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Create Gorgeous Marketing Dashboards Your Executives Will Love
- 1. Create Gorgeous Marketing Dashboards Your Executives Will Love Pierce Ujjainwalla Principal Marketo Consultant/Marketo Champion, Revenue Pulse Mark Emond Founder & President, Demand Spring
- 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Agenda
- 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Earning a Seat at the C-Suite Table 77% of CEOs feel marketers talk about brand, brand values and brand equity but fail to link this back to results that top management cares about: Revenue, Sales, Earnings, or Market Valuation Fournaise Marketing Group Study, 2011
- 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Analytically sophisticated companies are 2.2X more likely to outperform industry peers IBM & MIT joint analytics study
- 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 You are the key to creating a data-driven decision-making environment But what do your marketing executives need in terms of analytics?
- 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Marketing Executives Analytics Checklist Connect analytics to Marketing’s mission o MQLs? TQLs? SQLs? Pipeline $? Revenue? Influenced $? Constant visibility: Daily dashboard Summary to detail: Start at a high level and drill-through (e.g., total MQLs to individual deals with stages and $) SLA Management: Sales follow-up on MQLs Next quarter pipeline management: Are we tracking to have enough pipeline for the start of NQ? Accountability: Can I get the analytics I need to be able to measure and compensate my team on our KPIs?
- 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Driving Successful Analytics Adoption Analytics connects to business strategy Define KPIs – build dashboards Executive sponsorship & usage Business analysts – from data to insights Marketing users empowered with easy to use analytics Facilitate closed-loop reporting One version of truth Summary to detail Common lead taxonomy – sales & mktg CRM enforcement Management processes
- 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 The Story…
- 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 My Fitness Pal App
- 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 I got this email…
- 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 A bit expensive
- 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 What is Leftronic?
- 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 There are Some Great Dashboards in Marketo…
- 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Success Path Analyzer
- 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Lead Lifecycle Tips • Start simple – and then increase complexity • Use static lists and Salesforce campaigns to track • Timestamp when records hit certain stages • Create new custom field for Stage Conversion (Date/Time) • Create data management campaign to timestamp
- 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Opportunity Influence Analyzer
- 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Where Pipeline Reporting Falls Down • Requires the contact owner field on opportunity to be populated • Opportunity Influence Analyzer report helps you correct this • Don’t have Revenue Cycle Explorer? • You can still identify people marketing has engaged…
- 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Find Engaged Prospects Not Listed On Opps
- 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Marketing Numbers for Weekly Management Meeting
- 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 BUT… • We wanted to combine all company metrics • We wanted everyone in the company to see it • We had no development background • Wanted to show progress to goals
- 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 The first thing you see when you walk in…
- 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Company Performance
- 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Marketing Performance
- 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Email Statistics
- 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Website Metrics
- 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Social Media Metrics
- 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Events
- 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Event Performance
- 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Another Dashboard Option - Klipfolio
- 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 What You Need to make these Dashboards • Marketo • Lead lifecycle & goals for each stage • Add leads to SFDC campaigns for events • Salesforce • Enterprise is more flexible, with API • Google Analytics • Tracking code on all website and Marketo pages • Twitter • Allow authentication to account • Excel • For upload of manual entries like events + company metrics
- 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 APIs?!?!
- 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 1. Find Your API Credentials Marketo > Leftronic API: 3 Steps
- 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 2. Copy your API Credentials Marketo > Leftronic API: 3 Steps
- 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Marketo > Leftronic API: 3 Steps 3. Paste API Credentials into Leftronic. Press Connect.
- 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Magic.
- 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 What you need… $1,200
- 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 LaunchPoint Partner Program • Get your partners to apply (if not already members): • Free sandbox environment • Office hours with Marketo developers • Community support developers.marketo.com/support/launchpoint- developer-program/
- 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Key Learnings • Find out what your executives care about • Determine if there are any privacy concerns • There are some limitations to the SOAP API • Salesforce Enterprise edition or higher for API • Mac Mini’s work better than Apple TV’s • Get as big of a TV as possible • Put it in a high-traffic area • Less is more
- 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 Leftronic Discount for Marketo Users • Sign up for a free trial: www.leftronic.com/demo • Marketo Users get 10% off the first 6 months Coupon Code for Marketo Users: LEFTRONIC4MARKETO
- 40. Page 40 © 2014 Marketo, Inc.#mktgnation14 Create Your Own Marketo + Leftronic Dashboards Step-by-step video walk-through to create ALL Leftronic/Marketo Dashboards & impress your boss. revenuepulse.com/go/dashboards
- 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 3 Take-Aways 1. Create a data-driven culture by making analytics accessible 2. Understand which metrics matters to your executives and how they will be embedded in management processes 3. Move from vanity metrics to business metrics • Pipeline • Revenue • Opportunities • ROI
- 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Contact Us Pierce Ujjainwalla Principal Marketo Consultant/Marketo Champion Revenue Pulse Mark Emond Founder & President, Demand Spring pierce@revenuepulse.com @marketing_101 mark@demandspring.com @demandspring
- 43. Thank You!
Editor's Notes
- Good morning everyone – and thank you for kicking off the Marketo Summit with us. I am a little bit biased but I think we’ve got an awesome presentation for you guys today.My name is Pierce Ujjainwalla and I am a Marketo Champion and the founder of Revenue Pulse, a Marketo consultancy. I’ve spent most of my career on the client side in Marketing roles at both big companies like IBM and startups like TITUS and 360pi. But where I actually want to start today is my first job ever, when I was in high-school as a Telemarketer.Yeah, I was one of those people. I look back now and it was an amazing experience for me, in terms of learning about Sales and Marketing. Surprisingly, they were also quiet advanced in terms of the dashboards that they had, they were ahead of their time. They actually had a screen that would show each person, how many calls they have made, how many sales they have made and the total value of their sales. This did two things: 1 it created a competitive environment. Everyone wanted to see their name at the top of that leaderboard. 2 it motivated you. On some days calling people and trying to sell them a coupon book was the last thing that you wanted to do, but seeing your name at the bottom of the list made you put in a bit of extra effort to move your way up.The reason I bring that story up is that they did 3 things fundamentally right to make those dashboards work. 1 they were fully automated. 2 they were in real-time. 3 they showed valuable metrics that inspired the employees and showed how the company was doing.We are going to show you not only how you can raise the visibility of these metrics in your organization, but how to get executive buy-in and actually build these dashboards for yourselves. I have attended too many dashboarding sessions where I got all excited about the flashy dashboards that were shown but then got back to my desk without a clue on how to build them. At the end of this session you will have all the pieces you need to go back to the office and build some of your own.This session is really one-part creating gorgeous dashboards, and one part getting your executives to love them. And the second part can sometimes be the most challenging. Mark Emond, President of Demand Spring and former Executive at IBM will guide us through the critical strategic portions of determining the right metrics to display and creating a data-driven culture. Then I am going to show you how to get all of those juicy metrics out of Marketo and your other Marketing tools like Google Analytics, Twitter and Salesforce into beautiful and easy to use dashboards that you can put up in your office.Determining the right metrics to displayCreating a data-driven culture – and why?Integrating third-party dashboards to MarketoDashboard best practicesQ&A
- Before I founded Revenue Pulse, which is a Marketo consultancy focusing strictly on Marketo, I have been fortunate to work on the client side at companies big and small for over 7 years. From massive corporations like Cognos IBM, that had world-class reporting environments, to little startups like the one I am going to be talking to you guys about today.During my second Marketo implementation on the client side, I was at a company called 360pi. 360pi does retail price intelligence, which is essentially crawling eCommerce websites and extracting pricing information so retailers can make smarter, more profitable pricing decisions.Unlike at IBM where I only saw the CEO on the website and in magazines, I worked very closely with the CEO of 360pi. He was one of the smartest people I have ever met. He was a former consultant at Bain, and has founded and sold several companies. In addition to being smart, he is very analytical. On my first day of the job, he took me out to lunch and went into great detail on an app called MyFitness. If you haven’t heard of it before, its essentially an app that tracks everything you eat and tells you how healthy you are. The CEO used this religiously. In fact he even weighed all of his food so that it could be more accurate. I’m telling you this to give you an idea of the type of expectations that would be on these dashboards.
- Next quarter pipeline coverageMarketing initiated contributionMarketing influenced contribution (absolute number is not that meaningful)Percentage of opps
- SOAP API limitations:Database size, did not show growthCould not access the email performance reportShows a current snapshot of leads within a current status, does not necessarily show progress over timeSFDC limitationsHard to get a value from a custom report (initiated/influenced pipeline reports)Can get the count of number of opportunities within certain stages, but values of those opportunities is more difficult