Revenue Rock Stars
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Transcript of Revenue Rock Stars
![Page 1: Revenue Rock Stars](https://reader031.fdocuments.net/reader031/viewer/2022030316/5878091d1a28ab971e8b5403/html5/thumbnails/1.jpg)
Marketing Automation Summit, September 30th 2016
The economical impact of having a predictable performance driven marketing machine
Revenue Rock Stars
[email protected]/renoutvanhove
/THOM_News
![Page 2: Revenue Rock Stars](https://reader031.fdocuments.net/reader031/viewer/2022030316/5878091d1a28ab971e8b5403/html5/thumbnails/2.jpg)
Marketing Automation Summit, September 30th 2016
The economical impact of having a predictable performance driven marketing machine
Revenue Rock Stars
[email protected]/renoutvanhove
/THOM_News
![Page 3: Revenue Rock Stars](https://reader031.fdocuments.net/reader031/viewer/2022030316/5878091d1a28ab971e8b5403/html5/thumbnails/3.jpg)
• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & skills
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Transparency becomes an important
requirement.
Optimistic Marketers
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Measuring all touch points becomes more important than ever.
Marketing departments need to be aware of their accountability
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Campaign ROI is attributed to each respective channel in our mix Y/N
We report confidently about our single customer view, also multi-device Y/N
Customer journey maps justify our campaign budget allocation Y/N
We attribute digital campaign budgets to offline revenue Y/N
Data drives almost every decision that our marketing team makes Y/N
How do you measure up?
DON’T HAVE A CLUE? CONTACT US: [email protected]
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7
It’s possible more than ever by embracing Marketing Automation
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Important drivers for implementing Marketing Automation
Enhanced targeting and personalization47%
Improved lead management and nurturing43%
Increased efficiency and productivity38%
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Resulting in both quick wins and strategic benefits
CHANGE THE GAME
STRATEGIC ROI
Behavioral targeting, dynamic segmentation
Rethinking customer journeys
Source: Marketo, Nucelus Research, Forrester
QUICK WINS
TACTICAL ROI
Email performance improvement
Event attendance improvement
DO THINGS DIFFERENTLY
OPERATIONAL ROI
Alignment with salesMarketing Application stack consolidation& simplification
Automate manual time-consuming tasks
Improved content usage
Business process improvement
Improve PPC performance
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10
1500
58
6
1,2
850
1000
40
1
WITHOUT AUTOMATION
1150
NO / WEAK PROCESS STRONG PROCESSES
2000
45
5
5
78
Source: Sirius decisions
85%
5%
18%
Leads
Inquiries 2% response rate
Closed won
business
Opportunity
Database: 50k contacts
At an average deal size of 50k€: 50k€ 60k€ 250k€
MQL
Inquiries 3 to 4 % response rate
SQL
SAL
Database: 50k contacts
Strategic ROI: doing things differently
511%
WITH AUTOMATION
75%
5%
20%
11%
3,9%
58%
23%
49%
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Anonymous MCL (known) MQL (engaged) SAL SQL Customer
Will never buy
RecycleDid not buy*
ConsiderCatch Convert Close Continue
9months
Advocate
Contract renewal
Enabling companies to convert more leads by nurturing
TODAY
TOMORROW
1000 LEADSGENERATED ONLY 30% QUALIFIED BY SALES 1 DEAL
CLOSED
Improved qualification through nurturing
2000 LEADSGENERATED
6 DEALS CLOSED
Per 1,000 leads
X3* Will buy on average in 80% of the cases within 9 months. Elsewhere…
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• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & Skills
![Page 13: Revenue Rock Stars](https://reader031.fdocuments.net/reader031/viewer/2022030316/5878091d1a28ab971e8b5403/html5/thumbnails/13.jpg)
PERFORMANCEMETRICS DIAGNOSTICMETRICS LEADINGINDICATORS
REVENUEMETRICSLeadgenerationversustargets
Leadvelocity
Conversionrateversusbenchmark
Close rateonmarketing-sourcedleads
Prospectdatabasesize
Marketingcontributionforecast
MARKETINGPROGRAM
PERFORMANCE
Investment
MQLs&SALs
ProgramROI
Responserates
LiftovercontrolgroupExpected contribution
forecast
PROFIT perCUSTOMER
Averagesellingprice,CLVInvestment toacquire
(CAC)Costtoserve
Retention ratesProductsPerCustomer
NPS
How can it benefit your ?It’s all about measuring the right things
Maturity & Predictability
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It’s all about measuring the right things
FLOW CONVERSION IMPACT INVESTMENT SALES AND RPM OTHER
# of New Names
% Name to Prospect
% of Pipeline Contributed by Marketing
Investment per New Names
Average Selling Price
Balance of Active Prospects in key inventory stages
# Prospects % Prospect to Marketing-Qualified Lead
Value of Pipeline Contributed by Marketing
Investment per Prospect
Sales Cycle Times
Balance of Open Opportunities
# Marketing Qualified
Leads
% Marketing-Qualified Lead to Sales-Accepted Lead
% of Wins Contributed by Marketing
Investment per Marketing Qualified Lead
% Reps Making Quota
Velocity / Cycle Time for New Name to Lead
# Sales Accepted
Leads % Sales-Accepted Lead to Opportunity
Value of Revenue Contributed by Marketing
Investment per Sales Accepted Lead
Time To Ramp a New Sales Rep
Velocity / Cycle Time for Opportunity to Win
# Opportunities
Investment per Opportunity
RPM Efficiency = (Total Revenue) / (Total Marketing + Sales Investment)
Key “Awareness” Metrics: web traffic, direct/branded traffic, social followers, etc.
# Wins Investment per Win Total Period Revenue vs Quota
# Lost Discounts # Churn Pipeline
Renewals / Retention
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Campaign ROI is attributed to each respective channel in our mix Y/N
Our marketing objectives always link with programs with business objectives Y/N
We prioritize projects based on their value and business impact Y/N
I feel confident to discuss the ROI of our marketing campaigns with C-level Y/N
Do you consider yourself accountable?
I know what a 10% increase in my marketing budget would generate on average Y/N
DON’T HAVE A CLUE? CONTACT US: [email protected]
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• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & skills
![Page 17: Revenue Rock Stars](https://reader031.fdocuments.net/reader031/viewer/2022030316/5878091d1a28ab971e8b5403/html5/thumbnails/17.jpg)
BigStart Scale
Small
ThinkFAST
Approach your marketing automation projects in a lean way
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Lifecycle NurturingPredictive OffersBehavioral TriggersMarketing Management Marketing Revenue Attribution Advanced Revenue AnalyticsOmni-Channel CampaignsFull API Integrations Integrated Marketing Calendar
Behavioral SegmentationCross-channel CampaignsTriggered NurturingDynamic ContentRevenue Analytics Real Time Personalization Actionable Sales Insight
Inbound MarketingEmail Nurturing Lead ScoringSocial Share & Sign-onCampaign ReportingBasic Sales IntelligencePlanning
Stra
teg
ic V
alu
e
Marketing Maturity
Email MarketingLanding Page CreationBasic SegmentationBasic Social Presence
Conventional Marketing
Demand Generation
Integrated Pipeline
Revenue performance management
And follow a marketing automation roadmap
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Chief Customer Officer
Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers)
Focus on the right competencies
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Marketing Automation Summit, September 30th 2016
The optimistic marketer…CMOs are increasingly held accountable for their actions and need to be more transparent
1
Marketing technology is essential in bringing the different touch points together and aligning with sales is important when building a case
2
Measure the right metrics to see the true impact of marketing automation3
Think big, start small and scale fast!4
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Marketing Automation Summit, September 30th 2016
WANT TO KNOW MORE? CONTACT US!/renoutvanhove
[email protected] the slides:
www.thehouseofmarketing.be/MAsummit