www.fullcircleinsights.com Presentation by Forrester Research and Full Circle Insights on improving your marketing through metrics-driven analyses. We walk through a measurement framework and KPIs throughout the funnel stages, introduce campaign attribution, and a case study of Jobvite doubling revenue through insights gained from their reporting.

1. 1
Don’t Just Report Your
Marketing Performance:
Improve It!

2. © 2016 Forrester Research, Inc. Reproduction Prohibited 2
Today’s Presenters
Lori Wizdo
VP & Principal Analyst
Forrester Research
Bonnie Crater
CEO
Full Circle Insights

3. Agenda
• B2B marketers and metrics
• Lead-to-revenue management
• Measurement frameworks
• Case Study
• Q&A

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B2B Marketers Are Measured On Pipeline Impact
What’s on your
Marketing Dashboard?*
Sales Pipeline: 72%
Brand Equity: 37%
Loyalty: 27%
Data Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Image Source: The New Yorker

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Despite Loads of Data, B2B Marketers Can't Yet
Link Spending To Results Reliably
What are the top challenges
in setting your marketing
budget?*
Attribution: 56%
ROI: 52%
Data Source: Forrester’s Q4 2015 International B2B Marketing Budget and Spending Online Survey
Image Source: The New Yorker

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Why is Measuring Pipeline Impact and ROI So Hard?
› Marketing engagement cycles are longer
› Touchpoints are expanding
› Marketers face a deluge of data
• Much of it is channel-specific
• Much of it is campaign specific
• It’s in a lot of different systems
• Which aren’t as seamlessly
integrated as we’d like to believe

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Image Source: The New Yorker
But ….
B2B Marketer Are Also Using The Wrong Measurement
Model

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We Need to Measure the Lead-to-Revenue Process
The Funnel (or Waterfall) has been our method since the early 1900’s, and it’s out of date with the current marketing
model, because:
It is marketing’s role to
help move buyers
through the buying
journey!

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A New ‘Process’ Metaphor is Needed
Introducing the Lead to Revenue Escalator
› The new goal
› …take a single lead through
an optimized process.
› Aligned to the buyer journey
› ...and then repeat that
process hundreds or
thousands of times.

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A Pipeline
Opportunity
is
Developed
A Sale is
Made
A lead that has
been entered as a
valid prospect in
the sales rep’s
pipeline. A Pipeline
Opportunity
generally has an
associated value
and maturity level -
- typically indicated
by association with
a sales cycle stage
or through a
forecasted close
date.
Targeted
Inbound
Traffic is
Generated
A flow of
targeted
prospects (those
who meet
marketing’s
target prospect
requirements).
Targets
A Targeted
Lead is
Captured
People who
interact with your
company; who
attend events,
download content,
click through on
emails, fill out
forms, call, and
who provide
sufficient
identification
information for
you to initiate
engagement.
Leads
Marketing
Qualified
Lead is
Created
A lead for which
sufficient data
has been
captured to
determine if it
looks enough
like the ideal
target prospect
so that
communication,
qualification and
engagement
would be cost
effective.
MQL
Sales
Qualified
Lead is
Developed
A lead that meets
MQL standards
and has also met
other criteria
(mutually agreed
with sales
management) that
indicate the lead is
worthy of the
attention of a sales
resource.
SQL
Opportunity
The
Customer
Adopts and
Expands
A Sales
Lead is
Accepted
A Sales Accepted
Lead is one that has
met SQL standards
and is also overtly
accepted by the
assigned account
rep, implicitly
agreeing to take
action.
SAL
A “Results Chain” Operationalizes the Escalator

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Don’t Measure To
Report.
Measure to Get Better.
B2B Marketers Need a
Fresh Approach to
Measurement
Image Source: The New Yorker

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Keep measuring Channels, Campaigns, Tactics and Programs
Recommendation # 1

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Keep Measuring Tactics
CA Technologies inspects behavior to reduce trial barriers
Direct visit = 10%
completion rate.
Visiting product page
increases completion rate
to 55%. UX now includes
product data.

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Recommendation # 2
Start Measuring the Process. Establish MQL, SQL, SAL, (etc.) as measurement points in
a process, not as goals in and of themselves
Lead-To-Revenue Management Process Scorecard
Marketing Owns The
Lead Record
Sales Owns The Lead
Record
Sales Owns The
Opportunity
Lead MQL SQL Opportunity Forecast Closed
(Lost)
Closed
(Won)
Getting Started:
› Determine which measurement points are important for you.
› Agree with sales on definitions of MQL and SQL
› Establish goals set on history or industry benchmarks

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Source: Forrester Report, Measure These Five Things To Continuously Improve Revenue Performance
Establish Measures For What’s Important

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Recommendation # 3
Introduce new measures -- volume, value and velocity and conversion -- at those points

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Measures and Metrics That Matter
Measurement Insights to gain Metrics that matter
Volume • How many people are in each stage, and how many are we
adding each period?
• Are my stage balances trending up or down?
• How many opportunities do I have?
• Number of contacts in prospect database
• Number of inquiries, prospects, marketing qualified leads
(MQLs), and opportunities
• New qualified leads added
• New sales-ready leads generated
• New opportunities created
Velocity • What is the average length of the sales cycle?
• What is the average time spent in each stage?
• Where are sales cycles stalling?
• Which sources move through the pipeline fastest?
• Sales cycle time
• Time-to-marketing-qualified-lead
• Time-to-sales-qualified-lead
• Time-to-opportunity; time-to-close
• Time-to-onboard; steady-state use
• Time-to-upgrade/upsell
Value • What's the value of my pipeline?
• What's the value by stage?
• How is it increasing or decreasing over time?
• Total dollar value of MQLs in pipeline
• Value of opportunities per quarter/year
• Gross margin/discount levels
• Customer lifetime value
Effectiveness • What is the conversion rate from each stage to the next?
• Where are the leaks in the funnel, and how do we plug them?
• What types and sources of leads convert the best?
• Are my conversion rates trending up or down?
• Inquiry-to-MQL conversion rate
• Fixed costs/MQL; total costs/MQL
• Qualified-lead-to-sales-ready-lead rate
• MQL-lead-to-sales-opportunity rate
• Opportunity-to-win rate
Efficiency • What is the conversion rate from each stage to the next?
• Where are inefficiencies by stage of life cycle?
• What types and sources of leads convert the best?
• Are my conversion rates trending up or down?
• Fixed/variable/total costs per MQL
• Fixed/variable/total costs per sales-qualified lead
• Fixed/variable/total costs per pipeline opportunity
• Fixed/variable/total costs per closed deal
• Time-to-onboard/implementation
• Time-to-first-cross-sell/upsell

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Measure Holistically
WHERE IS THE WEAKNESS IN THE END-TO-END PROCESS? WHERE ARE WE GETTING BETTER? WORSE?
Lead-To-Revenue Management Process Scorecard
Marketing Owns The
Lead Record
Sales Owns The Lead
Record
Sales Owns The
Opportunity
Lead MQL SQL Opportunity Forecast Closed
(Lost)
Closed
(Won)
Volume
Velocity
Value
Effectiveness
Efficiency
1. Make cause and effect
more explicit.
2. Identify the root
causes of a
performance shortfall.
3. Assess the impact of
marketing programs
faster.

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Recommendation # 4
Establish a measurement framework and use it consistently
Make sure you can “slice and dice”
this report by:
• Campaign
• Program
• Product/Service
• Geography/Business Unit

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Single touch
Assigns 100%
credit to the last
(or first) exposure
 First Touch
 Last Touch
Rules-based
Assigns credit to each
interaction based on specific
business rules
 Customized Weights
 Time Decay
 Positioned Based
Statistically Driven
Assigns credit to each
interaction based on a
data driven model
 Regression Model
 Probabilistic Model
Type
Approach
100%
Display
Ad
E-Mail
Search
term
33% 33% 33%
Display
Ad
E-Mail
Search
term
50% 30% 20%
Recommendation # 5
Take attribution to the next level

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Recommendations
B2B marketers need a new approach to measurement
1. Keep measuring campaigns channels and tactics
2. Start Measuring process. Consider MQL, SQL, SAL as measurement points in a process, not
goals in themselves.
3. Introduce new measures -- volume, value and velocity and conversion -- at those points
4. Establish a ‘measurement framework’ and use it to measure consistently
• Process, campaigns, programs
5. Take your attribution reporting to the next level

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Why is Measuring Pipeline Impact and ROI So Hard?
› Marketing engagement cycles are longer
› Touchpoints are expanding
› Marketers face a deluge of data
• Much of it is channel-specific
• Much of it is campaign specific
• It’s in a lot of different systems
• Which aren’t as seamlessly
integrated
as we’d like to believe

23. © 2016 Forrester Research, Inc. Reproduction Prohibited 23
Marketing Performance Management: Full Circle Insights
Bonnie Crater
CEO
Full Circle Insights

24. Full Circle Insights Agenda
• Current challenges
• Campaign attribution
• Funnel metrics - What are they? Why do they matter?
• How Jobvite doubled marketing efficiency
• Q&A

25. Current Challenges: The Great Data Divide
25
Marketing
Automation
Salesforce CRM
Impact: Marketing execs don’t have the visibility they need
25

26. Native Marketing Analytics Inside Salesforce
26
Campaigns / Leads / Contacts / Accounts / Opportunities
Secure, accurate and consistent

27. What are the Right Marketing Metrics?
Visibility into what’s really working

28. 28
Start With Attribution:
Connecting Marketing Leads to Closed Deals
Ads: $3M
Email: $5M
Banner Ad: $3M
Seminar: $4M
Other: $1M
Webinar: $2M
$18M REVENUE
Revenue Attributed to Campaigns

29. What are the types of attribution?
REVENUE ATTRIBUTION
Single Touch
First
Last
Multi-Touch Custom Weighted
LEAD COUNT
Total Leads
29
Custom Factors
Tipping
Point

30. Why Funnel Metrics are Important
VOLUME & VALUE
VELOCITYCONVERSION
30

31. Total $
Contract
Value
$545,500
$197,000
$42,500
$224,750
$116,000
$302,500
31
Volume & Value
VOLUME & VALUE

32. 32
Conversion Rates
Overall %
Conversion
3.6%
4.2%
5.7%
7.5%
5.5%
7.4%
4.8%
CONVERSION

33. Overall
Velocity
avg 32
avg 26
avg 30
avg 17
avg 28
avg 55
33
Velocity
VELOCITY

34. 34
Case Study:
APPROACH Align teams
Do a systems evaluation and get a single source of truth
Build reverse funnel to set goals
Identify best programs  optimize marketing spend
Check the marketing-to-sales handoff
Full Circle + Marketo + Salesforce
100% increase in inquiry-to-win rate doubling marketing’s
efficiency, secured $25M Series C funding, got promoted
CHALLENGES: Needed to raise Series C and meet certain revenue goals
RESULTS
SOLUTION

35. With Full Circle Response
Management, we’ve been
able to double our
inquiry-to-win rate.
Matt Singer
VP of Marketing Jobvite

36. Summary
• Data disconnects divide sales and marketing
• Marketing metrics provide visibility into what’s working
• Attribution data AND funnel analytics enable marketers to
optimize mix, align sales and marketing and drive more
revenue
36

37. Thank You!
37

38. 38
Q&A
Lori Wizdo
VP & Principal Analyst
Forrester Research
Bonnie Crater
CEO
Full Circle Insights
After the webinar, ask follow-up questions on Twitter by tweeting
with “#Lead2Revenue” and we’ll continue the conversation!