Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics, as well as opportunity and revenue reporting. With investments in demand generation programs on the rise, this webinar will provide insights into how BtoB organizations can better analyze and track how the leads they are generating are converting to closed business.

1. 5 Steps to Measure
Lead-to-Cash Performance
#LeadToCash

2. Today’s
Speakers
Moderator:
Andrew Gaffney
Editor
DemandGen Report
Speaker:
David M. Raab
Principal
Raab & Associates Inc
Speaker:
Sam Boonin
Vice President
GoodData
#LeadToCash

3. About DemandGen Report
-­‐ Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
-­‐ Newsle?er
has
grown
to
more
than
25,000
readers
-­‐ We
also
offer
a
menu
of
research
and
best
prac:ces
reports
-­‐ New
audio/video
podcasts
at
@DG_Report
DemandGenReport.com
linkd.in/DG_Specialists
#LeadToCash

4. About Raab Associates
David
M.
Raab
is
a
Principal
at
Raab
Associates,
Inc.,
a
consultancy
that
advises
marketers
on
marke:ng
technology,
vendor
selec:on,
and
analy:cs.
David
is
author
of
the
Marke:ng
Performance
Measurement
Toolkit
and
the
B2B
Marke:ng
Automa:on
Vendor
Selec:on
Tool,
a
detailed
guide
to
major
marke:ng
automa:on
systems.
He
has
wri?en
hundreds
of
ar:cles
and
blog
posts
and
addressed
conferences
around
the
world.
See
www.raabguide.com
for
more
informa:on.
#LeadToCash

5. GoodData at a Glance
• Connect business people to
business data
• Provide platform for companies
to measure and continually
improve their business
• Operational dashboards,
advanced analytics, data
warehousing and integration, all
as an on-demand service
#LeadToCash

6. Welcome
Webinar
A?endees
Your
GoToWebinar
A5endee
Viewer
is
made
of
2
parts:
1. Viewer Window 2. Control Panel
Type your question here
Today’s Twitter Hashtag:
#LeadToCash
#LeadToCash

7. Welcome to the Data Flood
• Better than a drought,
but both can kill you
• Sales and Marketing in
the same boat
#LeadToCash

8. The Metrics that Matter
Marketing Sales
• Historical sales (quarterly/monthly
• Leads and Trends: web site visits, revenue, average deal size, sales
click-throughs, downloads, impressions, cycle)
new & converted leads.
• Pipeline performance (pipe-to-close
• Campaign performance: campaign ratios, forecast accuracy, cycle
ROI, cost per lead; number of leads; duration, pipeline velocity);
close rate per lead
• Key deal milestones (new
• Influence & Contribution: Marketing- opportunity creation, pipeline
sourced and marketing-influenced velocity)
revenue
#LeadToCash

9. Agility and Pragmatism
agil·i·ty prag·mat·ism
marked by ready the practice of
ability to move with being practical as
quick easy grace opposed to
idealistic
#LeadToCash

10. 1. CRM is your low hanging fruit
SalesforceSales
Analytics
SugarCRMSales
Analytics
Microsoft
DynamicsCRM Analytics
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11. 2. Measure Marketing Systems
PardotMarketing ExactTargetEmail
Analytics
Analytics
EloquaMarketing MarketoMarketing
Analytics
Analytics
#LeadToCash

12. 3. Don’t Ignore your Website
Google Analytics
Omnutire Analytics
Webtrends Analytics
#LeadToCash

13. 4. Basic Connections are the Most Powerful
+
+
Web
Marketing
CRM
Lead to Cash
#LeadToCash

14. 5. Drive Change Through Dashboards
#LeadToCash

15. It all starts with Apps
Zendesk
SalesforceSales PardotMarketing Google AnalyticsWeb GoodDataSubscription Microsoft
Support Analytics
Analytics
Analytics
Analytics
Analytics
DynamicsCRM Analytics
Get FacebookSocial SugarCRMSales MarketMetrixCustomer BrightideaInnovation
AurixCustomer Contact
SatisfactionCommunity Analytics
Analytics
Sat.
Analytics
Analytics
Health Analytics
EloquaMarketing MarketoMarketing FinancialForcePSA ExactTargetEmail Omniture
SAPERP Analytics
Analytics
Analytics
Analytics
Analytics
Web Analytics
#LeadToCash

16. Q&A
1. Viewer Window 2. Control Panel
Type your question here
#LeadToCash

17. Today’s webinar recipients will
also receive the new E-book:
#LeadToCash