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Sales & Marketing AnalyticsDriving Alignment using Alteryx & Tableau

Wednesday, May 20, 2015

Larry Stein, VP Demand Generation, AlteryxFrederic Pinchon, Sr. Marketing Data Analyst, Alteryx

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Business Challenge: Aligning Marketing and Sales

• Identify Key Metrics • Review Data Accuracy• Build Process• Iterate

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Alignment First Steps

• Funnel Stage Definitions• Conversion Rates• Quantity Targets• Cohort and Activity Views• Weekly/Monthly Review Cadence

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Customer Journey at Alteryx

Web Traffic ResponsesMarketing Qualified

Sales Accepted &

QualifiedClosed Deal

• Anonymous

• Identified in Marketo• Campaign Member in SFDC

• Initial Sales Engagement• Attempt Qualification

• Lead converted to Contact & Account• Opportunity created

• Closed-Won or Closed-Lost

Han

doff

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The ‘What’ and ‘Why’

• ‘What’ KPIs:• What were the Responders/MQLs last week?• What were conversion rates last month?

• ‘Why’ and ‘How’ KPIs• Which marketing campaigns initiate new Opportunities?• How many campaigns to reach Closed-Won?

• Meet, Review, Change, Repeat

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‘What’ did Marketing Deliver?

Weekly Marketing Funnel Activity Monthly Funnel Conversion Cohort

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‘What’ is Sales Feedback? Lead Status OutcomeLead Follow Up

Lead Outcome by Rep

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How do Campaigns Perform? Why?

Responder Campaigns Conversions Funnel Playground

Reverse Funnel

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Gaining Data Altitude: From Transactions to Aggregates

One Customer per transaction

Overview of all Customers

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Live Tableau DemoHow we use the funnel in our marketing-sales review meetings

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How Alteryx Feeds Data to TableauUnderlying Alteryx and Tableau Infrastructure

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Marketing Funnel Data Logical Flow

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Marketing Funnel at Alteryx by Activity

1:Responses

2: MQLs

3: SAO

4: SQO

5: Open

6: Won

7: Lost

Campaign Members

Opportunities

Lead Records

1st Response Date

MQL Date

SAO Date

SQO Date

SAO Date

Close Date

Close Date

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Marketing Funnel at Alteryx by Cohort:

1:Responses

2: MQLs

3: SAO

4: SQO

5: Open

6: Won

7: Lost

1st Response Date

MQL Date

MQL Date

MQL Date

MQL Date

MQL Date

MQL Date

Campaign Members

Opportunities

Lead Records

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Leads Responses

Contact Opportunitie

s

3 Alteryx Workflows for one TDEMarketin

g

Sales

Funnel Bucketing

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Bucketing done in Alteryx

MQL Date > Cohort Bucket: 5

MQL Date > Activity Bucket : 5

Opportunity ID

Account First Campaign Primary Campaign

MQL Date First

Campaign

MQL Date Primary

Campaign

SAO Date SQO Date Close Date

O87495 Bioace Pharma Daily Demo Alteryx Trial 8-Jan-15 6-Mar-15 12-Mar-15 23-Mar-15 24-Apr-15O03754 Grey Baboon City Roadshow Inspire 2015 26-Oct-14 3-Apr-15 5-Apr-15 10-Apr-15O64562 Large Melon Retail Alteryx Trial Inspire 2015 2-Dec-14 19-May-15 29-May-15 15-Jun-15 29-Jun-15O97934 Piping Zebra Financial Interesting White Paper Inspire 2015 12-Apr-15 11-May-15 29-May-15 10-Jun-15 -

Lead ID Lead Company Campaign Response Date MQL DateA001 Dannette Hannibal Large Melon Retail Alteryx Trial 1-Dec-14 2-Dec-14A002 Gertrud Olmstead Alpha Spoon Real Estate Inspire 2015 18-May-15 19-May-15A001 Dannette Hannibal Large Melon Retail Inspire 2015 18-May-15 19-May-15A005 Haruki Teodoro Xerafinancial.com Inspire 2015 18-May-15 19-May-15A006 Sieglinde Fiorenzo Sad Bull Services Roadshow 18-Apr-15 19-Apr-15

MQL Date > Cohort Bucket : 4 SAO Date > Activity

Bucket : 4

Close Date > Activity Bucket : 2

Responses / Campaign Members

Opportunities

THANK YOU!

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