Increasing Marketing Confidence With Better Reporting In 2015
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The document discusses a session focused on improving marketing confidence through enhanced reporting in 2015, emphasizing the importance of tracking and assessing marketing data from 2014. It outlines strategies for planning budgets and campaigns, optimizing marketing spend, and enhancing the marketing-sales handoff. The conclusion emphasizes the need for ongoing analysis and collaboration between sales and marketing teams to achieve better results.
Increasing Marketing Confidence With Better Reporting In 2015
- 1. Session sponsored by! #SPS2014 Increasing Marketing Confidence With Better Reporting In 2015!
- 2. #SPS2014 Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
- 3. #SPS2014 Follow this webinar on TwiBer #SPS2014 Demand Gen Report: @DG_Report Full Circle CRM: @FullCircleCRM Bonnie Crater: @BonnieCrater
- 4. #SPS2014 About Demand Gen Report! • Launched in 2007 to track best pracKces in lead generaKon • NewsleBer has grown to more than 28,000 readers • We also offer a menu of research and best pracKces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
- 5. #SPS2014 Panelists! MODERATOR: Bonnie Crater, President & CEO, Full Circle CRM Andrew Gaffney, Editor, Demand Gen Report
- 6. Increasing MarkeAng Confidence with BeEer ReporAng in 2015 Bonnie Crater
- 7. About Me 7 • Former Salesforce SVP • 5-‐Kme VP of MarkeKng • President and CEO of Full Circle CRM
- 8. AGENDA IntroducKon 2014 OperaKonal Data 2014 Data Assessment 2015 Planning QuesKons 8
- 9. 9 MarkeAng AutomaAon Salesforce Today’s Tools 9
- 10. MarkeAng Performance Management in Salesforce MarkeAng AutomaAon 10 Salesforce Full Circle CRM in Salesforce 10
- 11. GePng Ready for 2015 Tracking 2014 OperaAonal Data Measure and Assess 2014 Efforts Plan with Confidence for 2015 11
- 12. The SituaAon: Increase New Business by 10% in 2015 à No AddiAonal Budget Personnel: 15M Programs: 15M Your Company Revenue 200M Renewals 100M R & D: 30M G & A: 30M S & M: 100M S: 70M M: 30M COGS: 20M Profit: 20M 12
- 13. MarkeAng OperaAons in 2014 Current 15M markeAng budget: Ads: 3.0M Emails: 2.0M Banner Ads: 3.0M Conference: 4.0M Partner: 1.0M Other: 1.0M Webinar: 1.0M 13
- 14. What percentage of new business was sourced by markeAng in 2014? 14
- 15. How many inquiries did markeAng source in 2014? 3.9% 2.0% 0.9% 3.7% 15
- 16. Where did our markeAng inquiries come from? 16
- 17. Assessment 17
- 18. ROI vs. Influence ROI Calculated off Single Campaign $2M Cost $18M Revenue 8X ROI But we know other campaigns contributed 18
- 19. Weighted Campaign Influence Campaign Influence $18M Revenue Ads: $3M Email: $5M Banner Ad: $3M Seminar: $4M Other: $1M Webinar: $2M Other campaigns DID contribute to that revenue 19
- 20. Which campaign types drove revenue? 20
- 21. How quickly did inquiries move through the funnel? 21
- 22. Which campaigns created the highest quality leads? 2.8% 5.8% 4.0% 4.8% 2.7% 3.6% 1.1% 3.9% 22
- 23. What do we need to know? What was our average deal size? How many new deals do we need to grow revenue by 10%? How many new inquires do we need to get 7 new deals ~1.01M 7M/1.01M 3.9% of inquiries became deals Total number of new inquiries needed = need 180 new inquiries 2554 7 new deals = 23
- 24. Planning 24
- 25. Or you can look at it from an ROI perspecAve Shih budget to campaign types that influence more revenue Cost (M) Revenue (M) ROI Ads 3 13.1 3.4 Email 2 18 8.0 Banner 3 15.75 4.3 Partners 1 4.75 3.8 Conference 4 15 2.8 Other 1 1.4 0.4 Webinar 1 1.5 0.5 Total 15 70 3.7 25
- 26. Once you re-‐distribute your budget . . . 2014 2015 Cost (M) Revenue (M) ROI Cost (M) Revenue (M) ROI Ads 3 13.1 3.4 1.5 5.1 3.4 Email 2 18 8.0 5.5 44 8.0 Banner 3 15.75 4.3 4 17 4.3 Partners 1 4.75 3.8 2 7.5 3.8 Conference 4 15 2.8 2 5.5 2.8 Other 1 1.4 0.4 0 0 0.0 Webinar 1 1.5 0.5 0 0 0.0 Total 15 70 3.7 15 79.1 4.3 Campaign type is just one segment, you may need to look deeper into your markeKng data to get addiKonal insights 26
- 27. For example if you dive deeper into webinars 27
- 28. We can also look to improve the markeAng-‐sales handoff MQL-‐SAL April 60.00% May 43.82% July 72.15% August 62.50% Increase conversion rate in May/August New SALs (18.7% SAL-‐Won conversion rate) New Deals 2% 39 7 28
- 29. Next Steps 29
- 30. Summary 1. Track your markeAng data for 2014 2. Analyze influenced ROI and conversion rates for campaign types and other key segmentaAons 3. Look for ways to opAmize markeAng spend 4. Fix boElenecks in your process such as the markeAng-‐sales handoff 5. Set 2015 markeAng goals and budget 30
- 31. Further RecommendaAons: Track campaign influence to get a beBer understanding of campaign performance 31 Track key funnel metrics like volume, conversion rates, and velocity in your CRM to find any boBlenecks in your processes Set up your CRM system (Salesforce, etc.) to be the data hub for tracking your markeKng Have regular meeAngs between sales and markeKng to discuss lead flow, campaign results, and processes 1 3 2 4
- 32. 32 Learn how to turbo charge your analyAcs in Salesforce and plan with confidence for 2015
- 33. #SPS2014 Submit Your Questions! • Download this white paper. • View our podcast. • Take our assessment • …
- 34. #SPS2014 Q & A // Panelists! MODERATOR: Bonnie Crater, President & CEO, Full Circle CRM Andrew Gaffney, Editor, Demand Gen Report
- 35. #SPS2014 Strategy & Planning Tweet Chat! Bonnie Crater, President & CEO, Full Circle CRM Join Bonnie Crater, President & CEO of Full Circle CRM for more insights on how to master data reporKng during our special Tweet Chat! hBp://dg-‐r.co/SPS_QA Note: Link is cap sensiKve.
- 36. Thanks for attending this session!! Make sure to aBend the next session in the Strategy & Planning Series: #SPS2014 hBp://dg-‐r.co/sps_14