![Page 1: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/1.jpg)
How Marketing Can Report
Revenue Analytics That Don’t Lie
![Page 2: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/2.jpg)
Agenda
INTRODUCTIONS DISCUSSION Q&A
2
![Page 3: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/3.jpg)
Introduction
Dan ZimanCMO
LeanData
Tom Grubb Chief Strategy Officer
Digital Pi
3
![Page 4: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/4.jpg)
“…Fewer than 4% of marketing generated leads are ever converted into sales.”
Source: Business2Community, February 10, 2014Why Organizations Should Stop Focusing on Lead Nurturing Campaigns
4
![Page 5: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/5.jpg)
ONE QUESTION…
What happened to the other 96%?
5
![Page 6: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/6.jpg)
6
![Page 7: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/7.jpg)
Challenge: reporting vastly undercounts campaign touches
Lead ContactContact w/role
Lead Contact ?
Lead ? ?
7
![Page 8: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/8.jpg)
B2B Marketing is multi-person and multi-campaign
CAMPAIGNSDirector, Marketing
(Contact w/Role)Marketing Specialist
(Contact)CMO(Lead)
Website X
Webinar X
Whitepaper X
Exec Roundtable X
Tradeshow X
8
![Page 9: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/9.jpg)
Poll: How much do you trust your marketing reports?
1. Usually – 22%
2. Occasionally – 67%
3. Never – 11%
9
![Page 10: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/10.jpg)
80% of CEOs simply don’t trust marketers at all
- Fournaise Group Study
10
![Page 11: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/11.jpg)
"Performance is your reality. Forget everything else.”
- Harold S. Geneen
11
![Page 12: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/12.jpg)
Marketing Revenue
• Platform Approach:
– SFDC: Campaign Influence Reports
– Marketo: FT and MT Attribution
• No way back to marketing when:
– Leads not associated with accounts
– Contacts not associated with opportunities
– Duplicates
12
![Page 13: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/13.jpg)
Marketers can’t generate sufficient growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
13
![Page 14: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/14.jpg)
Marketers can’t generate growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
14
![Page 15: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/15.jpg)
The Path to Revenue Reporting Starts with Opportunities
CONTACTS
15
![Page 16: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/16.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Executive Approver Technical
Account
![Page 17: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/17.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Executive Approver
Technical
![Page 18: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/18.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Opportunity
Account
Executive Approver
Technical
![Page 19: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/19.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
Technical
Executive Approver
![Page 20: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/20.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive
Approver
![Page 21: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/21.jpg)
White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive Approver
![Page 22: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/22.jpg)
Marketo Multi-Touch Pipeline Report
22
![Page 23: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/23.jpg)
61% More Revenue Won Influence with Implicit
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 351 74% 46%
Yes 252 26% 54%
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 127 12% 11%
Yes 476 88% 89%
Op
po
rtu
nit
y(E
xplic
it)
Acc
ou
nt
(Im
plic
it)
23
![Page 24: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/24.jpg)
White PaperTradeshowWebinar
More Lost Attribution: Stuck in The Land of Leads
Account
Opportunity
TechnicalExecutive Approver
Leads have no path to get revenue credit for marketing
24
![Page 25: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/25.jpg)
SFDC Campaign influence report
25
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
![Page 26: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/26.jpg)
Your Options:
1. Modify sales behavior
2. Modify SFDC – lock it down
3. Modify your reporting configuration
4. Switch to another reporting tool or platform
5. Employ technology
26
![Page 27: How marketing can report revenue analytics that don’t lie](https://reader033.vdocument.in/reader033/viewer/2022042817/55a8929c1a28ab0c608b4683/html5/thumbnails/27.jpg)
Thank you!
Dan ZimanCMO
LeanData@lostintheflog
Tom Grubb Chief Strategy Officer
Digital Pi@thomasgrubb
27