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Metrics Based Marketing: Building a CMO Dashboard

Ian Gilbert, Venture Partner, Intrepid EquityWith Cadman ChuiApril 28, 2010

Background

Cadman ChuiVP, Marketing at PlateSpin Ltd. (Acquired by Novell, 2008)• Held product marketing / product management positions at Cybermation (acquired by CA), DataMirror (acquired by IBM)• MBA (Schulich School of Business)• BSEE (University of Waterloo)

Marketing is sometimes perceived as a Black Hole

Marketing should be perceived as a Black BOX

Marketing$ $$$

The Technical Challenge: Lead Source Tracking

Campaign 1$ $Campaign 2$ 0Campaign 3$ $$$

The 5 Crucial Marketing Metrics

Per campaign, Per region,

Per salesperson, Per days

Lead-to-Opp

Opp-to-Close

Lead-to-Close

Cost-per-Lead

ASP

Metrics Trending and what they can tell you

Up Down

Lead2Close Sales execution and/orMarketing execution getting better

Investigate Lead2Opp / Opp2Close to isolate bottleneck

Lead2Opp Marketing leads are getting more qualified and/or higher quality sales follow-up

Leads are less qualified and/or/ lower quality sales follow-up

Opp2Close Sales execution improving Sales execution deteriorating

Cost Per Lead If Lead2Opp down or same, marketing getting less efficient

If Lead2Opp up or same, marketing getting more efficient

Leads & Derivatives

Direct Lead Generation•Trade show•Search Ad•Search Engine•Print Ad•User Group•Joint channel

Indirect Lead Generation•Channel education /

joint lead generation

2nd Level Indirect Lead Generation•Analyst briefings•Press releases•Press tours•Word of mouth•Referral

Making it all work

Website

Sales person

Prospect Trade Show CRM

Turn data into information

CRM

Data Extraction / Mining

CMO Dashboard – Actionable Metrics

Real-Time Leads Dashboard

Return on Investment (Sales and Opportunities)

6886% OROI

781% SROI

809% OROI

-3% SROI

5989% OROI

207% SROI

791% OROI

535% SROI

262% OROI

-16% SROI

878% OROI

259% SROI948% OROI

266% SROI

2077% OROI

89% SROI

OROI = Opportunity ROI

SROI = Sales ROI

Lead Lifetime (Days)

Lifetime (Days) Probability (%)

Lead2Opp 54 20

Opp2Close 58 50

Lead2Close 87 10

Leads by Status by Region

Leads by Status by Type

Lead2Close Trend

Cost Per Lead (C$)

Budgeting Precision

Campaign Budget [$] required

Sales Target [$]

Sales due to marketing [%]

Lead2Close [%]

ASP [$]

CPL [$]

(Number of Deals marketing needs to generate)

X= X

(Cost per Deal)

Tips n’ Tricks

Communicate and coordinate with Sales!

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Contact information:Ian [email protected]

Cadman [email protected]

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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