This presentation gives examples of reports available and specific things which need to be in place to get the most out of your reporting in Marketo. We examine what stops good reporting, compare First Touch vs Multi Touch, and provide a handy Reporting Requirements Checklist. Initially presented at the Toronto Marketo User Group on Nov 10, 2015 the presentation covers best practices for reporting in Marketo.

1. Marketo Reports Best Practices
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Dan Radu
President & Founder, Macro

2. What stops good reporting?
• Garbage IN= Garbage OUT
– Enter all the data, clean up, normalize
• Not sure what reports are available in Marketo
– Get training, Product Docs, Community or use consulting services
• Not enough time to build the reports
– Dedicate time and set the correct expectations with all stakeholders
• No processes in place to track the correct data
– Train everyone in the team to follow the process and understand where to get the
data from
• Not sure what is the best way to track costs
– Pick your attribution model and stick with it!!! Consistency is crucial!
• Lack of Key Performance Indicators (KPI)
– Decide what is important for you and how often you will monitor
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3. Revenue Cycle Analyzer (RCA)
Available Reporting
Basic Reports 🡪 Analyzers 🡪
Revenue Cycle Explorer (RCE)
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4. First Touch vs. Multi Touch
First Touch Attribution
• Acquisition determines marketing
influence. Program success is not
necessary
• Only one program can get credit for
acquiring the lead
• Acquisition must happen before
opportunity created to get pipeline credit
• Acquisition must happen before
opportunity closes to get revenue credit
Multi-Touch Attribution
• Program Success determines marketing
influence
• Multiple Programs can get credit for a
single opportunity
• Success must happen before opportunity
created to get pipeline credit
• Success must happen before opportunity
closes to get revenue credit
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5. Reporting Requirements Checklist
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6. Reporting Requirements Checklist
✔ Use Progression Statuses
✔ Use Local Assets to Programs
✔ Add Period Costs to Programs
✔ Use Custom Tags
✔ Use Interesting Moments
✔ Connect Contacts to Opportunities
✔ Synch Custom Fields to RCE
✔ Use Naming Convention
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7. ✔ Use Progression Status
• Clearly define what is a success step
• Use smart campaigns to change program status
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8. ✔ Use Local Assets to Programs
• Define the acquisition program
• Use smart campaigns to change program status
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9. ✔ Add Period Costs to Programs
• Use one period costs or multiple period costs
• Use period cost 0 if no cost is available
• Go back and add period costs historically
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10. ✔ Use Custom Tags
• Tag by Geography, Campaign Objective, Type of Offer Presented
• Tags are used by RCE
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11. ✔ Use Interesting Moments
Decide what is an interesting moment for marketing or for sales.
Remember sales reps live in CRM and this is the information
presented to them.
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12. ✔ Connect Contacts to Opportunities
Marketo knows if your lead has an opportunity only when they are connected
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13. ✔ Synch Custom Fields to RCE
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14. ✔ Use Naming Conventions
Similar to Folders and Programs, you must also keep your reports organized
with naming conventions
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15. Examples of Basic Reports
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16. Program Performance Reports
What cost per success or new member do my programs have?
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17. Lead by Lead Source with Opportunities
Which lead source generated the most amount of total won opportunities?
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18. Lead and by Geography with Opportunities
Which geography has the most amount of won opportunities?
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19. Lead by Revenue Stage
What is my revenue pipeline?
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20. Company Web Activity
What companies are looking at my website?
What leads in my database are looking at my website?
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21. Examples of Analyzers
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22. Opportunity Influence Analyzer
Which marketing program influenced a big closed won
opportunity?
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23. Program Analyzer
What Trade Shows perform better?
What Trade shows in EMEA have the highest cost per new name?
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24. Revenue Explorer
Which marketing channel added the most new names?
Which marketing channel has the highest Cost Per New Name per quarterly basis?
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25. Revenue Explorer
What time and day of the week do people click most in emails?
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26. Reporting Requirements Checklist
✔ Use Progression Statuses
✔ Use Local Assets to Programs
✔ Add Period Costs to Programs
✔ Use Custom Tags
✔ Use Interesting Moments
✔ Connect Contacts to Opportunities
✔ Synch Custom Fields to RCE
✔ Use Naming Convention
© Macromator Inc. Private & Confidential 26

27. © Macromator Inc. Private & Confidential
Dan Radu
Founder & President Macromator Inc.
Marketing Operations & MarTech Agency
http://MOps.Agency
+1 647 760 8629
dan@Macromator.com
Marketo Certified Expert
Certified Pardot Consultant