19. Strategic Alignment Strategic Objective: penetrate SMB market Marketing Objective: generate SMB leads Marketing Sales Funnel Stage Metrics / Goals Metric Type (all marketing) 30 % of marketing spend against SMB leading reach top 5 Google page rank leading interest 20 % of new leads from SMB coincident desire 65% of SMB leads are sales qualified coincident convert 25% close rate on sales qualified SMB leads lagging convert 15% of sales to SMB lagging
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26. Marketing Measurement Maturity Model level data needs system needs measures skills / processes 1. Count Response _ campaign tracking codes, universe, budgeted cost and response _ campaign costs _ campaign responses _ response quality _ campaign management _ marketing planning _ capture responses & link to campaigns _ calculate measures & compare vs. history _ campaign response [varies by channel] _ campaign cost _ cost per response _ plan vs actual results _ response quality _ campaign design _ tracking discipline 2 Show Impact (acquisition programs) _ sales results on leads _ sales & costs on existing customers _ marketing treatments and costs per lead/customer _ marketing lead database _ import sales results & link to marketing leads _ campaign attribution method _ report marketing costs by lead _ estimate long-term value _ new leads per campaign _ sales per lead _ simple ROI (sales / acq cost) _ long-term value per lead _ long-term costs per lead _ full ROI (long term value / all sales & marketing costs) _ long term value forecasting _ cost allocation 3 Understand Process _ customer attributes _ customer behavior _ stage assignment / scoring _ track funnel status over time _ calculate summary measures on transitions and time-in-stage _ correlate stage changes with marketing treatments _ calculate flow through funnel _ funnel counts _ treatment impact on conversion and time-in-stage _ treatment impact on flow through funnel _ treatment ROI (net change in value / change in cost) _ funnel stage definition _ funnel change analysis 4 Optimize Results _ test setup and reporting _ business modeling _ automated optimization _ budget and revenue projections by period _ test design, execution & analysis _ business modeling 5. Strategic Alignment _ strategy tags on campaigns _ Web visitor behaviors _ report budget by strategy tag _ Web surveys & visitor profiles _ social media monitoring _ sales analysis (upsell, etc.) _ trend analysis _ marketing spend vs. target (by strategy tag) _ market perceptions vs. target _ visitor attributes vs. target _ trends _ strategy measure definition _ data interpretation
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29. Thank You David M. Raab email: [email_address] blog: http://customerexperiencematrix.blogspot.com/ Twitter: @draab phone: 914-241-2117