the abcs of rca: how to build an effective revenue machine
TRANSCRIPT
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The ABCs of RCAHow to Build an Effective Reporting Machine
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Amy Scissons
Global CRM Practice Lead
Mercer
Laura Mannix
Marketing Enablement Manager
Mercer
Brian Glover
Senior Product Marketing Manager
Marketo
Speakers
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What is Revenue Cycle Analytics (RCA)?
Analyze program & channel effectiveness
Prove marketing impact
Evaluate marketing funnel health
Connect marketing to metrics that matter
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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Why Do I Need Revenue Reporting?
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Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Why Do I Need Revenue Reporting?
Earn a seat at the revenue table1
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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Why Do I Need Revenue Reporting?
Earn a seat at the revenue table1Achieve alignment between sales & marketing2
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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Why Do I Need Revenue Reporting?
Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing ROI3
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AnalyzersSuccess Path
Opportunity Influence
Program/Channel Effectiveness
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Agenda• About Mercer• Seven steps to RCA Success• Common Pitfalls to Avoid
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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
About Mercer• A global consulting leader in talent, health, retirement,
and investments• Helps clients around the world advance the health,
wealth, and performance of – their people. • Over 20,500 employees in 40 countries• Wholly owned subsidiary of
Marsh & McLennan Companies (NYSE: MMC)
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Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Seven Steps to RCA Success
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Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Source
Marketing
Opportunities
Sales
Step 1: Systems Alignment
Review Inbound Data Sources
Study System Configuration Connect CRM Systems
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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 2: Get Buy In• Lead Scoring Model• Feedback Loop• Sales SLAs• Contact Role
Association
Sales Ready Lead
Sales
LOB Marketing
M&S Enablement
Regional Marketing
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Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 3: Agree on SuccessChannel Member/Touch SuccessEmail Blast Recipients ClicksExternal Banner Ad Impressions/Pageviews Conversions
List Purchase List Contact Engages with emailBanner Ad Clicks Conversions
Mercer Event Invited AttendedWebcast Invited AttendedWebcast Recording Pageview DownloadsSolution Page Clicks ConversonsNewsletter Opted-in List Member Clicks
Event Sponsorship Attendees Engages with sales
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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 4: Standardize Execution
Naming Convention
Success Metrics
Program Setup
Tagging & Cost
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 5: Monitor and ModifyMarketing Objective
Target Audience
Campaign Type
Business Objective
Marketing Program
Total Spend Audience New Leads Generated
Engaged % Engaged Cost/ Lead
Demand Gen CFO Email Blast New Logos
New Logos Email $150 3500 0 150 4.29% N/A
Demand Gen CHRO Whitepaper Cross Sell
Whitepaper Promotion $2,000 25,000 15 325 1.30% $133
Demand Gen HR &Talent List Purchase New Logos
Data.com List Purchase 4 $8,500 10,000 8,500 180 1.80% $1
Demand Gen HR &Talent E-Newsletter New Logos
Newsletter - Q1 $150 30,000 25 500 1.67% $6
Brand Building CHRO Live Event New Logos CHRO Event 1 $25,487 2,200 50 100 4.55% $510
Brand Building CHRO Email Blast New Logos
Email promo for CHROs $150 3,500 0 90 2.57% N/A
Nurturing Clients HR &Talent Live Event Retention
Atlanta HR Event $6,540 1,200 5 75 6.25% $1,308
Nurturing Clients CHRO Webcast Retention Webcast 2 $500 17,000 2 800 4.71% $ 250 Client Facing Tools CFO Webcast Upsell Webcast 3 $500 20,000 3 1,500 7.50% $167
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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 6: Craft the Dashboard
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Step 7: Socialize the information
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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Common Pitfalls to Avoid
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Where possible,… integrate• Create data flow from other systems to get the full report• Manually upload information if there is no integration
available
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Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Watch your spend• Create a cost framework (may want to include base
cost for all promotional channels)• Programs without cost months can be difficult to
report on • If you sell in multiple currencies, map the converted
revenue amount to RCE for attribution reporting
*You can modify the Analytics Behavior on the Set Up tab if you are not tracking costs.
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Clone, clone, clone!• Set up program templates that work for your team• Train users to clone the standardized templates rather
than starting from scratch• Saves time and prevents errors in recording success• Don’t forget to update tags, add a cost and activate
triggered campaigns!
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Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
When tagging, think long-term• Strategize with stakeholders on how data needs to be
sliced in reports• It is easier to group tags and roll up than to add a new tag
and re-label old programs
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Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Watch the clock!• Marketo timestamps the time and date of membership
and success• Don’t wait to mark leads as success – you could miss out
on opportunity creditLead generated Opportunity
createdOpportunity won
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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Use Contact Roles• Use contact roles in SalesForce.com for the most
accurate attribution reporting by• Ensure this process is in place before you start rolling
out programs and reporting• Align with Sales early on to use this functionality• Using all contacts might cast too wide a net and you’ll
lose creditability with Sales
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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Don’t go too far out of the box• Marketo and Salesforce.com & Microsoft Dynamics
have a native integration• Overly customizing and complicating your CRM system
will have downstream effects on your integration and reporting
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• Integrate systems• Track your spend• Create clone-able templates• Long term tags• Be mindful of timestamps• Use contact roles• Keep it simple
Remember…
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Questions?
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Thank You!Amy Scissons – [email protected] Mannix – [email protected] Glover – [email protected]