Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52 Believe it or not, it’s that time of year again. Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start? Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data. After this session, you will be ready to: Derive insights from past campaign performance to plan next year’s campaigns Layout a 4-part strategy to reach your goals Create a marketing budget to support your 2019 objectives With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.

1. #SPS18
How to Leverage Funnel Metrics and
Attribution Data For Your 2019 Planning
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5. How are we doing?
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Speakers
Bonnie Crater
Full Circle Insights
Klaudia Tirico
Demand Gen Report

7. © Full Circle Insights, Inc. Proprietary and Confidential
How to Leverage Funnel
Metrics and Attribution Data
For Your 2019 Planning
Bonnie Crater
@bonniecrater

8. Bonnie Crater @bonniecrater
AGENDA
Introduction
2018 Operational Data
2018 Data Assessment
2019 Planning
Questions
8

9. Bonnie Crater @bonniecrater
About Me
• Former Salesforce SVP
• 5-time VP of Marketing
• CEO of Full Circle Insights
3

10. Bonnie Crater @bonniecrater
FCI is the platform to measure and grow
marketing’s impact on your business
Measures all campaigns, programs,
events, and channels in one place
Full impact analysis across every
stage of the marketing and sales funnel
Gives you the insights and tools you
need to improve campaigns & programs
Comprehensive. Complete Solution Actionable
Integrated Revenue Operations
Digital marketing attribution
Integrated campaign analysis
ABM Enablement
4

11. Half Revenue Spent on Marketing and Sales
5

12. VISIBILITY –
WHAT IS REALLY
WORKING
Multi-touch customizable
campaign attribution
IMPACT:
6

13. Full Circle Quick Dash and Full Circle Method
I need to review
what’s happened in
the past to plan for
the future.
Am I achieving the
goals we established?
Where are my processes
performing well—and where
can they be improved?
What can I do to contribute
value to my business?
Planning
Achieving
Optimizing
Evaluating
7

14. 30%
8

15. Virtuous Circle
Align Sales and
Marketing on
Company
Objectives
Adopt Funnel
Metrics and
Attribution
Regular meetings:
Sales / Mkg Ops
Exec Meeting
Identify areas
of
improvement
Adjust sales
and marketing
operations
9

16. Getting Ready for 2019
Tracking 2018
Operational
Data
Measure and
Assess 2018
Efforts
Plan with
Confidence for
2019
10

17. The Situation: Increase New Business
by 10% in 2019  No Additional Budget
Personnel:
15M
Programs:
15M
Your Company
Revenue 200M
Renewals 100M
R & D: 30M
G & A: 30M
S & M: 100M
S: 70M
M: 30M
COGS: 20M
Profit: 20M
11

18. Marketing Operations in 2018
Current: 15M
marketing
programs budget:
Ads: 3.0M
Emails: 2.0M
Digital Ads: 3.0M
Conference: 4.0M
Partner: 1.0M
Other: 1.0M
Webinar: 1.0M
118

19. What percentage of new business was
sourced by marketing in 2018?
13

20. How many inquiries
did marketing source in 2018?
3.9%
2.0%
0.9%
3.7%
14

21. Where did our marketing
inquiries come from?
15

22. Assessment
16

23. Bonnie Crater @bonniecrater
ROI vs. Influence
ROI Calculated Off Single Campaign
$2M Cost
$18M Revenue
8X ROI
But we know other campaigns contributed
17

24. Bonnie Crater @bonniecrater
Weighted Campaign Influence
Campaign Influence
$18M Revenue
Ads: $3M
Email: $5M
Banner Ad: $3M
Seminar: $4M
Other: $1M
Webinar: $2M
Other campaigns DID contribute
to that revenue
18

25. Which campaign types drove revenue?
19

26. How quickly did inquiries
move through the funnel?
260

27. Which campaigns
created the highest quality leads?
2.8%
5.8%
4.0%
4.8%
2.7%
3.6%
1.1%
3.9%
271

28. Planning
283

29. What do we need to know?
What was our average deal size?
How many new deals do we
need to grow revenue by 10%?
How many new MQLs do
we need to get 7 new deals
Total number of new MQLs needed = 2554
3.9%
of MQLs
became
deals
7M/1.01
M
~1.01M
need
180
new
MQLs
7new deals
=
292

30. Or you can look at it from
an ROI perspective
Shift budget to campaign types that influence more revenue
Cost (M) Revenue (M) ROI
Ads 3 13.1 3.4
Email 2 18 8.0
Digital Ads 3 15.75 4.3
Partners 1 4.75 3.8
Conference 4 15 2.8
Other 1 1.4 0.4
Webinar 1 1.5 0.5
Total 15 70 3.7
304

31. Once you re-distribute your budget . . .
Cost (M) Revenue (M) ROI Cost (M) Revenue (M) ROI
Ads 3 13.1 3.4 1.5 5.1 3.4
Email 2 18 8.0 5.5 44 8.0
Digital Ads 3 15.75 4.3 4 17 4.3
Partners 1 4.75 3.8 2 7.5 3.8
Conference 4 15 2.8 2 5.5 2.8
Other 1 1.4 0.4 0 0 0.0
Webinar 1 1.5 0.5 0 0 0.0
Total 15 70 3.7 15 79.1 4.3
2018 2019
Campaign type is just one segment, you may need to look deeper
into your marketing data to get additional insights
315

32. For example if you
dive deeper into webinars
326

33. We can also look to improve
the marketing-sales handoff
MQL-SAL
April 60.00%
May 43.82%
July 72.15%
August 62.50%
Increase
conversion rate
in May/August
New SALs
(18.7% SAL-Won
conversion rate) New
Deals
2% 39 7
337

34. Bonnie Crater @bonniecrater
Next Steps
348

35. Bonnie Crater @bonniecrater
Summary
1. Track your marketing data for 2018
2. Analyze influenced ROI and conversion rates for
campaign types and other key segmentations
3. Look for ways to optimize marketing spend
4. Fix bottlenecks in your process such as the
marketing-sales handoff
5. Set 2019 marketing goals and budget
359

36. Bonnie Crater @bonniecrater
Further Recommendations:
Track campaign
attribution to
get a better
understanding of
campaign
performance
Track key funnel
metrics like volume,
conversion rates,
and velocity in your
CRM to find any
bottlenecks in your
processes
Set up your CRM
system (Salesforce,
etc.) to be the data
hub for tracking
your marketing
Have regular
meetings between
sales and marketing
to discuss lead flow,
campaign results,
and processes
1
3
2
4
30

37. Learn how to turbo charge
your analytics in Salesforce
and plan with confidence for
2019
31

38. 38

39. #SPS18
Q&A / Speakers
Bonnie Crater
Full Circle Insights
Klaudia Tirico
Demand Gen Report

40. #SPS18
Register for more sessions now thru November 9th
Join Our Next Session: 2019 - The Year that Marketing Holds Sales Accountable
webinars.demandgenreport.com/strategy-and-planning-series/2018
November 8th
2:00 PM Eastern