Metrics, Measurement and KPI's
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Transcript of Metrics, Measurement and KPI's
METRICS, MEASUREMENTS AND KPISHIGH PERFORMANCE ABM
John DeringDirector, Marketing Programs | Demandbase
Stephanie RobothamHead of Corporate Marketing | Optimizely
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT
© 2016 Copyright Demandbase
TODAY’S PRESENTERS
JOHN DERINGDirector, Marketing ProgramsDemandbase@D_Rang
STEPHANIE ROBOTHAMHead of Corporate MarketingOptimizely@StephRobotham
AGENDAHOW DO YOU DETERMINE GOALS
HOW DO YOU CREATE A TARGET ACCOUNT LIST
HOW DO YOU TRACK IT
HOW DO YOU MEASURE SUCCESS
HOW DO YOU MEASURE PERFORMANCE
HOW DO YOU ENABLE YOUR SALES TEAM
HOW DO YOUDETERMINE GOALS
© 2016 Copyright Demandbase
HOW TO DETERMINE GOALS
MARKETING FINANCESALES
Align
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INCENTIVIZE YOUR MARKETING TEAM
BUSINESS OBJECTIVES
PIPELINE
Based on
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MEASURE
1
23
Select focus areas
Identify what is working
Set a baseline
HOW DO YOUCREATE A TARGET ACCOUNT LIST
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CREATE A TARGET ACCOUNT LIST
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Secure agreement from ABM
Leadership Team
Verify and iterate with field sales
Update at regular
intervals
Build an initial list
4321It’s A Collaborative Process
HOW DO YOUTRACK YOUR LIST
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HOW DO YOU TRACK IT
CheckboxesIdentify your account in SFDC to report and prioritize
Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch
HOW DO YOUMEASURE SUCCESS
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MEASURE SUCCESS
Is it the right target account list?
What percentage of pipeline is on your target account list?
Why is xx% coming from outside of your target account? Do you need an audit?
HOW DO YOUMEASURE PERFORMANCE
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MEASURE PERFORMANCEPRIMARY METRICS
Raw inquires: 3054
All Contacts: 1525
DB3k Contacts: 458
All Accounts: 335
DB3k Accounts: 133
Customer Accounts: 73FUNNEL METRICS
MQLs (Goal = 40): 53
SALs: 48
Pipeline (Goal = 34) 35
Pipeline Amount USD 2,137,900
Closed/Won: 5
Closed/Won Amount: USD 174,900
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MEASURE THE PERFORMANCE
ACCOUNT DISTRIBUTION
by SDRby AEby CSM
FIRST AESECOND AETHIRD AEFOURTH AEFIFTH AE
HOW DO YOUENABLE YOUR SALES TEAM
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ENABLE YOUR SALES TEAM
Look at the breakdown of teams• Who are you feeding?• What is the distribution?
How can you enable who you are feeding?• Reports, follow-up assets, email templates
How do you incorporate sales?• Feedback on quality of programs and accounts
KEY TAKEAWAYS
© 2016 Copyright Demandbase
KEY TAKEAWAYS
• Determine and align goals with Sales
• Collaborate on target account list• Track your list
• Measure success against goals
• Enable Sales with the right resources
Q&A
THANK YOU
#ABMwebseries@Demandbase