#SalesSummit | @jonmiller
12%
20%
15%9%
44%
Improve profits by more than 20%Improve profits by 10% to 20%Improve profits up to 10%No major change in profits generatedDon't Know
What Profits Can Be Generated With 10% More Budget?
#1 Answer:Don’t Know
Source: 2010 Lenskold Group / emedia Lead Generation Marketing ROI Study
#SalesSummit | @jonmiller
When Metrics Take Away CredibilityVanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability
Activity MetricsMeasure what you do instead of what results and impact you have
#SalesSummit | @jonmiller
When Metrics Take Away Credibility
Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes
#SalesSummit | @jonmiller
Nam
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Awar
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Frie
nd
Enga
ged
Targ
etTOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
#SalesSummit | @jonmiller
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity
Trends over time
Screenshot: Marketo Revenue Cycle Analytics
#SalesSummit | @jonmiller
Why Measuring Return is Hard• Multiple touches.
Seven touches needed to convert a cold lead into a sale
• Multiple influencers.Typical buying committee has 5-21 people
#SalesSummit | @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#SalesSummit | @jonmiller
Source: Marketo Revenue Cycle Analytics, Nov 2013* Percentage of all programs in channel that achieve MT Ratio > 5
% Above Min*
89%
41%75%
57%
66%10.4
73%67%
76%
#SalesSummit | @jonmiller
Source: Marketo Revenue Cycle Analytics, Nov 2013* Percentage of all programs in channel that achieve MT Ratio > 5
% Above Min*
89%
41%75%
57%
66%10.4
73%67%
76%
(MT) Ratio = Pipeline / Investment>10 is Great and <5 is Fail
Webinar = 54!, Tradeshow = 6.9, Sponsored Email = 3.8, Content Syndication = 9.6
#SalesSummit | @jonmiller
Source: Marketo Revenue Cycle Analytics, Nov 2013* Percentage of all programs in channel that achieve MT Ratio > 5
% Above Min*
89%
41%75%
57%
66%10.4
73%67%
76%% Programs with MT Ratio > 5e.g. Content Syndication has good average but 43% programs “fail”
#SalesSummit | @jonmiller
Tweetable Takeaways1. Marketing activity it easy to track, but marketing impact is
hard to demonstrate – Sales is opposite
2. Focus on financial metrics that matter to the CEO and other executives (profit, cash, revenue)
3. Avoid cost and spend metrics – focus on investment and return
4. A trusted marketing forecast is the single most important step to make marketing a revenue driver, not a cost center
5. Multi-touch attribution gives more insight into the full funnel
@jonmiller