Achieving Marketing and Sales alignment

Tangible revenue impact with a C-level Dashboard

Nicolas Draca

July 2010

Eloqua Experience 09 - Markie Award 2009 - Sales Impact

Dreamforce 09 - Appy Award Nominee - Sales Cloud

1Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

As-is situation

Marketing Automation brought a new generation of B2B Marketers:

• Empowered with new lead qualification mechanisms (i.e.: web tracking, scoring, nurturing)

• Focused on tangible metrics measuring marketing success rate(i.e.: funnel conversion rate, buying process)

• Experimenting cutting-edge lead strategies to grow sales pipeline

2Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Challenges

• From a CEO perspective, Marketing is a non-measurable investment

• From a CFO perspective, Marketing is a cost

• From a Sales perspective,Marketing is a mystery

3Tangible revenue impact with a C-level Dashboard, June 2010 Nicolas Draca, ndraca@gmail.com

Objectives

Stop “hiding” and engage your Execs with a C-level Dashboard

• 10,000 foot analysis: simple and easy to read

• Not subject to multiple interpretations

Our primary goalMeasure marketing impact on pipeline and revenue

4Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

C-level Dashboard - Overview

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C-level Dashboard – Lead Generation

Sources

Google Analytics ReportSalesforce Lead matrix report: - “Lead Source” (Count) - “Lead Created Date” (Fiscal Quarter)

Marketing responsibility

• Increase web site traffic while improving lead conversion rate.

My 2 cents

• Important – Do not use Google conversion metrics to report on number of inquiries as Google can not match inquiries to your CRM System.

• Filters to analyze the data:“Traffic source” or “Geo Region”

Web traffic (per work day)

6Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

C-level Dashboard – Lead Generation

Source

• Salesforce Lead matrix report:- “Budget Source” (Count) - “Lead Created Date” (Fiscal Quarter)

Marketing responsibility

• Increase number of inquiries while reducing the cost per inquiry.

My 2 cents

• Important – “Budget Source” should be tied to your company budget allocation (Marketing, Channel or Sales)

• Important - Do not allow your Reps to create new leads in salesforce, instead get them to clone an existing lead/contact or create a new lead using a web form to prevent duplicates

• Tie the “Budget Source” to the “Lead source” and limit number of “Lead Source” to 10 (i.e.: Manual Import, Event, List, Search Organic, Search Paid, Requested Contact, Requested Content, Partner, Training)

Filters to analyze the data:“Lead Source”, “Lead Score”, “Campaigns” or “Geo Region”

Lead Generation (per work day)

7Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

C-level Dashboard – Pipeline Generation

Source

• Salesforce Opportunity matrix report- Budget Source (Count) - Opp. Created Date (Fiscal Quarter)

Marketing responsibility

• Increase Marketing initiated Opportunities.

My 2 cents

• Important - To improve data analysis (closed loop concept), when creating the opportunity you must automatically import lead/contact marketing information into the opportunity (lead source, campaigns, scoring, #ouches, lead age ..)

• Report on number of opportunities created, not on pipeline ($) (as pipeline ($) changes will skew your data analysis)

• Filters to analyze the data:“Lead source” conversation rate, “Lead/Contact Age”, “Scoring” or “Geo Region”

# Opportunities Created (per work day)

8Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Dashboard for C-level – Bookings

Source

Salesforce Opportunity Won matrix report - “Lead Source” ($M) - “Opportunity Closed Date” (Fiscal Quarter)

Marketing responsibility

• Reduce the sales cycle from “lead created date” to “opportunity closed date”.

My 2 cents

• Important – It is unlikely that an increase in inquiries on the current quarter will impact bookings on the same quarter (as we need to add the sales cycle to the equation)

• Important – You have all the data needed for a closed loop analysis (see backup slides)

• Filters to analyze the data:“Lead Source”, “Scoring”, “Geo Region”, “Opportunity Size” or “Sales Cycle”

Bookings($M)

9Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Key Take Away

• Avoid confusion by keeping the dashboard simple

• Spend face to face time to educate your Execs

• 12 months of data is needed for valid analysis

• Be ready for more, C-level Dashboard is only the beginning of a long journey!

10Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Our ultimate goal:

“Revenue Goal Quarter (N + SalesCycle)““Lead Source” “Cost Per Deal” “Average Deal Size”

x

“ E = MC2 ” for Marketers

Validate your marketing budget Optimize

your buying processExperiment revenue forecasting

11

Marketing Budget Quarter (N) =

Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Thank you

Nicolas Dracandraca@gmail.com

http://www.linkedin.com/in/ndraca

12Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Backup slides

July 2010

13Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Achieving Marketing and Sales alignment

Tangible revenue impact with a C-level Dashboard

Closed loop analysis:Recognize business cycles

Meetings

Prospects

Leads

Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps

Sales Cycle 100 days 110 days

Opportunity Won

Opportunity Created

Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp

14Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com

Closed loop analysis:Understand marketing campaign impact

Meetings

Prospects

Leads

Opportunity Won

Opportunity Created

Marketing contentMarketing contentMarketing content

Phase 3: Preference

Brand Case Studies

Product reviews channel

Customers Eval

Phase 1: Awareness

Organic search Social Media channel advertising

freeware press

Phase 2: Consideration

events channel

Webinars demo Newsletter

15Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, ndraca@gmail.com