There are some nasty blind curves when you need to show how marketing campaigns impact revenue. Listen to the 30-minute webcast where you’ll learn: - How to get your company on the path to revenue reporting - The surprising obstacles that kill great reporting and how to overcome them - The cost of only taking half-steps to revenue reporting - Be successful at Account-Based Marketing Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.

1. How Marketing Can Report
Revenue Analytics That Don’t Lie

2. Agenda
INTRODUCTIONS DISCUSSION Q&A
2

3. Introduction
Dan Ziman
CMO
LeanData
Tom Grubb Chief Strategy Officer
Digital Pi
3

4. “…Fewer than 4% of
marketing generated leads
are ever converted into
sales.”
Source: Business2Community, February 10, 2014
Why Organizations Should Stop Focusing on Lead Nurturing Campaigns
4

5. ONE QUESTION…
What happened to the other 96%?
5

6. 6

7. Challenge: reporting vastly undercounts campaign touches
Lead Contact
Contact
w/role
Lead Contact ?
Lead ? ?
7

8. B2B Marketing is multi-person and multi-campaign
CAMPAIGNS
Director, Marketing
(Contact w/Role)
Marketing Specialist
(Contact)
CMO
(Lead)
Website X
Webinar X
Whitepaper X
Exec Roundtable X
Tradeshow X
8

9. Poll: How much do you trust your marketing reports?
1. Usually – 22%
2. Occasionally – 67%
3. Never – 11%
9

10. 80% of CEOs simply don’t trust marketers at all
- Fournaise Group Study
10

11. "Performance is your reality. Forget everything else.”
- Harold S. Geneen
11

12. Marketing   Revenue
• Platform Approach:
– SFDC: Campaign Influence Reports
– Marketo: FT and MT Attribution
• No way back to marketing when:
– Leads not associated with accounts
– Contacts not associated with
opportunities
– Duplicates
12

13. Marketers can’t generate sufficient growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
13

14. Marketers can’t generate growth
Marketing = cost, sales = revenue.
Our numbers are right, yours are wrong.
I only trust data from Salesforce.com.
Why doesn’t marketing have a quota?
Explain MT and FT attribution again?
CEO says all marketers are liars.
14

15. The Path to Revenue Reporting Starts with Opportunities
CONTACTS
15

16. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Executive Approver Technical
Account

17. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Executive Approver
Technical

18. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Opportunity
Account
Executive Approver
Technical

19. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
Technical
Executive Approver

20. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive
Approver

21. White PaperTradeshowWebinar
Explicit Influence: Contacts on Opportunities
Account
Opportunity
TechnicalExecutive Approver

22. Marketo Multi-Touch Pipeline Report
22

23. 61% More Revenue Won Influence with Implicit
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 351 74% 46%
Yes 252 26% 54%
Marketing
Influence? Contacts Counted
% Revenue Won
Influenced
% Pipeline Open
Influenced
No 127 12% 11%
Yes 476 88% 89%
Opportunity
(Explicit)
Account
(Implicit)
23

24. White Paper
TradeshowWebinar
More Lost Attribution: Stuck in The Land of Leads
Account
Opportunity
Technical
Executive Approver
Leads have no path
to get revenue
credit for marketing
24

25. SFDC Campaign influence report
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$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000
$50,000

26. Your Options:
1.Modify sales behavior
2.Modify SFDC – lock it down
3.Modify your reporting configuration
4.Switch to another reporting tool or platform
5.Employ technology
26

27. Thank you!
Dan Ziman
CMO
LeanData
@lostintheflog
dan@leandatainc.com
Tom Grubb Chief Strategy Officer
Digital Pi
@thomasgrubb
tom@digital-pi.net
27