Measuring Marketing - Moderated Panel

Critical KPI/ROI Lessons
For improved measurability of Marketing ROI

Prepared for

Date

October 2013
Jon Russo, Founder
B2B Fusion Group

© 2013 B2B Fusion Group / Proprietary & Confidential

Agenda

Presentation takeaways…

• 14 rules of thumb for sensible data-driven marketing
• Why is it so hard and can technology help?
• Provide framework of thinking around KPIs, ROI, and metrics from
executive viewpoint

#demandcon2013


2

About Scott

@chiefmartec
sbrinker@ioninteractive.com

Co-founder and CTO
ion interactive, inc.
http://ioninteractive.com
Blogger
Chief Marketing Technologist Blog
http://chiefmartec.com

3

Data Analysis Is Child’s Play?


4

Data Is Not Necessarily Truth


5

“…and then the dashboard segmented last
month’s leads by phase of the moon into
a beautiful pie chart…”

Strategic Data vs. Data Theater

Data for Exploration vs. Data for Confirmation


7

14 Pragmatic Rules of Data Every Marketer Should Know

1.

Customer-driven > data-driven.

2.

All data is not created equal.

3.

Data is only history.

4.

Data is always incomplete.

5.

Data is objective, but its collection and interpretation are
subjective.

6.

Any one set of data supports an infinite number of
narratives.

7.

Strategy is choice. Good data helps us make those
choices.

8

14 Pragmatic Rules of Data Every Marketer Should Know

8.

Experimentation is the gold standard of causation.

9.

Watch the dashboard but also look out the windshield.

10.

The accuracy and relevance of data decay with time (and
often quite quickly).

11.

Data can be used for exploration (“why?”) or confirmation
(“what?”).

12.

A man with a watch knows what time it is. A man with two
watches is never sure.

13.

The model is not reality.

14.

Data visualization can illuminate, obfuscate, or distract.

9

Beyond the Hype Cycle (and its Backlash)


10

About Chris

cparisi@bulldogsolutions.com
www.linkedin.com/in/cparisi/
Vice President, Technology
Bulldog Solutions
http://bulldogsolutions.comm


11

The Technology


12

The Technology


13

The Dashboard

MKTG

Sales


14

The Challenge

There’s a disconnect in your marketing data

Marketing Automation
•

Marketing activities

•

Responses

•

Campaign reporting

•

Limited data from CRM

•

CRM
•
•
•
•

Owned by Marketing Ops

Sales follow-up
Pipeline & revenue $$$
Sales dashboards
Owned by Sales Ops/IT

Impact: executives have less confidence in your marketing data

15

The Approach

•
•
•
•
•

Be pragmatic and take an iterative approach
Map achievable goals to your maturity and celebrate them
Get agreement on and publish metric definitions
Align with industry standards where possible
Start small and build confidence in your metrics
•

Campaign Performance

•

Marketing Funnel (Response  Marketing Qualified)

•

Ensure accuracy and data governance

•

Be a better partner to sales and get to know CRM
Plan for the support you will need

•


16

The Dashboard: Campaign Performance


17

The Dashboard: Multiple Funnels


18

The Dashboard: Example


19

About Jon

@B2BCMO
Jon.Russo@B2bFusionGroup

Founder
B2B Fusion
http://B2bfusiongroup.com
Recent Press:
Fox News, Forbes, Argyle Group,
Forrester


20

Connect Marketing investment to new revenue

#MOCCA


21

What is your biggest challenge measuring Marketing impact?

A

Data Quality: We have incomplete, inaccurate, or missing data
that impacts KPIs – or makes measurement impossible

B

Alignment: Our sales and marketing nomenclature is not defined,
agreed upon, documented, or consistently used system wise

C

Tools: We have marketing automation & CRM, but measure in
Excel … and the Excel reporting is not credible internally!

D

Random ROI: Marketing tags opportunities with campaigns we
think we sourced or influenced

E

All of the Above

#MOCCA


22

5 KPI/ROI Lessons


23

1. Create your KPI story around volume, velocity, behavior
…not a story around technology or tactics

Integrated List
Strategy

Sales sourced
Inquiries

Marketing sourced,
Marketing influenced
Inquiries, Nurturing

#MOCCA


24

2. Execute fundamentals flawlessly
Adapt (vs. adopt), define, document, embed & measure

Funnel Width = Quality + Quantity
of Inbound/Outbound Leads

Efficiency: Processes from
Inquiry to Close

Nurture

All
Names

Inquiries

MQL

LGQL

Prospect & Recycled
Lead Gen
(Marketing Qualified Lead) Qual. Lead

MARKETING

#MOCCA

LEAD
GEN
INSIDE
SALES

SAL

SQL

Sales
Accepted Lead

Customers

Sales Qualified
Opportunity

SALES


25

3. Create a global Marketing forecast

Benefits:

• Ties marketing to sales
• Creates urgency around poorly
performing areas

• Looks forward vs. rearview mirror

#MOCCA


26

4. Compare & interpret – instead of presenting

Intepret: i.e. “Bloated Funnel” Miller Heiman 2013

Several dependencies to get to velocity within sales, marketing & systems
#MOCCA


27

5. Know your data – significant ROI upside & foundational
10% of enterprises using Salesforce.com have a duplication solution in place1

© B2B Fusion

#MOCCA

1.

Ringlead 2013

28

Vision – Marketing predicts revenue for business

13% of all organizations use predictive analytics (Gartner BI MQ 2012)
#MOCCA


29

Reinforcing closing thoughts

• Pivot the conversation from tactics and technology to volume,
velocity, and behavior

• Aspire to measure the business, not justify marketing’s
existence

• Carefully inspect your existing data
• Realize this is your unique journey, there is no KPI silver bullet


30

Measuring Marketing - Moderated Panel

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Measuring Marketing - Moderated Panel

Similar to Measuring Marketing - Moderated Panel (20)

Recently uploaded

Recently uploaded (20)

Measuring Marketing - Moderated Panel

Editor's Notes