© 2013 B2B Fusion Group / Proprietary & Confidential
DatePrepared for
© 2013 B2B Fusion Group / Proprietary & Confidential
October 2013
Jon Russo, FounderB2B Fusion Group
Critical KPI/ROI Lessons For improved measurability of Marketing ROI
© 2013 B2B Fusion Group / Proprietary & Confidential
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
Agenda
2#demandcon2013
© 2013 B2B Fusion Group / Proprietary & Confidential
Co-founder and CTOion interactive, inc.http://ioninteractive.com
BloggerChief Marketing Technologist Bloghttp://chiefmartec.com
About Scott
3
@chiefmartec
© 2013 B2B Fusion Group / Proprietary & Confidential
Data Analysis Is Child’s Play?
4
© 2013 B2B Fusion Group / Proprietary & Confidential
Data Is Not Necessarily Truth
5
© 2013 B2B Fusion Group / Proprietary & Confidential
“…and then the dashboard segmented last month’s leads by phase of the moon into
a beautiful pie chart…”
Strategic Data vs. Data Theater
© 2013 B2B Fusion Group / Proprietary & Confidential
Data for Exploration vs. Data for Confirmation
7
© 2013 B2B Fusion Group / Proprietary & Confidential
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.
14 Pragmatic Rules of Data Every Marketer Should Know
8
© 2013 B2B Fusion Group / Proprietary & Confidential
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.
14 Pragmatic Rules of Data Every Marketer Should Know
9
© 2013 B2B Fusion Group / Proprietary & Confidential
Beyond the Hype Cycle (and its Backlash)
10
© 2013 B2B Fusion Group / Proprietary & Confidential
Vice President, TechnologyBulldog Solutionshttp://bulldogsolutions.comm
About Chris
11
www.linkedin.com/in/cparisi/
© 2013 B2B Fusion Group / Proprietary & Confidential
The Technology
12
© 2013 B2B Fusion Group / Proprietary & Confidential
The Technology
13
© 2013 B2B Fusion Group / Proprietary & Confidential
The Dashboard
14
Sales
MKTG
© 2013 B2B Fusion Group / Proprietary & Confidential
The Challenge
15
There’s a disconnect in your marketing data
Marketing Automation CRM• Marketing activities
• Responses
• Campaign reporting
• Limited data from 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
© 2013 B2B Fusion Group / Proprietary & Confidential
• 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
The Approach
16
© 2013 B2B Fusion Group / Proprietary & Confidential
The Dashboard: Campaign Performance
17
© 2013 B2B Fusion Group / Proprietary & Confidential
The Dashboard: Multiple Funnels
18
© 2013 B2B Fusion Group / Proprietary & Confidential
The Dashboard: Example
19
© 2013 B2B Fusion Group / Proprietary & Confidential
FounderB2B Fusionhttp://B2bfusiongroup.com
Recent Press:Fox News, Forbes, Argyle Group, Forrester
About Jon
20
@B2BCMO
Jon.Russo@B2bFusionGroup
© 2013 B2B Fusion Group / Proprietary & Confidential
Connect Marketing investment to new revenue
21#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
Data Quality: We have incomplete, inaccurate, or missing data that impacts KPIs – or makes measurement impossible
Alignment: Our sales and marketing nomenclature is not defined, agreed upon, documented, or consistently used system wise
Tools: We have marketing automation & CRM, but measure in Excel … and the Excel reporting is not credible internally!
Random ROI: Marketing tags opportunities with campaigns we think we sourced or influenced
All of the Above
What is your biggest challenge measuring Marketing impact?
22
A
B
C
D
E
#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
5 KPI/ROI Lessons
23
© 2013 B2B Fusion Group / Proprietary & Confidential 24
1. Create your KPI story around volume, velocity, behavior
#MOCCA
Marketing sourced,Marketing influencedInquiries, Nurturing
Sales sourcedInquiries
Integrated ListStrategy
…not a story around technology or tactics
© 2013 B2B Fusion Group / Proprietary & Confidential
Nurture
2. Execute fundamentals flawlessly
25
Inquiries MQL LGQL SQLCustomer
s
Prospect & Recycled(Marketing Qualified Lead)
Sales Accepted Lead
Sales QualifiedOpportunity
SALESMARKETING
Funnel Width = Quality + Quantity of Inbound/Outbound Leads
All Names
Lead GenQual. Lead
SAL
LEADGEN
INSIDESALES
Efficiency: Processes from Inquiry to Close
#MOCCA
Adapt (vs. adopt), define, document, embed & measure
© 2013 B2B Fusion Group / Proprietary & Confidential
3. Create a global Marketing forecast
26
Benefits:
•Ties marketing to sales
•Creates urgency around poorly performing areas
•Looks forward vs. rearview mirror
#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
4. Compare & interpret – instead of presenting
27
Several dependencies to get to velocity within sales, marketing & systems
Intepret: i.e. “Bloated Funnel” Miller Heiman 2013
#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
5. Know your data – significant ROI upside & foundational
28
© B2B Fusion
10% of enterprises using Salesforce.com have a duplication solution in place1
1. Ringlead 2013
#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
Vision – Marketing predicts revenue for business
29
13% of all organizations use predictive analytics (Gartner BI MQ 2012)
#MOCCA
© 2013 B2B Fusion Group / Proprietary & Confidential
•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
Reinforcing closing thoughts
30
Top Related