Webinar: The 5 Metrics Every Marketer Must Track For A Clear Picture of Revenue Impact
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Webinar: The 5 Metrics Every Marketer Must Track For A Clear Picture of Revenue Impact
- 1. Presented by The 5 Metrics Every Marketer Must Track For A Clear Picture Of Revenue Impact #Revenue Sponsored by
- 2. Welcome Webinar AAendees Type quesDon here
- 3. Follow this webinar on TwiAer #Revenue Demand Gen Report: @DG_Report LeadMD: @MyLeadMD Jus9n Gray: @JGraymaAer David Raab: @DRaab
- 4. About Demand Gen Report • Launched in 2007 to track best prac9ces in lead genera9on • NewsleGer has grown to more than 26,000 readers • We also offer a menu of research and best prac9ces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
- 5. Panelists David Raab Chief Analyst Raab Associates Jus9n Gray CEO LeadMD MaGhew McKenzie Senior Editor Demand Gen Report MODERATOR
- 6. Top Five Metrics For Revenue GeneraDon Marketers 6 www.raabassociatesinc.com Justin Gray Marketing Evangelist LeadMD jgray@leadmd.com @myleadmd David M. Raab Chief Analyst Raab Associates Inc. draab@raabassociates.com @draab
- 7. It’s a great 9me to be a marketer. 7 www.raabassociatesinc.com
- 8. We need new measures. www.raabassociatesinc.com 8
- 9. Revenue = leads produced x close rate x customer value Core Metrics www.raabassociatesinc.com 9
- 10. Revenue = leads produced (acquisi9on) x close rate (nurture) x customer value (quality) Core Metrics www.raabassociatesinc.com 10
- 11. Revenue = leads produced (acquisi9on) x close rate (nurture) x customer value (quality) cycle 9me cost Core Metrics www.raabassociatesinc.com 11
- 12. How am I doing? (Compared to what?) www.raabassociatesinc.com James Buchanan Abraham Lincoln
- 13. Funnel Stages www.raabassociatesinc.com 13 quanDty conversion rate cycle Dme cost
- 15. Pueng It Together • five core metrics • split by stage and segment • compare vs trends, plans, standards • connect cause with effect • es9mate incremental value www.raabassociatesinc.com 15
- 17. How? www.raabassociatesinc.com 17 key func9ons • gather the data • store the data • create benchmarks • build a model next steps • assess resources • set ini9al goals • set long-‐term goals • deploy in stages
- 18. Final Result: Controlled Marke9ng www.raabassociatesinc.com 18
- 19. The Results? • Nothing… www.raabassociatesinc.com 19
- 20. So what’s the problem • Data not present • Data not standardized • Process not defined www.raabassociatesinc.com 20
- 21. First Steps • Recognize the cyclic nature of interest • Devise a system to capture it • Create a feedback loop – Don’t treat failure as a plague www.raabassociatesinc.com 21
- 22. Key Areas of Weakness • AGribu9on Model – First Touch – Last Touch – Equal AGribu9on – Weighted AGribu9on • Consistency – CRM & MA • Progressions / Lifecycle www.raabassociatesinc.com 22
- 23. Fix it & Maintain It • If it happens once… • Document the process • Details drive reports – The most boring areas of your process drive the most dynamic reports • Create a maintenance plan – De-‐Dupe – Standardize – Change Management www.raabassociatesinc.com 23
- 24. Define Success • When building reports – What is the desire? – How will you measure? – What change will you drive? • When building process – What will you gain? – What will you give? www.raabassociatesinc.com 24
- 25. 5 Common Metrics • 1. Total Net New Leads by Acquisi9on Program • 2. Conversion & Close Rates • 3. Opportunity Metrics per Lead Channel • 4. Lead Velocity • 5. Revenue Model Performance www.raabassociatesinc.com 25
- 26. Lead Acquisi9on • Who is filling the “funnel” and at what Cost www.raabassociatesinc.com 26
- 27. Lead Conversion • How do acquisi9ons channels convert – Keeps Marketers Honest www.raabassociatesinc.com 27
- 28. Value of Channel • Locate the best deals – find the best Channels – Makes it real • $$$ www.raabassociatesinc.com 28
- 29. Lead Velocity • Add the dimension of 9me – Absent of opportunity www.raabassociatesinc.com 29
- 30. Revenue Model • Display the “Funnel” – Align the organiza9on through exposure www.raabassociatesinc.com 30
- 31. BE PREPARED TO ACCEPT FAILURE • If we knew best, there would be no need to report. – Period. www.raabassociatesinc.com 31
- 32. The Actual Results • How you present is as important as what • Over-‐communicate • Have an ac9on plan • Of your failures, what do you repeat? – 96% of marketers have repeated a failed campaign – STOP! www.raabassociatesinc.com 32
- 33. Q&A // Submit Your QuesDons Type quesDon here
- 34. Q&A // Panelists David Raab Chief Analyst Raab Associates Jus9n Gray CEO LeadMD MaGhew McKenzie Senior Editor Demand Gen Report MODERATOR
- 35. Thank You For AAending This Webinar! Download the White Paper at: http://leadmd.com/top5