This document provides tips for measuring marketing impact and ROI on a quarterly basis in a less painful way. It recommends putting a process in place to pull reports, determining key metrics to measure like funnel performance, channel and program metrics, and account engagement. The tips include making sure the right systems are in place, training teams to report on assigned metrics, and scheduling deep dive meetings to review results. It also provides examples of how to break down and communicate metrics to stakeholders, such as overall marketing impact, goal progress, and top performing channels and content.

1. Find Your End-Of-Quarter ROI: Tips for
Measuring Your Marketing Impact Quarterly
Dayna Rothman, VP of Marketing and Sales Development

2. Dayna Rothman, VP of Marketing and Sales
Development, BrightFunnel

3. It’s end-of-quarter. Time to
stay up late frantically
figuring out the ROI of your
marketing programs.
There has to be a better
way!

4. By putting a process around your EOQ
reporting—you, your team, and your key
stakeholders can have more insight into
marketing performance—while being more
efficient and effective.

5. EOQ Reporting Doesn’t Need to be Painful
Put a process around EOQ reporting
Enable your team to pull their own
reports
Determine what to measure
Communicate your results effectively
to your key stakeholders
Quick Note: depending on your business, you
might not see results from a program until well
after the quarter has ended. So don’t be
discouraged!

6. Making Reporting Part of Your Team DNA

7. First, Ask Yourself:
How do you measure today?
How do you want to measure
tomorrow?
Do you require your team to report
on quarterly metrics?
Are you required to report on
quarterly metrics?
Is there communication across your
team around program performance?

8. Step 1: Know What You Want to See on a Quarterly Basis
Overall metrics:
Funnel performance
Channel, campaign, content performance:
First-touch, multi-touch attribution
Velocity
Cohorted view of performance
Channel-specific metrics
Account-Based Metrics
Target account engagement
Opportunity/Deal Analysis
Full deal lifecycle deep-dive

9. Step 2: Make Sure You Have the Right Systems and Process in Place
Ensure that your programs are
set up properly in your
marketing automation and
CRM
Make sure you have the
technology you need to
measure what you want to
see:
Marketing attribution platform
Marketing automation
Specialized reporting; ie. social
listening, email metrics, etc

10. Step 3: Make Sure Your Team is Enabled
Meet with each team member so
they know what measurements
they are responsible for
Make sure each team member is
trained on your technology
Make sure that you set a due-
date for your team ahead of time

11. Step 4: Schedule a Metrics-Deep Dive
Put time on the calendar for each
team member to go through their
metrics
Consider scheduling a larger block
of time
Each team member should build
their own slides and present
Leave time for Q&A
Ensure that everyone knows that
this is a safe zone!

12. Break Measurement Up by Role
Marketing Operations/Marketing
Leadership
Funnel metrics
Deal deep dive
Demand Generation
Channels, Programs
Email/landing page performance
Content
Content performance
Digital and Social
Website analytics
Ad performance
Social metrics
Events
Tradeshow and field event
performance
Sales Development
Target accounts

13. Operational and Account-Based Metrics

14. Overall Marketing Impact
The one metric to rule
them all!
How did marketing
influence your quarter?
Look at deals/pipeline
sourced and
deals/pipeline influenced

15. Overall Goal Tracking
How did we track to each of our
goals?
Leads
MQLs
SALs
SQLs
Opps
Deals
Revenue
Pipeline

16. Funnel Metrics: Cohorted
How do leads, mqls, or opps created
within a quarter move through your
funnel?
Identifies time-to-deal from leads
generated
Stage progression and conversion
rates
Compare conversion rates to
industry benchmarks

17. Funnel Metrics: Snapshot
What entered a funnel stage within
that quarter—regardless of initial
lead creation date?
Shows your funnel health
Identifies areas of slow movement
Gives you a true understanding of
where you stand in relation to goals

18. Closed Deal Deep-Dive
Look at full buyer journey for
every closed deal in that
quarter
Source campaign
Last touch campaign
Campaign influence
Sales and marketing activity
Look at full account decision
team—not just opportunity
contacts

19. Closed Deal Deep-Dive Example
Account contact buyer
journey
Channels with the
highest engagement
for contacts in that
account
Website traffic for
contacts in that
account

20. Account-Based Engagement
Percentage of database or target accounts engaged by
marketing
Most engaged accounts overall
Most engaged accounts per segment
Total marketing engagements
Total sales activity
Total contacts
Percentage of contacts engaged by marketing or sales

21. Account-Based Marketing Overview Example
Percentage of database
engaged by marketing
Most engaged accounts
within a selected
cohort

22. Individual Account Engagement Overview Example
Account contact
engagement across
marketing, website,
and sales

23. Channel and Program Metrics

24. Channel Metrics
Consider looking back 2 quarters for channel and campaign impact
What channels sourced deals/pipeline (FT)?
What channels influenced deals/pipeline (MT)?
Leads, MQLs, Opps sourced
Lead, opps, deal touches
LTO%, LTD%
Channel ROI, CPL, CPD
Best and worst channel for FT/MT—consider segmenting

25. Channel Deep Dive
Channels that sourced
the most deals and
pipeline
Channels that
influenced the most
deals and pipeline

26. Program Metrics
Consider looking back 2 quarters for program impact
What programs sourced deals/pipeline (FT)?
What programs influenced deals/pipeline (MT)?
Leads, MQLs, Opps sourced
Lead, opps, deal touches
LTO%, LTD%
Program ROI, CPL, CPD
Best and worst program for FT/MT—consider segmenting

27. Program Deep Dive
Programs—across all
channels—that sourced
the most pipeline and
revenue Large marketing
initiative breakdown by
program (parent/child)

28. Email Performance
Best and worst email
Open rate/CTR
Unsubscribe rate
Deep dive on copy and design
Example: EOQ Webinar Email:
• 16% Open rate
• 8% CTR
• .3% Unsub

29. Content Performance
Best and worst
performing content
What content works best
for sourcing and what
content works best for
influencing?
Is there a difference
based on audience
segmentation?
Discuss topic, promotion
plan, visuals, and copy
Content assets that
influenced revenue and
pipeline

30. Digital Marketing
Website traffic
Website conversions
SEO performance
Referral traffic
Top pages
Ad conversions
Website traffic analysis
quarter-over-quarter
Website conversion
event by influenced
revenue and pipeline.

31. Social Media
Best and worst social organic posts
and ads per channel
Are you reaching the right audience
and are they listening/interacting?
Are you bringing people in through
social channels? And what is the
quality of those leads?
Is social impacting your target
accounts?
How does social influence pipeline
and revenue?
Twitter engagements
tracking engagement
rate, link clicks, and
retweets
Social ad program
analysis on Facebook
looking at influenced
pipeline, leads, and
opps

32. Campaign Velocity
How many days from
lead-to-opportunity?
How many days from
opportunity-to-deal
How many deals from
lead-to-deal
Campaign velocity
sorted by fastest time
from lead to opp

33. Communicating Metrics to Your C-Suite

34. Questions for Stakeholder Communication
Ask yourself:
Who do you need to communicate
with?
What level of detail do they need to
see?
How would they like to access the
information?
How often would you like to
communicate metrics?

35. The Who and The What?
Board-level Comms:
Overall marketing impact
Goal tracking
Funnel metrics
CEO Comms
Overall marketing impact
Goal tracking
Funnel metrics
Program ROI
Best/worst programs
VP of Sales
Overall marketing impact
Funnel metrics
Deal deep-dive
CFO/COO
Overall marketing impact
Funnel metrics
Goal tracking
Marketing ROI

36. The How?
Board meeting presentation
Revenue team metrics presentation:
Attendees:
Marketing leadership
Sales leadership
CEO
CFO/COO
Closed deal communications
EOQ newsletter
EOQ all hands deal highlights
Automated emails
Slack alerts

37. Bringing it All Together
Make sure you know what you want to measure
Implement the right process and technology
Enable your team to measure their own success
Set time aside to go through quarterly metrics with your team
Do a metrics deep-dive into your funnel, program performance, target
accounts, and deals
Make sure to consistently communicate performance to key stakeholders

38. Thank You! Q&A
dayna@brightfunnel.com, @dayroth