For the first time, Marketers have the ability to collect and measure almost any data imaginable. As a result, too many of us find ourselves violating Robert McNamara’s maxim – we try to make what’s measurable important, vs. making the important measurable. How do we reach that elusive Goldilocks state of measuring not too much, not too little, but just the right things? Start with the executive management team. What metrics are they using to run the business, and how can you help? This session will review real dashboards and reports you can use to communicate to stakeholders in sales and finance, inform long-term plans, and continually optimize execution. The result? Marketing’s credibility increases, your forecasts become more accurate even than those of Sales, and you assume your rightful place as indispensable consigliore to your C-levels.

1. Do the Math:
The Smart Analysis
Your CEO and CFO Expect*
*even if they haven’t asked yet

2. #EE12
About Me
Cate Zovod
Actuate Corporation
Senior Director
Integrated Market Development
and Solutions Marketing
Eloqua user since June 2011
Lawrence Welk came to my house

3. #EE12
Laboris Gloria Ludi

4. #EE12
What You’re Going to Learn Today
“Marketing is the New Finance”
Anne Lewnes
SVP Global Marketing
Adobe Systems
Practical approach to
Revenue Performance Management
The 3 V’s
Volume, Velocity and Value

5. #EE12
Why Should You Care?
For the End Game…
Marketing calls the shots
• Knows the business better than anyone
• Knows the customer better than anyone
• Is the go-to for executive management to answer
questions about the business
• Forecasts better than street level
• Are the smartest gals and guys in the room

6. Founded 19 years ago in 1993
Publicly Traded BIRT - on NASDAQ since 1998
Revenues $135 million in FY2011
Profitability 23.7% non-GAAP Operating Margin in FY2011
Employees 550+ employees worldwide
User Community More than 2 million BIRT developers
Headquarters San Mateo, California
Offices
Fribourg, London, Frankfurt, Paris, Singapore, Tokyo, Mumbai,
New York, DC, Chicago, Dallas, Toronto
R&D: San Mateo, Kansas City, Shanghai, Toronto, Barcelona
Customers
Over 5,000 top-tier accounts in banking, insurance, securities,
government, health care, education, utilities and OEM in high tech
Services Design, consulting, development, integration, training, support
Products ActuateOne and BIRT
Actuate: The BIRT Company

7. How is Marketing Organized?
Enterprise
Business
Analytics
Xenos
Product
Marketing
Field
Marketing
Actuate
Centers of
Excellence
Corp
Comm
Online
Marketing
Marketing
Operations
Evangelism
Partner
Marketing
Customer
Marketing
Sales
Enablement
Websites
North
America
EMEA
APAC
Eloqua!

8. #EE12
Eloqua
People
Soft
CMS
Lead Scoring
Engine
Demand
Base
Web
Trends
Ringlead
Back-end
data storage
Salesforce
Websites
Websites
BIRT
Our Marketechture
Where the Data Comes From
Google
Analytics

9. #EE12
“Andrea, Schedule a Review with Marketing”
CEO
CFO
SVP
Marketing
What the *$f#&@
are they doing
with my money?

10. #EE12
What Marketing Metrics Matter?
Volume
• How much pipeline are you creating?
• Are you bringing in enough of the right kind of
opportunities?
Velocity
• How long does it take to create and close the right kind of
opportunities?
• How long does it take for a campaign to show return?
Value
• What results am I seeing from my marketing investments?
• Where are you over-spending and under-spending?
• What is working and what is not?
The 3 Vs

11. Reporting without Metrics is a Waste of Time
Excerpted from
Sirius Decisions
research brief,
“The Demand
Waterfall,
Rearchitected”
Sirius Decisions is right
Net new leads don’t
perform the same as
nurtured; sales-
generated don’t perform
the same as Inbound
…but this is too detailed
for C-level execs
STEP ONE
Build Your
Model with Sales

12. Start with assumptions
Assumptions start with
historical data
Enforce adoption by:
• Tying marketing and sales
compensation to it
• Building analytics that
measure performance against
model weekly, quarterly,
annually
Modeling Tips Assumptions
Quarterly Ramp
Revenue Growth SY 2013-2014
Revenue Expectations by Cycle Code*
Marketing Share of Revenue by Cycle Code, Product
Average Deal Size for net new MQL
Average Deal Size for nurtured MQL
Average Deal Size by Cycle Code
Waterfall Model - net new MQLs
Velocity MQL - Stage 5 net new MQL
Velocity Stage 5 - Stage 4 net new MQL
Velocity Stage 4 - Stage 1 net new MQL
Conversion MQL - Stage 5 net new MQL
Conversion Stage 5 - Stage 4 net new MQL
Conversion Stage 4 - Stage 1 net new MQL
Waterfall Model - nurtured MQLs
Velocity MQL - Stage 5 nurtured MQL
Velocity Stage 5 - Stage 4 nurtured MQL
Velocity Stage 4 - Stage 1 nurtured MQL
Conversion MQL - Stage 5 nurtured MQL
Conversion Stage 5 - Stage 4 nurtured MQL
Conversion Stage 4 - Stage 1 nurtured MQL

13. VOLUME: Lead Flow

14. #EE12
Lead Volume Comparison
MQL Volume by Quarter

15. Lead Scorecard

16. #EE12
Inside Sales opportunities
that result from nurture
Inside Sales opportunities
that result from net
new leads from Marketing
Segment VOLUME by Demand Generation Channel
Field Sales
opportunities
with no marketing
touchpoint
Field Sales opportunities
that result from nurture
Field Sales opportunities
that result from net
new leads from Marketing
Inside Sales
opportunities
with no marketing
touchpoint
Opportunities where Marketing
successfully nurtured past leads
or touched contacts during
the opportunity life cycle
Marketing contributed
a net new lead that led
to the opportunity, or
was added to it
Copyright A6 Group

17. #EE12
Measuring and Tracking VOLUME
Understand where the deals come from
A6 Group LLC and Actuate Corporation Confidential

18. #EE12
What Kinds of Opps Close?
All opportunities - # Closed/Won opportunities - #
All opportunities - $ Closed/Won - $

19. #EE12
VOLUME: Targets Against Model - SQLs
(in millions)

20. “Are we Improving?”
Marketing-touched
Closed/Won
Opportunities
Marketing-touched
Total Opportunities

21. Drill Down for Discovery, Analysis

22. What is the Data Telling You?

23. Be Ready for Any Question
Be ready to show marketing influence by
stage, product, region, campaign
Be able to drill into opportunities

24. Be Ready for Any Question

25. #EE12
How Do You Measure and Track VELOCITY
Cohort Analysis
Track # of days year over year, from quarter to quarter
Inquiries
Sales Development Lead
Field Sales
Opportunity
Short List
Won
Stage 5
MQL 40/30 days
Stage 4
Stage 1
90/60 days 
45/40 days 
30/25days 
30/30 days 
60/40 days 

26. #EE12
Converting Leads into Opportunities
Cohort Analysis:
New Lead to Close - # of Days

27. #EE12
Measuring and Tracking VELOCITY
*Only new leads converted within 90 days (considered nurture otherwise)
Cohort Analysis: Median Days
5 10 20
15 30
25
5 10 20
15 30
25
MQL to
SQL
SQL to
Project

28. #EE12
Measuring and Tracking VALUE
Campaign ROI: CEO Version
• Every campaign has 12 months to
show ROI
• Pipeline doesn’t count
• All campaigns must earn a
minimum of 5x their cost within
one year
• Only new business and new
projects in existing accounts are
counted
Quarter ROI
Q1 0%
Q2 30%
Q3 50%
Q4 20%
80% in first 9 months
Any revenue
contribution past one
year doesn’t “count”
Expected ROI Ramp

29. #EE12
Measuring and Tracking VALUE
Campaign Cost Actual Won Target 5X Target 5X % Q1 Target Q1 Actual Q1 %
• Campaign cost
• Actual won
• Target 5X
• % of target achieved
…for each quarter, rolling from
campaign start date
Include total ROMI by dividing
complete contribution across
deals touched

30. #EE12
Campaign ROI: Marketing’s Analysis

31. #EE12
VALUE: ROI – Pipeline Contribution
• Campaign type
• Campaign name
• Asset/Fulfillment/Offering
• Revenue contribution across Stages, Cycles
• ROI (divide full opp amount among campaigns
touched)
• Selectors for region, cycle code, stage, type
• How many days prior to opp creation and how
many days after are you willing to “credit” a
campaign?

32. #EE12

33. #EE12
VALUE: Closed/Won Analysis
• WHO is participating in deals that close?
• WHAT campaigns are they visiting?
Which campaign vehicles and assets
• WHEN are they visiting them…
Before or after the opportunity is created?
• HOW many days does it take from first hit to close?

34. #EE12
Example Closed/Won Analysis
Date Title Campaign
02/24/2012 Director of Applications Contact Me form, BE.com
02/24/2012 Director of Applications Forrester OSBI Wave, BE.com
02/29/2012 Senior Java Developer Google PPC – Cognos Competitive Web
Seminar
02/29/2012 Senior Java Developer Google PPC – A11 Demo
02/29/2012 Senior Java Developer iServer Eval for Windows, BE.com
02/29/2012 Senior Java Developer iServer Eval for Linux, BE.com
02/29/2012 Senior Java Developer Google PPC, Forrester OSBI Wave
02/29/2012 Senior Java Developer Google PPC, Forrester OSBI Wave v2
02/29/2012 Senior Java Developer Website posting, Forrester OSBI Wave
Date Title Campaign
03/01/2012 Director of Applications Archived Webinar, AOne Demo Challenge
03/01/2012 Senior Java Developer Website Contact Us form
03/13/2012 Senior Java Developer Business Reports Demo, website
Titles Involved: 4
How many hit campaigns?: 2
Senior Java Developer
Director of Applications
Project Manager
Web Applications Manager
A – Deal, Amount, Name, Company, Industry, Opp ID
Create Date: March 1, 2012
Days to Close: 84
Campaigns Touched Before Opp Created: 9
Campaigns Touched After Opp Created: 3
Opp Created on March 1, 2012

35. #EE12
VALUE: Look at Example Closed Deals
What does campaign history tell Marketing?

36. #EE12
Close with a Brief Review of Creative

37. #EE12
Our Results
From 5x to 7x ROMI
112% Target of MQL goals
Best license revenue growth of any BI company for the
last 2 quarters
Data-driven business changes
• Changes to lead follow up process
• Increased investment in online programs
• Focused quarterly customer campaigns
• Downloader management program
• Increased investment in APAC
• Better personas
• Investment in Nurture and Tools

38. What We’re Going to Do Next
 Determine how to measure
the ROI of technology and
market intelligence
investments
• Eloqua, Demandgen,
InsideView, Discover.org
 Determine how to
incorporate campaign
weighting into measurement
• Pre-opp creation: first touch,
last touch prior to opp
creation
• Post-opp creation and deal
acceleration
Build BIRT dashboards with
targets in the visualizations for
all levels, regions, products
Look at Total Cost of Sale
Forecasting and Predictive
Analytics
• New BIRT capability!

39. #EE12
What You Should Do Next
 Make sure Marketing and
Sales are using the same
model
 Hire at least one very
solid data scientist or
consultant
• Olivier Delerm, A6 Group
 Invest in data integration
and visualization
 Make sure all contacts
are tied to opps

40. czovod@actuate.com
Twitter @czovod
Office: 650-645-3922
Cell: 928-310-8556
Cate Zovod
Actuate Corporation
Senior Director
Integrated Market Development
and Solutions Marketing
Thank
You