jon miller - marketing roi: building marketing credibility with ceo-worthy metrics

#SalesSummit | @jonmiller


Marketing ROI: Building Marketing Credibility with CEO-Worthy Metrics


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


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


When Metrics Take Away Credibility

Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

Opportunity Customer

Lead

Sale

s Le

ad

Nurturing Database

BOFU


Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics


Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity

Trends over time



Get the “Definitive Guide to Marketing Metrics & ROI”marketo.com/DG2MM


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


Track All Touches Across People



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%



% 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



% 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”


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

jon miller - marketing roi: building marketing credibility with ceo-worthy metrics

Marketing

jonmiller source

jonmiller marketing

jonmiller filterdrill

jonmiller tweetable

marketing metrics roi

marketing impact

marketing activity

revenue driver