Get on the Road to Analytics Success

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Get on the Road to Analytics Success

Jono Schneider, Revenue Consultant, Marketo

TJ Kim, Senior Product Manager, Marketo

Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential

• Intended audience• Customers currently using or are interested in the Select

SMB Edition or Revenue Cycle Analytics (RCA)

• Questions? Please ask them in the chat window.• Q&A will be addressed at the end

• Recording will be sent to participants next week.

Welcome!



Topics

• Instant Value: Opportunity Influence

• Fast Value: Program Analysis

• Strategic Value: Revenue Cycle Model Metrics


Revenue Cycle Analytics (RCA) – What is it?

• Opportunity Influence Analyzer• Program Analyzer• Success Path Analyzer• Revenue Cycle Modeler• Revenue Cycle Explorer

• Program Analysiso To Opportunities (Marketing Touches)o To Model Stages (Acquisition Programs)o Costso Membership/Acquisition

• Model Performance Analysis• Lead/Company Analysis• Opportunity Analysis

• Custom Fields and Tags Reporting


Which Features Are in My Subscription?

• Standard SMB Edition• Analyzers: Opportunity Influence and Program

• Select SMB Edition • Analyzers: Opportunity Influence, Program, and Success Path• Revenue Cycle Modeler• Revenue Cycle Explorer

• Lead Management Professional or Enterprise with Revenue Cycle Analytics• Analyzers: Opportunity Influence, Program, and Success Path• Revenue Cycle Modeler• Revenue Cycle Explorer


Which Subscription do I Have?


Opportunity Influence Analyzer, Part I


Dreamforce 2010

Dreamforce 2011

Opportunity Influence Analyzer, Part II


Options on Opportunity Influence Analyzer


Opportunity Influence Analyzer

• Shows marketing “touches” for contacts/accounts with opportunities

• Requires implementation of Marketo programs for both Acquisition and Success

• Helps determine where Marketing Influence isn’t being captured

• Shows relationship between Interesting Moments (Generic) and Program Touches (Specific)

• 4 Types of Influence: • Lead Creation (via Programs) to Opp Creation• Lead Creation (via Programs) to Opp Close• Program “Touch” to Opp Creation• Program “Touch” to Opp Close


Programs Make RCA Awesome


The Anatomy of a Program


The Anatomy of a Program


The Anatomy of a ProgramFolder Name



Program Name (1 per “contract”)




Smart Campaigns




Smart Campaigns

Local Assets: Forms, Landing Pages, Static Lists, Smart Lists, Emails




Smart Campaigns


Program Type: Is this program based on attendance? If so, it’s an Event. If not, it is Default.




Smart Campaigns



Channel: A label that defines a type of Marketing Program




Smart Campaigns




Program Lead: Who is managing this Program?




Smart Campaigns




Program Lead: Who is managing this Program?

Description: Optional notes for the Program


The Deeper Anatomy of a Program





Total number of Members in the Program




Number of New Names in the Program





Number of members who met the objectives of the Program; drives Opportunity and Revenue credit





Number of members who met the objectives of the Program; drives Opportunity and Revenue credit

Progression Statuses define at what stage the record is in for the program


Add Costs So It Shows up in RCA

Cost month versus membership month

Use 0 if no-cost programs


Channel and Progressions

Sample Program Types (Channels)Blog Online AdvertisingCall Blitz OSDR ProspectingContent Syndication ReferralData Quality RoadshowDirect Mail Sales OutboundEmail Blast SponsorshipEmail Blast CTA SurveyFirst Touch Direct Mail TradeshowInbound User Group MeetingISDR Prospecting Virtual Trade ShowMarketing Prospecting WebinarMarketing Qualified WebsiteMicro-Event


Channel and Progressions

Sample Program Types (Channels)Blog Online AdvertisingCall Blitz OSDR ProspectingContent Syndication ReferralData Quality RoadshowDirect Mail Sales OutboundEmail Blast SponsorshipEmail Blast CTA SurveyFirst Touch Direct Mail TradeshowInbound User Group MeetingISDR Prospecting Virtual Trade ShowMarketing Prospecting WebinarMarketing Qualified WebsiteMicro-Event

Each Channel defines the Progression Statuses and Success Criteria

Can sync status to SFDC Campaign


Sample Progressions / Success Criteria

Email Blast CTA SentOpened

ClickedConvertedUnsubscribed

Micro-Event 0 – On Prospecting List1 – Invited2 – Registered3 – Attended4 – Existing OpportunityCurrent Customer5 – Sales Meeting Scheduled

Recycled – Not a ProspectRecycled – Recycled to Later DateRecycled – Referred to Colleague

at Company6 – Zero Stage Opportunity7 – Opportunity8 – Opportunity WonDeclined

Tradeshow InvitedAttended Show

EngagedVisited Booth

Webinar InvitedPending ApprovalRejectedWait ListedRegistered

No ShowEngagedAttendedAttended On-demand

Green = Success


Important!

• Program – Opportunity Analysis requires Contacts to be attached to Opportunity

• Use Opportunity Influence Analyzer to review Opps


Important!

• Program – Opportunity Analysis requires Contacts to be attached to Opportunity

• Use Opportunity Influence Analyzer to review Opps


Program Analysis – Within Marketo

• Allows you to analyze programs as follows:• Cross Channel Analysis• Program to Program Analysis• By Acquisition

o Overall and Cost per New Name• By Success/Marketing Touch

o Overall and Cost per Success• Program to Pipeline• ROI – Cost of Program to Amount of Revenue Generated


Program Influence Analyzer

Screenshot: Marketo Revenue Cycle Analytics


Lots of Fields Available to Analyze!

For each Revenue Stage• Cost per• New names (flow

ever)• New names (flow

current)• % conversion from

prior (ever, current)


Drill Through to RCE Reports


Program Analysis Areas


First- vs. Multi-Touch Attribution


Program | Opportunity Connection

How Many Successes Does it Take to Create an Opportunity?


Key Program Metrics


Revenue Cycle Model

• Visual representation of Marketing/Sales Funnel

• Defines and tracks process through which Leads/Contacts move to Success and/or Detours

• Allows for reporting on the effectiveness and efficiency of marketing/sales process

• Represents Marketing/Sales Relationship


How to get your Model started

• Draft stages & transition

• Design the model

• Discuss with Sales to get agreement

• Implement the model


Example: Success Path Stages

Prospect Marketing Lead

Sales Lead Opportunity

Customer

All Names Inquiry Agency > 30k

Sales Is a client

Score above threshold

Advertiser > 100k

Project > 120 days

Ask technical questions

SLA: 21 days SLA: 7 days


Basic Model


Wrong Way


Lesson Learned

• Determine your expected lead flow first• Lead to enter any stage• Lead to enter at the top and move down


Setting Up Transitions



Keep Transitions Simple; Use Moments of Truth



Ex: Added to Early Opportunity Stage to show movement to Sales


Control Transition Quality

Use Smart List to identify leads that are not in the right stage


Success Path Analyzer


Model Reports in Revenue Explorer

Lead Flow Report

Lead Balance Report


You Can Take it with You

• Use the model as a communication tool• Optimization will take few months• Once completed, keep model unchanged as much as

possible• The model is only one piece of RCA, leverage other

reports for further insights


• Need more help? Marketo offers services to get you on the road to analytics success• Reporting Expert Services

o On-going programmatic services to help your organization analyze and discover actionable insights

o 1:1 sessions with a Marketo consultant• Marketo Office Hours

o Unlimited group office hours to work through questions and get expert advice

• Contact [email protected] for more info

• Presentation and recording available athttp://pages2.marketo.com/reporting_pres.html

• FAQ available at https://community.marketo.com/MarketoKnowledgeArticles?topcategory=Revenue_Cycle_Analytics

Thank You!

mailto:[email protected]

http://pages2.marketo.com/reporting_pres.html

http://pages2.marketo.com/reporting_pres.html

https://community.marketo.com/MarketoKnowledgeArticles?topcategory=Revenue_Cycle_Analytics

https://community.marketo.com/MarketoKnowledgeArticles?topcategory=Revenue_Cycle_Analytics

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Get on the Road to Analytics Success