1. 00
Revenue Metrics For
The “Revenue
Marketer”

2. 1
THE BIG
PICTURE
The Revenue Imperative
Roughly 50% of all B2B marketers
currently have direct revenue
accountability as part of their job and
that number is growing quickly.
B2B marketers are reaching
prospects earlier in their life cycle,
remaining the primary company
contact deeper into the buying
process, and staying involved
even after the prospect has
engaged with Sales
Transformation of the Marketing role

3. 2
THE BIG
PICTURE
The Big Picture
• Marketers Under pressure to produce more
and more content and activities with a
growing pressure to drive revenue.
• Marketing transformation under way driving
marketers to create demand and
engagement that crosses over into the pre-
sales and post Sales cycles,
• New Marketing revenue performance calls
for new metrics to demonstrate business
and revenue impact to the C-Suite.
The Revenue Imperative
You manage what you measure. B2B marketers
are experiencing one of the most rapid changes
in the history of business.

4. 3
#1GoalofModernMarketingadoptionistoleadtomoresales.
The Revenue Imperative:

5. 4
THE BIG
PICTURE
The Big Picture
• Marketers must measure
programs in more channels
across multiple device types
• Big Data causing a flood of
data that marketers need to
transform into actionable
insights.
• Revenue Metrics are trumping
activity metrics
• Marketing Technologies are a
critical component to success
Measure What Matters

6. 5
THE BIG
PICTURE
The Big Picture
MOVING FROM COST CENTER
TO REVENUE CENTER
Redefining marketing's role within
your organization from an activities
based cost center to a sales based
revenue center
If you want to secure your
position and your influence/power
within your organization tie
yourself to revenue
Measure What Matters

7. 6
New SLA’s
Between Marketing, Sales,
Finance and IT
New Revenue Oriented roles
emerging. Solidify your role,
create a new title…
• Chief Revenue Officer
• VP Revenue Marketing
• Director of Revenue Center of
Excellence
The Revenue Imperative
It’s time to redefine your
relationships across the company
Transformation of the Marketing role
THE BIG
PICTURE

8. 77
Does Your
Organization Have a
Revenue Marketing
Metrics Mindset?

9. 8
Develop a
Revenue
results
Measurement
Mindset
The Revenue Imperative
Activity Based Metrics such as
Impressions, opens and click through
rates will not go away but an entirely
new set of metrics based on sales,
revenue and financial metrics are now
added to the marketers performance
tracking.
New Metrics for a new model
Activity vs. Revenue Measurement

10. 9
Most Important Measures To Gauge Your Success
Measurement is Key to a Revenue Marketer

11. 10
Develop a
Revenue results
Measurement
Mindset
The Revenue Imperative
Business & revenue impact vs.
activity & actions!
New Vocabulary of impact on:
• Pipeline
• Opportunities
• Revenue Generation
Measuring What Matters

12. 11
Customer Life Cycle Engagement
THINK HOLISTICALLY ACROSS YOUR ENTIRE CUSTOMER LIFE CYCLE FOR
TOP LINE REVENUE & BOTTOM LINE PROFIT IMPROVEMENT
Pre-Purchase Purchase Service
Marketing Sales Service
Goals :
Customer Acquisition
Goals :
Customer Engagement
Goals :
Customer Retention
Search
Engine
Optimisation
SEM/ Pay
Per Click
Email
Marketing
Social
Media
Marketing
Website
/Mobile Site
Content
Lead
Generation
Email
Marketing
Recommen
dations and
cross-
selling
Persona
based
Selling
Integration
with
backend
systems
eCommerc
e
Agent
Portals
Cross-
Selling
Renewal/
Reminders
Claim
Tracking
Financial
Planning
Tools
Customer
Portals
My Profile

13. 12
Targeting the
Strike Zone!
Measuring What Matters
Walking in Sales Shoes

14. 13
Define Your
Success
& Metrics
Revenue Strategy Development
Define your Success KPI’s
Determine what your success
metrics will be for each
department and each role within
the revenue driven marketing
roadmap
Reach agreement across the
organization on success KPI’s
• MQL’s
• SAL’s
• SQL’s
• Sales Revenue

15. 14
Define A
Common
Revenue
Language
Revenue Strategy Development
The Revenue Language
The funnel uses conversion numbers betweenlead stages to help determine how much you
must put in the top of the funnel to meet a certaingoal at the bottom or, it can do the opposite –
track how much you willget out of the bottom if you put a certainvolume in at the top. Either
way, there is a lot to be learned from trackinghow these leads convert from one stage to the
next. Define the stages for yourself using the guidelines below:
MarketingQualifiedLead (MQL). A contactwho has engaged with your marketing efforts enough to
meet your company’s definition as ready to be passed frommarketing to sales
Sales Accepted Lead (SAL). An MQL that has been determined by a memberof the sales team (likely
an inside sales rep) to be accepted and worth exploration by a sales person. Companies use different
methods to determinean SAL; the BANT methodis a popular one.
Sales QualifiedLead (SQL).A lead that has been explored by a salesperson and determined to be
qualified for their pursuit. This is often considered to be the beginning of the sales process.
Make sure that you set up a way to track these conversions within your marketing and sales automation
tool so that it is applied consistently and has a time/date stamp to capture each conversion. You’ll be
able to use your own conversion numbers within the funnel to predict outcomesof your marketing
programs. And you’ll be stunned at how usefulthe information is!

16. 15
Measure
What
Matters
The Revenue Imperative
Key Revenue Metrics:
• Leads produced
• Close rates
• Revenue per new customer
• Time to close
• Cost per close
• Customer Lifetime Value
Transformation of the Marketing role
These metrics provide marketers a clear picture of the value they’re producing and the
factors contributing to their results. Putting them in context by adding trends shows
whether performance is improving and what is driving any changes. -

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DEFINE WHAT A
LEAD IS USING
BANT OR
OTHER
CRITERIA
Revenue Strategy Development
Define a Common Definition of a Lead
Sirius Decisions Lead Spectrum and BANT criteria or something similarcan be uses to ensure
qualified opportunitiesare generated for sales people. Below are the 5 suggested qualification
criteriato use to confirmthat a lead is a LEAD:
BANT – (Budget, Authority, Need and purchase Timeframe)
Criteria1- Inquiryfrom an individualfrom a marketingcampaign or trade show,or someone
whohas taken proactive steps to demonstrate interestin your message, product or service.
Criteria2- A meaningfulinteraction(via phone or email)with the individualconfirming that the
company meets qualifying criteria as a bonfide target prospect.
Criteria3 - The individualidentifiesa specific NEED for your product or service. (Application)
Criteria4 - The individualis in the process of definingpurchase requirementsfor your product
or service. (Budget & Timeframe)
Criteria5- The individualhas confirmedthey have the Authority, Budget and a defined
Timeframe for purchase.

18. 17
DEFINE YOUR
LEAD FLOW
& A UNIFIED
TERMINOLOGY
Revenue Strategy Development
Define a Common Definition of a Lead

19. 18
DEFINE YOUR
BUSINESS
FUNCTIONS
AND PROCESS
Revenue Strategy Development
Define a Common Definition of a Lead
CENTRALIZED DATA CAPTURE
(Single View of Customer)

20. 19
Tightly align With Sales and
IT & build your process and
Service Level Agreement
with each other
Revenue Strategy Align For Success
Alignment Across The Organization
Source: industrialmarketingtoday.com
Marketing
Sales
IT
Infrastructure
Systems (Web/CMS/CRM)
Integration
Reporting

21. 20
Leadingmarketersareutilizinganalytics andoutperformingpeerswith
higherrevenuegrowthandgrossprofitgrowthand…

22. 21
….the companies that use analytics perform
financially better and execute decisions faster
Research: http://www.bain.com/publications/articles/big_data_the_organizational_challenge.aspx

23. 22
Big Business Questions
• How can marketing contribute more revenue?
• What investments should I make in our marketing organization?
• Which campaigns should I invest in?
• What should I do next to drive awareness?
• Are we generating enough qualified leads to achieve quota?
• Which stage of the funnel needs work?

24. 23
Modern state of analytics track revenue and marketer’s
evolving role is tomake data driven decisions
Marketing
Product
Marketing
Demand
Marketing
Marketing
Communications
Marketing
Operations
Product
Development
Market
Research
Market Strategy
Lead
Generation
Event Marketing
Channel
Marketing
TV/Print/PR
Website/CMS
Branding
Marketing
Automation
Reporting &
Analysis
Planning &
Budgeting
F
U
N
C
T
I
O
N
Goal
Example
Metrics
Understand market
needs & trends',
deliver
go-to-market plan,
differentiate against
competition, optimize
pricing & product mix
Expand reach of target
buyers & increase
conversion across
channels, ensuring
pipeline progression
Enhance brand
presence, ensure
optimal
customer experience
across channels,
increase customer
satisfaction
Increase marketing
efficiency, automate
execution of
campaigns
& capture, share &
measure marketing
performance
Product Revenue
Pipeline Targets,
Marketing Qualified
Lead (QL), Sales QL
Buzz, Goal Value,
Event Value, Goal
Conversion Rate
Revenue, Attributed
Revenue, ROAS

25. 24
Challenges for marketers tocalculate marketing ROI
• Closing the loop - getting ROI reporting
• Reporting across the entire funnel
• Understanding how marketing influences pipeline and closed deals
• Lack of a CRM integration with marketing automation
• Too many reports - many people asking for many different types of reports
• Lack of a clear path on which reports demonstrate "success". This may be due
to lack of leadership or a lack of focus on defining metrics (across organizations
of all sizes)

26. 25
Glossary of Term for Behavioral & Revenue Metrics
1. Cost/Attributed Revenue = actual
cost for the Campaign / Total
Revenue for the Campaign using
the attributed model, regardless of
date range.
2. Attributed ROI = (Attributed
Revenue - Actual Cost) / Actual
Cost
1. Total Sends = # of emails sent
2. Total Delivered = Total Sends
3. Total Opens = # of email opens
4. Open Rate = Unique Opens / Total
Emails Delivered
5. Total Clickthroughs = # of email
clickthroughs
6. Clickthrough Rate = # of Unique
Clickthroughs / Total Emails
Delivered
7. Time on Site = The average length of
time a visitor spends accessing your
site within a specified time period
8. Unique Visitors = The number of
unduplicated (counted only once)
visitors to your website over the
course of a specified time period.

27. 26
5 Steps to Marketing ROI
1. Establish metrics to measure ROI
2. Map the data Sources
3. Understand your customer journey and Revenue Attribution Model
4. Understand the cost metrics
5. Establish reporting & insights

28. 27
First step is define that Metrics that really matter

29. 28
Gather the data sources to calculate your defined metrics

30. 29
Integratedataandprovide singleviewofcustomerand customizedreportingtotrack
revenueattributedtorightchannel andimprove customerexperience

31. 30
Attributionmodelistherule,orsetofrules,thatdetermineshowcreditforsalesand
conversions isassignedtotouchpointsinconversionpaths.
Example: A customer finds your site by clicking one of your AdWords ads. She returns
one week later by clicking over from a social network. That same day, she comes back a
third time via one of your email campaigns, and a few hours later, she returns again
directly and makes a purchase.
1. Last Interaction attribution model, the last touchpoint -- in this case, the
Direct channel -- would receive 100% of the credit for the sale.
2. First Interaction attribution model, the first touchpoint -- in this case, the Paid
Search channel -- would receive 100% of the credit for the sale.
3. Linear attribution model, each touchpoint in the conversion path -- in this case
the Paid Search, Social Network, Email, and Direct channels -- would share equal
credit (25% each) for the sale.
4. Time Decay attribution model, the touchpoints closest in time to the sale or
conversion get most of the credit. In this particular sale, the Direct and Email
channels would receive the most credit because the customer interacted with them
within a few hours of conversion. The Social Network channel would receive less
credit than either the Direct or Email channels. Since the Paid Search interaction
occurred one week earlier, this channel would receive significantly less credit.

32. 31
CampaignAttribution

33. 32
Understand the Cost Metrics
1. Cost of the Campaign Value Proposition
• What problems do your target audience need you
to solve?
• What value can you deliver to help improve their
business or solve the problem?
2. Cost of The offer (Call to Action)
• Whitepaper downloads, video’s, webinar, gated
forms, educational content
3. Cost of The Delivery Method
• Multi-touch campaign (Email, Social, Banner Ad,
etc.)

34. 33
Track Key Performance Indicators over Time…

35. 34
Invest more inhighperforming and analyze low performing
campaigns …

36. 35
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