The Reports Your CMO Wants to See (OpsStars)

Demandbase
DemandbaseSenior Manager, Demand Generation at Udemy
1
Copyright © 2023 Demandbase
The Reports Your
CMO Wants to See
The Reports Your CMO Wants to See (OpsStars)
The Reports Your CMO Wants to See (OpsStars)
4
Copyright © 2023 Demandbase
When does a joke
become a Dad joke?
When it becomes
apparent.
“
The Reports Your CMO Wants to See (OpsStars)
6
Today’s
Agenda
● Marketing Credibility
● The Right Metrics
● Pre-Funnel Engagement
● Journey Analytics
● Program Performance and
Attribution
OpsStars 2023
The Reports Your CMO
Wants to See
7
Copyright © 2023 Demandbase
8
Copyright © 2023 Demandbase
When Reports Take Away Credibility
Vanity Metrics
Sound good and impress people,
but don’t measure impact on
revenue or profitability
9
Copyright © 2023 Demandbase
When Reports Take Away Credibility
Activity Metrics
Measure what you do
instead of what results and
impact you have
Quality > Quantity
10
Copyright © 2023 Demandbase
When Reports Take Away Credibility
Cost Metrics
Frame marketing in
terms of cost and
spending instead of
results and outcomes
11
Copyright © 2023 Demandbase
Aggregate impact on
company revenue;
pipeline performance;
predictive forecasts
Journeys and
Forecasts
Reports That Give Marketing Power
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
12
Copyright © 2023 Demandbase
Reports That Give Marketing Power
Incremental revenue
contribution and ROI of
individual marketing
programs
Program Performance
and Attribution
13
Copyright © 2023 Demandbase
Marketing Still Needs “Boiler Room” Metrics
Leading indicators on
the path to revenue,
including web traffic,
SEO, and qualified
responses.
Pre-Funnel
Engagement
14
Copyright © 2023 Demandbase
Operational Considerations
Volume Doesn’t
Drive Behavior
Define
Actionable
Metrics &
Simplify Reports
15
Copyright © 2023 Demandbase
Operational Considerations
Data Requires
Strategy &
Translation
Help Consumers
Understand
“Why?”
16
Copyright © 2023 Demandbase
My sweater had too
much static electricity so
I decided to return it.
They gave me a new one
free of charge.
“
17
Copyright © 2023 Demandbase
Pre-Funnel Engagement
“Before
someone
spends
money with
you, they
spend time
with you.”
19
Copyright © 2023 Demandbase
Web Traffic by Channel
Step #1 for
Reporting on
Brand &
Marketing
Impact
Related Metrics: Sessions,
Conversion Rates, Unique
Accounts on Site
20
Copyright © 2023 Demandbase
Search Engine Optimization
6 month
trend in
average
SEO Position
for
Advertising-
related
keywords
Monitor SEO Position
& Competitor Placement
21
Copyright © 2023 Demandbase
Compare
Ad Lift by
Tiers of
Spending &
Industry
Benchmarks
Advertising Lift
22
Copyright © 2023 Demandbase
Qualified Responses
Target
Persona
+
TAM
Account
=
Qualified
23
Copyright © 2023 Demandbase
Account Engagement
Track Engagement Over Time
View Engagement Minute Trends by
Account Segment or Account Tier
Related
Metrics:
Historical
Engagement,
Unique
Engaged
Accounts,
Unique People
Engaged
24
Copyright © 2023 Demandbase
“
Do you think your prospects
prefer “Don’t Stop Believin’” or
“Any Way You Want It”?
It doesn’t matter, as long as you
understand your buyer’s Journey.
25
Copyright © 2023 Demandbase
Journey Analytics
26
Copyright © 2023 Demandbase
Revenue Leading Indicators
The TOPO Double Funnel
27
Copyright © 2023 Demandbase
• Value: Current count (balance)
• Volume: Movement into stage
• conVersion: % moved forward
• Velocity: Time to move forward
27
The 4 Vs of Journey Analytics
28
Copyright © 2023 Demandbase
Journey Stage Comparisons
Track
Accounts
Through
Their
Journey
Quarter over Quarter
29
Copyright © 2023 Demandbase
MQ Funnel Conversion
How Is Your
MQ Funnel
Performing?
Use Analytics
to Inform &
Improve
30
Copyright © 2023 Demandbase
Track
Performance
Through
Opportunity
Stages
Related Metrics: % Lost in
SQL, % Pipeline to Closed
Won, % Open, Opportunity
Velocity
Opportunity Sources
31
Copyright © 2023 Demandbase
Bookings Goal / ASP / Win Rate =
Pipeline Goal
Pipeline Goal / % of MQL/MQA Sourced
Opps / Conversion Rate =
MQL/MQA Goal
Owning the Funnel Together
32
Copyright © 2023 Demandbase
Opportunity Tracking
Conversion
Rates to
Align
Marketing &
Sales
33
Copyright © 2023 Demandbase
Marketing Forecasts and Stagger Charts
34
Copyright © 2023 Demandbase
Marketing-
Sourced
Pipeline
Marketing-
Influenced
Pipeline
Team
Sourced
Pipeline
✔
35
Copyright © 2023 Demandbase
My geography teacher asked me
to name a country with no R in it.
I said “No way!”
“
36
Copyright © 2023 Demandbase
Program Performance
and Attribution
Use reports to IMPROVE not
PROVE your marketing
Short term: program review (e.g.
qualified responses)
Long term: pipeline and revenue
attribution
38
Copyright © 2023 Demandbase
Monthly Program Review
Regularly Review
Short Term Results
Campaign Goal Progress,
Qualified Responses & Investment/QR,
Critical Thinking & Evaluation
39
Copyright © 2023 Demandbase
Campaign Goals
40
Copyright © 2023 Demandbase
Quarterly Program Review
Review Attribution Results
Once Per Quarter
Attribution by Stage,
Multi-Touch Ratios,
Critical Thinking & Evaluation
41
Copyright © 2023 Demandbase
Attribution by Opportunity Stage
Pre-SQL
SQL to
Pipeline
Pipeline to
Close
Multi-Touch Attribution
42
Copyright © 2023 Demandbase
43
Copyright © 2023 Demandbase
Multi-Touch Ratios
Create Attribution
Goals by Opp Stage
Understand Marketing
Impact on Pipe
Creation & Deal
Acceleration
Sum of
Multi-Touch
Attribution $
/
Program
Investment $
=
MT Ratio
44
Copyright © 2023 Demandbase
Efficiency Metrics
Tie Marketing to Business Results
45
Copyright © 2023 Demandbase
We hired a new CSO at
Demandbase. I said
“Bro, want to see the new
marketing pamphlet?”
He replied, “Brochure”.
“
46
Copyright © 2023 Demandbase
Key Takeaways
1. Help your CMO to ‘market your
marketing’ internally
2. Make sure your external reports
speak “the language of business”
3. Internal marketing reports should
focus on leading indicators to
revenue
4. Use reporting to improve — not
prove — your marketing
47
Copyright © 2023 Demandbase
THANK YOU
Let’s keep in touch!
Jon Miller
Chief Marketing Officer
Demandbase
/in/jonmiller2/
Ashley Long
Director, GTM Operations
and Forecasting
Demandbase
/in/ashleyalong/
48
Copyright © 2023 Demandbase
1 de 48

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The Reports Your CMO Wants to See (OpsStars)

  • 1. 1 Copyright © 2023 Demandbase The Reports Your CMO Wants to See
  • 4. 4 Copyright © 2023 Demandbase When does a joke become a Dad joke? When it becomes apparent. “
  • 6. 6 Today’s Agenda ● Marketing Credibility ● The Right Metrics ● Pre-Funnel Engagement ● Journey Analytics ● Program Performance and Attribution OpsStars 2023 The Reports Your CMO Wants to See
  • 7. 7 Copyright © 2023 Demandbase
  • 8. 8 Copyright © 2023 Demandbase When Reports Take Away Credibility Vanity Metrics Sound good and impress people, but don’t measure impact on revenue or profitability
  • 9. 9 Copyright © 2023 Demandbase When Reports Take Away Credibility Activity Metrics Measure what you do instead of what results and impact you have Quality > Quantity
  • 10. 10 Copyright © 2023 Demandbase When Reports Take Away Credibility Cost Metrics Frame marketing in terms of cost and spending instead of results and outcomes
  • 11. 11 Copyright © 2023 Demandbase Aggregate impact on company revenue; pipeline performance; predictive forecasts Journeys and Forecasts Reports That Give Marketing Power Awareness Engaged MQA Opportunity Customer Post-Sale Qualified Account Journey
  • 12. 12 Copyright © 2023 Demandbase Reports That Give Marketing Power Incremental revenue contribution and ROI of individual marketing programs Program Performance and Attribution
  • 13. 13 Copyright © 2023 Demandbase Marketing Still Needs “Boiler Room” Metrics Leading indicators on the path to revenue, including web traffic, SEO, and qualified responses. Pre-Funnel Engagement
  • 14. 14 Copyright © 2023 Demandbase Operational Considerations Volume Doesn’t Drive Behavior Define Actionable Metrics & Simplify Reports
  • 15. 15 Copyright © 2023 Demandbase Operational Considerations Data Requires Strategy & Translation Help Consumers Understand “Why?”
  • 16. 16 Copyright © 2023 Demandbase My sweater had too much static electricity so I decided to return it. They gave me a new one free of charge. “
  • 17. 17 Copyright © 2023 Demandbase Pre-Funnel Engagement
  • 19. 19 Copyright © 2023 Demandbase Web Traffic by Channel Step #1 for Reporting on Brand & Marketing Impact Related Metrics: Sessions, Conversion Rates, Unique Accounts on Site
  • 20. 20 Copyright © 2023 Demandbase Search Engine Optimization 6 month trend in average SEO Position for Advertising- related keywords Monitor SEO Position & Competitor Placement
  • 21. 21 Copyright © 2023 Demandbase Compare Ad Lift by Tiers of Spending & Industry Benchmarks Advertising Lift
  • 22. 22 Copyright © 2023 Demandbase Qualified Responses Target Persona + TAM Account = Qualified
  • 23. 23 Copyright © 2023 Demandbase Account Engagement Track Engagement Over Time View Engagement Minute Trends by Account Segment or Account Tier Related Metrics: Historical Engagement, Unique Engaged Accounts, Unique People Engaged
  • 24. 24 Copyright © 2023 Demandbase “ Do you think your prospects prefer “Don’t Stop Believin’” or “Any Way You Want It”? It doesn’t matter, as long as you understand your buyer’s Journey.
  • 25. 25 Copyright © 2023 Demandbase Journey Analytics
  • 26. 26 Copyright © 2023 Demandbase Revenue Leading Indicators The TOPO Double Funnel
  • 27. 27 Copyright © 2023 Demandbase • Value: Current count (balance) • Volume: Movement into stage • conVersion: % moved forward • Velocity: Time to move forward 27 The 4 Vs of Journey Analytics
  • 28. 28 Copyright © 2023 Demandbase Journey Stage Comparisons Track Accounts Through Their Journey Quarter over Quarter
  • 29. 29 Copyright © 2023 Demandbase MQ Funnel Conversion How Is Your MQ Funnel Performing? Use Analytics to Inform & Improve
  • 30. 30 Copyright © 2023 Demandbase Track Performance Through Opportunity Stages Related Metrics: % Lost in SQL, % Pipeline to Closed Won, % Open, Opportunity Velocity Opportunity Sources
  • 31. 31 Copyright © 2023 Demandbase Bookings Goal / ASP / Win Rate = Pipeline Goal Pipeline Goal / % of MQL/MQA Sourced Opps / Conversion Rate = MQL/MQA Goal Owning the Funnel Together
  • 32. 32 Copyright © 2023 Demandbase Opportunity Tracking Conversion Rates to Align Marketing & Sales
  • 33. 33 Copyright © 2023 Demandbase Marketing Forecasts and Stagger Charts
  • 34. 34 Copyright © 2023 Demandbase Marketing- Sourced Pipeline Marketing- Influenced Pipeline Team Sourced Pipeline ✔
  • 35. 35 Copyright © 2023 Demandbase My geography teacher asked me to name a country with no R in it. I said “No way!” “
  • 36. 36 Copyright © 2023 Demandbase Program Performance and Attribution
  • 37. Use reports to IMPROVE not PROVE your marketing Short term: program review (e.g. qualified responses) Long term: pipeline and revenue attribution
  • 38. 38 Copyright © 2023 Demandbase Monthly Program Review Regularly Review Short Term Results Campaign Goal Progress, Qualified Responses & Investment/QR, Critical Thinking & Evaluation
  • 39. 39 Copyright © 2023 Demandbase Campaign Goals
  • 40. 40 Copyright © 2023 Demandbase Quarterly Program Review Review Attribution Results Once Per Quarter Attribution by Stage, Multi-Touch Ratios, Critical Thinking & Evaluation
  • 41. 41 Copyright © 2023 Demandbase Attribution by Opportunity Stage Pre-SQL SQL to Pipeline Pipeline to Close Multi-Touch Attribution
  • 42. 42 Copyright © 2023 Demandbase
  • 43. 43 Copyright © 2023 Demandbase Multi-Touch Ratios Create Attribution Goals by Opp Stage Understand Marketing Impact on Pipe Creation & Deal Acceleration Sum of Multi-Touch Attribution $ / Program Investment $ = MT Ratio
  • 44. 44 Copyright © 2023 Demandbase Efficiency Metrics Tie Marketing to Business Results
  • 45. 45 Copyright © 2023 Demandbase We hired a new CSO at Demandbase. I said “Bro, want to see the new marketing pamphlet?” He replied, “Brochure”. “
  • 46. 46 Copyright © 2023 Demandbase Key Takeaways 1. Help your CMO to ‘market your marketing’ internally 2. Make sure your external reports speak “the language of business” 3. Internal marketing reports should focus on leading indicators to revenue 4. Use reporting to improve — not prove — your marketing
  • 47. 47 Copyright © 2023 Demandbase THANK YOU Let’s keep in touch! Jon Miller Chief Marketing Officer Demandbase /in/jonmiller2/ Ashley Long Director, GTM Operations and Forecasting Demandbase /in/ashleyalong/
  • 48. 48 Copyright © 2023 Demandbase