Show me the numbersLisa Hutt, Salesforce.com EMEA

My Marketing Maturity ModelMy Marketing Maturity Model

W b itMobile

Forecasting

Influencer MarketingWebsite

Ad ti i Telemarketing Lead management

Measurement and ROIVideo

EmailSocial Media

Data Quality

Advertising Telemarketing Lead management

SearchDirect Mail

CorporateHospitality

Conferences

Exhibitions

Data QualityDirect Mail

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T-shirts and bugs

Spray and pray Spot on Digital Dilemma Real time reality Next chapterSpray and pray Spot on Digital Dilemma Real time reality Next chapter

How much time do you spend on metrics and ti ?reporting?

• I don’t do metrics and reporting

• Up to half a day a week

• More than half a day a week

• Too much time we have a manual process• Too much time – we have a manual process

• 100% - I AM the marketing operations gurug p g

Why forecastWhy forecast

Set your own targets – no-one else will be more accurate

Understand the growth and the trendsUnderstand the growth and the trends

Compare regions, products, sales performance

S t th d lt ’ d h th lSpot the delta’s and change the plan

Know where to invest next

Align with sales

……and speak the same language - $£€p g g

Start SimpleStart Simple

Start with run-rate and average leadsBy quarter, month or weeky q ,

If you have a history, validate:Seasonal trends i e May and Dec downSeasonal trends i.e. May and Dec down Year on year growth, i.e. avg 40%

April May June720 560 710

Segment and de spike for more accuracySegment and de-spike for more accuracy

Segment by:RegionProductProductBusiness size etc

SubRegion Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10EMEA-BENELUX 260 323 242 288 297 311 281 367 382 419 355 407 445 475 202 5,054

EMEA DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7 391EMEA-DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7,391

EMEA-FRANCE 146 115 161 40 99 199 64 155 125 88 18 44 169 438 200 2,061EMEA-MIDDLE-EAST 178 143 161 147 194 208 133 140 575 169 197 204 205 365 149 2,768

EMEA-ROEMEA 331 270 307 230 290 309 263 313 298 327 236 341 402 463 231 4,611

EMEA-UK 1,215 1,499 1,546 1,257 1,257 1,416 1,206 1,388 1,497 1,623 1,045 1,659 1,457 1,812 612 20,489

Grand Total 2,560 2,827 2,908 2,330 2,620 2,924 2,385 2,765 3,039 3,218 2,325 3,298 3,258 4,253 1,664 42,374

Man or machine?Man or machine?

S bR i O t N J F bAverage  Anticipated 

SubRegion Oct Nov Jan Febg

Growthp

GrowthBENELUX 36% 35% 30% 52% 38% 32%

DACH 23% 44% 23% 37% 32% 38%

FRANCE 33% 20% 14% 25% 9% 14%

IBERIA 12% 23% 36% 42% 28% 22%

ITALY 32% ‐13% ‐13% ‐14% ‐2% 2%

NORDICS 29% 2% 49% 36% 29% 28%

REST OF EMEA 10% ‐7% ‐2% 7% 2% 5%

UKIE 30% 45% 9% 11% 14% 15%UKIE 30% 45% 9% 11% 14% 15%

SubRegion March Actuals

March Forecast Difference

BENELUX 475 528 53

Average Y/Y growthMonth/month trends BENELUX 475 528 53

DACH 700 800 100FRANCE 438 563 125IBERIA 281 364 83ITALY 124 120 -4NORDICS 311 371 60

** Budget ** Specific activities

NORDICS 311 371 60REST OF EMEA 463 489 26UKIE 1812 1892 80

4604 5128

Track the Sales StatsTrack the Sales Stats

Conversion Rate

Average Deal Sizes

More yellow and red during the economic downturng

Sales Close Rates

Quarterly Pipeline and ACV ForecastQuarterly Pipeline and ACV Forecast

Hints and TipsHints and Tips

Start simple

Use sales and marketing tools to save time

Segment to improve accuracy

One-time report set up = forecast in 20 minutes

Segment to improve accuracy

Add more data points for better

validation over time

Plan jointly with sales and set

investment expectations

Closing ThoughtClosing Thought

Being results-driven can give you more job satisfaction

but there is nothing more rewarding than the results you seebut there is nothing more rewarding than the results you see

from your own personal development.