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Webinar Metrics That Matter In Lead-To-Revenue Management

Join Lori Wizdo, Principal Analyst, on March 26, 2013, at 10:55 a.m. Eastern time to learn about lead-to-revenue management and the important metrics that shape marketing practices. Discover how to measure, report, and improve your marketing efforts. #L2RM

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Webinar Metrics That Matter In Lead-To-Revenue Management

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  1. WebinarMetrics That Matter In Lead-To-Revenue Management Lori Wizdo, Principal Analyst March 26, 2013. Call in at 10:55 a.m. Eastern time

  2. What is lead-to-revenue management? Forrester defines L2RM as: Attract Capture Expand Nurture Extend Deliver Solve Convert Source: October 26, 2011, “Metrics That Matter For B2B Marketers” Forrester report A set of integrated goals, processes, and metrics that shapes marketing practices, from lead generation to revenue events that is designed around the buyer and calibrated to revenue performance across the customer life cycle.

  3. #L2RM The current state of marketing process maturity “Are the following processes for following demand management defined, well-documented, and consistently followed?” All (N = 75) >50% (N = 75) US (N = 163) EMEA (N = 163) Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

  4. The order of play today • Why measure? • What to measure? • When to measure? • What to report?

  5. Why measure? TO PROVE MARKETING IS NOT A COST CENTER Peter Drucker, 1974 “There is only one valid definition of business purpose: to create a customer. (And) because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation. “Marketing and innovation produce results; all the rest are ‘costs.’”

  6. Why measure? (cont.) TO DEMONSTRATE OUR IMPACT ON THE L2RM GOALS What do they do with all that money? What do they do all day? And I’ll get no help from marketing. We should fire the whole lot and hire more reps. I have a HUGE number to hit this year. Or just raise commissions!

  7. Why measure? (cont.) To identify opportunities for continuous improvement in a complex process

  8. The order of play today • Why measure? • What to measure? • When to measure? • What to report?

  9. Obviously, revenue “What are the most important measurements for your marketing team?” Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2B Marketing Organizations And Investments Survey

  10. Where does that leave you when you fall short? On average, only 50% of B2B pipelines are marketing sourced. Base: 216 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

  11. #L2RM Success is not coming from putting more into this output machine! You can’t get there from here! Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

  12. Measure L2R with a set of holistic metrics

  13. Typical volume metrics VOLUME IS THE RAW MATERIAL IN THE MANUFACTURE OF LEADS

  14. Typical velocity metrics VELOCITY HELPS PINPOINT PROCESS EXECUTION SHORTFALLS

  15. Typical value metrics IT’S OFTEN QUICKER TO “MOVE THE NEEDLE” WITH VALUE OVER VOLUME

  16. Typical efficiency metrics EFFICIENCY METRICS ARE THE KEY TO PROFITABLE REVENUE GROWTH

  17. Typical effectiveness metrics THE “CLASSIC” FUNNEL METRIC IS A KEY COMPONENT OF FUNNEL HEALTH

  18. Top performers measure more “How do you measure funnel health?” Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

  19. The order of play today • Why measure? • What to measure? • When to measure? • What to report?

  20. Results-chain modeling helps us keep a focus on key outcomes Only measure at points that help drive outcomes!

  21. Key measurement points: target prospects

  22. Key measurement points: inbound traffic

  23. Key measurement points: marketing-qualified lead

  24. Key measurement points: sales-qualified lead

  25. Key measurement points: sales-accepted lead

  26. Key measurement points: pipeline opportunity

  27. Key measurement points: customer/sale/deal

  28. Key measurement points: customer advocate

  29. The order of play today • Why measure? • What to measure? • When to measure? • What to report?

  30. Manage tactically. Report strategically

  31. It takes a long time to “move the needle”; set yourself up for some quick wins . . . .

  32. Key takeaways

  33. Lori Wizdo +1 617.613.8805 lwizdo@forrester.com Twitter: @loriwizdo Engage beyond this event Community — http://forr.com/CommunityTM Blog — http://forr.com/BlogTM Twitter — http://forr.com/ForrTwitter

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