KPIs for Managers:
A Marketing Ops Perspective
Jeremy Mason, Marketing Ops and Lead Gen
Q3, 2014
Agenda
KPIs in Context
What is available?
Healthy B2B KPIs
Influencing the KPI funnel
KPIs in Context
Funnel-System Context
Lead Source (origin)
Campaign Influence(path to deal)
Primary Campaign Source (tips deal)
Visitors
Prospects
MQLs
SQLs
Co
nve
rsio
n
ResponsesRecorded on Campaigns
CookieDropped
Conversion Flow Closed-Loop Context
Closed
Salesforce.com Campaign
Pardot Campaign
Lead
Campaign Influence
Opportunity
Marketing Automation System CRM
Segmentation List
Response
Primary Campaign Source
RulesEmailsDripsForms
Prospect
members(optional)
MQL SAL SQLInquiry Customer
Campaign History
assign
1
2
3Contact
Salesforce.com Account
What is available?
Intra-organizational
Volume
Velocity
Value
Historical Data
Experience
What is available?
What is available?
Extra-organizational
Benchmarks
Literature
Forums and Feeds
Historical data
None of this is new. The path is well worn.
Healthy B2B KPIs
Healthy B2B KPIs (undulating lines)
Impressions
Prospects
MQLs
0
500
1000
1500
2000
2500
3000
Jan Feb Mar Apr May Jun Jul
Health KPIs (~30-day conversion cycles)Impressions Prospects MQLs SQLs Customers
Fun
nel
Pat
h
Complete buyer’s journey velocity
Healthy B2B KPIs
Conversion ratio influences upward pull Velocity determines when a change will occur Correlation should be positive for any KPI with
those below it Impression volume can forecast future sales
from campaigns
Unhealthy B2B KPIs
Higher funnel levels have no influence on lower
Correlation is weak or negative Forecasting from top of funnel
is impossible
0
500
1000
1500
2000
2500
3000
3500
4000
Jan Feb Mar Apr May Jun Jul
Unhealthy KPIs
Impressions Prospects MQLs SQLs Customers
negative
weak
Influencing the KPI Funnel
Influencing the Funnel: Systems
Weekly inbound mix reviews(impressions/visits/exposures)
A/B Tests
Review and experiment with timing
Experiment with asset types and segment by preference
Semi-monthly conversion rate reviews
Monthly year-over-year analysis
Influencing the Funnel: People+Process
Ignore your intuition when possible
Talk to your co-workers (No Silos)
Brag about your successes
Continuous improvement (Not just for Manufacturing)
Thanks!