10. • Model your business(es)
• Identify KPIs / Metrics
• Establish Benchmarks
• Develop ROI Formulas
• Build Reports and Dashboards
10
WHERE TO START?
• Build Reports and Dashboards
18. • Average marketing campaign response rate (2.2%)
• Number of new leads
• Percent of sales ready inquiries generated by marketing (4%)
• Number of MQLs
• Percent of marketing leads accepted by sales (58%)
18
PERFORMANCE METRICS
• Percent of marketing leads accepted by sales (58%)
• Percent of marketing leads that become opportunities (49%)
• Number of Opps
• Marketing generated opportunity pipeline revenue
• Opportunity to close rate (23%)
• Number of days from lead to Opp / Win
• Cost per Lead / Opp / Win
19. • Average revenue per won sale
• % of revenue contributed by marketing (15%)
• % of sales contributed by marketing
• Marketing generated won revenue
• Marketing generated opportunity pipeline revenue
19
REVENUE METRICS
• Marketing generated opportunity pipeline revenue
21. • Lead Performance (Leads by x)
• Group Leads
• Custom Columns
• Opportunity Columns (all but Leads by Status)
• Drill Down`
• Leads by Campaign
21
BASIC REPORTS
• Leads by Campaign Folder
• Leads by Status
• Leads by Revenue Stage
• Email Link Performance
• Email Performance
• Program Performance
28. • Opportunity Influence Analyzer – view Contacts that had influence, but do not
have Contact Role on Opportunity
• Program Analyzer – first touch and multi-touch pipeline, revenue, etc.
• Revenue Cycle Analyzer – funnel metrics, velocity, SLA violations
28
ANALYZERS
34. 34
2013 Q2
MKTG FUNNEL OVERVIEW
• xxx,xxx Website Visits xx%
• xx,xxx Responses xx%
• xx,xxx 1st Inquiries xx% ($xxx,xxx Cost – $xx/Lead xx%)
• xx,xxx MQLs xx%• xx,xxx MQLs xx%
• x,xxx Opportunities xx%
• xxx Wins x% ($xx.xM ACV x% - xx% of all ACV)
• xxx Influenced Wins ($xxxM ACV - xx% of all ACV)
Note: percent changes are based on prior quarter values
35. 35
2013 Q2
MARKETING FUNNEL
InquiryInquiry
a lead that proactively engages with Conductora lead that proactively engages with Conductor
for the first timefor the first time
MQLMQL
an engaged lead that meets the minimuman engaged lead that meets the minimum
criteria of a Marketingcriteria of a Marketing
Qualified LeadQualified Lead
100
40
40.0%
Qualified LeadQualified Lead
TQATQA
TeleTele--Qualifier AcceptedQualifier Accepted
a MQL that has been accepted as aa MQL that has been accepted as a
valid Lead by Sales.valid Lead by Sales.
OPOP
a lead is added as the Primarya lead is added as the Primary
Contact in a newContact in a new SalesforceSalesforce
OpportunityOpportunity
WinWin
Opportunity which has aOpportunity which has a
signed contractsigned contract
40
20
7
1
50.0%
33.3%
14.2%
