1) BackOffice Associates struggled with executive reporting, having no clear lead definition, disconnected sales and marketing teams, and inability to prove marketing ROI. 2) They implemented Marketo and held workshops to define leads and success paths. New processes aligned sales and marketing. 3) BackOffice Associates now generates daily, weekly, and monthly reports for sales, marketing, and executives including pipeline attribution, buyer journey metrics, and program ROI. Accurate reporting demonstrates marketing's value and contribution to revenue.

1. Nailing Executive Reporting:
Behind the Scenes with BackOffice Associates

2. • This webinar is being recorded! Slides and recording will
be sent to you later today
• Questions? Type them in the chat box, and we will
answer them during Q&A
• Posting to social? Use #mktgnation
Housekeeping

3. Speakers
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Tracy Accettullo
Global Demand Programs Manager
BackOffice Associates
@tracyaccettullo

4. • The what and why of executive reporting
• BackOffice Associates case study
• Marketo Advanced Reporting overview
Agenda

5. Source: Experian 2014 Digital Marketer report
44% of marketing leaders cite tracking and measuring campaigns
is a top challenge.

6. Why is measurement hard?
Wow, our
engagement,
likes, and Klout
have never
looked better!
What does mean
for the business?
execs
marketing
team

7. Page 7
What’s the Payoff if I Get It Right?
Earn a seat at the revenue table1
Achieve alignment between
sales & marketing2
Improve marketing results & ROI3

8. BackOffice Associates® Case Study

9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• Leading Data Quality, Data Migration and Information Governance
Solutions Provider
• Headquartered in picturesque Cape Cod — South Harwich, MA
• 750+ Employees worldwide with offices in the U.S., Australia,
Canada, Dubai, India, Japan, Singapore, Switzerland and the U.K.
• We have delivered over 1200 successful data engagements
worldwide
• 100% Customer Success and Reference Rate
Overview of BackOffice Associates

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
1. Assess the Database — Where we were
2. Define and Implement Processes — Getting it done
3. Build Reliable Reports — This is now
Steps Towards Improved Reporting

11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• No true definition of a lead
• Lack of an end-to-end lead process
• Disconnect between sales and marketing
• Not able to produce key metrics to prove marketing’s
impact on the business
• Time spent inefficiently creating manual reports
• No ROI to guide good spending decisions
Where we were…

12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• 2-Day workshop to define a
lead and the success path
• Defined and implemented processes
• Engaged sales team and collaborated on new processes
• Created a new enhanced Revenue Cycle Modeler
Getting it done

13. Getting the Process Right

14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Revenue Modeler

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Full Customer Lifecycle Model

16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Customer Nurture Model

17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Nailing The Reports
SALES MARKETING EXECUTIVE
• Three primary types of reports we generate

18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• Daily & Weekly Website Visitor Reports
• “Prospect on Website Now” Alerts
• Campaign Reports
• Marketo Sales Insight
Providing Sales with Great Insight

19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Lead Transition Time Report
Marketing Reports
Lead Flow Report

20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
Program ROI – Multi Touch
Marketing Reports — Cont.

21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• Program ROI – Multi Touch
• For Largest Programs
• First Touch
• Attribution Pipeline
• Attribution Revenue Won
• Multi Touch
• Attribution Pipeline
• Attribution Revenue Won
Executive Reports

22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
First Touch Attribution Pipeline
Executive Reports — Cont.
Multi Touch Attribution Pipeline

23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• Accurate reporting for Sales, Marketing and Executives
• Can prove how marketing is a true revenue
generating department / communicate total value
• No Lead Left Behind!
• Leads are tracked from creation to close
• Marketing contributed to 4.1x coverage of our Pipeline growth
globally and 5.1x coverage in North America in 2015
This is now...the Reviews Are In!
Marketing is the hero!

24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 4/19/2016
• Demonstrate value to sales quickly
• Put a stake in the ground on lead definition
• Ensure scoring fits the revenue model
• Engage marketing and sales
• Enforce accountability
• Don’t strive for perfection, just get started
Secrets to Successful Reporting
With Good Data Comes Good Reporting!

25. Marketo Advanced Reporting
Product Overview

26. Page 26
Key Features
• Marketing Impact & ROI
• Buyer Journey Analysis
• New Name Acquisition
• 25 Pre-Configured Reports
• Custom Report Creation
• Dashboards
• Custom Measures

27. Marketing Impact & ROI
• Measure pipeline & revenue created, ROI and more
• First-touch and multi-touch attribution
Prove marketing’s
contribution to
business growth
Marketing Influenced Pipeline

28. Buyer Journey Analysis
• Measure names per stage, average days per stage,
conversion rate and more
Focus resources where customers get “stuck” in the buyer journey

29. New Name Acquisition
• Measure new name
acquisition, program
cost, cost per lead and
more
Save time and avoid errors with automated metrics and reports

30. 25 Pre-Configured Reports
• Marketing Impact & ROI
• Buyer Journey Analysis
• “Top 10” Program Reports
• Email Analysis
Start your revenue reporting program quickly without the
errors and headaches.

31. Flexible Report Creation
• Drag & drop report creation, multiple charting options, data
highlighting, sharing & exporting and more

32. Dashboards
Executive-level marketing dashboards with the click of a mouse

33. Custom Measures
• Create your own analytics with calculated fields
• Model revenue from add’l investment
• Measure customer lifetime value
Create the analytics you need to make better investment decisions

34. • Choose the right metrics (e.g.
opportunities, pipeline, revenue)
• Make sure you’re aligned with sales on
process and definitions
• Be proactive – show how big marketing
programs impact the business
Key Takeaways
@tracyaccettullo
@brianjglover
#mktgnation

35. Page 35
Additional Resources
https://www.marketo.com/resources/marketing-metrics/
Recommended:
• Speaking the Language of Business Metrics E-Book
• The 8 Essential Reports E-book
• The Definitive Guide to Marketing Metrics

36. Questions?
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Tracy Accettullo
Global Demand Programs Manager
BackOffice Associates
@tracyaccettullo

37. Thank You!!!
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Tracy Accettullo
Global Demand Programs Manager
BackOffice Associates
@tracyaccettullo