increasing marketing confidence with better reporting in 2015
DESCRIPTION
Demand Gen Report presents the Strategy & Planning Series session presented by Full Circle CRM #SPS2014TRANSCRIPT
Session sponsored by!
#SPS2014
Increasing Marketing Confidence With Better Reporting In 2015!
#SPS2014
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#SPS2014 Demand Gen Report: @DG_Report
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Bonnie Crater: @BonnieCrater
#SPS2014
About Demand Gen Report!
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#SPS2014
Panelists!MODERATOR:
Bonnie Crater, President & CEO, Full Circle CRM
Andrew Gaffney, Editor,
Demand Gen Report
Increasing MarkeAng Confidence with BeEer
ReporAng in 2015 Bonnie Crater
About Me
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• Former Salesforce SVP • 5-‐Kme VP of MarkeKng • President and CEO of Full Circle CRM
AGENDA IntroducKon
2014 OperaKonal Data
2014 Data Assessment
2015 Planning
QuesKons
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9
MarkeAng AutomaAon
Salesforce
Today’s Tools
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10
MarkeAng AutomaAon
Salesforce
Full Circle CRM in Salesforce
MarkeAng Performance Management in Salesforce
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GePng Ready for 2015
Tracking 2014 OperaAonal
Data
Measure and Assess 2014
Efforts
Plan with Confidence for
2015
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The SituaAon: Increase New Business by 10% in 2015 à No AddiAonal Budget
Personnel:
15M
Programs:
15M
Your Company Revenue 200M Renewals 100M R & D: 30M G & A: 30M S & M: 100M S: 70M
M: 30M COGS: 20M Profit: 20M
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MarkeAng OperaAons in 2014
Current 15M markeAng budget:
Ads: 3.0M
Emails: 2.0M
Banner Ads: 3.0M
Conference: 4.0M
Partner: 1.0M
Other: 1.0M
Webinar: 1.0M
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What percentage of new business was sourced by markeAng in 2014?
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How many inquiries did markeAng source in 2014?
3.9%
2.0%
0.9%
3.7%
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Where did our markeAng inquiries come from?
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Assessment
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ROI vs. Influence
ROI Calculated off Single Campaign
$2M Cost $18M Revenue 8X ROI
But we know other campaigns contributed
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Weighted Campaign Influence
Campaign Influence
$18M Revenue Ads: $3M Email: $5M Banner Ad: $3M Seminar: $4M Other: $1M Webinar: $2M
Other campaigns DID contribute to that revenue
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Which campaign types drove revenue?
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How quickly did inquiries move through the funnel?
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Which campaigns created the highest quality leads?
2.8%
5.8%
4.0%
4.8%
2.7%
3.6%
1.1%
3.9%
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What do we need to know?
What was our average deal size?
How many new deals do we need to grow revenue by 10%?
How many new inquires do we need to get 7 new deals
Total number of new inquiries needed = 2554
3.9% of inquiries became deals
7M/1.01M
~1.01M
need 180 new inquiries
7 new deals
=
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Planning
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Or you can look at it from an ROI perspecAve
Shih budget to campaign types that influence more revenue
Cost (M) Revenue (M) ROI
Ads 3 13.1 3.4
Email 2 18 8.0
Banner 3 15.75 4.3
Partners 1 4.75 3.8
Conference 4 15 2.8
Other 1 1.4 0.4
Webinar 1 1.5 0.5
Total 15 70 3.7
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Once you re-‐distribute your budget . . .
Cost (M) Revenue (M) ROI Cost (M) Revenue (M) ROI
Ads 3 13.1 3.4 1.5 5.1 3.4
Email 2 18 8.0 5.5 44 8.0
Banner 3 15.75 4.3 4 17 4.3
Partners 1 4.75 3.8 2 7.5 3.8
Conference 4 15 2.8 2 5.5 2.8
Other 1 1.4 0.4 0 0 0.0
Webinar 1 1.5 0.5 0 0 0.0
Total 15 70 3.7 15 79.1 4.3
2014 2015
Campaign type is just one segment, you may need to look deeper into your markeKng data to get addiKonal insights
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For example if you dive deeper into webinars
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We can also look to improve the markeAng-‐sales handoff
MQL-‐SAL April 60.00% May 43.82% July 72.15%
August 62.50%
Increase conversion rate in May/August
New SALs (18.7% SAL-‐Won conversion rate)
New Deals
2% 39 7
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Next Steps
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Summary
1. Track your markeAng data for 2014 2. Analyze influenced ROI and conversion rates for
campaign types and other key segmentaAons 3. Look for ways to opAmize markeAng spend 4. Fix boElenecks in your process such as the
markeAng-‐sales handoff 5. Set 2015 markeAng goals and budget
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Further RecommendaAons:
Track campaign influence to get a
beBer understanding of campaign performance
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Track key funnel metrics like volume, conversion rates, and velocity in your CRM to find any boBlenecks in
your processes
Set up your CRM system (Salesforce, etc.) to be the data hub for tracking your markeKng
Have regular meeAngs between sales and markeKng to discuss lead flow, campaign results, and
processes
1 3
2
4
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Learn how to turbo charge your analyAcs in Salesforce and plan
with confidence for 2015
#SPS2014
Submit Your Questions!
• Download this white paper. • View our podcast. • Take our assessment • …
#SPS2014
Q & A // Panelists!MODERATOR:
Bonnie Crater, President & CEO, Full Circle CRM
Andrew Gaffney, Editor,
Demand Gen Report
#SPS2014
Strategy & Planning Tweet Chat!
Bonnie Crater, President & CEO, Full Circle CRM
Join Bonnie Crater, President & CEO of Full Circle CRM for more insights on how to master data reporKng during our special Tweet Chat!
hBp://dg-‐r.co/SPS_QA Note: Link is cap sensiKve.
#SPS2014
Thanks for attending this session!!
Make sure to aBend the next session in the Strategy & Planning Series:
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