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Ignite Your Venture Webcast Series Every Wednesday In April, 2-3 PM EST April 7 – Bringing Your Ideas to Life with a VC April 14 – Finding the Right People to Make the Right Team April 21 – Helping to Increase Profits & Accelerate Sales April 28 – Business Lead Generation That Works.
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Ignite Your Venture Webcast SeriesEvery Wednesday In April, 2-3 PM ESTApril 7 – Bringing Your Ideas to Life with a VCApril 14 – Finding the Right People to Make the Right TeamApril 21 – Helping to Increase Profits & Accelerate SalesApril 28 – Business Lead Generation That Works www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast.
Angie LimChannel Audience ManagerMicrosoft Partner NetworkStartup ISV & Web Developerstwitter: @angielim www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com
Metrics Based Marketing: Building a CMO Dashboard Ian Gilbert, Venture Partner, Intrepid Equity With Cadman Chui April 28, 2010
Background • Cadman Chui • VP, Marketing at PlateSpin Ltd. (Acquired by Novell, 2008) • Held product marketing / product management positions at Cybermation (acquired by CA), DataMirror (acquired by IBM) • MBA (Schulich School of Business) • BSEE (University of Waterloo)
Marketing should be perceived as a Black BOX $$$ $ Marketing
The Technical Challenge: Lead Source Tracking $ $ Campaign 1 0 $ Campaign 2 $$$ $ Campaign 3
Making it all work Sales person Prospect CRM Trade Show Website
Turn data into information CRM Data Extraction / Mining
Return on Investment (Sales and Opportunities) 791% OROI 535% SROI OROI = Opportunity ROI SROI = Sales ROI 6886% OROI 781% SROI 809% OROI -3% SROI 5989% OROI 207% SROI 2077% OROI 89% SROI 878% OROI 259% SROI 948% OROI 266% SROI 262% OROI -16% SROI
Budgeting Precision Campaign Budget [$] required Sales due to marketing [%] CPL [$] Sales Target [$] X = X ASP [$] Lead2Close [%] (Number of Deals marketing needs to generate) (Cost per Deal)
Contact information: Ian Gilbert igilbert@intrepidequity.com Cadman Chui cadman_chui@yahoo.com
DiscussionUse the Q&A tool Twitter: #IYV2010Email: cdnsol@microsoft.com
On Demand – Past Series:Starting a new BusinessReducing your SaaS Dev Costs with PaaSWhy Competitive ISVs Switch to Microsoft ISV Royalty & SPLA LicensingYour Web Potential with MS Web Platform www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast.