How marketing can report revenue analytics that don’t lie
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The document discusses the challenges of accurately reporting marketing-generated revenue, revealing that a significant percentage of leads never convert into sales, raising trust issues among CEOs regarding marketers. It emphasizes the need for marketers to associate leads with accounts and opportunities to present a truthful picture of their impact on revenue. The document suggests various strategies for improving reporting accuracy and establishing credibility within organizations.
How marketing can report revenue analytics that don’t lie
- 1. How Marketing Can Report Revenue Analytics That Don’t Lie
- 3. Introduction Dan Ziman CMO LeanData Tom Grubb Chief Strategy Officer Digital Pi 3
- 4. “…Fewer than 4% of marketing generated leads are ever converted into sales.” Source: Business2Community, February 10, 2014 Why Organizations Should Stop Focusing on Lead Nurturing Campaigns 4
- 5. ONE QUESTION… What happened to the other 96%? 5
- 6. 6
- 7. Challenge: reporting vastly undercounts campaign touches Lead Contact Contact w/role Lead Contact ? Lead ? ? 7
- 8. B2B Marketing is multi-person and multi-campaign CAMPAIGNS Director, Marketing (Contact w/Role) Marketing Specialist (Contact) CMO (Lead) Website X Webinar X Whitepaper X Exec Roundtable X Tradeshow X 8
- 9. Poll: How much do you trust your marketing reports? 1. Usually – 22% 2. Occasionally – 67% 3. Never – 11% 9
- 10. 80% of CEOs simply don’t trust marketers at all - Fournaise Group Study 10
- 11. "Performance is your reality. Forget everything else.” - Harold S. Geneen 11
- 12. 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
- 13. 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
- 14. 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
- 15. The Path to Revenue Reporting Starts with Opportunities CONTACTS 15
- 16. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Executive Approver Technical Account
- 17. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Executive Approver Technical
- 18. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Opportunity Account Executive Approver Technical
- 19. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity Technical Executive Approver
- 20. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity TechnicalExecutive Approver
- 21. White PaperTradeshowWebinar Explicit Influence: Contacts on Opportunities Account Opportunity TechnicalExecutive Approver
- 22. Marketo Multi-Touch Pipeline Report 22
- 23. 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% Opportunity (Explicit) Account (Implicit) 23
- 24. White Paper TradeshowWebinar More Lost Attribution: Stuck in The Land of Leads Account Opportunity Technical Executive Approver Leads have no path to get revenue credit for marketing 24
- 25. 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
- 26. 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
- 27. Thank you! Dan Ziman CMO LeanData @lostintheflog dan@leandatainc.com Tom Grubb Chief Strategy Officer Digital Pi @thomasgrubb tom@digital-pi.net 27