Demand Gen Report presents the Strategy & Planning Series session presented by Full Circle CRM #SPS2014

1. Session sponsored by!
#SPS2014
Increasing Marketing
Confidence With Better
Reporting In 2015!

2. #SPS2014
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

3. #SPS2014
Follow
this
webinar
on
TwiBer
#SPS2014
Demand
Gen
Report:
@DG_Report
Full
Circle
CRM:
@FullCircleCRM
Bonnie
Crater:
@BonnieCrater

4. #SPS2014
About Demand Gen Report!
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5. #SPS2014
Panelists!
MODERATOR:
Bonnie
Crater,
President
&
CEO,
Full
Circle
CRM
Andrew
Gaffney,
Editor,
Demand
Gen
Report

6. Increasing
MarkeAng
Confidence
with
BeEer
ReporAng
in
2015
Bonnie
Crater

7. About
Me
7
• Former
Salesforce
SVP
• 5-­‐Kme
VP
of
MarkeKng
• President
and
CEO
of
Full
Circle
CRM

8. AGENDA
IntroducKon
2014
OperaKonal
Data
2014
Data
Assessment
2015
Planning
QuesKons
8

9. 9
MarkeAng
AutomaAon
Salesforce
Today’s
Tools
9

10. MarkeAng
Performance
Management
in
Salesforce
MarkeAng
AutomaAon
10
Salesforce
Full
Circle
CRM
in
Salesforce
10

11. GePng
Ready
for
2015
Tracking
2014
OperaAonal
Data
Measure
and
Assess
2014
Efforts
Plan
with
Confidence
for
2015
11

12. The
SituaAon:
Increase
New
Business
by
10%
in
2015
à
No
AddiAonal
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
12

13. MarkeAng
OperaAons
in
2014
Current
15M
markeAng
budget:
Ads:
3.0M
Emails:
2.0M
Banner
Ads:
3.0M
Conference:
4.0M
Partner:
1.0M
Other:
1.0M
Webinar:
1.0M
13

14. What
percentage
of
new
business
was
sourced
by
markeAng
in
2014?
14

15. How
many
inquiries
did
markeAng
source
in
2014?
3.9%
2.0%
0.9%
3.7%
15

16. Where
did
our
markeAng
inquiries
come
from?
16

17. Assessment
17

18. ROI
vs.
Influence
ROI
Calculated
off
Single
Campaign
$2M
Cost
$18M
Revenue
8X
ROI
But
we
know
other
campaigns
contributed
18

19. 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
19

20. Which
campaign
types
drove
revenue?
20

21. How
quickly
did
inquiries
move
through
the
funnel?
21

22. Which
campaigns
created
the
highest
quality
leads?
2.8%
5.8%
4.0%
4.8%
2.7%
3.6%
1.1%
3.9%
22

23. 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
inquires
do
we
need
to
get
7
new
deals
~1.01M
7M/1.01M
3.9%
of
inquiries
became
deals
Total
number
of
new
inquiries
needed
=
need
180
new
inquiries
2554
7
new
deals
=
23

24. Planning
24

25. Or
you
can
look
at
it
from
an
ROI
perspecAve
Shih
budget
to
campaign
types
that
influence
more
revenue
Cost
(M)
Revenue
(M)
ROI
Ads
3
13.1
3.4
Email
2
18
8.0
Banner
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
25

26. Once
you
re-­‐distribute
your
budget
.
.
.
2014
2015
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
Banner
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
Campaign
type
is
just
one
segment,
you
may
need
to
look
deeper
into
your
markeKng
data
to
get
addiKonal
insights
26

27. For
example
if
you
dive
deeper
into
webinars
27

28. We
can
also
look
to
improve
the
markeAng-­‐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
28

29. Next
Steps
29

30. Summary
1. Track
your
markeAng
data
for
2014
2. Analyze
influenced
ROI
and
conversion
rates
for
campaign
types
and
other
key
segmentaAons
3. Look
for
ways
to
opAmize
markeAng
spend
4. Fix
boElenecks
in
your
process
such
as
the
markeAng-­‐sales
handoff
5. Set
2015
markeAng
goals
and
budget
30

31. Further
RecommendaAons:
Track
campaign
influence
to
get
a
beBer
understanding
of
campaign
performance
31
Track
key
funnel
metrics
like
volume,
conversion
rates,
and
velocity
in
your
CRM
to
find
any
boBlenecks
in
your
processes
Set
up
your
CRM
system
(Salesforce,
etc.)
to
be
the
data
hub
for
tracking
your
markeKng
Have
regular
meeAngs
between
sales
and
markeKng
to
discuss
lead
flow,
campaign
results,
and
processes
1
3
2
4

32. 32
Learn
how
to
turbo
charge
your
analyAcs
in
Salesforce
and
plan
with
confidence
for
2015

33. #SPS2014
Submit Your Questions!
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

34. #SPS2014
Q & A // Panelists!
MODERATOR:
Bonnie
Crater,
President
&
CEO,
Full
Circle
CRM
Andrew
Gaffney,
Editor,
Demand
Gen
Report

35. #SPS2014
Strategy & Planning Tweet Chat!
Bonnie
Crater,
President
&
CEO,
Full
Circle
CRM
Join
Bonnie
Crater,
President
&
CEO
of
Full
Circle
CRM
for
more
insights
on
how
to
master
data
reporKng
during
our
special
Tweet
Chat!
hBp://dg-­‐r.co/SPS_QA
Note:
Link
is
cap
sensiKve.

36. Thanks for attending this session!!
Make
sure
to
aBend
the
next
session
in
the
Strategy
&
Planning
Series:
#SPS2014
hBp://dg-­‐r.co/sps_14