The ABCs of RCA: How to Build an Effective Revenue Machine
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Revenue Cycle Analytics (RCA) is an untapped resource for many Marketo users. The challenge is deciding how best to use the system to build an effective marketing machine. Check out this presentation to see how the world's largest human resources consulting firm, Mercer, discuss their tried and true plan to jump-start the use of RCA and improve the entire campaign planning and execution process.
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The ABCs of RCA: How to Build an Effective Revenue Machine
- 1. The ABCs of RCA How to Build an Effective Reporting Machine
- 2. Amy Scissons Global CRM Practice Lead Mercer Laura Mannix Marketing Enablement Manager Mercer Brian Glover Senior Product Marketing Manager Marketo Speakers
- 3. What is Revenue Cycle Analytics (RCA)? Analyze program & channel effectiveness Prove marketing impact Evaluate marketing funnel health Connect marketing to metrics that matter
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Why Do I Need Revenue Reporting?
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Why Do I Need Revenue Reporting? Earn a seat at the revenue table1
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Why Do I Need Revenue Reporting? Earn a seat at the revenue table1 Achieve alignment between sales & marketing2
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Why Do I Need Revenue Reporting? Earn a seat at the revenue table1 Achieve alignment between sales & marketing2 Improve marketing ROI3
- 11. Analyzers Success Path Opportunity Influence Program/Channel Effectiveness
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Agenda • About Mercer • Seven steps to RCA Success • Common Pitfalls to Avoid
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 About Mercer • A global consulting leader in talent, health, retirement, and investments • Helps clients around the world advance the health, wealth, and performance of – their people. • Over 20,500 employees in 40 countries • Wholly owned subsidiary of Marsh & McLennan Companies (NYSE: MMC)
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Seven Steps to RCA Success
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Source Marketing Opportunities Sales Step 1: Systems Alignment Review Inbound Data Sources Study System Configuration Connect CRM Systems
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 2: Get Buy In • Lead Scoring Model • Feedback Loop • Sales SLAs • Contact Role Association Sales Ready Lead Sales LOB Marketing M&S Enablement Regional Marketing
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 3: Agree on Success Channel Member/Touch Success Email Blast Recipients Clicks External Banner Ad Impressions/Pageviews Conversions List Purchase List Contact Engages with email Banner Ad Clicks Conversions Mercer Event Invited Attended Webcast Invited Attended Webcast Recording Pageview Downloads Solution Page Clicks Conversons Newsletter Opted-in List Member Clicks Event Sponsorship Attendees Engages with sales
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 4: Standardize Execution Naming Convention Success Metrics Program Setup Tagging & Cost
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 5: Monitor and Modify Marketing Objective Target Audience Campaign Type Business Objective Marketing Program Total Spend Audience New Leads Generated Engaged % Engaged Cost/ Lead Demand Gen CFO Email Blast New Logos New Logos Email $150 3500 0 150 4.29% N/A Demand Gen CHRO Whitepaper Cross Sell Whitepaper Promotion $2,000 25,000 15 325 1.30% $133 Demand Gen HR &Talent List Purchase New Logos Data.com List Purchase 4 $8,500 10,000 8,500 180 1.80% $1 Demand Gen HR &Talent E-Newsletter New Logos Newsletter - Q1 $150 30,000 25 500 1.67% $6 Brand Building CHRO Live Event New Logos CHRO Event 1 $25,487 2,200 50 100 4.55% $510 Brand Building CHRO Email Blast New Logos Email promo for CHROs $150 3,500 0 90 2.57% N/A Nurturing Clients HR &Talent Live Event Retention Atlanta HR Event $6,540 1,200 5 75 6.25% $1,308 Nurturing Clients CHRO Webcast Retention Webcast 2 $500 17,000 2 800 4.71% $ 250 Client Facing Tools CFO Webcast Upsell Webcast 3 $500 20,000 3 1,500 7.50% $167
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 6: Craft the Dashboard
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Step 7: Socialize the information
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Common Pitfalls to Avoid
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Where possible,… integrate • Create data flow from other systems to get the full report • Manually upload information if there is no integration available
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Watch your spend • Create a cost framework (may want to include base cost for all promotional channels) • Programs without cost months can be difficult to report on • If you sell in multiple currencies, map the converted revenue amount to RCE for attribution reporting *You can modify the Analytics Behavior on the Set Up tab if you are not tracking costs.
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Clone, clone, clone! • Set up program templates that work for your team • Train users to clone the standardized templates rather than starting from scratch • Saves time and prevents errors in recording success • Don’t forget to update tags, add a cost and activate triggered campaigns!
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 When tagging, think long-term • Strategize with stakeholders on how data needs to be sliced in reports • It is easier to group tags and roll up than to add a new tag and re-label old programs
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Watch the clock! • Marketo timestamps the time and date of membership and success • Don’t wait to mark leads as success – you could miss out on opportunity credit Lead generated Opportunity created Opportunity won
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Use Contact Roles • Use contact roles in SalesForce.com for the most accurate attribution reporting by • Ensure this process is in place before you start rolling out programs and reporting • Align with Sales early on to use this functionality • Using all contacts might cast too wide a net and you’ll lose creditability with Sales
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 12/10/2015 Don’t go too far out of the box • Marketo and Salesforce.com & Microsoft Dynamics have a native integration • Overly customizing and complicating your CRM system will have downstream effects on your integration and reporting
- 30. • Integrate systems • Track your spend • Create clone-able templates • Long term tags • Be mindful of timestamps • Use contact roles • Keep it simple Remember…
- 31. Questions?
- 32. Thank You! Amy Scissons – amy.scissons@mercer.com Laura Mannix – laura.mannix@mercer.com Brian Glover – bglover@marketo.com
Notas do Editor
- Update with new cover from visual brand deck.