Post on 08-Jan-2017
transcript
@demandgen Copyright © 2015 | DemandGen® International, Inc.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Topics• Why you need a dashboard• 5 stages of building a dashboard• Determining what should be on your dashboard• Starting with a Metrics Matrix• Understanding your data• Pros and cons of dashboard tools• A walkthrough of sample dashboards
@demandgen Copyright © 2015 | DemandGen® International, Inc.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Only 1/4 of marketers can answer the question, “What is marketing’s impact on the business?”
Source: ITSMA/VEM Marketing Performance Management Survey, May 2014
90–100 Marketing was able to measure and report
the contribution of its programs to the business
80–89Marketing programs made a difference
but the contribution to the business goals were not measured and reported
70–79 Marketing appears to have made some
impact on the business, but it is not clear if the impact was material, nor is it
measured
69 or lower
Marketing programs didn’t make a difference—there is no clarity as to how
marketing is contributing to the business
26%
40%
28%
6%
ABCD
For 2013, using a 100 point scale, please select what grade the CEO/Division GM would give your marketing organization for its ability to demonstrate its value and contribution to the business. % of Respondents
@demandgen Copyright © 2015 | DemandGen® International, Inc.
The “A” marketing organizations are also seeing improvements in business growth metrics
* Indicates a statistically significant difference.Source: ITSMA/VEM Marketing Performance Management Survey, May 2014
5569
7933
4563
25
39
54
In your last fiscal year, how did your company (or division) perform in the following areas: % of Respondents that Reported Improvement
The “A’s” Middle of the Pack
Laggards
Revenue growth* Dollar value of thesales pipeline*
Win rate*
The “A’s”Middle of the Pack
Laggards
The “A’sMiddle of the Pack
Laggards
The “A’s” Middle of the Pack Laggards
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Three key characteristics of best-in-class marketers
Act as business people first, marketers second1
Make marketing performance management a priority2
Set quantifiable performance targets and report results in a multilevel dashboard
3
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Develop actionable performance management dashboards to enable fact-based decisionsReport results on three levels:
Executive Operational Functional
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Planning
Who is our audience? What
business outcomes do they drive?
Requirements Gathering
What indicates success (or
failure)? What’s the storyline we use to present
those indicators?
Design
How do we organize the
information we need to tell the
story?
Data Discovery
Do we have that
information?
Build + Test
Lights! Camera! Action!
Maintain
Every blockbuster deserves a
sequel…
Dashboard Project PhasesDemandGen’s methodology includes the consulting, system architecture, and development needed to create an effective dashboard: the control room of the Demand Factory, where the input, output, and performance of core systems (such as demand generation and lead management) are monitored and reported for analysis.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Planning• Conduct interviews and
collect documentation• Set expectations• Capture:
– Intended audience and goals – Core themes and desired
business outcomes– Comparisons and indicators – Filters and roll-ups– Data sources
OUTPUT:
Dashboard RequirementsA brief outlining the business requirements for the dashboard
@demandgen Copyright © 2015 | DemandGen® International, Inc.
In business, good stories lead to action
Data Insight Action
Don’t stop here!
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Marketing Performance Dashboard Example Themes• Demonstrate Marketing’s impact on and value to the
business• Monitor Marketing program effectiveness to
determine how best to invest• Assess effectiveness of Marketing-to-Sales lead
handoff• Measure effectiveness of Sales follow-up and
bookings success
@demandgen Copyright © 2015 | DemandGen® International, Inc.
COMPANY INITIATIVES
Growth initiative A
Growth initiative B
MARKETING INITIATIVES
Deliver X MQLs to Sales
Increase multi-product
shopping cart sales
Planning Drives KPI DefinitionSample
MARKETING PROGRAMS
Nurture
Marketing Tactics
Website Community
• Email• Webinar• Events
• Live Chat• Library
• Blog• Newsletter
Marketing Offers• Video • Product
@demandgen Copyright © 2015 | DemandGen® International, Inc.
PROGRAM
CAMPAIGN
OFFER
Campaign Reporting Framework
Tactic
Tactic
OFFER
Tactic
Tactic
CAMPAIGN
OFFER
Tactic
Tactic
Tactic
A well-defined hierarchy of elements is required to ensure accurate campaign-level reporting. This example demonstrates how the elements relate – there is always a likelihood of multiple child elements under any one parent.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Determining a Campaign Attribution Model
PIPE CLOSELEAD
Multi-Touch: EvenOpportunity amount split evenly across all campaign touches. Useful when marketing is responsible for generating awareness and demand throughout the lead lifecycle and each response is equally important.
PIPE CLOSELEAD
Single-Touch: LastEntire opportunity amount assigned to campaign the resulted in the pipeline (opportunity) being created. Useful when your primary objective is generating pipeline.
PIPE CLOSELEAD
Single-Touch: FirstEntire opportunity amount assigned to campaign the resulted in the lead being created. Useful when your primary objective is generating awareness.
Selecting an attribution model is key to aligning which opportunity amounts should be associated to which campaigns.
@demandgen Copyright © 2015 | DemandGen® International, Inc.
O u t p u t s O u t c o m e s
Adopt a metrics framework and
create a catalog
Counting Media Mentions Trade Show Leads Click Through Rates Site Registrations Demo Downloads Number of New
Contacts/Leads
Output-Based
Efficiency Lead Aging Pipeline and Bookings
Sourced or Influenced Campaign ROI Cost/Billing Dollar Program/Total Spend
Operational Business Outcomes Market Share Category Ownership Lifetime Value Adoption Rates Revenue Contribution
Outcome- Based
Likelihood of Outcomes Demand Funnel
Volume, Value & Velocity
Share of Wallet Rate of Growth: Market Share of Preference
Leading-Indicators Expected Outcomes
Campaign Lift Modeling Predisposition to
Purchase Likelihood to Defect Marketing Mix
Optimization
Predictive
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Use data and metrics to gain forward-looking, actionable insights
Metric Categories Included on Dashboards
Source: ITSMA/VEM Marketing Performance Management Survey, July 2012
Leading Indicators• Campaign/Lead ROI• Marketing
spend/budget• On-time delivery of
marketing programs• Cross-sell/upsell• Price discounting• Cost to acquire/retain
Historical• Demand Funnel volume,
value, and velocity• Share of preference• Share of wallet• Propensity to purchase• Category growth rate• Product/service adoption
rate• Innovation revenue rate• Price premium
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Requirements Gathering• Define KPIs, metrics and
groupings that align to the business outcomes
• Determine filters, drill paths and dimensions
• Specify goals, benchmarks and thresholds
OUTPUT:
Dashboard Metrics MatrixA dictionary of all the metrics and visualizations to be included in the dashboard
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Data Discovery• Evaluate data against
dashboard requirements• Identify gaps and provide
recommendations for compliance
OUTPUT:
Data Field AnalysisAn analytical report assessing the completeness and consistency for all elements of the dashboard
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Data chain integrity is essential for reporting
1. Prospect Activity
2. Lead Capture
3. Lead Management
4. Reporting
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Design• Document all data sources,
elements + flows• Create data blueprint
comprising all required calculations
• Develop UI prototype describing visualizations and placement of information
OUTPUTS:
Dashboard BlueprintA specification of the precise components required to construct the metrics, reports and visualizations
Dashboard WireframeA prototype of the layout of the elements of the dashboard
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Build: Excel vs. Business Intelligence Platforms
Excel Elite Reporting Business Intelligence (BI)PROS
• Less expensive (no license fees)• Easy to share• Typically faster build time• Familiar interface
• Real-time data exploration • Available on-demand/online
accessibility • Sharing and collaboration functionality• Multiple delivery formats (mobile, PDF,
embeddable in other apps)• Extensive set of charts/visualizations
CONS
• Static between refreshes• Build to lowest common Excel version• Dependencies on Windows vs. Mac
versions• Limited drill-down capability• Limited data capacity
• Higher development and license fees• Potentially longer build time
@demandgen Copyright © 2015 | DemandGen® International, Inc.
Excel Elite Examples
@demandgen Copyright © 2015 | DemandGen® International, Inc.
BI Examples
@demandgen Copyright © 2015 | DemandGen® International, Inc.
5 Steps to Dashboard Success1. Plan - Work with stakeholders and your Marketing Plan
2. Metrics Matrix - Build a wishlist of KPIs and metrics for your dashboard
3. Data Discovery - Assess where your dashboard will have gaps due to poor data
4. Design - Define what your dashboard users will see
5. Build - Find the right dashboard platform
6. Iterate - Evaluate whether your KPIs still hold up
@demandgen Copyright © 2015 | DemandGen® International, Inc.@demandgen Copyright © 2015 | DemandGen® International, Inc.
Q&A
Get More InformationVisit: www.demandgen.comEmail us: info@demandgen.comCall Us: 925-678-2511
Thank you!