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Metrics That Matter: The Latest Research Stefan Tornquist, Research Director, MarketingSherpa Scott Santucci, CEO, BluePrint Marketing More data on this topic available from:: Tuesday, October 24, 2006 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 1 Be Careful, Metrics Can Be Dangerous “I know I can cut 50% of the marketing budget, I just don’t know which 50%...Yet. More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.2 How Dangerous, Really? "Finance would like to significantly cut our budget." Don't know 8% That's us 5% May apply to us 23% Challenge for 28% or more More data on this topic available from:: Not us 64% © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.3 What They Don’t Know Can Hurt You "Finance has a full understanding of how our lead generation programs contribute to the bottom line." Challenge for 82% Not us 52% Don't know That's us 5% 13% Working on it 30% More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.4 “Our organization has gained a lot of credibility over the year. This credibility has come with our ability to track leads to pipeline and demonstrate marketing value and accountability.” - Boston Summit Attendee More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.5 Cost Per Lead Example • Reduced costs in list acquisition lower quality of contacts • Cut content budget lower quality events Cost per Lead ! More data on this topic available from:: Set up for failure • Cut promotion budget Lower attendance Well paid but fired marketer Unhappy sales © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.6 What we Should Try to Quantify Why is demand generation needed? What exactly is a lead? What are the expectations of the lead? What visibility to the lead does marketing have afterwards? What factors prevent success? More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.7 What exactly is a lead? "Sales and marketing work together to define a sales-ready lead." Not currently doing 18% Yes - doing this consistently 35% Challenge for 65% More data on this topic available from:: Yes - hit and miss 47% © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.8 What are the expectations of the lead? "Finance & marketing have agreed on measures of success for lead generation programs - beyond total leads generated." Don't know 7% That's us 11% Working on it 20% Challenge for 82% Not us 62% More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.9 What visibility does marketing have after it passes a lead to sales? "It's difficult to get good info about status and quality after leads are passed to sales." Disagree 21% Strongly agree 33% Challenge for 79% More data on this topic available from:: Agree 46% © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.10 Phases Strategy Objectives Planning Measure Measurement Program •Baseline •Quantifiable Objectives •Operating Plan Tactics •Responsibility Execution •Performance Results •Program Summary More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.11 Measure Phases Objectives Communicate Measurement Program •Finance •Sales Leadership •Marketing Team •Finance •Sales Teams •Marketing Teams •Finance •Marketing Team •Delivery Team •Delivery Team •Finance •Finance •Sales Leadership •Marketing •Sales Team Team •Marketing Team •Define the Problem •Publish Assumptions •Gain Buy In •Pick the Mechanics •Get it Done Strategy Objectives Planning Tactics Execution •Communicate the Success Results More data on this topic available from:: •Baseline •Quantifiable Objectives •Operating Plan •Responsibilities ? •Performance •Program Summary © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.12 Phases Objectives Communicate Measurement Program •Finance •Sales Leadership •Marketing Team •Finance •Sales Teams •Marketing Teams •Finance •Marketing Team •Delivery Team •Delivery Team •Finance •Finance •Sales Leadership •Marketing •Sales Team Team •Marketing Team •Define the Problem •Publish Assumptions •Gain Buy In •Pick the Mechanics •Get it Done •Communicate the Success Strategy Objectives Planning Tactics Execution Results •Performance •Program Summary Measure More data on this topic available from:: •Baseline •Quantifiable Objectives •Operating Plan •Responsibilities ? © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.13 Strategy: Build the Baseline Stakeholder Proficiency Pipeline Mechanics More data on this topic available from:: Content Audit © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.14 Goals: Quantifiable Objectives Improve sales transaction size 50% Decrease sales cycle 33% from (from $36,183 to $54,275) (3 months to 2 months* est.) Improve our close rate 33% (from 17%) More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.15 Implications: Gaining Buy In Cause (Objective) Improve sales transaction size 50% Decrease sales cycle 33% from Improve our close rate 33% Do all three at the same time More data on this topic available from:: Effect (Impact on Revenue) 50% increase in revenue ($28.9 M) 28% increase in revenue ($16.2 M) 10% increase in revenue ($5.9 M) 150% increase in revenue ($85.9 M) © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.16 One Route to Buy In "Marketing is able to communicate the impact of lead generation programs to the company in a meaningful way." Not currently doing 24% Yes - doing this consistently 38% Challenge for 62% More data on this topic available from:: Yes - hit and miss 38% © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.17 Integrated Demand Generation Program Sales process Exposure Qualification Sales Manager Proof of Concept Commitment Sales Manager Implementation Sales Manager Sales Manager Conference Immersion Workshop TC’s Sales Sales Training TeleConference TC’s Events Follow-Up Kits Power Summit TC’s Follow-Up Kits TC’s Content Development & Delivery More data on this topic available from:: SME SME Program Management Content SME Program Management SME Program Management Commitment of client Simplicity of content © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.18 Communicating Results 1 2 3 More data on this topic available from:: 4 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.19 Gaining Credibility "The leads generatd by marketing have low credibility with sales." Don't know 5% Strongly agree 7% Disagree 35% Challenge for 60% Agree 53% More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.20 Scorecard Quantifiable Objective B+ Result Improve sales transaction size 50% 41% increase Decrease sales cycle 33% from 25% decrease Improve our close rate 33% 6.5% close rate B+ D More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.21 Performance Measures Analysis per event Close rates / event Teleconference Power Summits Conferences Multiple attend Total continuum 1.78% 3.36% 3.01% 8.70% 6.54% Revenue / sale $57,813 $51,350 $20,125 $55,554 $51,114 Distribution of attendees More data on this topic available from:: 26% pure prospects 24% clients 50% client prospect Cost per new client $7,400 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.22 Thank You Stefan Tornquist MarketingSherpa [email protected] (877) 895-1717 Scott Santucci BluePrint Marketing More data on this topic available from:: [email protected] (866) 240-4872 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.23