Nailing Executive Reporting: Behind the Scenes with BackOffice Associates

Nailing Executive Reporting:Behind the Scenes with BackOffice Associates

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• Questions? Type them in the chat box, and we will answer them during Q&A

• Posting to social? Use #mktgnation

Housekeeping

Speakers

Brian Glover

Sr. Product Marketing Manager

Marketo

@brianjglover

Tracy Accettullo

Global Demand Programs Manager

BackOffice Associates

@tracyaccettullo

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

Agenda

Source: Experian 2014 Digital Marketer report

44% of marketing leaders cite tracking and measuring campaigns is a top challenge.

Why is measurement hard?

Wow, our engagement,

likes, and Klout have never

looked better!

What does mean for the business?

execsmarketing team

Page 7

What’s the Payoff if I Get It Right?

Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing results & ROI3

BackOffice Associates® Case Study

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

• 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


1. Assess the Database — Where we were2. Define and Implement Processes — Getting it done3. Build Reliable Reports — This is now

Steps Towards Improved Reporting


• 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…


• 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

Getting the Process Right


Revenue Modeler


Full Customer Lifecycle Model


Customer Nurture Model


Nailing The Reports

SALES MARKETING EXECUTIVE

• Three primary types of reports we generate


• Daily & Weekly Website Visitor Reports• “Prospect on Website Now” Alerts• Campaign Reports• Marketo Sales Insight

Providing Sales with Great Insight


Lead Transition Time Report

Marketing Reports

Lead Flow Report


Program ROI – Multi Touch

Marketing Reports — Cont.


• Program ROI – Multi Touch• For Largest Programs

• First Touch • Attribution Pipeline• Attribution Revenue Won

• Multi Touch • Attribution Pipeline• Attribution Revenue Won

Executive Reports


First Touch Attribution Pipeline

Executive Reports — Cont.Multi Touch Attribution Pipeline


• 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!


• 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!

Marketo Advanced ReportingProduct Overview

Page 26

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

Marketing Impact & ROIMeasure pipeline & revenue created, ROI and moreFirst-touch and multi-touch attribution

Prove marketing’s contribution to business growth

Marketing Influenced Pipeline

Buyer Journey AnalysisMeasure names per stage, average days per stage, conversion rate and more

Focus resources where customers get “stuck” in the buyer journey

New Name AcquisitionMeasure new name acquisition, program cost, cost per lead and more

Save time and avoid errors with automated metrics and reports

25 Pre-Configured ReportsMarketing Impact & ROIBuyer Journey Analysis“Top 10” Program ReportsEmail Analysis

Start your revenue reporting program quickly without the errors and headaches.

Flexible Report CreationDrag & drop report creation, multiple charting options, data highlighting, sharing & exporting and more

DashboardsExecutive-level marketing dashboards with the click of a mouse

Custom MeasuresCreate your own analytics with calculated fieldsModel revenue from add’l investmentMeasure customer lifetime value

Create the analytics you need to make better investment decisions

• 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

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




Questions?

Brian GloverSr. Product Marketing ManagerMarketo@brianjglover

Tracy AccettulloGlobal Demand Programs Manager BackOffice Associates@tracyaccettullo

Thank You!!!

Brian GloverSr. Product Marketing ManagerMarketo@brianjglover

Tracy AccettulloGlobal Demand Programs Manager BackOffice Associates@tracyaccettullo

Nailing Executive Reporting: Behind the Scenes with BackOffice Associates

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