Building a Data Driven Growth Organization by Heather Zynczak, CMO, Domo
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This document provides tips for building a data-driven growth organization. It emphasizes the importance of using data to fuel growth, live by ROI, and create a culture of accountability. Marketers are often held accountable for ROI but lack access to data on marketing contribution. The document encourages embracing guerrilla marketing tactics and new digital channels to drive leads cost effectively. It stresses focusing on growth while maintaining profitability through accountability and leveraging ROI metrics.
![CONFIDENTIAL 13
CAC = Sum of all Sales and Marketing Expense / # of New Customers Added
MN [Magic number] =
(Rev[Q4] – Rev[Q3]) *4
Exp_SM[Q3]
Basic Lifetime Value = ARPU
Revenue or Customer Churn
ARPU =
Revenue in Time Period
# of Users in Time Period
Churn Rate = 1 – Retention Rate
Retention Rate (Customer) =
Non new Users this Period
Total Users Last PeriodRetention Rate (Revenue) =
Non new User Revenue this Period
Total Revenue Last Period](https://image.slidesharecdn.com/9-160628210547/85/Building-a-Data-Driven-Growth-Organization-by-Heather-Zynczak-CMO-Domo-13-320.jpg)
Building a Data Driven Growth Organization by Heather Zynczak, CMO, Domo
- 1. Building a Data Driven Growth Organization Heather Zynczak @hzynczak
- 4. CONFIDENTIAL 4 Top 10 Global Brand on LinkedIn
- 7. CONFIDENTIAL 7 Domo blue RGB 153, 204, 238 Hex 99CCEE Pantone 291C Domo blue is rendered differently between Mac and PC when using PPT. This is especially true when importing images. When using a Mac, to hit the most correct color the RGB and Hex values change slightly to: Domo blue RGB 139, 191, 229 Hex 8BBFES
- 9. CONFIDENTIAL 9 Marketing Sourced ACV Last Month Total $2,011,354
- 10. CONFIDENTIAL 10
- 12. CONFIDENTIAL 12
- 13. CONFIDENTIAL 13 CAC = Sum of all Sales and Marketing Expense / # of New Customers Added MN [Magic number] = (Rev[Q4] – Rev[Q3]) *4 Exp_SM[Q3] Basic Lifetime Value = ARPU Revenue or Customer Churn ARPU = Revenue in Time Period # of Users in Time Period Churn Rate = 1 – Retention Rate Retention Rate (Customer) = Non new Users this Period Total Users Last PeriodRetention Rate (Revenue) = Non new User Revenue this Period Total Revenue Last Period
- 14. CONFIDENTIAL 14 Focus on growth with an eye on profitability
- 16. Data-driven Decisions circa 1960 “Your ad dollars are working, trust us”
- 17. Data-driven Decisions circa 2016
- 18. Drowning in DATA… … thirsty for INFORMATION
- 19. CONFIDENTIAL 19 Live by ROI. 1
- 20. CONFIDENTIAL 20 THE MAJORITY OF MARKETERS ARE HELD ACCOUNTABLE FOR ROI– BUT NEARLY HALF CANNOT MEASURE IT. 82% are held accountable for ROI on marketing spend– but only 33% have access to marketing contribution to revenue. That puts of marketers in a pretty tough spot. 49% 33% 82% Have access to marketing contribution revenue Are held accountable
- 21. CONFIDENTIAL 21
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- 24. CONFIDENTIAL 24
- 25. CONFIDENTIAL 25
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- 27. CONFIDENTIAL 27 Be scrappy. Guerilla marketing is your friend. 2
- 28. CONFIDENTIAL 28
- 29. CONFIDENTIAL 29 • 703 campaigns • Over 75k leads • 51% of digital ACV
- 30. CONFIDENTIAL 30 • TAP (Twitter Audience Platform) • Target Bidding • CPX • Exelate Audiences • Promoted Video • Sysomos Targeted Audiences • Quantcast Tailored Audiences • Twitter Bio Targeting • Twitter Tailored Audiences (Conversion Tracking) • Web Cards Twitter beta programs
- 31. CONFIDENTIAL 31 Create a culture of accountability.3
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- 33. CONFIDENTIAL 33
- 34. CONFIDENTIAL 34 • Focus on Growth • Be the Brand Champion • Partner with Sales to fuel growth • Profitability is just as important • Leverage ROI • Be scrappy. Guerilla marketing is your friend. • Create a culture of accountability.