The document discusses different types of marketing programs and the metrics they result in. It provides data on programs like direct marketing, executive events, seminars, ads and their associated opportunity number, yield, cost per opportunity and total and guaranteed return. The metrics defined include opportunity yield, cost per opportunity, total potential return and guaranteed return which are calculated based on opportunities generated, closed or in pipeline from each program type and their associated budgets and revenues.

1. Program Types Versus Resulting Metrics Guaranteed Return Total Potential Return Opportunity % Opportunity # Cost Per Opportunity Opportunity Yield Account Specific Direct Marketing Exec. Bridging Executive Brief Exec Dinner Exec Roundtable Mid-Mkt. Seminar Newsletter Requalification Seminar Symposium Tech Workshop Teleprospecting Tradeshow User Group Web Seminar eDay Overall Ads Ads (Search Only) Siebel.com Results by Marketing Channel Good Bad