Slide deck for the live events presented by Perkuto, Adobe / Marketo, and Microsoft held in Montreal, New York City, Toronto, and Chicago in September-October, 2019.

1. PRESENTED BY
REDEFINING MARKETING OPERATIONS
MARKETING IMPACT TALKS

2. Perkuto helps leading brands orchestrate memorable customer
experiences through flawless operation of marketing technology.
40+
1000+

3. KEEPING PACE WITH THE RATE OF CHANGE
Staff Capabilities / Capacity
Buyer Complexities
Reliable Data
Customer Experience
Technology

4. 4
AGENDA
3:40 - 3:50 Accelerating Your Digital Transformation
3:50 - 4:05 Stop Blaming Technology, It’s You
4:05 - 4:35 Innovations Driving Marketing Operations
4:35 - 4:50 Connecting the Data Dots
4:50 - 5:00 Insights from the Trenches / Q & A
5:00 - 6:00 Networking Happy Hour

5. Accelerating
Your Digital Transformation
Dr. Cedric Alford, MBA
Director, Microsoft Marketing Solutions Sales
WW Emerging Solutions Global Black Belt
5

6. Stop Blaming Technology,
It’s YOU.
Hilary German
Senior Consultant | Perkuto
MBA, MCE, MCSA
6

7. 7
The data in our
CRM doesn’t match
what is in Marketo.
The sync is very
slow…. sometimes it
takes 2 - 3 hours!
We have been
experiencing up to
40 minutes for a
sync!
Hundreds of
duplicates created
by sync - any
advice?
We have recently ran into a
sync issue that has resulted in
almost 55k(!!) duplicate leads
having imported to Marketo
that weren't supposed to!
Our sales team is always
complaining!

8. 8
Sales and marketing alignment can lead to a 32% increase
in year-over-year (YoY) revenue growth. (Aberdeen Group)
8
SALES AND MARKETING ALIGNMENT
Sales and marketing alignment can lead to 208% growth
in marketing revenue. (Wheelhouse Advisors)
Sales and marketing alignment can lead to 38% higher sales
win rates (MarketingProfs).

9. 9
ACHIEVING DATA HARMONY
With data harmony, you can:
Attribute pipeline and revenue to marketing campaigns
Experience a super-fast data sync
Streamline the most tedious of workflows
Send prioritized leads to each sales rep
Save time, and focus on your most important marketing activities!

10. DATA SYNCING
10

11. 11
CRM OVERVIEW
● A Marketo instance can be synced
to 1 - and only 1 - CRM through the
native connector.
● Connection is permanent.
● Once a record is synched between
the two systems, Marketo
maintains data consistency using a
periodic sync.
CRM

12. 12
THE PERIODIC SYNC
● Marketo checks for updates on records included
in the sync and then synchronizes data across
both systems.
● Sync cycle time is dependent on data volume
○ Average throughput is 10-20K records/hour.
First sync
Wait
Sync
Wait
Sync
5 mins
5 mins

13. TIPS FOR SALES AND
MARKETING DATA
HARMONY
13

14. TIP 1:
KEEP IT ORGANIZED
14

16. THE IMPORTANCE OF ORGANIZATION
● Clarity
● Efficiency
● Collaboration
● Maintainability
● Scalability

17. ● Use Folders
○ Organize program templates in
one central area
○ Yearly Marketing Programs
○ Ongoing Marketing Programs
○ Archived Marketing Programs
○ Design Studio
17
KEEP IT ORGANIZED - FOLDERS
DON’T DO THIS

18. ● Use Standardized Naming Conventions
○ Keep it simple to use and recognize
○ Keep asset names short
○ Consider sort order and filtering in reports
○ Whatever you do - be consistent!
18
KEEP IT ORGANIZED - NAMING CONVENTIONS
[Channel]-[Date]-[Product]-[Description]-[Program ID]
WB-2019-08-01-JETO-Decentralized Operations-1579

19. ●
19
Create a Data Dictionary
List every field in your CRM and Marketo and understand the
relationship
KEEP IT ORGANIZED - DATA DICTIONARY

20. 20
KEEP IT ORGANIZED - DEFINE STAGES
● Document Lifecycle Stages
○ What is a marketing qualified lead (MQL)?
○ What is a sales accepted lead (SAL)?
○ What is a sales qualified lead (SQL)?
○ When do I convert a lead to an opportunity?
You should have a data answer and a business answer to
these questions.
61% of B2B marketers send all
of their leads to sales even
though only 27% are actually
qualified.
- Marketing Sherpa

21. TIP 2:
KEEP IT SPEEDY
21

22. 22
KEEP IT SPEEDY - SYNC
● Centralize your Sync Campaigns
○ Create a single global sync
campaign to add new records to
your CRM
○ Avoid the use of the Sync Person
to CRM flowstep elsewhere

23. 23
● Be careful with mass data updates
○ They can clog the connector and cause significant
backlogs
○ Schedule them after-hours when necessary
KEEP IT SPEEDY - AVOID MASS UPDATES

24. 24
● Keep Routing in your CRM
○ Your CRM should be the system of record for lead routing and
assignment whenever possible - it’s better equipped for this
task.
KEEP IT SPEEDY - LEAD ROUTING

25. TIP 3:
KEEP IT CLEAN
25

26. 26
KEEP IT CLEAN - AVOIDING DUPLICATES
● Sync all records
○ A partial sync can lead to a duplicate disaster
○ Tip: Early-stage prospects can be assigned to a queue and
hidden from sales to avoid clutter in CRM.

27. 27
KEEP IT CLEAN - DELETING AND MERGING
● Create a process for deleting and merging
○ Deleting from your CRM may not delete from Marketo
○ Be careful when merging to ensure that you are retaining
important data

28. 28
KEEP IT CLEAN - PICKLISTS
● Use picklists wherever possible
○ Prevent bad data with picklists
■ Job Title
■ Country
■ Industry
■ Company Size

29. QUIZ:
IS IT TECHNOLOGY
OR YOU?
29

30. 30
KEEP IT ORGANIZED
Do you have organized folders?1 10 points
Do you have standardized
naming conventions?
2 10 points
3 Do you have a data dictionary? 10 points
4
Do you have defined lifecycle
stages?
10 points

31. 31
KEEP IT SPEEDY
Do you have a central sync
campaign?
1 10 points
Are you careful and deliberate
with mass data updates?
2 10 points
3
Is your lead routing managed
in your CRM?
10 points

32. 32
KEEP IT CLEAN
Do you sync all records from
Marketo to your CRM?
1 10 points
Do you have a defined process
for deleting and merging?
2 10 points
3
Do you use picklists on your
forms?
10 points

33. 33
HOW DO YOU MEASURE UP?
80+ points
SYNCING SUPERSTAR
50 - 70 points
SLIGHTLY SYNCED
< 40 points
SYNCING STUDENT

34. SUMMARY
34
● When syncing data from your CRM to Marketo remember the tips to:
○ Keep it organized
○ Keep it speedy
○ Keep it clean
● Reaching data harmony is closer than you think!

35. Innovations Driving
Marketing Operations
Catherine Champoux
VP, Customer Satisfaction | Perkuto
PMP, MCE
35

36. MARKETING OPERATIONS: A LOOK BACK
MOPS is born -
IT centric
The rise of
MarTech
Emphasis on
MOPS talent
36

37. 37
WHY MARKETING OPERATIONS?
Creating StructureDriving Growth Driving Efficiency

38. INNOVATION #1
DECENTRALIZING
OPERATIONS
38

40. 40
EMPOWERED MARKETER MOVEMENT
We are here
Democratizing martech: distributing power from IT to marketing
technologists to everyone (Scott Brinker/chiefmartec.com)

41. RETHINKING MARKETING OPERATIONS
41

42. Long
Process
Repetitive
Tasks
Endless
Back & Forth
42

43. TIME
WASTED
43

44. The way we centralized campaigns execution is
perfectly suited for a world that no longer exists.

45. What we realized was that all
marketers really want is to be...
empowered

46. 46
THE SOLUTION DECENTRALIZED

47. 47
DECENTRALIZED CHALLENGES
● Brand control
● Privacy compliance issues
● Training and support

48. ● Context
○ Regional marketing
○ Centralized execution
● Challenges
○ Bottleneck
○ Dependency
○ Conflicting priorities
● Solution
○ Decentralize execution
● Results
○ Save 1 FTE
○ More campaigns
○ More corporate projects

49. ● Context
○ Acquisition by Siemens
○ New members
● Challenges
○ Bottleneck
○ Fast ramp up
○ Rapid growth
● Solution
○ Decentralize Operations
● Results
○ Reduced MOPS work
by 50%
○ Reduced SLA by 50%
○ Focus on growth
initiatives

50. ● Context
○ Non technical
users organizing
1500 events/month
● Challenges
○ Scalability
○ Training
● Solution
○ Provide an easy to
use, user-friendly
interface
● Results
○ All events tracked in
Marketo
○ 90% reduction in
execution time

51. INNOVATION #2
A BETTER
CUSTOMER
EXPERIENCE
51

53. 53
VISION
+

54. CHALLENGES
54

55. ● Adobe Analytics event triggers corresponding call to
Munchkin API.
● JavaScript logs a Clicks Link on Webpage activity to the
person record, triggering the scoring campaign.
THE SOLUTION
55

56. 56
Thank you!
Feel free to connect with me:
Catherine Champoux
cat@perkuto.com
linkedin.com/in/catherinechampoux

57. Connecting the Data Dots
Hilary German
Senior Consultant | Perkuto
MBA, MCE, MCSA
57

58. * 2018 Marketing Measurement
and Attribution Survey
58
REPORTING ON MARKETING RESULTS

59. * 2018 Marketing
Measurement
and Attribution
Survey
59
TOP REPORTING CHALLENGES

60. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
* 2018 Marketing Measurement and Attribution Survey
60
ANALYTICS - TRENDS
of marketers are prioritizing attribution in the
next 12-18 months87%

61. 61
UNDERSTANDING ATTRIBUTION
Assigning credit to your
marketing efforts for
performance outcomes
Marketing
Efforts
The intersection of 3 data sets:
Performance
Outcomes
Audience
Engagement

62. 62
BUT, HOW DO I DO ATTRIBUTION?
Report on DataCapture Data Model Data

63. 63

64. 64
Everyone
can do
attribution!

65. 65
MASLOW’S HIERARCHY OF NEEDS
5
Self-Actualization
3
Love/Belonging
1 Physiological
4
Esteem
2
Safety
*Created by Carey Picklesimer, Director of Consulting, Perkuto
1
2
REVENUE
How did it impact
your business?
3
ACTIVITY
What did they do
with your company
on their purchase
journey?
SOURCE
Where did your
leads come from?
THE HIERARCHY OF ATTRIBUTION*

66. 66
THE HIERARCHY OF ATTRIBUTION
Clean data is the invisible foundation

67. 67
LEVEL 3 - SOURCE
Source3
Where did your leads come
from?
Understanding where your leads are
coming from is essential to first-touch
attribution
● Anonymous First Touch
● Lead Creation

68. 68
LEVEL 3 - SOURCE
Source3
Data Points to Collect
Collected in the cookie
● Original referrer
● Querystring

69. 69
LEVEL 3 - SOURCE
Source3
Data Points to Collect
● Lead Source
● Lead Source Details
● UTM parameters
○ (utm_source, utm_medium,
utm_campaign, utm_term,
utm_content)
● Acquisition Program

70. 70
LEVEL 2 - ACTIVITY
Activity2
What did they do with your
company on their purchase
journey?
● First-touch attribution only tells the
beginning of story.
● Last touch can sometimes be
considered the tipping point for
purchase.
● The ultimate goal is multi-touch.

71. 71
LEVEL 2 - ACTIVITY
Activity2
Data Points to Collect
Channel
● Lead Source Most Recent
● Lead Source Details Most Recent
● UTM parameter Most Recent
○ (utm_source, utm_medium,
utm_campaign, utm_term,
utm_content)

72. 72
LEVEL 2 - ACTIVITY
Activity2
Data Points to Collect
Offer
● Marketo Program Statuses

73. 73
LEVEL 1 - REVENUE
How does the marketing activity
impact your business?
● The only truly valuable marketing
metrics are those that relate to
revenue.
Revenue1

74. 74
LEVEL 1 - REVENUE
Data Points to Collect
● CRM Opportunity Source
● Contact Roles on Opportunities
● Opportunity Stage
Revenue1

75. 75
LEVEL 1 - REVENUE - ADVANCED
ROI = How much money did your
marketing investment generate?
● You cannot understand ROI without
measuring expenses
ROI*

76. 76
LEVEL 1 - REVENUE - ADVANCED
Data Points to Collect
● Expenses by channel
● Paid search
● Advertising
● Promotion
● Content development
● Marketing overhead
ROI*

77. 77
LEVEL 1 - REVENUE - ADVANCED
This is where 3rd party
platforms shine
ROI*

78. ● Which channels/content/campaigns are generating the most revenue
by segment?
● What content is resonating with X persona at X stage in the buyer
journey?
● If we had 10% more budget, where should we invest it?
78
ANSWERS TO TOUGH QUESTIONS

79. "B2B companies are seeing an
average of 15-18% lift
in REVENUE as a result of
implementing a closed-loop
attribution system and then
optimizing marketing programs
based on more sophisticated
analysis."
— Tina Moffett, Forrester

80. More Leads
80
THE ROI OF ATTRIBUTION
Less Expensive
Revenue
More
Productive
Teams
Better Opps

81. Effective campaign measurement can
increase the number of marketing leads a
company receives by as much as 30%.
© Forrester Research, Inc.
81

82. Deep-funnel analysis helps companies increase
the percentage of all leads that become
marketing qualified leads by nearly 43%.
© Forrester Research, Inc.
82
BETTER OPS

83. By acting on real-time marketing
performance data and insights, marketing
organizations reduce cost per marketing
qualified lead by 36%.
© Forrester Research, Inc.
83
LESS EXPENSIVE REVENUE

84. As organizations improve the process of
analyzing & measuring, they are able to fully
repurpose two full-time equivalent (FTE)
employees to other value-add activities within
the marketing department due to time savings.
84
MORE PRODUCTIVE EMPLOYEES
© Forrester Research, Inc.

85. 85
OPTIMIZE FOR BUSINESS VALUE
“We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
OK - Lead based

86. “We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
“We should do more
events like Event B.”
OK - Lead based Better - Opp Based
OPTIMIZE FOR BUSINESS VALUE
86

87. “We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more
events like Event A.”
“We should do more
events like Event B.”
OK - Lead based Best - Revenue BasedBetter - Opp Based
OPTIMIZE FOR BUSINESS VALUE
87

88. BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue. If
you give me $500,000, we can
generate $1MM+.”
88
PROVE BUSINESS VALUE
DO MORE OF WHAT WORKS

89. ADVANCED ATTRIBUTION:
NEXT STEPS
89

90. 90

91. Week 1 Week 2-4 Week 5 Week 6 & beyond
Customize &
Configure
Data Review
& Reporting
Team Training
& Roll Out
Kickoff &
Install
● CRM
● Web Script
● Ads
Integrations
● Reporting
● Advanced
Features
● Data QA
● Reporting
Rollout
● Team
Training
● Channel
Mapping
● Custom
Segments
● Cost Sync
● Testing
91
BIZIBLE IMPLEMENTATION SCHEDULE

92. 92
THANK YOU!
Feel free to connect with me:
Hilary German
hilary@perkuto.com
linkedin.com/in/hilarygerman

93. INSIGHTS FROM THE TRENCHES / Q & A
93
Ask our panel a question about marketing
operations or from today’s presentations

94. THANK YOU FOR COMING!
94
Hilary German, MBA, MCSA, MCE
Senior Consultant | Perkuto
hilary@perkuto.com
Catherine Champoux, PMP, MCE
VP, Customer Satisfaction | Perkuto
cat@perkuto.com
Dr. Cedric Alford, MBA
Director, Microsoft Marketing Solutions Sales
WW Emerging Solutions Global Black Belt