6 Marketing Metrics Your CFO Will Actually Care About

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1. Determine your source(s) of truth

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4 week cross-functional data hygiene project

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The benefits

Clean data and process improvement

Cross-functional alignment on what’s available and current limitations

Everyone working together and speaking the same language

1

2

3

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2. Align with Finance

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Quick Survey How many people develop their marketing KPIs

with their finance team?

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CPM Clicks Views Leads

Downloads Conversions CPA/CPL/CPI

Revenue Margin CAC

Churn

ARPU LTV

MARKETING METRICS FINANCE METRICS

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A few words on attribution.

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!   Media touch points

!   Sales and marketing touch points

Two domains of attribution

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Sales Marketing

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In Database?

Active Contact?

In Negotiation?

Closed Won?

75%

LTV Lift/Churn Analysis

NO

YES

YES

YES

NO

NO

NO YES

45%

25%

10%

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Media buying

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8% of the internet audience is responsible for 85% of the clicks. —Comscore “Natural Born Clickers” Study

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92%

8%

Marketing Credit

No Marketing Credit

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3. Build the Historical Model

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Marketing Investment

Attributed Conversions

Marketing Attributed Revenue

Marketing ROI

Attribution model

Multiply by LTV or ARPU

Divide by marketing investment

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High five!

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4. Inverse the Model

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Marketing kung fu!

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Desired New Revenue

Needed Conversions

Baseline Marketing Budget

Minimum Marketing Budget

Divide by LTV or ARPU

Multiply by historical CPA

Improved efficiency/close rates/LTV

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5. Broadcast and Track

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