Dgr sps16 full-circle-finaldeck
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Transcript of Dgr sps16 full-circle-finaldeck
#SPS16
SPONSORED BY:
FromNapkinToBlueprint:MappingAMarketingPlanWithYour
Metrics
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CarolKrol:@carolkrolFullCircleInsights:@fc_insights
ChristineVermes:@christinevermes
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FeaturedSpeakers
ChristineVermesVP,HeadofMarketing
FullCircleInsights
@christinevermes
MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport
8
From Napkin to Blueprint:
Mapping a Marketing Plan
with MetricsNovember 17, 2016
9
Agenda
• Full Circle Insights Overview• Cost of Planning Without Marketing Metrics• Where Do You Start?• Creating A Budget• Optimizing Business Process• Optimizing Marketing Mix• Q&A
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Current Challenges: The Great Data Divide
10
Marketing Automation Salesforce CRM
Impact: Marketing execs don’t have the visibility they need
11Secure, accurate and consistent
Native Marketing Analytics Inside Salesforce
Campaigns / Leads / Contacts / Accounts / Opportunities
12
“IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT.”Peter Drucker
13
Cost of Planning Without Marketing Metrics
Quantity vs Quality
Marketing & Sales Not Aligned
Not Knowing What Works
Inefficient Business Process
Lost time, Revenue, Resources
Business Suffers Wasted Budget Lost time, Revenue, Resources, Missed
Opportunities
14
Where Do You Start?
Know The Revenue Goal for Upcoming Year
Last Year’s MQL Volume, Velocity & Conversion Rates
What Drove Sales?
LOOKING FORWARD
LOOKING BACKWARDS
15
Reversing The Funnel
REVENUEGOAL
Conversion Targets
VOLUME TARGET
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The Reverse FunnelHow do I best create a demand gen budget?
Get current funnel data
1
q Annual lead volumeq Number of deals
closedq Average deal sizeq Average sales cycle
lengthq Overall Inquiry to
Close rate
Get goals for new fiscal year
q Sales goalq Average deal size
goalq Average sales cycle
length goal
Calculate leads required and est.
cost per lead
2 3
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This Year Next YearAnnual Lead Volume 21,885 ?Number of Deals Closed 256 ?Overall conversion rate 1.1% ?Average Deal Size $74,000 ?Sale Cycle Length 90 days ?Revenue (# deals x deal size) 18.9M ?% leads from marketing 100% ?
Get The Facts
Num Deals
Lead Volume= Conv. Rate
NumDeals X Deal Size = Revenue
18
This Year InformationType Source
Annual Lead Volume 21885 Volume Salesforce / Full CircleNumber of Deals Closed 256 Volume Salesforce / Full CircleOverall conversion rate 1.1% Conversion Salesforce / Full CircleAverage Deal Size $74,000 Revenue Salesforce Revenue (# deals x deal size) 18.9M Revenue Salesforce / Full Circle
Sale Cycle Length 90 days Velocity Salesforce / Full Circle% leads from marketing 100% Agreement Lead Source
How To Get The Facts
19
This Year Next YearAnnual Lead Volume 21885 ?Number of Deals Closed 256 ?Overall conversion rate 1.1% 1.3%Average Deal Size $74,000 75,000Sale Cycle Length 90 days 90 daysRevenue (# deals x deal size) 18.9M 30M% leads from marketing 100% 50%
Building Next Year’s Plan
# Deals
Conv. Rate=
Revenue
Deal Size= Num Deals
% from marketing # leadsX
20
Sample Full Circle Insights Report
21
This Year Next YearAnnual Lead Volume 21885 15,384Number of Deals Closed 256 400Overall conversion rate 1.1% 1.3%Average Deal Size $74,000 75,000Sale Cycle Length 90 days 90 days
Revenue (# deals x deal size) 18.9M 30M% leads from marketing 100% 50%
Building Next Year’s Plan
# Deals
Conv. Rate=
Revenue
Deal Size= Num Deals
% from marketing # leadsX
22
Spread 15K Goal By Quarter
5
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But what about Q4 leads?
MQLs Q1 2017 MQLs Q2 2017
MQLs Q3 2017 MQLs Q4 2017
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Revised 15K Goal By Quarterincluding Q4 2016
6
5
4
New 2017 Goal:17,000 at $100 Cost Per Lead
Budget = $1.7M
3000 leads in Q4 2016Revised Q1 +2000 to 4000
MQLs Q1 2017 MQLs Q2 2017
MQLs Q3 2017 MQLs Q4 2017
24
Optimizing Business Process
25
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker
26
How To Identify Programs That Drive Revenue?
26Prioritize the campaigns that have big impact on sales $
27
More Marketers Turning to Attribution
Marketers investigating solutions to: • Gain insights into campaign performance• Optimize marketing spend and mix• Ultimately drive revenue growth
(1) Adroll, “State of the Industry Report”, Jan. 2016
In 2015, 84%of marketers believed
attribution was very important to success,
an increase of 140% from 2014.(1)
Measuring campaign performance is the biggest weapon for gaining confidence behind marketing spend
28
29
Summary
Marketing Budgets Should
Support Company Revenue Goals
Funnel Metrics Provide
Opportunity to Find Efficiencies in
Business Process
Attribution Data Provides Visibility Into
What’s Working, Allowing Marketers to Optimize Mix, Drive
More Revenue
© Full Circle Insights, Inc. Proprietary and Confidential
THANK YOU!
@cmvermes@fc_insights
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Q&A/ Speakers
ChristineVermesVP,HeadofMarketing
FullCircleInsights
@christinevermes
MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport
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