1. 3 Keys to Measuring Marketing &
Sales Success
Meredith Brown
Director Product Management, salesforce.com
@meredithbrownsf
Ashwini Govindaraman
Senior Product Manager, salesforce.com
@ashwiniraman

2. Safe Harbor
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3. Meredith Brown
Director of Product Management

4. Ashwini
Govindaraman
Senior Product Manager

5. Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?

6. Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?

7. Pipeline Goals + Sales Processes
Visitors
Prospects
MQL
SQL
Closed
Won

8. Build Your Prospect Pipeline
Use web-to-lead functionality or
marketing automation to
automatically create and bucket leads

9. Build Your Prospect Pipeline
When growing prospect pipeline from
search…
Capture search engines, search type,
campaigns, and keywords

10. Build Your Prospect Pipeline
Track social networks so you
know which are effective pipeline
building channels

11. Build Your Prospect Pipeline
Simplify lead capture from
customer events

12. Build Your Prospect Pipeline
Evaluate lead sources to see
where your best leads are
coming from

13. Measure Lead Sources for Each Stage
Visitors
Prospects
MQL
SQL
Closed
Won
Sales Marketing

14. Demo
Prospect Pipeline & Lead Sources

15. Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?

16. Opportunity Pipeline
Prospecting
Qualification
Needs Analysis
Value Proposition
Proposal
Negotiation
Closed
Won
Where is Marketing
@ each stage?

17. Prospect Engagement on Leads & Contacts
Track marketing interactions so
you know which correlate most with
closed-won opportunities

18. Marketing Actions
Greater unification of marketing and sales workflow
Sales gets better insight from Pardot data on lead &
contact records.
Native salesforce reports & dashboards help marketers
understand efficacy of marketing initiatives.

19. Marketing Resources within Salesforce
Understand the impact of marketing assets on prospect activity
Understand which marketing collateral drives the most
prospect engagement.
Help Marketing optimize for assets that perform best in
delivering new opportunities.

20. Demo
Marketing Actions

21. Track Marketing Activities by Stage
Recent Closed
Won Opportunities

22. Marketing Insights Help Sales Close Deals
Push marketing dashboards
to Sales to help them close deals
faster

23. Demo
Velocity of Opportunity Pipeline & Marketing Impact

24. Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?

25. Getting the Most from Salesforce Campaigns
• Use them
• Establish campaign types & success metrics
• Track responses (marketing automation helps!)
• Turn on campaign influence
• Add contacts to opportunities
• Create reports & dashboards

26. Which Campaigns Had the Best ROI?
Revenue Booked $375,200
Revenue Projected $510,902
Campaign Spend $50,000
ROI Settled 750%
ROI Projected 1,022%

27. Demo
Velocity of Opportunity Pipeline & Marketing Impact

28. Get in Touch
Twitter
@meredithbrownsf
@ashwiniraman
Success Community
Marketing CRM Users
Official: Reports & Dashboards

29. Success Community: True To The Core All Year Round
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