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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

10

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

16

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

17

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

6

But what about Q4 leads?

MQLs Q1 2017 MQLs Q2 2017

MQLs Q3 2017 MQLs Q4 2017

23

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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HowAreWeDoing?

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Q&A/ Speakers

ChristineVermesVP,HeadofMarketing

FullCircleInsights

@christinevermes

MODERATOR:CarolKrolEditor-In-ChiefDemandGenReport

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