microsoft/igniteyourventure Twitter: #IYV 2010 Email: cdnsol@microsoft
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Transcript of microsoft/igniteyourventure Twitter: #IYV 2010 Email: cdnsol@microsoft
Ignite Your Venture Webcast SeriesEvery Wednesday In April, 2-3 PM EST
April 7 – Bringing Your Ideas to Life with a VCApril 14 – Finding the Right People to Make the Right TeamApril 21 – Helping to Increase Profits & Accelerate SalesApril 28 – Business Lead Generation That Works
Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast.
www.microsoft.ca/igniteyourventureTwitter: #IYV2010
Email: [email protected]
Angie LimChannel Audience ManagerMicrosoft Partner NetworkStartup ISV & Web Developerstwitter: @angielim
www.microsoft.ca/igniteyourventureTwitter: #IYV2010
Email: [email protected]
Metrics Based Marketing: Building a CMO Dashboard
Ian Gilbert, Venture Partner, Intrepid EquityWith Cadman ChuiApril 28, 2010
Background
Cadman ChuiVP, Marketing at PlateSpin Ltd. (Acquired by Novell, 2008)• Held product marketing / product management positions at Cybermation (acquired by CA), DataMirror (acquired by IBM)• MBA (Schulich School of Business)• BSEE (University of Waterloo)
Marketing is sometimes perceived as a Black Hole
Marketing should be perceived as a Black BOX
Marketing$ $$$
The Technical Challenge: Lead Source Tracking
Campaign 1$ $Campaign 2$ 0Campaign 3$ $$$
The 5 Crucial Marketing Metrics
Per campaign, Per region,
Per salesperson, Per days
Lead-to-Opp
Opp-to-Close
Lead-to-Close
Cost-per-Lead
ASP
Metrics Trending and what they can tell you
Up Down
Lead2Close Sales execution and/orMarketing execution getting better
Investigate Lead2Opp / Opp2Close to isolate bottleneck
Lead2Opp Marketing leads are getting more qualified and/or higher quality sales follow-up
Leads are less qualified and/or/ lower quality sales follow-up
Opp2Close Sales execution improving Sales execution deteriorating
Cost Per Lead If Lead2Opp down or same, marketing getting less efficient
If Lead2Opp up or same, marketing getting more efficient
Leads & Derivatives
Direct Lead Generation•Trade show•Search Ad•Search Engine•Print Ad•User Group•Joint channel
Indirect Lead Generation•Channel education /
joint lead generation
2nd Level Indirect Lead Generation•Analyst briefings•Press releases•Press tours•Word of mouth•Referral
Making it all work
Website
Sales person
Prospect Trade Show CRM
Turn data into information
CRM
Data Extraction / Mining
CMO Dashboard – Actionable Metrics
Real-Time Leads Dashboard
Return on Investment (Sales and Opportunities)
6886% OROI
781% SROI
809% OROI
-3% SROI
5989% OROI
207% SROI
791% OROI
535% SROI
262% OROI
-16% SROI
878% OROI
259% SROI948% OROI
266% SROI
2077% OROI
89% SROI
OROI = Opportunity ROI
SROI = Sales ROI
Lead Lifetime (Days)
Lifetime (Days) Probability (%)
Lead2Opp 54 20
Opp2Close 58 50
Lead2Close 87 10
Leads by Status by Region
Leads by Status by Type
Lead2Close Trend
Cost Per Lead (C$)
Budgeting Precision
Campaign Budget [$] required
Sales Target [$]
Sales due to marketing [%]
Lead2Close [%]
ASP [$]
CPL [$]
(Number of Deals marketing needs to generate)
X= X
(Cost per Deal)
Tips n’ Tricks
Communicate and coordinate with Sales!
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Contact information:Ian [email protected]
Cadman [email protected]
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
DiscussionUse the Q&A tool Twitter: #IYV2010Email: [email protected]
On Demand – Past Series:
Starting a new BusinessReducing your SaaS Dev Costs with PaaSWhy Competitive ISVs Switch to Microsoft ISV Royalty & SPLA LicensingYour Web Potential with MS Web Platform
Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast.
www.microsoft.ca/igniteyourventureTwitter: #IYV2010
Email: [email protected]