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Revenue Reporting: Your Genie in a Bottle
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Check out this presentation to learn how Jessica Kao used Marketo’s Revenue Cycle Analytics (RCA) at two different companies, Fluidigm and GuideSpark, to help marketing speak the language of business. Learn how she did it, where to begin, and expert tips for overcoming obstacles in your own measurement journey.
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Field Marketing Manager EMEA at Marketo en MarketoPublicidad
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Revenue Reporting: Your Genie in a Bottle
- Revenue Reporting: Your Genie in a Bottle
- Today’s Speakers Jessica Kao Senior Manager, Demand Gen Guidespark Brian Glover Senior Manager, Product Marketing Marketo
- Companies lack quantitative metrics to demonstrate impact of marketing spend Source: The CMO Survey (August 2014), Highlights & Insights Report
- High growth companies rely on analytics for decision making Source: The 2014 CMO Insights Survey, Accenture 86% of high-growth companies use data and analytics to improve marketing impact Vs. 65% of low-growth companies
- CMOs commit to mastering analytics Source: The 2014 CMO Insights Survey, Accenture
- Spending on marketing analytics expected to increase 73% in three years Source: The CMO Survey (August 2014), Highlights & Insights Report
- Increasing pressure to prove the value of marketing Source: The CMO Survey (August 2014), Highlights & Insights Report
- • Limited resources • Prioritize what to do • Prove Marketing Investment and ROI • Prove Marketing Contribution • Prove Marketing Matters Marketers Challenges
- • Overwhelmed by which metrics to choose • Lack of tools • Lack of expertise • Low prioritization • Not rewarded for reporting over tactics Reporting can be Daunting
- Does it: • Answer WIIFM • Use common language and vocab • Stimulate conversation How to make marketing metrics matter
- What are the metrics that really matter? Marketing’s contribution: • Revenue • Pipeline • # of Opportunities What is Revenue Reporting Measuring the impact of all marketing strategies and tactics on the companies bottom line = Revenue
- • Provide data to prove marketing is an investment and not a cost center • Achieve alignment between sales and marketing • Earn seat at the C-suite table Power of Revenue Reporting
- Cost of NOT doing Revenue Reporting
- Cost of NOT doing Revenue Reporting Let’s Do More Tradeshows!
- Topic Performance: Pipeline and Revenue
- Topic Performance: Pipeline and Revenue • Onboarding had the highest number of successes but lowest close rate • Open Enrollment created the most (MT) Pipeline and Revenue
- Topic Performance: Pipeline and Revenue $616,956 $1,869,881 $2,956,106 $1,028,095 $988,188 $195,307 $246,372 $830,615 $285,014 $298,304 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 Compensation Total Onboarding Total Open Enrollment Total Performance Mangagement Total Wellness Total (MT) Revenue Won (MT) Pipeline Created
- Identify what is not Working Lowest (MT) Revenue Won to Cost
- Compensation (MT) Pipeline and (MT) Revenue derived at the lowest cost per dollar of pipeline and revenue $12 $33 $40 $24 $22 $5 $6 $19 $6 $7 $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Compensation Total Onboarding Total Open Enrollment Total Performance Mangagement Total Wellness Total (MT) Revenue Won to Cost (MT) Pipeline to Cost Pipeline and Revenue to Cost
- Channel: Pipeline and Revenue What is the most successful channel and topic combination? Identify the highest (MT) Revenue Won to Cost
- Addressing the Important Questions with Revenue Reporting: RCA Model Sourced Influenced
- How am I doing to plan?
- Lead Lifecycle: How do I reach my goal?
- Demand Waterfall Digital-pi.net
- Demand Waterfall Digital-pi.net
- I need more leads! Digital-pi.net
- Shorten late stage sale cycle Digital-pi.net
- Increase quality of leads to sales (MQL) Digital-pi.net
- • Create reports that lead to actionable insight • What should you do? • Do more • Do less • Do something different • Let the data teach you something you don’t know. • Embrace being wrong • Iterate How do I get started?
- How do I justify the need for reporting when I need reports to justify that need?
- Establishing Reporting Vision Presentation: • RCA Model • Reporting Vision • Establish Sales and Marketing Alignment • Marketing Goal Contributions – Revenue – Pipeline
- Data: • Company Revenue Goals ($)* • FY • QTR • Avg Deal Size ($)* • Length of Sales Cycle (Days)* • Avg Close Rate (%) How to easily set your goals by the end of this week Who to Talk To: • Sales • Sales Ops/CRM • Finance
- FY15Q1 FY15Q2 FY15Q3 FY15Q4 Rev $10M $25M $25M $40M Divide by avg deal size $10M/50K $25M/50K $25M/50K $40M/50K # of Closed Opps 200 500 500 800 Divide by close rate $10M/0.1 $25M/0.1 $25M/0.1 $40M/0.1 Pipeline $100M $250M $250M $400M # of Open Opps 2000 5000 5000 8000 Quick Calculations – Acme Co. • $100M Revenue • $50K Avg Deal Size • 90 day Sales Cycle • 10% or 1:10 Close Rate – Determines how much pipeline you need
- FY15Q4 Marketing Sourced (20%) Marketing Influenced (40%) Rev $40M $8M $16M # of Closed Opps 800 160 320 Pipeline $400M $80M $160M # of Open Opps 8000 1600 3200 What is Marketing’s Contribution • Marketing Sourced Goal = First Touch = 20% • Marketing Influenced Goal = 40% • 90 day sales cycle = Start FY15Q3
- Marketo set up and utilization not optimal • Acquisition Programs • Channels • Progression statuses • Program structure • Lead Source • Scoring Before R. C. A. – State of Marketo Implementation Oct 2014 SFDC Reporting • Lots of dashboards • Lots of time and resources to maintain dashboards • Not designed with marketers in mind
- Marketing Reporting Needs • Multiple programs influencing a person’s decision to buy (MT) • Acquisition (FT) • Dates of entering program/campaign • Leads characteristic associated with program not the lead as a static field • Multi-dimensional reporting
- • More engagement and conversations between sales and marketing • Weekly marketing updates at sales team • Monthly marketing and sales leadership meeting • Weekly marketing and inside sales meeting • Monthly marketing report out C-suite • Intradepartmental changes • What do we call a success • How do we measure the impact on pipeline and revenue Changing the Conversation and Increasing Alignment
- I’m ready to get started today: • Strategic • Understand resource needs • Set aside dedicated time each week • Set goals • Tactical • Audit lead sources • Audit channels, successes, and program Statuses • Acquisition programs So Now What. . . If
- I want to plan ahead for revenue reporting in the future: • Audit Lead Sources • Audit Channels, Successes, and Program Statuses • Acquisition Programs So Now What. . . if
- Huh? I’m overwhelmed: Then start with this at a minimum • Create static lists with descriptive nomenclature • Consistent Nomenclature for Lead Source Detail • Tradeshow-AABB-021415 • Webinar-Revenue Reporting-021815 • List Purchase-ABC-031414 • Hire/Train designated person • Ask for Help • Marketo Professional Services • Hire an Agency: Digital Pi • Marketo User Group • Local Linkedin User Group • Summit 2015 So Now What. . .
- • Revenue reporting empowers your company and your career • Set goals and measure against them • Do something different today to address revenue reporting – try Demand Waterfall Wrap up - summary
- Special Thanks: http://summit.marketo.com/2014/replay/ Resources: Webinar: Find the Right Marketing Automation Solution for your Company http://www.marketo.com/webinars/ (Good explanation of multi-touch attribution) Demand waterfall spreadsheet available at digital-pi.net
- Thank You! Jessica Kao, PhD @spunkyscientist jkao@guidespark.com Senior Manager, Demand Gen Guidespark Brian Glover @brianjglover bglover@marketo.com Senior Manager, Product Marketing Marketo
Notas del editor
- Update with new cover from visual brand deck.
- Jessica currently manages the demand gen and marketing operations function at Guidespark. She has implemented Marketo at 3 separate companies, set up Revenue Reporting with RCA at the past 2. (Up to you if you think Marketo Certification matters to this audience) Prior to being a marketer, she spent 15 years as a cancer research scientist. She received her PhD from Stanford University in Cancer Biology analyzing lots of data and teaching others how to make sense of all the data
- -581 executives across B2B and B2C companies
- Revenue reporting is really important to GS because of the shear rate of growth we are experiencing. More than doubled the company size since last year. But with this growth comes many challenges. We have high stretch goals, and we move really fast. We don’t have a lot of room for error. We have to be smart about what we do and it has to have a high chance of working. And if it doesn’t work, it needs to fail fast and we need to fix it. We are a B2b SaaS company targeting HR Professionals to help them engage their employee across a variety of HR topics We provide customized branded videos and an analytics platform. Industry wise: Our target market is any company that needs to engage their employees which is pretty much all industries. Because we have a small team, Prioritization and optimization is really important. Every decision that we make is data driven. (Next)
- I think what has really contributed to our success. Its this unrelenting mindset for data and making data driven decisions. GS has a very data driven culture. My goal today is not to just tell you about how GS utilizes Marketo and RCA and how I’ve helped implement revenue reporting because I’ve done that twice. I know that I can do it. but to really give you the listeners the tools and to walk you through the thought process and methods so that you can do can make smart data driven decisions.
- GS sales and Marketing One of our greatest challenges for any marketer is that we have a finite amount of money and time and resources and an infinite number of things that we could do. How do we decide what to do and where to put our money? How many of us have been in the situation We’re short on our Q4 goal, do we add new leads to the top of the funnel, do we create more nurture campaigns for the MOFU, make sales tools, or toss them a discount. I’m sure we have all been there more than once. This is where reporting matters. To help you decide which lever to pull I’m going to show you how you can use these tools so you can see what has the greatest impact. We already know that marketing is an investment and not a cost center. How do you prove that, how do you prove ROI more than just hand waving. How do you justify budget or spend? I’m going to show you how you can back up your claims and support your positioning with revenue reporting. It changes the conversation from an opinion and makes it more credible and neutral because its what the data says. With data you become empowered. (transition) Why doesn’t every do revenue reporting? You can prove that marketing matters. We will cover what data do you need and how do you use that data to make these key decisions and supporting your key points. Challenges, - fah growing sales goals. Marketing wasn’t getting credibility or visibility Justifying marketing budgeting. Here’s why life is tough. Before we had a real revenue reporting system in place this is why life is hard. What does that mean for the mktg dept. marketing wasn’t getting credit. Challenges. Why reporting is so important why is this soo hard. Report on rev and opp that marketing influenced step 1 for better aligning with sales. Step 2 rev first, cost 2, then figure out roi. Not just the end stage you want to track each stage to. ROI just deals with final stage. Before journey. Track through each stage then optimize all the way down. How much did we influence What did it cost us and ROI Here is how you optimize the programs Measure the journey not just optimize based on the rev. Make sure people are steadily flowing through the funnel.
- Reporting more often than not is a secondary after thought to the marketing tactics. We’re too busy carrying out tactics and doing stuff Underappreciation for the amount of thought and effort that goes into reporting. Transition – So let’s start with the marketing metrics that matter not just to you but the rest of the company sales, c suite.
- How many of you have presented - # of leads mktg acquired this week. How many downloads, how many engagements. They sit there quietly nodding either confused or it goes right over their head. Bottom Line: It’s a report out and not engaging and starting a conversation This is where revenue reporting comes in
- Revenue is the end goal. Revenue is the universal language that everyone cares about. Universal language – Doesn’t matter what size company, industry, B2B or B2C B2C repeat purchases and loyalties $$ . This is the universal language of every single company. Every strategy, tactic, activity needs to tie into these three metrics. What about all the other metrics? Everything else rolls up feeds into or is calculated from the above. Have to start with the end goal. Why is revenue reporting important (Transition)
- Tranisition – as if that wasn’t reason enough for rev reporting. What’s the cost of not doing it?
- What does this look like for GS. So to give you some context - we can’t make it better, we can’t optimize, we don’t know what to do because we don’t know what’s not working.
- Just because it doesn’t work doesn’t mean we don’t do it. We figure out how to make it work. Transition – what does revenue reporting look like. Let’s look at how our campaigns perform by topic area. The analysis and the methodologies that I’m going to show you is real but the numbers have been modified so that we go go through them together.
- Which campaign topic does the best? Go through the columns. Success and why that’s important First you have to define the best. Add MT slide and explanation
- Which campaign topic does the best? Go through the columns. Success and why that’s important First you have to define the best. Add MT slide and explanation
- If we went straightly off this chart we would think that onboarding is the most successful and we should be doing more of it but in actuality we look at the conversion rate and it turns out its 1/10 of our best programs which is OE. When we look at how many more leads need to enter at the top of the funnel to convert all the way down to revenue. OB, is the most costly. Transition: Not just reporting to the organization on how much rev how much marketing has driven but also about knowing what’s working and what’s not. Let’s take a look at ROI.
- Actionable insight: If comp converts at the lowesst cost per opp. We can turn up the efforts on comp and continue to monitory the P to Cost and Rev to cost
- Transition – we’ve looked at a few examples at campaigns tied to rev, looked at ROI we’ve looked at things that are working really well and things that aren’t. Make some changes. but what about the entire buyer journey. Could we look at that process and measure and optimize that.
- What’s working and what’s not How are you tracking to your goals Track buyer journey not just about the end
- When you understand this and have the data to provide you conversion rates and lead flow, you ask how do I reach my goal. Instead of dumping leads at the top and waiting 6 months and see what falls out at the bottom and hoping, you can use this in whats called your demand waterfall.
- This analysis is power. This changes the conversation. If you showed this to your team, your manager, If we do x we get y if we do a we get b. This is available on the website.
- If your not making decisions on the data why are you measuring it. Ask themselves why are you measuring X. You tell me what you want to do and I’ll figure out how to do it.
- How do I set reasonable goals if I don’t know where I stand today? How do you know if you are meeting your goals if you don’t know where you stand today? How do you figure out where you stand today if you don’t have reporting capability or the time? How do you justify that you need reporting when you haven’t needed it before? You don’t’ know what you don’t know. Setting Goals are important because this is relative analysis. You need something to compare it to to know if you are doing well or not.
- Tranisition - Create the need for reporting. Starts with our goals. Goals go back to the universal language For me, this journey started when I interviewed. I presented to a diverse audience including the CEO, EVP of sales, VP of Marketing, head of inbound sales, head of sales reps. Presentation had to resonate across all depts. No you have demonstrated a need. Set Goals. Now you need a reporting tool to figure out where you are in relation to your goal. Presented RCA, lead life cycle model, reporting vision, and its capabilities. You have to start with the goals. I was not even an employee of the company. No access to the real data. Educated guesses. Draw a line in the sand. Its not about being right. You need to benchmark against something then adjust. Rule in reporting is to iterate many many times. Its not about getting it right the first time.
- Put the calculations on the slide Now you have your goals. Now you know what you have to report on to Figure out where you stand Figure out how close you are to your goals Figure out if your goals need to be adjusted Let the data teach you something you didn’t know about.
- Data driven company Marketing decisions are data driven Data Driven Company Marketing Decisions are Data Driven Marketo Set Up and Utilization not complete No usage of acquisition programs Improper or lack of usage, Acquisition Programs Channels Progression statuses Program structure Lead Source Scoring
- Data driven company Marketing decisions are data driven Data Driven Company Marketing Decisions are Data Driven Marketo Set Up and Utilization not complete No usage of acquisition programs Improper or lack of usage, Acquisition Programs Channels Progression statuses Program structure Lead Source Scoring
- Weekly marketing meetings - Monthly markeitng meetings Sales are engaged in the dialogue Weekly marketing updates at sales team Monthly marketing and sales leadership meeting Weekly marketing and inside sales meeting Monthly marketing report out C-suite
- Importance on marketing rev Using ROI Important For company career Data empoweirng. Get started now. Reach help
- Find the Right Marketing Automation Solution for your Company http://www.marketo.com/webinars/find-the-right-marketing-automation-solution-for-your-company/
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