚƐĨƌŽŵĂǀŝƌƚƵĂůƚƌĂĚĞƐŚŽǁ͘Ϳ
ϰϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD THREE ATTRIBUTE ACROSS MULTIPLE PROGRAMS AND PEOPLE dŚŝƐĂƉƉƌŽĂĐŚƌĞĐŽŐŶŝnjĞƐƚŚĂƚŝƚƚĂŬĞƐŵƵůƟƉůĞ ƚŽƵĐŚĞƐĨƌŽŵŵƵůƟƉůĞƉĞŽƉůĞƚŽĐůŽƐĞĂĚĞĂů͕ ĂŶĚĂƩĞŵƉƚƐƚŽŵĞĂƐƵƌĞƚŚĞĐŽŶƚƌŝďƵƟŽŶŽĨ each individual touch.
,ŽǁƚŽdƌĂĐŬĂŶĚŶĂůLJnjĞůůŽĐĂƟŽŶƐ &ŝƌƐƚƚŚŝŶŐƐĮƌƐƚ͘^ƚĂƌƚǁŝƚŚƚŚĞĂĐƟŽŶLJŽƵĂƌĞ ĂŶĂůLJnjŝŶŐ;ƉŝƉĞůŝŶĞĐƌĞĂƟŽŶ͕ĐůŽƐĞĚƌĞǀĞŶƵĞ͕ ĞƚĐ͘ͿĂŶĚǁŽƌŬďĂĐŬǁĂƌĚƐƚŽŝĚĞŶƟĨLJĞĂĐŚ ƐŝŐŶŝĮĐĂŶƚƚŽƵĐŚƚŚĂƚĂīĞĐƚĞĚĂůůŽĨƚŚĞĐŽŶƚĂĐƚƐ ĂƐƐŽĐŝĂƚĞĚǁŝƚŚƚŚĂƚƉĂƌƟĐƵůĂƌĚĞĂůʹďƵƚŵĂŬĞ sure you account for only the touches that ŽĐĐƵƌƌĞĚďĞĨŽƌĞƚŚĞĂĐƟŽŶǁĂƐƚĂŬĞŶ͘zŽƵǁŝůů track each touch and contact person from here. KŶĐĞLJŽƵĐŽŵƉŝůĞĂĐŽŵƉƌĞŚĞŶƐŝǀĞůŝƐƚ͕LJŽƵ ŶĞĞĚƚŽĂůůŽĐĂƚĞƉŽƌƟŽŶƐŽĨƚŚĞƌĞƐƵůƟŶŐĚĞĂů to each one – including count, pipeline, revenue, ƉƌŽĮƚ͕ĂŶĚƐŽŽŶ͘dŚŝƐŝƐǁŚĞƌĞƚŚŝŶŐƐĐĂŶŐĞƚ ƚƌŝĐŬLJ͕ƐŽƌĞĨĞƌƚŽŽƵƌďĞƐƚƉƌĂĐƟĐĞŐƵŝĚĞůŝŶĞƐ͗
ůůŽĐĂƟŽŶDĞƚŚŽĚŽůŽŐŝĞƐ Before you allocate your revenues across ŵƵůƟƉůĞƉƌŽŐƌĂŵƐĂŶĚƉĞŽƉůĞ͕LJŽƵŶĞĞĚƚŽ decide how to weight each touch point – if at all.
LJdŝŵĞ͗ You may want to weight some touches ŽǀĞƌŽƚŚĞƌƐďĂƐĞĚŽŶǁŚĞŶƚŚĞLJŽĐĐƵƌƌĞĚŝŶ ƌĞůĂƟŽŶƚŽƚŚĞĂĐƟŽŶƚŚĂƚĚĞůŝǀĞƌĞĚǀĂůƵĞ͘dŚŝƐ ĂƐƐƵŵƉƟŽŶŝƐĞƐƉĞĐŝĂůůLJƚƌƵĞĨŽƌƉƌŽŐƌĂŵƐƚŚĂƚ ŚĂƉƉĞŶŝŵŵĞĚŝĂƚĞůLJďĞĨŽƌĞƚŚĞŬĞLJďĞŚĂǀŝŽƌ͘ &ŽƌĞdžĂŵƉůĞ͕ƚŚĞĨĂĐƚƚŚĞƉƌŽƐƉĞĐƚĂƩĞŶĚĞĚůĂƐƚ ǁĞĞŬ͛ƐǁĞďŝŶĂƌŵĂLJŚĂǀĞŵŽƌĞƚŽĚŽǁŝƚŚƚŚĞŵ ďĞĐŽŵŝŶŐĂůĞĂĚƚŚĂŶƚŚĞǁŚŝƚĞƉĂƉĞƌƚŚĞLJ ĚŽǁŶůŽĂĚĞĚĂŶĚƚƌĂĚĞƐŚŽǁƚŚĞLJĂƩĞŶĚĞĚ 12 months ago. LJZŽůĞ͗You may give more weight to programs that touched the key decision maker than those ĂīĞĐƟŶŐŽƚŚĞƌŝŶŇƵĞŶĐĞƌƐ͘:ƵƐƚďĞƐƵƌĞLJŽƵƌ ǁĞŝŐŚƟŶŐŵĂƚĐŚĞƐLJŽƵƌďƵƐŝŶĞƐƐƌĞĂůŝƟĞƐʹĂ KƐŚŽƵůĚŶ͛ƚďĞǁĞŝŐŚƚĞĚŵŽƌĞŚĞĂǀŝůLJƚŚĂŶ ĂDĂŶĂŐĞƌŝĨŚĞŽƌƐŚĞŚĂƐůŝƩůĞŝŵƉĂĐƚŽŶƚŚĞ deal.
EXAMPLE OF ATTRIBUTING ACROSS MULTIPLE PROGRAMS AND PEOPLE ƐƐƵŵĞĂĚĞĂůǁŽƌƚŚΨϭϬϬ͕ϬϬϬƌĞĐĞŶƚůLJĐůŽƐĞĚ͘ dŚƌĞĞƉĞŽƉůĞǁĞƌĞŝŶǀŽůǀĞĚŝŶƚŚĞĚĞĂů͗ WĞƌƐŽŶĂƩĞŶĚĞĚdƌĂĚĞ^ŚŽǁϭĂŶĚ^ĞŵŝŶĂƌϮ͘ WĞƌƐŽŶĂƩĞŶĚĞĚdƌĂĚĞ^ŚŽǁϭŽŶůLJ͘ WĞƌƐŽŶǁĂƐƐĞŶƚŝƌĞĐƚDĂŝůϭĂŶĚĐůŝĐŬĞĚƚŽ ƚŚĞǁĞďƐŝƚĞ͘ In this scenario, you might give $50K credit to Trade ^ŚŽǁϭ͕ΨϮϱĞŶƐŬŽůĚ'ƌŽƵƉ
ϰϲ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD FOUR dĞƐƚĚĞƐŝŐŶ dŚĞŽƵƚĐŽŵĞŵĞƚƌŝĐ;ǁŚĂƚLJŽƵŵĞĂƐƵƌĞͿĐĂŶ ďĞĂŶLJƚŚŝŶŐ͗ƌĞǀĞŶƵĞ͕ƉƌŽĮƚ͕ůĞĂĚƐ͕ƐĞĂƌĐŚ ƚƌĂĸĐ͕ĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ͕ĂǀĞƌĂŐĞƐĞůůŝŶŐƉƌŝĐĞ͕ ĞƚĐ͘ʹŽƌĂůůŽĨƚŚĞŵ͘dŚŝƐŝƐŐŽŽĚŝŶƐŝƚƵĂƟŽŶƐ ǁŚĞƌĞŝƚŵĂLJďĞŚĂƌĚƚŽƐĞĞƚŚĞŝŵƉĂĐƚŽĨƚŚĞ program on things like revenue. zŽƵĐĂŶĂůƐŽƚĞƐƚĂůŵŽƐƚĂŶLJƚŚŝŶŐ͕ŝŶĐůƵĚŝŶŐ͗ WƌŽŐƌĂŵƐĂŶĚƚĂĐƟĐƐ͘ŝĚƚŚĂƚƉĂƌƟĐƵůĂƌ ǁĞďŝŶĂƌŚĂǀĞĂŶŝŵƉĂĐƚ͍ DĞƐƐĂŐĞƐ͘tŚŝĐŚŵĞƐƐĂŐĞĂŶĚͬŽƌĐŽƉLJ ƌĞƐŽŶĂƚĞĚƚŚĞŵŽƐƚǁŝƚŚLJŽƵƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͍ ŽŶƚĂĐƚĨƌĞƋƵĞŶĐLJ͘,ŽǁŽŌĞŶƐŚŽƵůĚǁĞ ƐĞŶĚĂŶĞŵĂŝů͍ ^ƉĞŶĚŝŶŐůĞǀĞůƐ͘tŚĂƚŚĂƉƉĞŶƐŝĨǁĞĚŽƵďůĞ ŝŶǀĞƐƚŵĞŶƚŝŶĚŝƐƉůĂLJĂĚǀĞƌƟƐŝŶŐ͍ /ƚ͛ƐĂůƐŽƉŽƐƐŝďůĞƚŽŵĞĂƐƵƌĞĐŽŵďŝŶĂƟŽŶƐ of touches rather than just single touches. This is a great way to test lead nurturing tacks – allowing you to test and measure the ĞīĞĐƟǀĞŶĞƐƐŽĨŽŶĞĞŶƟƌĞůĞĂĚŶƵƌƚƵƌŝŶŐ track versus another rather than individual ĞŵĂŝůƐ͕ĞƚĐ͘^ŚŽƵůĚLJŽƵǁĂŶƚƚŽƚĞƐƚŵƵůƟƉůĞ ĐĂŵƉĂŝŐŶƐĂƚŽŶĞƟŵĞ͕LJŽƵĐĂŶĂůƐŽƵƐĞ ŵƵůƟǀĂƌŝĂƚĞƚĞƐƟŶŐŵĞƚŚŽĚŽůŽŐŝĞƐ͘
© 2011 Marketo, Inc. All rights reserved.
dŚĞŝŵƉŽƌƚĂŶĐĞŽĨƐƚĂƟƐƟĐĂů ƐŝŐŶŝĮĐĂŶĐĞ zŽƵĚŽŶ͛ƚŶĞĞĚƚŽŐŽŽǀĞƌďŽĂƌĚ͕ďƵƚ LJŽƵĚŽŶĞĞĚƚŽŵĂŬĞƐƵƌĞƚŚĞĚŝīĞƌĞŶĐĞ ďĞƚǁĞĞŶLJŽƵƌĐŽŶƚƌŽůĂŶĚƚĞƐƚŐƌŽƵƉƐŝƐ ƐƚĂƟƐƟĐĂůůLJƐŝŐŶŝĮĐĂŶƚŝŶĐŽŵƉĂƌŝƐŽŶǁŝƚŚ ĂǀĞƌĂŐĞƐƚĂŶĚĂƌĚĚĞǀŝĂƟŽŶƐ͘ ŝŐŚƚLJƉĞƌĐĞŶƚ ĐŽŶĮĚĞŶĐĞƐŚŽƵůĚďĞŐŽŽĚĞŶŽƵŐŚʹǁĞ͛ƌĞŶŽƚ ƚĂůŬŝŶŐĂďŽƵƚĚƌƵŐƚĞƐƟŶŐŽƌŽƚŚĞƌƚŚŝŶŐƐƚŚĂƚ ƌĞƋƵŝƌĞϵϵйĐŽŶĮĚĞŶĐĞ͘ &ŽƌŵŽƌĞŽŶƚĞƐƟŶŐƐƚĂƟƐƟĐƐ͕ƐĞĞDĂƌŬĞƚŽ͛Ɛ dŚĞhůƟŵĂƚĞ'ƵŝĚĞƚŽdĞƐƚ^ƚĂƟƐƟĐƐ͘
PROS AND CONS OF TEST AND CONTROL GROUPS WƌŽƐ
ŽŶƐ
DŽƌĞƐŽƉŚŝƐƟĐĂƚĞĚĂŶĚĂŶĂůLJƟĐĂůʹ ƌĞǀĞĂůƐƚŚĞƚƌƵĞŝŵƉĂĐƚŽĨĂŵĂƌŬĞƟŶŐ program
&ŽĐƵƐĞĚŽŶƐƉĞĐŝĮĐƚĂĐƟĐƐʹĐĂŶ͛ƚ ƌĞƉŽƌƚŽŶĞīĞĐƟǀĞŶĞƐƐŽĨĂůůƉƌŽŐƌĂŵƐ
Can measure almost any impact on almost anything with the right test ZĞůĂƟǀĞůLJůŽǁĐŽƐƚŝĨLJŽƵĐĂŶĚĞƐŝŐŶĂ decent control group
ůŵŽƐƚĞǀĞƌLJƚŚŝŶŐĐĂŶďĞƚĞƐƚĞĚ͕ďƵƚ ŝƚ͛ƐƉƌŽŚŝďŝƟǀĞůLJĞdžƉĞŶƐŝǀĞƚŽƚĞƐƚ everything KŶůLJǁŽƌŬƐǁŚĞŶLJŽƵ͛ǀĞŝŶĐŽƌƉŽƌĂƚĞĚ variance to support program measurement
ANOTHER OPTION: PRE-POST TESTING ĐŽŵŵŽŶ͕ŵƵĐŚůĞƐƐƌŝŐŽƌŽƵƐĨŽƌŵŽĨƚĞƐƟŶŐŝƐ ƚŽĐŽŵƉĂƌĞLJŽƵƌƌĞƐƵůƚƐďĞĨŽƌĞLJŽƵƌŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƚŽLJŽƵƌƌĞƐƵůƚƐĂŌĞƌʹŽƌƚŽƉƌŽũĞĐƚǁŚĂƚ ƚŚĞŽƵƚĐŽŵĞƐtKh>ŚĂǀĞůŽŽŬĞĚůŝŬĞǁŝƚŚŽƵƚƚŚĞ ƚŽƵĐŚ͕ďĂƐĞĚŽŶŚŝƐƚŽƌŝĐĂůƚƌĞŶĚƐ͘ Pro: This approach doesn’t give all the credit to the ŵĂƌŬĞƟŶŐƚŽƵĐŚƐŝŶĐĞŝƚĂƐƐƵŵĞƐLJŽƵǁŽƵůĚŚĂǀĞ ƐŽŵĞĞdžŝƐƟŶŐƐĂůĞƐǁŝƚŚŽƵƚŝƚ͘EŽŽŶĞǁĂŶƚƐƚŽďĞ ƚŚĞďƌƵŶƚŽĨƚŚĞũŽŬĞƚŚĂƚƐĂLJƐ͕͞/ĨƌĞƐƵůƚƐĂƌĞƵƉ͕ ŵĂƌŬĞƟŶŐŐĞƚƐĐƌĞĚŝƚ͘/ĨƌĞƐƵůƚƐĂƌĞĚŽǁŶ͕ŝƚŵƵƐƚ ďĞƐŽŵĞƚŚŝŶŐĞůƐĞ͘͟ ŽŶƐ͗/ƚ͛ƐĚŝĸĐƵůƚƚŽĂĐĐŽƵŶƚĨŽƌƐĞĂƐŽŶĂůŽƌĐLJĐůŝĐĂů ĞīĞĐƚƐ͘WƌĞͲWŽƐƚƚĞƐƟŶŐĚŽĞƐŶ͛ƚŚĂǀĞĂƌŝŐŽƌŽƵƐ control group in which all other factors are the same. KƚŚĞƌĨĂĐƚŽƌƐʹƐƵĐŚĂƐƚŚĞĞĐŽŶŽŵLJ͕ƐĂůĞƐŝŶŝƟĂƟǀĞƐ͕ ĂŶĚŽƚŚĞƌŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐʹĐĂŶƐƟůůŝŶŇƵĞŶĐĞ the results. WƌĞͲƉŽƐƚƚĞƐƟŶŐĐĂŶŐŝǀĞLJŽƵĚŝƌĞĐƟŽŶĂůŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚƉƌŽŐƌĂŵĞīĞĐƟǀĞŶĞƐƐ͕ďƵƚƐŝŶĐĞŝƚĐĂŶ͛ƚ ĞůŝŵŝŶĂƚĞŶŽŶͲŵĂƌŬĞƟŶŐĨĂĐƚŽƌƐ͕ŝƚ͛ƐĂŶĞƐƟŵĂƚĞ ĂƚďĞƐƚ͘
ϰϳ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
METHOD FIVE FULL MARKET MIX MODELING
ͻ^ĞĂƌĐŚĂĚǀĞƌƟƐŝŶŐŐĞƚƐĐƌĞĚŝƚ ĨŽƌϯdžϱсΨϭϱD ͻŝƐƉůĂLJĂĚǀĞƌƟƐŝŶŐŐĞƚƐĐƌĞĚŝƚ ĨŽƌϮdžϱсΨϭϬD ͻdƌĂĚĞƐŚŽǁƐƌĞĐĞŝǀĞĐƌĞĚŝƚ ĨŽƌϭ͘ϱdžϭϬсΨϭϱD
DĂƌŬĞƚDŝdžDŽĚĞůŝŶŐ;DDDͿƐŚŽǁƐŚŽǁ sales volume outcomes are dependent on ǀĂƌŝŽƵƐŝŶĚĞƉĞŶĚĞŶƚŵĂƌŬĞƟŶŐƚŽƵĐŚĞƐ ĂŶĚŽƚŚĞƌŶŽŶͲŵĂƌŬĞƟŶŐĨĂĐƚŽƌƐďLJƵƐŝŶŐ ƐƚĂƟƐƟĐĂůƚĞĐŚŶŝƋƵĞƐ͕ƐƵĐŚĂƐƌĞŐƌĞƐƐŝŽŶ͘KŶůLJ ;DDDͿĂŬŝŶŐŝƚLJŽƵƌŽǁŶ ϯйŽĨϮŵĂƌŬĞƚĞƌƐĐƵƌƌĞŶƚůLJƵƐĞƚŚŝƐŵŽĚĞů ƐLJŽƵŵŝŐŚƚŝŵĂŐŝŶĞĂŌĞƌƐĞĞŝŶŐƚŚŝƐ ƚŽŵĞĂƐƵƌĞŵĂƌŬĞƟŶŐZK/͘ ĞdžĂŵƉůĞ͕ƚŚĞƐĞůĞĐƟŽŶŽĨLJŽƵƌŝŶĚĞƉĞŶĚĞŶƚ ǀĂƌŝĂďůĞƐĐĂŶďĞĂĐŽŵƉůŝĐĂƚĞĚĂīĂŝƌʹĂŶĚ ,ĞƌĞ͛ƐĂƐĂŵƉůĞƐƚĂƟƐƟĐĂůĞƋƵĂƟŽŶ ĂƌŐƵĂďůLJŝŶǀŽůǀĞƐĂƐŵƵĐŚĂƌƚĂƐŝƚĚŽĞƐ ;ĂůďĞŝƚĂŶĞdžƚƌĞŵĞůLJƐŝŵƉůŝĮĞĚĞdžĂŵƉůĞͿ͗ ƐĐŝĞŶĐĞ͘zŽƵ͛ƌĞůŝŬĞůLJƚŽĮŶĚƚŚĂƚLJŽƵ͛ůůĞdžƉĞŶĚ ŽŵƉĂŶLJyŵĂŬĞƐΨϭϲϱDŝŶƌĞǀĞŶƵĞ͘ ƚŚĞŵŽƐƚŽĨLJŽƵƌƌĞƐŽƵƌĐĞƐʹďŽƚŚŝŶƟŵĞĂŶĚ ŽŵƉĂŶLJyƐƉĞŶĚƐ͗ ŵŽŶĞLJʹŝŶĐŽůůĞĐƟŶŐLJŽƵƌĚĂƚĂ͕ŶŽƚĂŶĂůLJnjŝŶŐŝƚ͘ ΨϱDŽŶƐĞĂƌĐŚĂĚǀĞƌƟƐŝŶŐ͘ ZĞŐĂƌĚůĞƐƐ͕ŵĂŬĞƐƵƌĞLJŽƵĚƌŝůůĚŽǁŶƚŽ ΨϱDŽŶĚŝƐƉůĂLJĂĚǀĞƌƟƐŝŶŐ͘ ƚŚĞƐĐŝĞŶĐĞŽĨLJŽƵƌŽǁŶDDDĞƋƵĂƟŽŶďLJ $10M on trade shows. ŝŶĐŽƌƉŽƌĂƟŶŐĂůůĨĂĐƚŽƌƐƚŚĂƚŵŝŐŚƚŝŵƉĂĐƚ ŽŵƉĂŶLJy͛ƐŵĂƌŬĞƟŶŐŵŝdžŵŽĚĞů LJŽƵƌŽƵƚƉƵƚ͘WŽƐƐŝďůĞĨĂĐƚŽƌƐŝŶĐůƵĚĞ͗ ŵŝŐŚƚŚĂǀĞĂŶĞƋƵĂƟŽŶůŝŬĞƚŚŝƐ͗ ͻWƌŝĐŝŶŐ SalesсϭϮϱM+3.0*h+2.0*Display+1.5*Trade Show ͻWƌŽŵŽƟŽŶͬĂĚǀĞƌƟƐŝŶŐ dŚŝƐĞƋƵĂƟŽŶƐŚŽǁƐƚŚĂƚ͕ǁŝƚŚŽƵƚ ͻWƌŽĚƵĐƚ DĂƌŬĞƟŶŐ͕ŽŵƉĂŶLJyǁŽƵůĚŚĂǀĞ ͻWůĂĐĞ made $125M in sales. And of the $40M in ͻŝƐƚƌŝďƵƟŽŶ ƌĞǀĞŶƵĞŐĞŶĞƌĂƚĞĚďLJŵĂƌŬĞƟŶŐ͗ ͻ^ĂůĞƐ ͻŽŵƉĞƟƟǀĞŵŽǀĞƐ ͻdŚĞĞĐŽŶŽŵLJ ͻŶĚƐŽŽŶ͙
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PROS AND CONS OF MARKET MIX MODELING WƌŽƐ
ŽŶƐ
sĞƌLJĂĐĐƵƌĂƚĞ
EĞĞĚƐůŽƚƐŽĨĚĂƚĂ͖ĐĂŶ ďĞĐŽƐƚůLJƚŽĐŽůůĞĐƚĂůůƚŚĞ required historical data
Measures the impact of all programs – and all external factors as well Gives insight into program ĞīĞĐƟǀĞŶĞƐƐĂŶĚĞĸĐŝĞŶĐLJ
ZĞƋƵŝƌĞƐƐŽƉŚŝƐƟĐĂƚĞĚ ĂŶĂůLJƟĐĂůƐŬŝůůƐ Focus on short-‐term sales changes can undervalue longer-‐term ďƌĂŶĚďƵŝůĚŝŶŐĂĐƟǀŝƟĞƐ
ϰϴ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
PROGRAM-SPECIFIC METRICS – WHAT YOU SHOULD MEASURE AND TRACK tŚŝůĞDKƐƐŚŽƵůĚďĞƵƐŝŶŐŵĞƚŚŽĚƐ ůŝŬĞĂƩƌŝďƵƟŽŶĂŶĚŵĂƌŬĞƚŵŝdžŵŽĚĞůŝŶŐ ƚŽĚĞƚĞƌŵŝŶĞƉƌŽŐƌĂŵĞīĞĐƟǀĞŶĞƐƐĂŶĚ ĐŽŶƚƌŝďƵƟŽŶ͕ĐĂŵƉĂŝŐŶͲĂŶĚƉƌŽŐƌĂŵͲƐƉĞĐŝĮĐ ŵĞƚƌŝĐƐƐŚŽƵůĚŶŽƚďĞŝŐŶŽƌĞĚ͘tŚŝůĞůĞƐƐ ƌĞůĞǀĂŶƚƚŽƚŚĞ K͕ƚŚĞƐĞǁŝůůďĞĞĂƌůLJ indicators of market changes, and will help track growth so program managers can ensure proper campaign mix. This list may represent only some of the ƉƌŽŐƌĂŵƐLJŽƵƌƵŶ͖ŝƚ͛ƐŝŵƉŽƌƚĂŶƚƚŽĐĂƉƚƵƌĞ ŝŶĨŽƌŵĂƟŽŶĂĐƌŽƐƐLJŽƵƌŵĂƌŬĞƟŶŐŵŝdž͘,ĞƌĞ are a few metrics you may want to track on ĂƌĞŐƵůĂƌďĂƐŝƐ͕ŽƌŐĂŶŝnjĞĚďLJƉƌŽŐƌĂŵƚLJƉĞ͗
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ŵĂŝůDĞƚƌŝĐƐ hŶƐƵďƐĐƌŝďĞƌĂƚĞ Bounce rate KƉĞŶƌĂƚĞ Click-‐through rate tĞďŝŶĂƌDĞƚƌŝĐƐ ƩĞŶĚĞĞƌĂƚĞ ƌŽƉͲŽīƌĂƚĞ ŶŐĂŐĞŵĞŶƚƌĂƚĞ ǀĞŶƚDĞƚƌŝĐƐ ZĞŐŝƐƚƌĂƟŽŶ ƩĞŶĚĞĞƐ ^ĂƟƐĨĂĐƟŽŶ ^ŽĐŝĂůDĞĚŝĂDĞƚƌŝĐƐ Gross views ŽŶŶĞĐƟŽŶƐ DĞŶƟŽŶƐ ĐƟǀŝƚLJ ŶŐĂŐĞŵĞŶƚ Conversions ^ĞŶƟŵĞŶƚ
ŽŵŵƵŶŝĐĂƟŽŶƐDĞƚƌŝĐƐ EŽŽĨƉƌĞƐƐƌĞůĞĂƐĞƐ EŽŽĨŝŶƚĞƌǀŝĞǁƐ EŽŽĨƉƌĞƐƐĞǀĞŶƚƐ sŽůƵŵĞŽĨĐŽǀĞƌĂŐĞ ^ŚĂƌĞŽĨǀŽŝĐĞ tĞďƐŝƚĞDĞƚƌŝĐƐ sŝĞǁƐͬsŝƐŝƚŽƌƐ hŶŝƋƵĞsŝĞǁƐ Backlinks Conversions
ŝƌĞĐƚDĂŝů LJĞƐKŶ ĞůŝǀĞƌLJZĂƚĞ ZĞƐƉŽŶƐĞZĂƚĞ ŽƐƚWĞƌŽŶǀĞƌƐŝŽŶ ƵƐƚŽŵĞƌDĞƚƌŝĐƐ ŚƵƌŶZĂƚĞ ƵƐƚŽŵĞƌ>ŝĨĞƟŵĞsĂůƵĞ ^ŚĂƌĞŽĨtĂůůĞƚ ƵƐƚŽŵĞƌ ŶŐĂŐĞŵĞŶƚ
ůŽŐDĞƚƌŝĐƐ WŽƐƚƐ ^ƵďƐĐƌŝďĞƌƐ sŝĞǁƐͬsŝƐŝƚŽƌƐ Unique visitors ^ŽĐŝĂůƐŚĂƌĞƐ KŶůŝŶĞĚ Impressions ŽƐƚWĞƌůŝĐŬ;WͿ ŽƐƚWĞƌdŚŽƵƐĂŶĚsŝĞǁƐ;WDͿ ŽƐƚWĞƌŽŶǀĞƌƐŝŽŶ;W ŽƐƚWĞƌĐƟŽŶ;WͿ
ϰϵ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϱ͗WƌŽŐƌĂŵDĞĂƐƵƌĞŵĞŶƚ
CONCLUSION: PROGRAM MEASUREMENT APPLIED It is no small task to maneuver through the various program measurement models and ŵĞƚŚŽĚŽůŽŐŝĞƐƚŚĂƚĂƌĞĂǀĂŝůĂďůĞƚŽLJŽƵʹĂŶĚ ŝĨLJŽƵ͛ƌĞĂŵŽŶŐƚŚĞϮϬйŽĨϮŵĂƌŬĞƚĞƌƐ ǁŚŽĚŽŶ͛ƚLJĞƚŵĞĂƐƵƌĞƚŚĞZK/ŽĨƚŚĞŝƌ ŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐ͕ƚŚĞŶŐĞƫŶŐƐƚĂƌƟŶŐŵĂLJ ƐĞĞŵůŝŬĞĂĚĂƵŶƟŶŐƉƌŽƐƉĞĐƚ͘ƵƚďĞĨŽƌĞLJŽƵ ŐĞƚƚŽŽŽǀĞƌǁŚĞůŵĞĚ͕ƌĞŵĞŵďĞƌƚŚĂƚ͗ zŽƵ͛ƌĞŶŽƚĂůŽŶĞŽŶƚŚĞůĞĂƌŶŝŶŐĐƵƌǀĞ͘ ĐĐŽƌĚŝŶŐƚŽĂƌĞĐĞŶƚDDͬ&ŽƌƌĞƐƚĞƌͬE ƐƚƵĚLJ͕ϴϳйŽĨƐĞŶŝŽƌŵĂƌŬĞƚĞƌƐĚŝĚŶŽƚĨĞĞů ĐŽŶĮĚĞŶƚŝŶƚŚĞŝƌĂďŝůŝƚLJƚŽŝŵƉĂĐƚƚŚĞƐĂůĞƐ ĨŽƌĞĐĂƐƚŽĨƚŚĞŝƌƉƌŽŐƌĂŵƐ͘^ĂŝĚĚŝīĞƌĞŶƚůLJ͕ ƚŚŝƐŵĞĂŶƐLJŽƵŚĂǀĞƚŚĞĂďŝůŝƚLJƚŽƐŶĂŐ ĂĐŽŵƉĞƟƟǀĞĂĚǀĂŶƚĂŐĞŽǀĞƌϴϳйŽĨ LJŽƵƌĐŽŵƉĞƟƟŽŶ͊
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YƵĂůŝƚLJƚƌƵŵƉƐƋƵĂŶƟƚLJ͘zŽƵ͛ůůďĞŶĞĮƚ LJŽƵƌĐŽŵƉĂŶLJĂŶĚŝŵƉƌŽǀĞLJŽƵƌŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƐŵŽƌĞǁŝƚŚĂĨĞǁĮŶĞͲƚƵŶĞĚ measurements than a handful of inaccurate, inconclusive metrics. ^ƚĂƌƚŝŶƐŵĂůů͕ďŝƚĞͲƐŝnjĞĚ chunks, and go from there. What you put in is what you’ll get out. tŚĞŶLJŽƵƐƚƌĂƚĞŐŝĐĂůůLJŝŶǀĞƐƚLJŽƵƌƟŵĞĂŶĚ ĮŶĂŶĐŝĂůƌĞƐŽƵƌĐĞƐŝŶĚĞǀĞůŽƉŝŶŐĂŵĂƌŬĞƟŶŐ ŵĞĂƐƵƌĞŵĞŶƚŵŽĚĞů͕LJŽƵƉŽƐŝƟŽŶLJŽƵƌƐĞůĨ for future success. zŽƵ͛ůůŽƉƟŵŝnjĞLJŽƵƌ overall program mix and prune individual top-‐performing programs to increase company ƐĂůĞƐ͕ƉƌŽĮƚƐĂŶĚŵĂƌŬĞƚƐŚĂƌĞ͘ Who doesn’t ǁĂŶƚƚŚĂƚŬŝŶĚŽĨƌĞƉƵƚĂƟŽŶ͍
ϱϬ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϲ͗DĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ
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ϱϭ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϲ͗DĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ
ƚĞdžĞĐƵƟǀĞƐƚĂīĂŶĚďŽĂƌĚŵĞĞƟŶŐƐ͕ƚŚĞ ŶƵŵďĞƌŽŶĞƚŽƉŝĐŽĨĚŝƐĐƵƐƐŝŽŶŝƐŶĞǀĞƌĂŶ ƵƉĐŽŵŝŶŐŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵŽƌƚŚĞŶĞǁ ďƌĂŶĚƐƚƌĂƚĞŐLJʹŝƚ͛ƐĂůŵŽƐƚĂůǁĂLJƐƚŚĞƐĂůĞƐ ĨŽƌĞĐĂƐƚ͕ĂŶĚƚŚĞƌĞ͛ƐƵƐƵĂůůLJůŝƩůĞƚŽŶŽŝŶƉƵƚ ĨƌŽŵƚŚĞDK͘ /ƚ͛ƐŶŽǁŽŶĚĞƌŵŽƐƚĞdžĞĐƵƟǀĞƐĚŽŶ͛ƚ ĐŽŶƐŝĚĞƌŵĂƌŬĞƟŶŐƚŽďĞĂŶĞƐƐĞŶƟĂůƉĂƌƚ ŽĨƚŚĞƌĞǀĞŶƵĞƚĞĂŵ͘
>ŽŶŐͲdĞƌŵsŝƐŝďŝůŝƚLJ ^ĂůĞƐĨŽƌĞĐĂƐƚƐĂƌĞďĂƐĞĚŽŶǁŚĂƚƐƉĞĐŝĮĐ ĂĐĐŽƵŶƚƐǁŝůůĚŽĂƚƐƉĞĐŝĮĐƟŵĞƐ͕ƐŽƚŚĞLJ ďĞĐŽŵĞŝŶĐƌĞĂƐŝŶŐůLJŝŶĂĐĐƵƌĂƚĞƚŚĞĨƵƌƚŚĞƌ out you look. And the shorter the sales cycle, ƚŚĞǁŽƌƐĞƚŚĞƉƌŽďůĞŵ͘ /ŶĐŽŶƚƌĂƐƚ͕ǁŚĞŶŵĂƌŬĞƟŶŐƚĂŬĞƐ ƌĞƐƉŽŶƐŝďŝůŝƚLJĨŽƌƚŚĞĞĂƌůLJƐƚĂŐĞƐŽĨƚŚĞ ƌĞǀĞŶƵĞĐLJĐůĞ͕ƚŚĞLJŚĂǀĞďĞƩĞƌǀŝƐŝďŝůŝƚLJ ŝŶƚŽĨƵƚƵƌĞƉĞƌŝŽĚƌĞǀĞŶƵĞ͘DĂƌŬĞƟŶŐ ĞdžĞĐƵƟǀĞƐĐĂŶĨŽƌĞĐĂƐƚŚŽǁŵĂŶLJŶĞǁůĞĂĚƐ͕ ŽƉƉŽƌƚƵŶŝƟĞƐ͕ĂŶĚĐƵƐƚŽŵĞƌƐŵĂƌŬĞƟŶŐǁŝůů LJŝĞůĚŝŶĨƵƚƵƌĞƉĞƌŝŽĚƐďĞĐĂƵƐĞƚŚĞLJŬŶŽǁ how many prospects are in each revenue cycle stage – and how they are likely to move ƚŚƌŽƵŐŚĞĂĐŚƐƚĂŐĞŽǀĞƌƟŵĞ͘
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DĞƚŚŽĚŽůŽŐLJĨŽƌDĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ dŚŽƵŐŚƚŚĞĚĞƚĂŝůƐĐĂŶŐĞƚƋƵŝƚĞƐŽƉŚŝƐƟĐĂƚĞĚ͕ the methodology for making accurate ŵĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚƐŝƐƐŝŵƉůĞŝŶĐŽŶĐĞƉƚ͘ 1. Model the stages of the revenue cycle, and then measure how each type of lead moves through the various stages (conversion ƉĞƌĐĞŶƚĂŐĞĂŶĚǀĞůŽĐŝƚLJͿ͘dŚŝƐǁĂƐ ĚŝƐĐƵƐƐĞĚŝŶWĂƌƚϰ͘ 2. Get accurate inputs for how many new ůĞĂĚƐŽĨĞĂĐŚƚLJƉĞƚŚĞŵĂƌŬĞƟŶŐƚĞĂŵǁŝůů put into the system over future periods. ϯ͘DŽĚĞůƚŚĞŇŽǁŽĨĐƵƌƌĞŶƚĂŶĚŶĞǁůĞĂĚƐ ƚŚƌŽƵŐŚƚŚĞǀĂƌŝŽƵƐƐƚĂŐĞƐŽǀĞƌƟŵĞ͘ ϰ͘ZĞǀŝĞǁƚŚĞƌĞƐƵůƚƐĂŶĚĂƉƉůLJŵĂŶĂŐĞŵĞŶƚ ũƵĚŐŵĞŶƚƚŽĮŶĂůŝnjĞƚŚĞĨŽƌĞĐĂƐƚ͘
HIGHLY ACCOUNTABLE MARKETING FORECASTS tĞĂƌĞŶŽƚĚŝƐĐƵƐƐŝŶŐ͞ƚƌĂĚŝƟŽŶĂů͟ŵĂƌŬĞƟŶŐ forecasts, which take the form of a top-‐down market ƐŝnjĞĂŶĂůLJƐŝƐ͘dŚŽƐĞŬŝŶĚƐŽĨĨŽƌĞĐĂƐƚƐĐĂŶďĞƵƐĞĨƵů ĨŽƌƐƚƌĂƚĞŐŝĐƉůĂŶŶŝŶŐ͕ďƵƚĚŽŶŽƚŚĂǀĞƚŚĞƐƵĸĐŝĞŶƚ ŐƌĂŶƵůĂƌĂŶĚĂĐƟŽŶĂďůĞĚĂƚĂƌĞƋƵŝƌĞĚƚŽĐŽŵƉůŝŵĞŶƚ the sales forecast. ,ŝŐŚůLJĂĐĐŽƵŶƚĂďůĞŵĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚƐĞŶĂďůĞƚŚĞ DKƚŽŵĂŬĞƐƚĂƚĞŵĞŶƚƐƐƵĐŚĂƐ͕͞EĞdžƚƋƵĂƌƚĞƌ͕ ŵĂƌŬĞƟŶŐǁŝůůŐĞŶĞƌĂƚĞĂŶŝŶĐƌĞŵĞŶƚĂůϯϬŶĞǁ ĚĞĂůƐǁŽƌƚŚΨϰ͘ϬŵŝůůŝŽŶŽĨŬŝŶŐƐƚŚĂƚĂƌĞŶŽƚ ĐƵƌƌĞŶƚůLJŝŶƚŚĞƐĂůĞƐĨŽƌĞĐĂƐƚ͘͟Done right, the ŵĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚŐŝǀĞƐĂDKƚŚĞĐŽŶĮĚĞŶĐĞ ƚŽƐƚĂŬĞĂƉŽƌƟŽŶŽĨŚŝƐŽƌŚĞƌĐŽŵƉĞŶƐĂƟŽŶŽŶ ŵĞĞƟŶŐƚŚĞŐŽĂů͕ĂŶĚĂ^KƌĞůŝĞƐŽŶŵĂƌŬĞƟŶŐ͛Ɛ input to make a valid forecast for the period.
ϱϮ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϲ͗DĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ
'ĞƚĐĐƵƌĂƚĞ/ŶƉƵƚƐ DĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚƐĂƌĞƐƵďũĞĐƚƚŽƚŚĞƌƵůĞ ŽĨ͞ŐĂƌďĂŐĞŝŶ͕ŐĂƌďĂŐĞŽƵƚ͘͟zŽƵǁŝůůŶĞĞĚ ĂŶĂĐĐƵƌĂƚĞĞƐƟŵĂƚĞŽĨŚŽǁŵĂŶLJŶĞǁůĞĂĚƐ ǁŝůůŇŽǁŝŶƚŽƚŚĞƐLJƐƚĞŵŝŶĂŶLJŐŝǀĞŶƉĞƌŝŽĚ͕ ďLJƚLJƉĞ͕ƚŽƐĞƌǀĞĂƐƚŚĞĨƵĞůĨŽƌLJŽƵƌƌĞǀĞŶƵĞ engine.
ZĞǀŝĞǁZĞƐƵůƚƐĂŶĚƉƉůLJ DĂŶĂŐĞŵĞŶƚ:ƵĚŐŵĞŶƚ
KĨĐŽƵƌƐĞ͕ƚŚĞƐĞŶƵŵďĞƌƐĂƌĞũƵƐƚĞƐƟŵĂƚĞƐ and assume your conversion rates will remain ƐƚĞĂĚLJŽǀĞƌƟŵĞ͘DĂƌŬĞƟŶŐĂŶĚƐĂůĞƐĐĂŶ ĂŶĚǁŝůůĂīĞĐƚƚŚĞĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ͕ĂŶĚLJŽƵ need to take this into account. That is why ŝƚ͛ƐĞƐƐĞŶƟĂůĨŽƌŵĂƌŬĞƚĞƌƐƚŽĂƉƉůLJĞdžĞĐƵƟǀĞ DŽĚĞů&ůŽǁƚŚƌŽƵŐŚƚŚĞ ũƵĚŐŵĞŶƚƚŽƚŚĞŝƌŵŽĚĞůƉƌŽũĞĐƟŽŶƐďĞĨŽƌĞ ZĞǀĞŶƵĞ^ƚĂŐĞƐ ĮŶĂůŝnjŝŶŐƚŚĞŝƌĨŽƌĞĐĂƐƚƐ͘&ŽƌĞdžĂŵƉůĞ͕DKƐ WƌŽũĞĐƚLJŽƵƌƌĞǀĞŶƵĞĐLJĐůĞĨŽƌǁĂƌĚďLJ at larger companies will need to “roll-‐up” the ŵŽĚĞůŝŶŐŚŽǁĞdžŝƐƟŶŐĂŶĚŶĞǁůĞĂĚƐǁŝůů ŵĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚĨƌŽŵŵƵůƟƉůĞĚŝǀŝƐŝŽŶƐ convert through the various revenue stages ;ƉƌŽĚƵĐƚ͕ŐĞŽŐƌĂƉŚLJ͕ĞƚĐ͘ͿŝŶƚŽŽŶĞƚŽƉͲůĞǀĞů ŽǀĞƌƟŵĞ͘/ĨLJŽƵƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨĐŽŶǀĞƌƐŝŽŶ ĨŽƌĞĐĂƐƚ͕ƐŽŵĞƟŵĞƐůŽǁĞƌŝŶŐƚŚĞĨŽƌĞĐĂƐƚ rates and inputs are accurate, you will create ĨƌŽŵĚŝǀŝƐŝŽŶƐƚŚĂƚŚĂďŝƚƵĂůůLJŽǀĞƌĞƐƟŵĂƚĞ ĂƐŽůŝĚƉƌŽũĞĐƟŽŶŽĨǁŚĂƚƚŚĞƌĞǀĞŶƵĞĨƵŶŶĞů their results. will deliver in future periods.
© 2011 Marketo, Inc. All rights reserved.
ϱϯ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϲ͗DĂƌŬĞƟŶŐ&ŽƌĞĐĂƐƟŶŐ
MARKETING FORECAST
-4
-3
-2
-1
CUR
+1
+2
+3
Commit
244
254
Ϯϲϯ
Ϯϲϯ
273
282
295
302
Žŵŵŝƚ͕dĂƌŐĞƚ͕&ŽƌĞĐĂƐƚ
Target
257
Ϯϲϲ
Ϯϳϲ
Ϯϴϲ
292
302
311
321
ŶLJDKŵĂŬŝŶŐŵĂƌŬĞƟŶŐĨŽƌĞĐĂƐƚƐƐŚŽƵůĚ ďĞƌŝŐŽƌŽƵƐĂďŽƵƚƚŚĞĚŝīĞƌĞŶĐĞďĞƚǁĞĞŶ Commit, Target and Forecast.
-4
257
Ϯϲϲ
Ϯϳϲ
Ϯϴϲ
-‐
-‐
-‐
-‐
-3
-‐
273
Ϯϳϲ
270
Ϯϳϲ
-‐
-‐
-‐
ͻŽŵŵŝƚŝƐƚŚĞŶƵŵďĞƌƚŚĂƚƚŚĞDKĐĂŶ ŐƵĂƌĂŶƚĞĞĂŶĚƐŚŽƵůĚŶŽƚǀĂƌLJĨƌĞƋƵĞŶƚůLJ͖ ƚŚŝƐŝƐƚŚĞŶƵŵďĞƌƚŽƵƐĞĂƐƚŚĞďĂƐŝƐĨŽƌƚŚĞ DK͛ƐƋƵŽƚĂͬďŽŶƵƐ͘
-2
-‐
-‐
305
Ϯϳϲ
Ϯϳϲ
289
-‐
-‐
Previous Month
-‐
-‐
-‐
Ϯϳϲ
282
302
311
-‐
-‐
-‐
294
305
315
331
Forecast
Actual
-‐ -‐ Current Month ͻdĂƌŐĞƚŝƐĂŶƵŵďĞƌŚŝŐŚĞƌƚŚĂŶŽŵŵŝƚ Commit Target ǁŚŝĐŚƌĞŇĞĐƚƐǁŚĂƚƚŚĞƚĞĂŵƐŚŽƵůĚďĞ EƵŵďĞƌŽĨEĞǁƵƐƚŽŵĞƌƐďLJDŽŶƚŚ aiming for. The goals for individual groups should roll-‐up to meet the overall Target, not dŚŝƐƚLJƉĞŽĨƉƌĞƐĞŶƚĂƟŽŶŝƐƵƐĞĨƵůĨŽƌƐŚŽǁŝŶŐ Commit. actual results compared to forecast and plan, ͻ&ŽƌĞĐĂƐƚŝƐƚŚĞDK͛ƐďĞƐƚĞƐƟŵĂƚĞĨŽƌǁŚĂƚ as well as how the forecast changes over ǁŝůůĂĐƚƵĂůůLJŚĂƉƉĞŶĂŶĚƐŚŽƵůĚďĞďĂƐĞĚŽŶ ƟŵĞ͘dŚĞĞdžĂŵƉůĞƐŚŽǁƐĂĐƚƵĂůƌĞƐƵůƚƐĨŽƌ ƚŚĞŵŽƐƚƌĞĐĞŶƚĞƐƟŵĂƚĞƐĂŶĚĂĚũƵƐƚŵĞŶƚƐ͘ the current month and a forecast for the next ƚŚƌĞĞŵŽŶƚŚƐ͖ŝƚĂůƐŽƐŚŽǁƐƚŚĞĨŽƌĞĐĂƐƚƐĨƌŽŵ DKƐƚŚĂƚƚƌĂĐŬĂŶĚĐŽŵŵƵŶŝĐĂƚĞƉƌŽŐƌĞƐƐ the prior four months compared to actual ĂŐĂŝŶƐƚƚŚĞƐĞƚŚƌĞĞŵĞƚƌŝĐƐĂƌĞƐƵƌĞƚŽďƵŝůĚ ƌĞƐƵůƚƐ͘dŚŝƐƉƌĞƐĞŶƚĂƟŽŶĐĂŶĂůƐŽŝůůƵƐƚƌĂƚĞ ƚŚĞĐƌĞĚŝďŝůŝƚLJƚŚĞLJĚĞƐĞƌǀĞ͘ the forecast for other revenue stages such KŶĞǁĂLJƚŽƉƌĞƐĞŶƚƚŚĞƐĞŵĞƚƌŝĐƐŝƐ ĂƐŶĞǁƉƌŽƐƉĞĐƚƐ͕ŵĂƌŬĞƟŶŐƋƵĂůŝĮĞĚůĞĂĚƐ͕ ǀŝĂĂǁĂƚĞƌĨĂůůĐŚĂƌƚ͘&ŽƌĞdžĂŵƉůĞ͗ ĞǀĞŶĐůŽƐĞĚŬŝŶŐƐ͘
© 2011 Marketo, Inc. All rights reserved.
ŽŶĐůƵƐŝŽŶ &ŽƌĞĐĂƐƚƐŵĂƩĞƌ͘ KƐĂŶĚďŽĂƌĚŵĞŵďĞƌƐ ĂƌĞŝŵƉƌĞƐƐĞĚďLJĂĐĐƵƌĂƚĞ͕ĨŽƌǁĂƌĚͲůŽŽŬŝŶŐ forecasts – especially over the long term. dŚŝƐŝƐƚŚĞƐŝŶŐůĞďŝŐŐĞƐƚƌĞĂƐŽŶǁŚLJƐĂůĞƐ ŚĂƐŵŽƌĞĐƌĞĚŝďŝůŝƚLJ;ĂŶĚƉŽǁĞƌͿƚŚĂŶ ŵĂƌŬĞƟŶŐĂƚŵŽƐƚĐŽŵƉĂŶŝĞƐ͘ ƵƚǁŚĞŶŵĂƌŬĞƟŶŐƚĞĂŵƐĂƌĞĂďůĞƚŽŵĂŬĞ revenue forecasts – and deliver against them – with equal or greater accuracy, they ǁŝůůůĞǀĞƌĂŐĞĂŬĞLJĐŽŵƉĞƟƟǀĞĂĚǀĂŶƚĂŐĞ ŝŶĞƐƚĂďůŝƐŚŝŶŐƚŚĞŝƌŽǁŶĐůŽƵƚǁŝƚŚŝŶƚŚĞŝƌ ŽƌŐĂŶŝnjĂƟŽŶƐ͘
ϱϰ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϳ͗ĂƐŚďŽĂƌĚƐ
;^ŽƵƌĐĞ͗ŚƩƉ͗ͬͬƉĞĚƌŽůĂďŽLJ͘ĐŽŵͬͿ
© 2011 Marketo, Inc. All rights reserved.
ϱϱ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϳ͗ĂƐŚďŽĂƌĚƐ
ĂƐŚďŽĂƌĚƐĐƌĞĂƚĞĂǀŝƐƵĂůĚŝƐƉůĂLJŽĨĂůůƚŚĞ ƌĞůĞǀĂŶƚŝŶĨŽƌŵĂƟŽŶLJŽƵŶĞĞĚƚŽŵĞĂƐƵƌĞĂŶĚ ƌĞĮŶĞLJŽƵƌĐƵƌƌĞŶƚĞīĞĐƟǀĞŶĞƐƐŝŶĚĞůŝǀĞƌŝŶŐ against your goals – and communicate your ƉĞƌĨŽƌŵĂŶĐĞůĞǀĞůƐŝŶĂĨŽƌŵĂƚƚŚĂƚŝƐŝŶƚƵŝƟǀĞ to others inside and outside your department. &ƵƌƚŚĞƌŵŽƌĞ͕ĚĂƐŚďŽĂƌĚƐŚĞůƉLJŽƵŵĂŬĞ ŵŽƌĞŬŶŽǁůĞĚŐĞĂďůĞ͕ƐŽƉŚŝƐƟĐĂƚĞĚĚĞĐŝƐŝŽŶƐ ĂďŽƵƚŝŵƉƌŽǀŝŶŐLJŽƵƌŵĞƚƌŝĐƐĂŶĚLJŽƵƌĨƵƚƵƌĞ ŝŶŝƟĂƟǀĞƐ͘ dŚĞƌĞĂƌĞŵĂŶLJŬŝŶĚƐŽĨĚĂƐŚďŽĂƌĚƐ͗ŝŶƚĞƌŶĂů ŵĂƌŬĞƟŶŐĚĂƐŚďŽĂƌĚƐĂƐǁĞůůĂƐĚĂƐŚďŽĂƌĚƐ LJŽƵƐŚĂƌĞŽƵƚƐŝĚĞŽĨŵĂƌŬĞƟŶŐ͕ŽŌĞŶǁŝƚŚ LJŽƵƌƐĞŶŝŽƌŵĂŶĂŐĞŵĞŶƚĂŶĚƚŚĞďŽĂƌĚ͘/Ŷ ƚŚĞĐĂƐĞŽĨĞdžƚĞƌŶĂůĚĂƐŚďŽĂƌĚƐ͕ƌĞŵĞŵďĞƌƚŽ ĨŽĐƵƐŽŶƚŚĞŬĞLJĮŶĂŶĐŝĂůŵĞƚƌŝĐƐƚŚĂƚŵĂƩĞƌ most. This will assist you and your fellow ĞdžĞĐƵƟǀĞůĞĂĚĞƌƐŝŶĨŽĐƵƐŝŶŐŽŶǁŚĂƚŝƐŽĨ ƵůƟŵĂƚĞŝŵƉŽƌƚĂŶĐĞ͗ŵĂŬŝŶŐďĞƩĞƌͲĞĚƵĐĂƚĞĚ decisions to improve revenue.
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ĞƐŝŐŶŝŶŐĂ'ƌĞĂƚĂƐŚďŽĂƌĚ zŽƵƌŵĂƌŬĞƟŶŐĐĂŵƉĂŝŐŶƐĂŶĚƉƌŽŐƌĂŵƐ generate a huge amount of data, most of ǁŚŝĐŚŝƐŶŽƚƌĞůĞǀĂŶƚ͘^ŽĂƐLJŽƵĚĞƐŝŐŶLJŽƵƌ ĚĂƐŚďŽĂƌĚƐ͕LJŽƵǁĂŶƚƚŽĚĞƚĞƌŵŝŶĞǁŚĂƚ is most useful to you. This will translate into ũƵƐƚƚŚĞƌŝŐŚƚŶƵŵďĞƌŽĨŵĞƚƌŝĐƐʹĞŶŽƵŐŚ for you to understand what is really going on ŝŶƐŝĚĞLJŽƵƌĚĂƚĂ͕ďƵƚŶŽƚƐŽŵĂŶLJƚŚĂƚLJŽƵ are overwhelmed with marginally relevant ŝŶĨŽƌŵĂƟŽŶ͘ &ŽĐƵƐŽŶƚŚĞĮǀĞŬĞLJŵĞƚƌŝĐƐƚŚĂƚŵĂƩĞƌ ŵŽƐƚ͘ƐŽĐŽŚĂŶĞůƐĂŝĚ͕͞ďĞĨŽƌĞLJŽƵ ůĞĂǀĞƚŚĞŚŽƵƐĞ;ŽƌŝŶƚŚŝƐĐĂƐĞ͕ƉƵďůŝƐŚƚŚĞ ĚĂƐŚďŽĂƌĚͿ͕ƚĂŬĞŽŶĞƚŚŝŶŐŽī͘͟
ϱϲ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϳ͗ĂƐŚďŽĂƌĚƐ
An important factor here is using the right ŝŶĨŽƌŵĂƟŽŶŐƌĂƉŚŝĐĨŽƌƚŚĞĚĂƚĂLJŽƵŚĂǀĞĂŶĚ ƚŚĞŝŶƐŝŐŚƚLJŽƵŶĞĞĚ͘dŚŝƐƐĂŵƉůĞĚĂƐŚďŽĂƌĚ ĨƌŽŵ>ĞŶƐŬŽůĚ'ƌŽƵƉƐĞƌǀĞƐĂƐĂďĞƐƚƉƌĂĐƟĐĞ example of many elements that typically ĂƉƉĞĂƌŝŶĂŐƌĞĂƚĚĂƐŚďŽĂƌĚ͗ &ĞǁŶƵŵďĞƌƐ͘ZĞůĂƟǀĞůLJĨĞǁŶƵŵďĞƌƐĂƌĞ ƐŚŽǁŶ͕ďƵƚƚŚĞƐĞůĞĐƚĨĞǁƚŚĂƚĂƌĞĨĞĂƚƵƌĞĚ ĂƌĞŬĞLJĮŶĂŶĐŝĂůŵĞƚƌŝĐƐ͘ ^ƉĞĞĚŽŵĞƚĞƌƐƐŚŽǁƉƌŽŐƌĞƐƐǀĞƌƐƵƐŐŽĂůƐ͘ dŚŝƐŝƐĂŶĞīĞĐƟǀĞŐƌĂƉŚŝĐĨŽƌĐŽŶǀĞLJŝŶŐƚŚŝƐ ŝŶĨŽƌŵĂƟŽŶ͘ >ŝŶĞĐŚĂƌƚƐƐŚŽǁƚƌĞŶĚƐ͘ Line charts show LJŽƵƌĚĂƚĂŽǀĞƌƟŵĞĂŶĚĂůůŽǁLJŽƵƚŽƐĞĞ trends. ĞŶƐŬŽůĚ'ƌŽƵƉͿ
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ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϳ͗ĂƐŚďŽĂƌĚƐ
ŽŵŵƵŶŝĐĂƟŽŶ dŚĞďĞƐƚĚĂƐŚďŽĂƌĚƐĚŽŶ͛ƚũƵƐƚƐĞƌǀĞĂ ƌĞƉŽƌƟŶŐĨƵŶĐƟŽŶ͘dŚĞLJƐŚŽƵůĚĂůƐŽŐƵŝĚĞ ŚŽǁƉĞŽƉůĞǁŝƚŚŝŶLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶƚŚŝŶŬ͕ ĂĐƟŶŐĂƐĐĂƚĂůLJƐƚƐĨŽƌĞīĞĐƟǀĞĚĞĐŝƐŝŽŶ ŵĂŬŝŶŐ͘dŚŝƐƐŚŽƵůĚŐƌĞĂƚůLJŝŶŇƵĞŶĐĞŚŽǁLJŽƵ ƉƌĞƐĞŶƚLJŽƵƌĚĂƐŚďŽĂƌĚƐ;ŽƌĂŶLJŵĞƚƌŝĐƐ͕ĨŽƌ ƚŚĂƚŵĂƩĞƌͿ͗ &ƌĂŵĞLJŽƵƌĚĞƐƟŶĂƟŽŶ͘^ƚĂƌƚďLJƌĞŵŝŶĚŝŶŐ ŽƚŚĞƌƐǁŚĂƚLJŽƵĐŽůůĞĐƟǀĞůLJǁĂŶƚƚŽ accomplish. When you communicate a clear ǀŝƐŝŽŶĂďŽƵƚǁŚĂƚLJŽƵĂƌĞƚƌLJŝŶŐƚŽĂĐŚŝĞǀĞ͕ LJŽƵĞŶĂďůĞŽƚŚĞƌƐƚŽĂůŝŐŶƚŽǁĂƌĚƐƚŚĞƐĂŵĞ ŽďũĞĐƟǀĞ͘
PHYSICAL DASHBOARDS dŚŝƐŝƐĂƐĞĞŵŝŶŐůLJŵŝŶŽƌLJĞƚĐƌŝƟĐĂůƉŽŝŶƚ͘In ŽƵƌǀŝƌƚƵĂůďƵƐŝŶĞƐƐǁŽƌůĚ͕ŝƚ͛ƐĞĂƐLJƚŽŽǀĞƌůŽŽŬ ĂŚŝŐŚůLJĞīĞĐƟǀĞĨŽƌŵŽĨĚĂƐŚďŽĂƌĚ͗ĂƉŚLJƐŝĐĂů ǀĞƌƐŝŽŶĚŝƐƉůĂLJĞĚŽŶǁŚŝƚĞďŽĂƌĚƐĂƌŽƵŶĚLJŽƵƌ ŽĸĐĞ͘WĞŽƉůĞĂƌĞŵŽƟǀĂƚĞĚďLJǁŚĂƚƚŚĞLJĐĂŶƐĞĞ͕ ƐŽLJŽƵďƵŝůĚĞdžĐŝƚĞŵĞŶƚĂƌŽƵŶĚƚŚĞŽĸĐĞǁŚĞŶ LJŽƵŐŝǀĞLJŽƵƌŐƌŽǁŝŶŐƐƵĐĐĞƐƐƉƵďůŝĐǀŝƐŝďŝůŝƚLJŽŶ ĂĚĂLJͲƚŽͲĚĂLJďĂƐŝƐ͘
WĂŝŶƚƚŚĞďŝŐŐĞƌƉŝĐƚƵƌĞ͘ While you do need ƚŽƉƌĞƐĞŶƚLJŽƵƌŶƵŵďĞƌƐ͕ŝƚ͛ƐŵŽƌĞŝŵƉŽƌƚĂŶƚ to share insight into what they mean and key takeaways. ĂůůƚŽĂĐƟŽŶ͘^ƉĞůůŝƚŽƵƚ͗͞,ĞƌĞŝƐǁŚĂƚǁĞ ŶĞĞĚƚŽKĂƐĂƌĞƐƵůƚŽĨƚŚĞƐĞĚĂƚĂĂŶĚ insights.” ZĞŵĞŵďĞƌ͕ƚŚĞĂĐƟŽŶƐLJŽƵƚĂŬĞďĂƐĞĚ ŽŶLJŽƵƌĚĂƚĂŵĂƩĞƌŵŽƌĞƚŚĂŶƚŚĞĂĐƚƵĂů ŶƵŵďĞƌƐƚŚĞŵƐĞůǀĞƐ͘
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ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϴ͗/ŵƉůĞŵĞŶƚĂƟŽŶʹWĞŽƉůĞ͕ WƌŽĐĞƐƐ͕ĂŶĚdĞĐŚŶŽůŽŐLJ
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ϱϵ
ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
WĂƌƚϴ͗/ŵƉůĞŵĞŶƚĂƟŽŶʹWĞŽƉůĞ͕ WƌŽĐĞƐƐ͕ĂŶĚdĞĐŚŶŽůŽŐLJ
ƐǁŝƚŚĂŶLJďƵƐŝŶĞƐƐƚƌĂŶƐĨŽƌŵĂƟŽŶ͕ƚŚĞ ƐƵĐĐĞƐƐŽĨLJŽƵƌŵĂƌŬĞƟŶŐŵĞĂƐƵƌĞŵĞŶƚ program depends on how well you implement it. This requires you to set in place the right people, the right process and the right technology.
PEOPLE AND CULTURE ǀĞŶƚŚĞŵŽƐƚĞĸĐŝĞŶƚŵĞƚŚŽĚƐĂŶĚůĂƚĞƐƚ ĐƵƫŶŐͲĞĚŐĞƚĞĐŚŶŽůŽŐLJĂƌĞƵƐĞůĞƐƐŝĨLJŽƵ don’t have the right people driving the ƉƌŽĐĞƐƐ͕ƐŽĞīĞĐƟǀĞĞdžĞĐƵƟǀĞƐďĞŐŝŶďLJ ĂƐŬŝŶŐƚŚĞŵƐĞůǀĞƐƚŚĞĨŽůůŽǁŝŶŐƋƵĞƐƟŽŶƐ͗
ŚĂƚŬŝŶĚƐŽĨƉĞŽƉůĞĚŽ/ŶĞĞĚ t ŽŶƐƚĂīƚŽŝŵƉůĞŵĞŶƚŵĂƌŬĞƟŶŐ ŵĞĂƐƵƌĞŵĞŶƚ͍ ͻƌĞƚŚĞƐĞŚŝŐŚƉĞƌĨŽƌŵĞƌƐĂůƌĞĂĚLJŽŶ my team, or do I need to look outside my ŽƌŐĂŶŝnjĂƟŽŶ͍ ͻtŚĂƚŬŝŶĚƐŽĨƐŬŝůůƐĚŽĞƐŵLJĐƵƌƌĞŶƚ ĞŵƉůŽLJĞĞŵŝdžŶĞĞĚƚŽĚĞǀĞůŽƉ͍
tŚĂƚŝŐŚƚ tĞďƐŝƚĞΘ ďůŽŐ͗ ŚƩƉ͗ͬͬŵĂƌŬĞƟŶŐŶƉǀ͘ĐŽŵͬ dǁŝƩĞƌ͗ @MeasureMan :ŝŵ>ĞŶƐŬŽůĚ, Managing Director, The Lenskold Group ŽŽŬ͗ DĂƌŬĞƟŶŐZK/͗dŚĞWĂƚŚƚŽ Campaign, Customer, and Corporate WƌŽĮƚĂďŝůŝƚLJ tĞďƐŝƚĞ͗ Lenskold Group dǁŝƩĞƌ͗ @JimLenskold
ZĞďĞĐĐĂ:ĂĐŽďƐDĂĚŝŐĂŶ, džĞĐƵƟǀĞŝƌĞĐƚŽƌ͕WĞƌĨŽƌŵĂŶĐĞ DĂƌŬ:ĞīĞƌLJ, DĂƌŬĞƟŶŐƐƐŽĐŝĂƟŽŶ DĂŶĂŐŝŶŐWĂƌƚŶĞƌ͕ŐŝůĞ/ŶƐŝŐŚƚƐнŝƌĞĐƚŽƌ tĞďƐŝƚĞ͗ WĞƌĨŽƌŵĂŶĐĞDĂƌŬĞƟŶŐ ŽĨdĞĐŚŶŽůŽŐLJ/ŶŝƟĂƟǀĞƐ͕ĂƵƌĂWĂƩĞƌƐŽŶ ŚƩƉ͗ͬͬǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬďϮďͲŵĂƌŬĞƟŶŐͲ ƌĞƐŽƵƌĐĞƐͬŬͲĐůƵďͬŵĂƌŬĞƟŶŐͲŵĞƚƌŝĐƐͲ ŝŶͲĂĐƟŽŶͲĐƌĞĂƟŶŐͲĂͲƉĞƌĨŽƌŵĂŶĐĞͲĚƌŝǀĞŶͲ ŵĂƌŬĞƟŶŐͲŽƌŐĂŶŝnjĂƟŽŶ͘ƉŚƉ &ƌĞĞZK/^ƉƌĞĂĚƐŚĞĞƚĨƌŽŵ>ĞŶƐŬŽůĚ'ƌŽƵƉ ŚƩƉ͗ͬͬǁǁǁ͘ůĞŶƐŬŽůĚ͘ĐŽŵͬĨŽƌŵƐͬĚĞĨĂƵůƚ͘ Śƚŵů͍ĮĚсϭϴ /ŶƚĞƌĂĐƟǀĞ>ĞĂĚ'ĞŶĞƌĂƟŽŶZK/dŽŽů from Lenskold Group ŚƩƉ͗ͬͬǁǁǁ͘ůĞŶƐŬŽůĚ͘ĐŽŵͬƚŽŽůƐͬ>ĞĂĚ'ĞŶdŽŽů͘ html
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DK'ƵŝĚĞƚŽDĂƌŬĞƟŶŐZK/ from Lenksold Group ŚƩƉ͗ͬͬǁǁǁ͘ůĞŶƐŬŽůĚ͘ĐŽŵͬĐŽŶƚĞŶƚͬůĂŶĚŝŶŐͺ ŵĂƌŬĞƟŶŐͺƌŽŝ͘Śƚŵů ϮϬϭϬϮ>ĞĂĚ'ĞŶĞƌĂƟŽŶ DĂƌŬĞƟŶŐZK/^ƚƵĚLJʹ>ĞŶƐŬŽůĚ'ƌŽƵƉ ŚƩƉ͗ͬͬǁǁǁ͘ůĞŶƐŬŽůĚ͘ĐŽŵͬĐŽŶƚĞŶƚͬ >ĞĂĚ'ĞŶZK/ͺϮϬϭϬ͘Śƚŵů DĂƌŬĞƟŶŐEWs͗ ŚƩƉ͗ͬͬŵĂƌŬĞƟŶŐŶƉǀ͘ĐŽŵͬŬŶŽǁůĞĚŐĞ ͺďĂƐĞͬĂůůͬƚŽƉŝĐƐ DĞƚƌŝĐƐƚŚĂƚDĂƩĞƌĨŽƌDĂƌŬĞƟŶŐ DĞĂƐƵƌĞŵĞŶƚʹtĞďŝŶĂƌǁŝƚŚĂǀŝĚZĂĂď ŚƩƉ͗ͬͬǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬďϮďͲŵĂƌŬĞƟŶŐͲ ƌĞƐŽƵƌĐĞƐͬďĞƐƚͲƉƌĂĐƟĐĞƐͬŵĂƌŬĞƟŶŐͲƌŽŝͬ ŵĞƚƌŝĐƐͲƚŚĂƚͲŵĂƩĞƌͲĨŽƌͲŵĂƌŬĞƟŶŐͲ measurement.php
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ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽDĂƌŬĞƟŶŐDĞƚƌŝĐƐĂŶĚŶĂůLJƟĐƐ
ŽŶƚĂĐƚƵƐ
EŽƌƚŚŵĞƌŝĐĂ͗нϭ͘ϴϳϳ͘ϮϲϬ͘DĞĂĚ^ĐŽƌŝŶŐ online, ǀŝƐŝƚ͗ǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬĚŐϮͲůĞĂĚͲƐĐŽƌŝŶŐ To get dŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽϮ^ŽĐŝĂůDĞĚŝĂ online, ǀŝƐŝƚ͗ǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬĚŐϮͲďϮďͲƐŽĐŝĂůͲŵĞĚŝĂ To get dŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ^ĂůĞƐ>ĞĂĚYƵĂůŝĮĐĂƟŽŶ, ǀŝƐŝƚ͗ǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬĚŐϮͲƐĂůĞƐͲƋƵĂůŝĮĐĂƟŽŶ sŝƐŝƚŽƵƌďůŽŐƐ͗ďůŽŐ͘ŵĂƌŬĞƚŽ͘ĐŽŵ
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ďŽƵƚDĂƌŬĞƚŽ DĂƌŬĞƚŽŝƐƚŚĞŐůŽďĂůůĞĂĚĞƌŝŶZĞǀĞŶƵĞ WĞƌĨŽƌŵĂŶĐĞDĂŶĂŐĞŵĞŶƚ͘DĂƌŬĞƚŽ͛ƐƉŽǁĞƌĨƵů LJĞƚĞĂƐLJͲƚŽͲƵƐĞŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶĂŶĚƐĂůĞƐ ĞīĞĐƟǀĞŶĞƐƐƐŽůƵƟŽŶƐƚƌĂŶƐĨŽƌŵŚŽǁŵĂƌŬĞƟŶŐ ĂŶĚƐĂůĞƐƚĞĂŵƐŽĨĂůůƐŝnjĞƐǁŽƌŬͶĂŶĚǁŽƌŬ ƚŽŐĞƚŚĞƌͶƚŽĚƌŝǀĞĚƌĂŵĂƟĐĂůůLJŝŶĐƌĞĂƐĞĚ ƌĞǀĞŶƵĞƉĞƌĨŽƌŵĂŶĐĞĂŶĚĨƵĞůďƵƐŝŶĞƐƐŐƌŽǁƚŚ͘ The company’s proven technology, comprehensive services, and expert guidance ĂƌĞŚĞůƉŝŶŐĐŽƌƉŽƌĂƟŽŶƐĂƌŽƵŶĚƚŚĞǁŽƌůĚƚŽ ƚƵƌŶŵĂƌŬĞƟŶŐĨƌŽŵĂĐŽƐƚĐĞŶƚĞƌƚŽĂďƵƐŝŶĞƐƐͲ ďƵŝůĚŝŶŐƌĞǀĞŶƵĞĚƌŝǀĞƌ͘
tƌŝƩĞŶďLJ:ŽŶDŝůůĞƌ
DĂƌŬĞƚŽŚĂƐďĞĞŶƌĞĐŽŐŶŝnjĞĚǁŝƚŚƚŚĞϮϬϭϬ Kŝ ĂǁĂƌĚĨŽƌ͞ĞƐƚDĂƌŬĞƟŶŐ^ŽůƵƟŽŶ͕͟ƚŚĞ ͞ĞƐƚ^ĂůĞƐĂŶĚDĂƌŬĞƟŶŐϮ͘Ϭ^ŽůƵƟŽŶ͟ĨƌŽŵ ^ĞůůŝŶŐWŽǁĞƌ͕ĂŶĚƚŚĞ͞ĞƐƚDĂƌŬĞƟŶŐ ƵƚŽŵĂƟŽŶƉƉůŝĐĂƟŽŶ͟ďLJ^ĂůĞƐĨŽƌĐĞ ĐƵƐƚŽŵĞƌƐŽŶƚŚĞƉƉ džĐŚĂŶŐĞ͘ƐŽĨDĂƌĐŚ 2011, more than 1000 enterprise and ŵŝĚͲŵĂƌŬĞƚĐůŝĞŶƚƐŐůŽďĂůůLJŚĂǀĞĂĚŽƉƚĞĚ DĂƌŬĞƚŽƐŽůƵƟŽŶƐ͘&ŽƌŵŽƌĞŝŶĨŽƌŵĂƟŽŶ͕ǀŝƐŝƚ ŚƩƉ͗ͬͬǁǁǁ͘DĂƌŬĞƚŽ͘ĐŽŵ͕ŽƌƐƵďƐĐƌŝďĞƚŽ DĂƌŬĞƚŽ͛ƐĂǁĂƌĚͲǁŝŶŶŝŶŐďůŽŐƐĂƚŚƩƉ͗ͬͬďůŽŐ͘ ŵĂƌŬĞƚŽ͘ĐŽŵͬ.
ĞƐŝŐŶĞĚΘŝůůƵƐƚƌĂƚĞĚďLJsĞůŽĐŝƚLJWĂƌƚŶĞƌƐ͕ ƚŚĞϮŵĂƌŬĞƟŶŐĂŐĞŶĐLJ͘
:ŽŶŝƐsWDĂƌŬĞƟŶŐĂŶĚĐŽͲĨŽƵŶĚĞƌĂƚDĂƌŬĞƚŽ͘ ,ĞĞdžƉůŽƌĞƐĞǀĞƌLJƚŚŝŶŐĨƌŽŵůĞĂĚŶƵƌƚƵƌŝŶŐĂŶĚ ƐŽĐŝĂůŵĞĚŝĂƚŽŵĂƌŬĞƟŶŐZK/ĂŶĚƌĞǀĞŶƵĞ performance management in Marketo’s ƉŽƉƵůĂƌďůŽŐ͕DŽĚĞƌŶϮDĂƌŬĞƟŶŐ͕ĂŶĚǁĂƐ ŶĂŵĞĚĂdŽƉϭϬDKĨŽƌĐŽŵƉĂŶŝĞƐƵŶĚĞƌ ΨϮϱϬŵŝůůŝŽŶƌĞǀĞŶƵĞďLJdŚĞDK/ŶƐƟƚƵƚĞ͘:ŽŶ ŐƌĂĚƵĂƚĞĚDĂŐŶĂƵŵ>ĂƵĚĞŝŶWŚLJƐŝĐƐĨƌŽŵ ,ĂƌǀĂƌĚŽůůĞŐĞĂŶĚŚĂƐĂŶDĨƌŽŵƚŚĞ ^ƚĂŶĨŽƌĚ'ƌĂĚƵĂƚĞ^ĐŚŽŽůŽĨƵƐŝŶĞƐƐ͘
ϲϵ
© 2011 Marketo, Inc. All rights reserved.
ŝŶĨŽΛŵĂƌŬĞƚŽ͘ĐŽŵ ǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵ
ϳϬ