Weitere ähnliche Inhalte Ähnlich wie Presentation -- Marketo Reports Best Practices (pptx) (20) Mehr von Macromator Inc. (14) Kürzlich hochgeladen (20) Presentation -- Marketo Reports Best Practices (pptx)1. Marketo Reports Best Practices
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Dan Radu
President & Founder, Macro
2. What stops good reporting?
• Garbage IN= Garbage OUT
– Enter all the data, clean up, normalize
• Not sure what reports are available in Marketo
– Get training, Product Docs, Community or use consulting services
• Not enough time to build the reports
– Dedicate time and set the correct expectations with all stakeholders
• No processes in place to track the correct data
– Train everyone in the team to follow the process and understand where to get the
data from
• Not sure what is the best way to track costs
– Pick your attribution model and stick with it!!! Consistency is crucial!
• Lack of Key Performance Indicators (KPI)
– Decide what is important for you and how often you will monitor
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3. Revenue Cycle Analyzer (RCA)
Available Reporting
Basic Reports 🡪 Analyzers 🡪
Revenue Cycle Explorer (RCE)
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4. First Touch vs. Multi Touch
First Touch Attribution
• Acquisition determines marketing
influence. Program success is not
necessary
• Only one program can get credit for
acquiring the lead
• Acquisition must happen before
opportunity created to get pipeline credit
• Acquisition must happen before
opportunity closes to get revenue credit
Multi-Touch Attribution
• Program Success determines marketing
influence
• Multiple Programs can get credit for a
single opportunity
• Success must happen before opportunity
created to get pipeline credit
• Success must happen before opportunity
closes to get revenue credit
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6. Reporting Requirements Checklist
✔ Use Progression Statuses
✔ Use Local Assets to Programs
✔ Add Period Costs to Programs
✔ Use Custom Tags
✔ Use Interesting Moments
✔ Connect Contacts to Opportunities
✔ Synch Custom Fields to RCE
✔ Use Naming Convention
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7. ✔ Use Progression Status
• Clearly define what is a success step
• Use smart campaigns to change program status
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8. ✔ Use Local Assets to Programs
• Define the acquisition program
• Use smart campaigns to change program status
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9. ✔ Add Period Costs to Programs
• Use one period costs or multiple period costs
• Use period cost 0 if no cost is available
• Go back and add period costs historically
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10. ✔ Use Custom Tags
• Tag by Geography, Campaign Objective, Type of Offer Presented
• Tags are used by RCE
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11. ✔ Use Interesting Moments
Decide what is an interesting moment for marketing or for sales.
Remember sales reps live in CRM and this is the information
presented to them.
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12. ✔ Connect Contacts to Opportunities
Marketo knows if your lead has an opportunity only when they are connected
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13. ✔ Synch Custom Fields to RCE
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14. ✔ Use Naming Conventions
Similar to Folders and Programs, you must also keep your reports organized
with naming conventions
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17. Lead by Lead Source with Opportunities
Which lead source generated the most amount of total won opportunities?
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18. Lead and by Geography with Opportunities
Which geography has the most amount of won opportunities?
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19. Lead by Revenue Stage
What is my revenue pipeline?
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20. Company Web Activity
What companies are looking at my website?
What leads in my database are looking at my website?
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23. Program Analyzer
What Trade Shows perform better?
What Trade shows in EMEA have the highest cost per new name?
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24. Revenue Explorer
Which marketing channel added the most new names?
Which marketing channel has the highest Cost Per New Name per quarterly basis?
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26. Reporting Requirements Checklist
✔ Use Progression Statuses
✔ Use Local Assets to Programs
✔ Add Period Costs to Programs
✔ Use Custom Tags
✔ Use Interesting Moments
✔ Connect Contacts to Opportunities
✔ Synch Custom Fields to RCE
✔ Use Naming Convention
© Macromator Inc. Private & Confidential 26
27. © Macromator Inc. Private & Confidential
Dan Radu
Founder & President Macromator Inc.
Marketing Operations & MarTech Agency
http://MOps.Agency
+1 647 760 8629
dan@Macromator.com
Marketo Certified Expert
Certified Pardot Consultant