- Alex Shipillo is Head of Demand Gen at Influitive and has experience growing revenue quickly at past startups - Influitive is an advocate marketing platform that helps companies discover, mobilize, and recognize advocates to drive referrals - In 2015, Influitive's goals included $1.4M marketing budget, acquiring 289 new advocate logos, and 300% revenue growth - Shipillo discusses Influitive's story and transition from limited marketing data to using a marketing automation platform - He presents three "Killer CMO Dashboards" used at Influitive to track key metrics like the marketing funnel, cohort analysis, and campaign influence on revenue

1. Killer CMO
Dashboards
Alex Shipillo
Circulate Conference
March 18, 2015

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• Head of Demand Gen at Influitive
• Startup Marketer with both B2B and B2C experience
• Obsessed with building revenue as quickly as possible:
Indochino - 380% revenue growth in 18 months
Influitive – 400% revenue growth in 12 months
• I’m also a huge Advocate for Full Circle CRM
Alex Shipillo

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Overview of Influitive
The Advocate Marketing Experts
• Discover, mobilize and recognize your biggest fans – customers,
partners, employees
• Drive referrals, references, reviews, word of mouth,
recommendations, engagement and more

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2015 Marketing Goals and Objectives
$1.4M in Marketing
Programs Budget
289 new logos
advocates
70% of New Logos
sourced by
Marketing
300% Revenue
Growth
Create a category:
Advocate Marketing

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Our Full Circle Story
Relatively New
Company
Data Driven
Team
Not a lot of
Marketing Data
November
2013
Marketing
Automation
Background

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Starts with a referral:
Every good B2B marketing story…

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1. Simplicity: Response management is done in a very
straightforward way.
2. Transparency: Everyone in the company sees the same
views.
3. Native: Built directly inside of Salesforce.
Here is what we liked:

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How does it work?

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1. Marketing Funnel: What’s happening in the funnel right
now?
2. Cohort Analysis: How is our business changing?
3. Campaign Influence: Which marketing campaigns are
driving revenue?
Our 3 “Killer CMO” Dashboards:

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Dashboard #1: Revenue Metrics 2.0

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Demand Gen Central

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I can drill down on any dashboard

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Justify your existence…

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Display Key Business Metrics

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Dashboard #2 = Marketing Funnel Conversion
Rates

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Cohort Analysis = Lifeblood of B2C

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Cohort Analysis for B2B, by Response Date

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What did we discover?
As we scale the number of inquiries,
conversion rates drop.

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What did we discover?
Our SAL to SQO Conversion Rate
increased significantly…and then
dropped again.

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What did we discover?
Is our new lead scoring actually
working?

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Funnel Velocity is Built In

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Dashboard #3 = Marketing Campaign Influence

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Which campaigns are influencing revenue?

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Same thing with opportunity creation

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Are net new names responding to my
campaigns?

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Easy to use filters to get more granular
Campaign Type Response Date

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• Keep your job
• Get more funding
• Do more creative stuff
Benefit #1 – Transparency = Trust

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• Weekly results
• Monthly results
• Quarterly results
• Annual results
• Board Meetings
• Investor Decks
• Onboarding new hires
• Interviewing candidates
Benefit #2 – The most up to date marketing
numbers, at your fingertips

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Benefit #3 – No More Spreadsheet Gymnastics
No one was harmed by using Excel in
this presentation.

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Contact Information:
Alex Shipillo
Senior Marketing Manager, Influitive
alex@influitive.com
@alexshipillo
Questions?