create gorgeous marketing dashboards your executives will love

Create Gorgeous Marketing Dashboards Your Executives Will Love

Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion, Revenue Pulse

Mark EmondFounder & President, Demand Spring

© 2014 Marketo, Inc. #mktgnation14

Agenda


Earning a Seat at the C-Suite Table

77% of CEOs feel marketers talk about brand, brand values

and brand equity but fail to link this back to results that top management cares about:

Revenue, Sales, Earnings, or Market Valuation

Fournaise Marketing Group Study, 2011


Analytically sophisticated companies are

2.2X more likely to outperform industry peers

IBM & MIT joint analytics study


You are the key to creating a data-driven decision-making environment

But what do your marketing executives need in terms of analytics?


Marketing Executives Analytics Checklist Connect analytics to Marketing’s mission

o MQLs? TQLs? SQLs? Pipeline $? Revenue? Influenced $?

Constant visibility: Daily dashboard

Summary to detail: Start at a high level and drill-through (e.g., total MQLs to individual deals with stages and $)

SLA Management: Sales follow-up on MQLs

Next quarter pipeline management: Are we tracking to have enough pipeline for the start of NQ?

Accountability: Can I get the analytics I need to be able to measure and compensate my team on our KPIs?


Driving Successful Analytics Adoption

Analytics connects to business strategy

Define KPIs – build dashboards

Executive sponsorship & usage

Business analysts – from data to insights

Marketing users empowered with easy to use analytics

Facilitate closed-loop reporting

One version of truth Summary to detail

Common lead taxonomy – sales & mktg

CRM enforcement Management

processes


The Story…


My Fitness Pal App


I got this email…


A bit expensive


What is Leftronic?


There are Some Great Dashboards in Marketo…


Success Path Analyzer


Lead Lifecycle Tips

• Start simple – and then increase complexity• Use static lists and Salesforce campaigns to track• Timestamp when records hit certain stages

• Create new custom field for Stage Conversion (Date/Time)• Create data management campaign to timestamp


Opportunity Influence Analyzer


Where Pipeline Reporting Falls Down• Requires the contact owner field on opportunity to be

populated• Opportunity Influence Analyzer report helps you

correct this• Don’t have Revenue Cycle Explorer?

• You can still identify people marketing has engaged…


Find Engaged Prospects Not Listed On Opps


Marketing Numbers for Weekly Management Meeting


BUT…

• We wanted to combine all company metrics• We wanted everyone in the company to see it • We had no development background• Wanted to show progress to goals


The first thing you see when you walk in…


Company Performance


Marketing Performance


Email Statistics


Website Metrics


Social Media Metrics


Events


Event Performance


Another Dashboard Option - Klipfolio


What You Need to make these Dashboards• Marketo

• Lead lifecycle & goals for each stage• Add leads to SFDC campaigns for events

• Salesforce• Enterprise is more flexible, with API

• Google Analytics• Tracking code on all website and Marketo pages

• Twitter• Allow authentication to account

• Excel• For upload of manual entries like events + company metrics


APIs?!?!


1. Find Your API Credentials

Marketo > Leftronic API: 3 Steps


2. Copy your API Credentials




3. Paste API Credentials into Leftronic. Press Connect.


Magic.


What you need…

$1,200


LaunchPoint Partner Program

• Get your partners to apply (if not already members):• Free sandbox environment• Office hours with Marketo developers• Community support

developers.marketo.com/support/launchpoint-developer-program/

http://developers.marketo.com/support/launchpoint-developer-program/

http://developers.marketo.com/support/launchpoint-developer-program/


Key Learnings

• Find out what your executives care about• Determine if there are any privacy concerns• There are some limitations to the SOAP API• Salesforce Enterprise edition or higher for API• Mac Mini’s work better than Apple TV’s• Get as big of a TV as possible• Put it in a high-traffic area• Less is more


Leftronic Discount for Marketo Users

• Sign up for a free trial: www.leftronic.com/demo

• Marketo Users get 10% off the first 6 months

Coupon Code for Marketo Users:

LEFTRONIC4MARKETO

https://www.leftronic.com/demo/


Create Your Own Marketo + Leftronic Dashboards

Step-by-step video walk-through to create ALL Leftronic/Marketo Dashboards & impress your boss.

revenuepulse.com/go/dashboards

http://www.revenuepulse.com/go/dashboards/


3 Take-Aways

1. Create a data-driven culture by making analytics accessible

2. Understand which metrics matters to your executives and how they will be embedded in management processes

3. Move from vanity metrics to business metrics• Pipeline• Revenue• Opportunities• ROI


Contact Us

Pierce UjjainwallaPrincipal Marketo Consultant/Marketo Champion Revenue Pulse

Mark EmondFounder & President, Demand Spring

[email protected]

@marketing_101

[email protected]

@demandspring

Thank You!