Hierarchy of Marketing Metrics: Measuring Success Like a CFO

Size: px
Start display at page:

Download "Hierarchy of Marketing Metrics: Measuring Success Like a CFO"

Transcription

1 Hierarchy of Marketing Metrics: Measuring Success Like a CFO Kathleen Schaub, Vice President, CMO Advisory & Customer Experience IDC Web Conference 7 September 2017

2 The Bad News: Marketing ROI is an Incredible Challenge No standard definition of marketing ROI Complexity blurs cause and effect Lack of data Incredible data diversity 2

3 What CFOs Want to Know What criteria should I use to determine the marketing budget? How are you measuring the impact of your work on outcomes that count? 3

4 What criteria should I use to determine the marketing budget? 4

5 Recognize Uncertainty Marketing funds are risked, not spent Marketing is a behavioral science (its about people, not things) Much like the stock market Marketing is not a candy machine 5

6 Why Benchmark for Your Budget? Competitive Sector Types of products and services (today and tomorrow) Business model Company Size Economies of scale Share services Growth Expectations Opportunities for your product portfolio External tailwinds or headwinds Sales capacity 6

7 How are you measuring the impact of your work on outcomes that count? 7

8 IDC s Hierarchy of Marketing Metrics Level 1: Corporate Metrics Revenue Profit Market share Growth Level 2: Operational Metrics Performance Examples: Pipeline contribution Pipeline acceleration & quality Sales enablement Customer attraction Reputation management Customer satisfaction & loyalty Productivity Examples: Investment management Staff efficiency Program efficiency Capability maturity Data quality, utilization, alignment, & management Technology modernization & management Manage the Company Manage the Marketing Function Level 3: Execution Metrics Productivity & Performance of Specific Elements Examples: Campaigns Media Events Teams & individuals Product lines Regions Regions Messages / contents Websites Manage Marketing Activities IDC 8

9 IDC s Hierarchy of Marketing Metrics Level 1: Corporate Metrics Revenue Profit Market share Growth Level 2: Operational Metrics Performance Examples: Pipeline contribution Pipeline acceleration & quality Sales enablement Customer attraction Reputation management Customer satisfaction & loyalty Productivity Examples: Investment management Staff efficiency Program efficiency Capability maturity Data quality, utilization, alignment, & management Technology modernization & management Level 3: Execution Metrics Productivity & Performance of Specific Elements Examples: Campaigns Media Events Teams & individuals Product lines Regions Regions Messages / contents Websites Share Operational Metrics Manage the Marketing Function With the C-Suite 9

10 Marketing Performance Metrics Today Level 1: Corporate Metrics Revenue Profit Market share Growth Level 2: Operational Metrics Performance Examples: Pipeline contribution Pipeline acceleration & quality Sales enablement Customer attraction Reputation management Customer satisfaction & loyalty Productivity Examples: Investment management Staff efficiency Program efficiency Capability maturity Data quality, utilization, alignment, & management Technology modernization & management Some performance processes are Very Concrete: Easier to link to business results Some are Moderately Concrete: Mixed ability to link to business results Level 3: Execution Metrics Productivity & Performance of Specific Elements Examples: Campaigns Media Events Teams & individuals Product lines Regions Regions Messages / contents Websites Some are Less Concrete: Challenging to link to business results 10

11 The Customer Journey IDC s Customer Experience Loop Creation Loop Loyalty Loop Source: IDC

12 Very Concrete Revenue! 12

13 Performance Metrics Pipeline Contribution (Very Concrete) Buyer s Journey Stages Exploration 4.6 Months Evaluation 3.7 Months Purchase 2.8 Months Unidentified Contact Suspect 10% 30% 50% 70% 90% Sales Pipeline Probability EXAMPLE METRICS Value of marketing-sourced opportunities Source: IDC IT Buyer Experience Study

14 Moderately Concrete Sales Enablement Pipeline Acceleration Extend / Renew / Advocacy 14

15 Performance Metrics Sales Enablement (Moderately Concrete) Buyer s Journey Stages Exploration 4.6 Months Evaluation 3.7 Months Purchase 2.8 Months Unidentified Contact Suspect 10% 30% 50% 70% 90% Sales Pipeline Probability EXAMPLE METRICS Sales satisfaction/ NPS / content usage Win/loss rates against key competitors Quota attainment improvements Time to quota (onboarding) Faster sales cycle 15

16 Performance Metrics Pipeline Acceleration (Moderately Concrete) Buyer s Journey Stages Exploration 4.6 Months Evaluation 3.7 Months Purchase 2.8 Months Unidentified Contact Suspect 10% 30% 50% 70% 90% Sales Pipeline Probability EXAMPLE METRICS Value of marketing touched opportunities Customer decision-journey conversion ratios Faster sales cycle 16

17 Performance Metrics Extend / Renew (Moderately Concrete) IDC s Customer Experience Loop Creation Loop Loyalty Loop Source: IDC

18 Loyalty Loop: Example Metrics Use and Expand Stage Renewal Stage Advocacy Stage Customer Retention Rate: Are gaining traction or losing it? Upsell/Cross-sell/Renewal Ratios: Willingness to buy other products. Adoption Ratios: Depth of usage. Share-of-Wallet: Quantifies the percentage of budget dollar a customer spends on your brand each year as compared to others. Market share: Similar to Share-of-Wallet, measures at the aggregate level. Net Promoter Score (NPS): Representation of whether a customer will recommend your products. Reference Pipeline: Number of customers willing to serve at different categories of reference and referral. 18

19 Less Concrete Thought Leadership Brand Attraction & Advertising Influence Social Media Public Relations IDC 19

20 Performance Metrics Attraction and Influence (Less Concrete) Buyer s Journey Stages Exploration 4.6 Months Evaluation 3.7 Months Purchase 2.8 Months Unidentified Contact Suspect 10% 30% 50% 70% 90% Sales Pipeline Probability 20

21 Why CFOs Don t Care about Attraction & Influence Time Lag: Early interactions often don t impact revenue for several quarters Conflicting priorities: CFOs may care more about other investment opportunities Lack of proof: Little data to link early interactions and influence to business results Low understanding: CFOs often not knowledgeable about behavioral science, user experience, persuasion, and innovation adoption And.Marketing is not always right 21

22 3 Ways to Assert Attraction & Influence Value Conversion Metrics Connect early interaction results to more concrete downstream outcomes Proxy Comparisons Compare influence metrics to more well-understood metrics or to competitors standing Advanced Analytics Lots of data and sophisticated algorithms Search results to web visits Ad/campaign responses to key content downloads Total new visits to web New logos in key segments attending webcast Share-of-voice (higher or lower than market share) Influencer perception of innovation messages Social media sentiment Brand perception Brand recognition Propensity to buy Hidden correlations Behavioral indicators 22

23 Marketing Productivity Metrics Level 1: Corporate Metrics Revenue Profit Market share Growth Level 2: Operational Metrics Performance Examples: Pipeline contribution Pipeline acceleration & quality Sales enablement Customer attraction Reputation management Customer satisfaction & loyalty Productivity Examples: Investment management Staff efficiency Program efficiency Capability maturity Data quality, utilization, alignment, & management Technology modernization & management Are you in control? Trust Transparency Tracking Level 3: Execution Metrics Productivity & Performance of Specific Elements Examples: Campaigns Media Events Teams & individuals Product lines Regions Regions Messages / contents Websites 23

24 KPIs for Company Assets Entrusted to the CMO Money People Data Technology IDC 24

25 Essential Guidance 25

26 Essential Guidance Keep it Operational Level 1: Corporate Metrics Revenue Profit Market share Growth Level 2: Operational Metrics Performance Examples: Pipeline contribution Pipeline acceleration & quality Sales enablement Customer attraction Reputation management Customer satisfaction & loyalty Productivity Examples: Investment management Staff efficiency Program efficiency Capability maturity Data quality, utilization, alignment, & management Technology modernization & management DO Share Report outcomes not activities Level 3: Execution Metrics Productivity & Performance of Specific Elements Examples: Campaigns Media Events Teams & individuals Product lines Regions Regions Messages / contents Websites Keep these to manage marketing 26

27 Essential Guidance Keep it Simple Limit the number of KPI s: Most CEO s use 5-10 metrics to manage their business. Be consistent: Avoid the metrics du jour. CMO will gain credibility by reporting on the same metrics over long periods of time. Single source: Some metrics should be shared between two groups (ex. Marketing and Sales). Consider your dashboard to be a company dashboard rather than just marketing. Talk business language, not marketing. 27

28 Essential Guidance Crawl. Walk. Run. Race to Data!! 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Percentage of Campaign Spend that Can be Quantified LOW Data HIGH Data Period 1 Period 2 Period 3 Period 4 Period 5 Data-supported Heuristics Not Measurable IDC 28

29 Essential Guidance Benchmark Identify critical KPIs Relative comparison Areas for improvement IDC 29

30 Questions? Kathleen Schaub Vice President IDC CMO Advisory Service and Customer 30

The Economics of Sales/Marketing/Product Alignment. Jesse Mendelson Service Director SiriusDecisions

The Economics of Sales/Marketing/Product Alignment. Jesse Mendelson Service Director SiriusDecisions The Economics of Sales/Marketing/Product Jesse Mendelson Service Director SiriusDecisions Our Business Advisory Advisory Designed for executives and teams to help define strategy and support the execution

More information

Portfolio Marketing. Research and Advisory Service

Portfolio Marketing. Research and Advisory Service Portfolio Marketing Research and Advisory Service SiriusDecisions Team Jeff Lash VP and Group Director, Go-to-Market Christina McKeon Service Director, Portfolio Marketing Tyler Anderson Team Leader, Account

More information

I D C M A R K E T S P O T L I G H T

I D C M A R K E T S P O T L I G H T I D C M A R K E T S P O T L I G H T T h e R o l e o f Marketing in Customer Ad vo c a c y June 2017 Adapted from What Is Marketing's Role in Customer Loyalty and Advocacy? Examining the Role of Post-Purchase

More information

Customer Advocacy: Its Impact on Demand Creation

Customer Advocacy: Its Impact on Demand Creation May 26, 2016 Customer Advocacy: Its Impact on Demand Creation Jen Horton Sr. Research Director Lisa Nakano Research Director Intuitively You Know It s Good 2 Executive Summary Key issues Customer experience

More information

Seven Steps for Identifying the Right Marketing Metrics

Seven Steps for Identifying the Right Marketing Metrics WHITE PAPER Seven Steps for Identifying the Right Marketing Metrics FI Marketers Need Proven Metrics to Justify Budgets & Value FINANCIAL BRAND MARKETING SURVEY 15 % WE HAVE A GOOD IDEA HOW MUCH WE GET

More information

How to Conduct an End-of-Year SOCIAL MEDIA AUDIT. That Will Drive Results & Impress Your Boss

How to Conduct an End-of-Year SOCIAL MEDIA AUDIT. That Will Drive Results & Impress Your Boss How to Conduct an End-of-Year SOCIAL MEDIA AUDIT That Will Drive Results & Impress Your Boss The End-of-Year Social Media Audit While social marketers tend to think in terms of real-time and future campaigns,

More information

The marketer s guide to personalization

The marketer s guide to personalization The marketer s guide to personalization Improving customer engagement in a digital world 2013/2014 Table of contents 02 Introduction to personalization in a digital world 05 The buyer journey: converting

More information

IDC's Tech Marketing Benchmark Survey, 2017: Executive Summary of Results

IDC's Tech Marketing Benchmark Survey, 2017: Executive Summary of Results TDC I Arkatyze the. Future -rz-a. - - _-. w. grl,j _,4 wir "'op,. IDC PERSPECTIVE IDC's Tech Marketing Benchmark Survey, 207: Executive Summary of Results Warren Lane Kathleen Schaub EXECUTIVE SNAPSHOT

More information

Inbound Marketing Demystified: Data From The Field. Jay Gaines Group Director, Demand

Inbound Marketing Demystified: Data From The Field. Jay Gaines Group Director, Demand Inbound Marketing Demystified: Data From The Field Jay Gaines Group Director, Demand Strategies @izjay About SiriusDecisions 2 Executive Summary Key issues Inbound is a required part of an effective b-to-b

More information

THE B2B MARKETER S GUIDE TO ACCOUNT-BASED MEASUREMENT

THE B2B MARKETER S GUIDE TO ACCOUNT-BASED MEASUREMENT THE B2B MARKETER S GUIDE TO ACCOUNT-BASED MEASUREMENT Introduction B2B measurement can be tricky. With all the data out there today, it can be difficult to measure and report on the right things. Especially

More information

The Anatomy of a B-to-B Marketing Plan

The Anatomy of a B-to-B Marketing Plan May 26, 2016 The Anatomy of a B-to-B Marketing Plan Craig Moore Service Director Marcia Trask Research Director 2 2016 SiriusDecisions. All Rights Reserved 3 2016 SiriusDecisions. All Rights Reserved Executive

More information

EXPERT ABM MOVING BEYOND DEMAND GEN WITH ABM. #ExpertABM 8 TH NOVEMBER Mimi Rosenheim, Snr. Director Web Marketing, Demandbase

EXPERT ABM MOVING BEYOND DEMAND GEN WITH ABM. #ExpertABM 8 TH NOVEMBER Mimi Rosenheim, Snr. Director Web Marketing, Demandbase EXPERT ABM MOVING BEYOND DEMAND GEN WITH ABM 8 TH NOVEMBER 2018 Mimi Rosenheim, Snr. Director Web, Demandbase #ExpertABM MOVING BEYOND DEMAND GEN WITH ABM #ExpertABM THE THREE TYPES OF ABM IN PRACTICE

More information

How to Sell Marketing Automation to Executives

How to Sell Marketing Automation to Executives How to Sell Marketing Automation to Executives 1 MODERN MARKETING IS POWERED BY MARKETING AUTOMATION You know you can t excel at marketing using email blasts and spreadsheets. You need marketing automation.

More information

Marketing Automation. He won t (or shouldn t) pester the CFO or bombard with information about irrelevant products.

Marketing Automation. He won t (or shouldn t) pester the CFO or bombard with information about irrelevant products. acts as a centralised control centre to manage all your marketing activities. It provides the tools to refine, execute and measure unique approaches for different audiences, in order to better influence

More information

The Five Essential Practices of the Data- Savvy Organization

The Five Essential Practices of the Data- Savvy Organization The Five Essential Practices of the Data- Savvy Organization Marketers are caught in a downward spiral of reporting past performance to continually prove the value of marketing. They must begin using marketing

More information

EMBARK ON THE ACCOUNTABILITY MARKETING JOURNEY THE FORBES MARKETING ACCOUNTABILITY INITIATIVE

EMBARK ON THE ACCOUNTABILITY MARKETING JOURNEY THE FORBES MARKETING ACCOUNTABILITY INITIATIVE EMBARK ON THE MARKETING ACCOUNTABILITY JOURNEY A Proven Process For Continuous Improvement In Marketing Performance THE FORBES MARKETING ACCOUNTABILITY INITIATIVE Powered by THE CHALLENGE: PROVE AND GROW

More information

HOW TO CREATE A CUSTOMER SUCCESS PLAN. A step-by-step guide to delivering on expectations and ensuring success

HOW TO CREATE A CUSTOMER SUCCESS PLAN. A step-by-step guide to delivering on expectations and ensuring success HOW TO CREATE A CUSTOMER SUCCESS PLAN A step-by-step guide to delivering on expectations and ensuring success The definition of success will differ from customer to customer, with an endless number of

More information

1 of 6 6/11/2010 1:28 PM

1 of 6 6/11/2010 1:28 PM GMPRO - June 2010- Print Pages http://gmpro.texterity.com/gmpro/201006//print_submit.action?articletit... 1 of 6 6/11/2010 1:28 PM GMPRO - June 2010- Print Pages http://gmpro.texterity.com/gmpro/201006//print_submit.action?articletit...

More information

Measuring Customer Health To Drive The Right Conversations

Measuring Customer Health To Drive The Right Conversations A Forrester Consulting Thought Leadership Paper Commissioned By Gainsight May 2014 Measuring Customer Health To Drive The Right Conversations Table Of Contents Monitoring Your Customer s Health Score For

More information

Social Media Analytics Create Relationships.Build Advocacy.Improve Loyalty.

Social Media Analytics Create Relationships.Build Advocacy.Improve Loyalty. Social Media Analytics Create Relationships.Build Advocacy.Improve Loyalty. Kiran Subbaraman, @kirsn 1 Increasingly, customer acquisition is more nuanced. Generating loyalty is the new marketing imperative

More information

Nuance Loop Mobile Marketing and Advertising Services

Nuance Loop Mobile Marketing and Advertising Services Nuance Loop Mobile Marketing and Advertising Services 2 Contextual Marketing for personalized, real-time and interactive marketing campaigns Mobile operators face increasing pressure on traditional revenue

More information

A BIT ABOUT US. Richardson and our clients are highly recognized and have won numerous industry awards, including the following:

A BIT ABOUT US. Richardson and our clients are highly recognized and have won numerous industry awards, including the following: Founded in 1978, we are headquartered in Philadelphia and have international offices in the UK, Singapore, Australia, and additional satellite offices around the globe. A BIT ABOUT US We re Richardson,

More information

The New Marketing Metrics for B2B. Measurements that really matter to the success of your business

The New Marketing Metrics for B2B. Measurements that really matter to the success of your business The New Marketing Metrics for B2B Measurements that really matter to the success of your business Table of Contents Introduction Step 1: Analyze Your Customer s Buying Process Step 2: Identify Your Marketing

More information

MONETIZING CUSTOMER EXPERIENCE

MONETIZING CUSTOMER EXPERIENCE MONETIZING CUSTOMER EXPERIENCE By Janet LeBlanc President Janet LeBlanc + Associates Inc. Management guru Peter Drucker, often referred to as the founder of modern management, famously proclaimed the purpose

More information

MARKETING AUTOMATION BROUGHT TO YOU BY. SuccessFlow

MARKETING AUTOMATION BROUGHT TO YOU BY. SuccessFlow MARKETING AUTOMATION A TA C T I C A L G U I D E T O S U C C E S S BROUGHT TO YOU BY SuccessFlow How do successful companies manage marketing automation? WHAT OUTCOMES YOU SHOULD EXPECT Beginning purely

More information

VOICE OF THE CUSTOMER: HOW TO PROPERLY LISTEN & ACT ON CUSTOMER NEEDS

VOICE OF THE CUSTOMER: HOW TO PROPERLY LISTEN & ACT ON CUSTOMER NEEDS RR VOICE OF THE CUSTOMER: HOW TO PROPERLY LISTEN & ACT ON CUSTOMER NEEDS March 2018 Omer Minkara VP & Principal Analyst Contact Center & Customer Experience Management LinkedIn, Twitter This report highlights

More information

Distributed Marketing

Distributed Marketing Distributed Marketing What is distributed marketing? Distributed marketing is a model adopted by organizations who have both a central (corporate) marketing function as well as local (distributed) marketing

More information

ABM: The Revolution Continues

ABM: The Revolution Continues ABM: The Revolution Continues ZoomInfo Growth Summit September 13, 2016 Bob Peterson Senior Research Director What We re Going to Cover Today ABM Definitions and Foundational Concepts Technology Considerations

More information

NUANCE COMMUNICATIONS CUSTOMER SUCCESS STORY

NUANCE COMMUNICATIONS CUSTOMER SUCCESS STORY NUANCE COMMUNICATIONS CUSTOMER SUCCESS STORY The Closed Loop Feedback Process Proves to Be a Valuable Tool for Resolving Customer Issues in a Timely Manner, Leading to Increased Customer Loyalty and Satisfaction

More information

Accelerate Your CX Journey

Accelerate Your CX Journey FOR E S E E CAS E STU DIES A N D A T HRE E -ST E P, P HASE D A PPROACH TO CX M E ASURE ME NT Accelerate Your CX Journey 2016 ForeSee Why is it so tough to get CX right? Every brand today is facing the

More information

WHITE PAPER. Integrated customer insights

WHITE PAPER. Integrated customer insights WHITE PAPER Integrated customer insights Customer centricity is the new voice for brands the world over. Every brand will have online and offline customers, depending on the touch points they wish to deal

More information

Choosing the Right Tools for an ABM Strategy...4 CRM...4 Marketing Automation...5 Data Analytics Software...6 Digital Advertising...

Choosing the Right Tools for an ABM Strategy...4 CRM...4 Marketing Automation...5 Data Analytics Software...6 Digital Advertising... Contents What is Account-Based Marketing?...3 Choosing the Right Tools for an ABM Strategy...4 CRM...4 Marketing Automation...5 Data Analytics Software...6 Digital Advertising...6 Account-Based Marketing

More information

Measurement Dashboards That Communicate the Business Value of Your Communications Programs

Measurement Dashboards That Communicate the Business Value of Your Communications Programs Measurement Dashboards That Communicate the Business Value of Your Communications Programs PR News PR Measurement Workshop November 16, 2016 Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com

More information

Learning and Analytics

Learning and Analytics SAP SuccessFactors White Paper Business Briefing Learning and Analytics Why learning with analytics bridges the gaps in your workforce s capabilities, improves performance and delivers a quantifiable ROI

More information

The ROI of Recommendation via WoM and Social Media

The ROI of Recommendation via WoM and Social Media What s the ROI of Social Media? The ROI of Recommendation via WoM and Social Media A recommendation from a friend is the most trusted source of information when it comes to making a purchase decision David

More information

Physician Marketing & Outreach Growing Referring Physician Lifetime Value

Physician Marketing & Outreach Growing Referring Physician Lifetime Value Growing Referring Physician Lifetime Value Gelb, An Endeavor Management Company 1011 Highway 6 South P + 281.759.3600 Suite 120 F + 281.759.3607 Houston, Texas 77077 www.gelbconsulting.com Overview Today

More information

Trusted Analytics An Analytical Framework That Aligns Your Organization For Better Decision Making

Trusted Analytics An Analytical Framework That Aligns Your Organization For Better Decision Making Trusted Analytics An Analytical Framework That Aligns Your Organization For Better Decision Making 1 Contents ZAP Enterprise Analytics... 3 Sales... 4 Benefits for Sales Teams.... 5 Metric Highlights....

More information

IBM Cognos Consumer Insight

IBM Cognos Consumer Insight IBM Cognos Consumer Insight Create Relationships. Build Advocacy. Improve Loyalty. Marco Loprete Enhancing Customer Loyalty is the Top Digital Priority Enhance customer loyalty/advocacy 67% Deploy tablet/mobile

More information

Marketing Technology Platform Overview

Marketing Technology Platform Overview Marketing Technology Platform Overview What is Marketing Automation? The Right Message To the Right Person At the Right Time Technology that helps streamline, automate and measure marketing activities

More information

The 2018 Social Metrics Map

The 2018 Social Metrics Map A Sprout Social Company GUIDE The 2018 Social Metrics Map How to Tie Owned, Earned, and Paid Social Media to Business Goals Introduction earned, and paid social media strategy to the relevant KPIs and

More information

Computing the Business Value of Marketing & Communications

Computing the Business Value of Marketing & Communications Computing the Business Value of Marketing & Communications Dave Cote, CEO, Honeywell: A giant dashboard of disconnected data is not a portrait of business value. Fortune 1000 CxOs Speak Out: Takeaways

More information

10 Reasons to Consider Marketing Automation

10 Reasons to Consider Marketing Automation 10 Reasons to Consider Marketing Automation 1 As a marketer, you face daunting expectations and goals. You are probably expected to generate successful outcomes in less time, and in a digital age where

More information

A WebAttract Webinar User Case Study Bright Hub, Inc. Live Webinar Was Delivered on June 17, 2009

A WebAttract Webinar User Case Study Bright Hub, Inc.  Live Webinar Was Delivered on June 17, 2009 A WebAttract Webinar User Case Study Bright Hub, Inc. www.brighthub.com Live Webinar Was Delivered on June 17, 2009 The Company New York based Bright Hub, Inc. is the fastest growing expert writer community

More information

2006 Marketing ROI Process & Measurements Trend Study

2006 Marketing ROI Process & Measurements Trend Study 2006 Marketing ROI Process & Measurements Trend Study The second annual research study presents trends in the use of ROI metrics and measurement methodologies, as well as the planning process, funding

More information

Marketing Priorities for Improving Engagement

Marketing Priorities for Improving Engagement ABBREVIATED SUMMARY ITSMA HBC November 2017 UNDERSTANDING CHANGING BUYER BEHAVIOR: Marketing Priorities for Improving Engagement Julie Schwartz Senior Vice President, Research and Thought Leadership, ITSMA

More information

MARKETING DARK DATA: 5 DARK DATA SOURCES THAT LEAD TO BETTER MARKETING INSIGHTS WITH IBM WATSON ANALYTICS AND COGNOS ANALYTICS

MARKETING DARK DATA: 5 DARK DATA SOURCES THAT LEAD TO BETTER MARKETING INSIGHTS WITH IBM WATSON ANALYTICS AND COGNOS ANALYTICS MARKETING DARK DATA: 5 DARK DATA SOURCES THAT LEAD TO BETTER MARKETING INSIGHTS WITH IBM WATSON ANALYTICS AND COGNOS ANALYTICS There are greater opportunities and means to reach target audiences today

More information

Rethinking branding metrics: how to turn brand consideration into a performance metric

Rethinking branding metrics: how to turn brand consideration into a performance metric Rethinking branding metrics: how to turn brand consideration into a performance metric Rethinking branding metrics: how to turn brand consideration into a performance metric Many companies struggle with

More information

Measuring to demonstrate. Which metrics should you use and when?

Measuring to demonstrate. Which metrics should you use and when? Measuring to demonstrate value in a tough economy Which metrics should you use and when? by Merry Elrick If you calculate ROI with help from the C-suite, you will have the quantitative rigor required to

More information

BLUEPRINT FOR SUCCESS

BLUEPRINT FOR SUCCESS The Social Media Marketer s BLUEPRINT FOR SUCCESS INTRODUCTION In any practice, you have to focus on the foundations before you can expand. Social media marketing is no exception, but as a young industry,

More information

Welcome to the Consumer Revolution

Welcome to the Consumer Revolution Welcome to the Consumer Revolution How Insurers Can Heed the Voice of Customers, Rethink Relationships & Embrace Innovation to Drive Profitability & Market Leadership Life-Annuity Insurance Key Welcome

More information

Customer Advocacy: The B-to-B Secret Sauce. Lisa Nakano Service Director Customer Engagement Strategies Service April 2017

Customer Advocacy: The B-to-B Secret Sauce. Lisa Nakano Service Director Customer Engagement Strategies Service April 2017 Customer Advocacy: The B-to-B Secret Sauce Lisa Nakano Service Director Customer Engagement Strategies Service April 2017 Our Business Advisory Advisory Designed for executives and teams to help define

More information

2012 Marketing Budget Allocations and Trends Survey

2012 Marketing Budget Allocations and Trends Survey 2012 Marketing Budget Allocations and Trends Survey ITSMA's annual give-to-get survey on marketing trends and spending provides vital data and insight that marketers need to benchmark their performance.

More information

CALCULATING THE ROI OF LEAD NURTURING

CALCULATING THE ROI OF LEAD NURTURING Definitive Guide to Lead Nurturing Lead Calculating the ROI of Lead Nurturing In Part One of the Definitive Guide to Lead Nurturing, we learned the value of lead nurturing done well, and in Parts Two and

More information

Building Your Content Marketing Measurement Program From The Ground Up. Jon Wuebben CEO, Content Launch

Building Your Content Marketing Measurement Program From The Ground Up. Jon Wuebben CEO, Content Launch Building Your Content Marketing Measurement Program From The Ground Up Jon Wuebben CEO, Content Launch Content Launch Who are We? We develop high quality, search engine optimized, sharable content that

More information

Don t get left behind: Return on ad spend is out, Customer Lifetime Value is in

Don t get left behind: Return on ad spend is out, Customer Lifetime Value is in Don t get left behind: Return on ad spend is out, Customer Lifetime Value is in Author Matt Lawson Published Oct 2017 Topics Consumer Services, Data & Measurement, Experience & Design T o charge ahead

More information

Above the Funnel How to Measure (and Grow) Your Lead Pipeline Sales Readiness Series

Above the Funnel How to Measure (and Grow) Your Lead Pipeline Sales Readiness Series Above the Funnel How to Measure (and Grow) Your Lead Pipeline Hosts Dan Hudson 3FORWARD President, Co-Founder Dan.Hudson@ Matt Smith 3FORWARD Exec VP, Co-Founder Matt.Smith@ 2 Lead Ready tm from 3FORWARD

More information

Revolutionizing your sales strategy through Modern Selling (APAC) Robin Prince

Revolutionizing your sales strategy through Modern Selling (APAC) Robin Prince Revolutionizing your sales strategy through Modern Selling (APAC) Robin Prince Enterprise Relationship Manager APAC TODAY S AGENDA 1 2 3 Introduction Integrating to Modern LinkedIn into your Discover how

More information

10 Reasons to Consider Marketing Automation

10 Reasons to Consider Marketing Automation 10 Reasons to Consider Marketing Automation 1 Introduction As a marketer, you face daunting expectations and goals. You are probably expected to generate successful outcomes in less time, and in a digital

More information

Oracle CRM On Demand to Oracle Marketing Cloud (Eloqua)

Oracle CRM On Demand to Oracle Marketing Cloud (Eloqua) Integration Information Pack Oracle CRM On Demand to Oracle Marketing Cloud (Eloqua) Last Updated: June 2016 Copyright 2016 Oracle and/or its affiliates. All rights reserved. Safe Harbor Statement The

More information

The new metric that matters. September 6, 2018

The new metric that matters. September 6, 2018 The new metric that matters September 6, 2018 Session roadmap 1. Current environment of consumerism in healthcare 2. The +/- impacts of loyalty on your organization 3. Industry tools and metrics that assess

More information

Answering The Ultimate Question

Answering The Ultimate Question The Big Idea Answering The Ultimate Question Richard Owen and Laura L. Brooks, PhD Fred Reichheld's 2006 book The Ultimate Question that question being, "How likely is it that you would recommend this

More information

A BUSINESS CASE FOR B2B MARKETING AUTOMATION

A BUSINESS CASE FOR B2B MARKETING AUTOMATION A BUSINESS CASE FOR B2B MARKETING AUTOMATION TURN MARKETING INTO A REVENUE DRIVER RATHER THAN A COST CENTER 1. Generate and Nurture Leads 2. Align Sales and Marketing 3. Measure Results and Optimize Investments

More information

How to build a sales enablement strategy: first steps. The framework and the metrics you need to succeed

How to build a sales enablement strategy: first steps. The framework and the metrics you need to succeed How to build a sales enablement strategy: first steps The framework and the metrics you need to succeed 1 Introduction Sales enablement is critical for companies looking to foster happy, quota- meeting

More information

5 Ways to Blow Away Your C-suite ABBY ATKINSON SENIOR MANAGER FIREEYE LIGHTHOUSE PROGRAM

5 Ways to Blow Away Your C-suite ABBY ATKINSON SENIOR MANAGER FIREEYE LIGHTHOUSE PROGRAM 5 Ways to Blow Away Your C-suite ABBY ATKINSON SENIOR MANAGER FIREEYE LIGHTHOUSE PROGRAM How does your C-suite view your program? Cost Center vs. Value Center Sales Reference Program Customer Testimonials

More information

As always, ITSMA will hold individual company data in strict confidence. Data will only be reported in aggregate.

As always, ITSMA will hold individual company data in strict confidence. Data will only be reported in aggregate. Welcome ITSMA's annual "give-to-get" survey on marketing trends and spending provides vital data and insight that marketers need to benchmark their performance. This study is a critical component of the

More information

Microsoft Dynamics Gold Partner Microsoft Dynamics 365. Sales (CRM)

Microsoft Dynamics Gold Partner Microsoft Dynamics 365. Sales (CRM) Microsoft Dynamics Gold Partner Microsoft Dynamics 365 Sales (CRM) Overview Turn relationships into revenue Go beyond sales force automation with Dynamics 365 for Sales, enabling you to better understand

More information

Quality Metrics Enable Marketing's Ability to Influence Strategic Direction by Laura Patterson

Quality Metrics Enable Marketing's Ability to Influence Strategic Direction by Laura Patterson Quality Metrics Enable Marketing's Ability to Influence Strategic Direction by Laura Patterson Various studies for the past several years from the Association of National Advertisers, Frost & Sullivan,

More information

PERSPECTIVE. Customer Loyalty Quotient Strategy: Key to an emotional connect with customers. Abstract

PERSPECTIVE. Customer Loyalty Quotient Strategy: Key to an emotional connect with customers. Abstract PERSPECTIVE Customer Loyalty Quotient Strategy: Key to an emotional connect with customers Abstract In the current scenario, creating the ultimate customer experience that appeals to both head and heart

More information

Mobile Advertising: B2C Brands Mature, But Bad Habits Die Hard MMA Webinar Series March 13, 2018

Mobile Advertising: B2C Brands Mature, But Bad Habits Die Hard MMA Webinar Series March 13, 2018 Mobile Advertising: B2C Brands Mature, But Bad Habits Die Hard MMA Webinar Series March 13, 2018 Sponsored by: MMA IS 800+ MEMBERS STRONG GLOBALLY MARKETERS, AGENCIES, MEDIA SELLERS, TECHNOLOGY & OPERATORS

More information

THE ULTIMATE KPI LIBRARY FOR TRACKING CPQ PERFORMANCE

THE ULTIMATE KPI LIBRARY FOR TRACKING CPQ PERFORMANCE WHITE PAPER By Jane Labyer, Mrinal (MG) Gurbaxani and Jeff Robinson THE ULTIMATE KPI LIBRARY FOR TRACKING CPQ PERFORMANCE Realize Your Potential THE ULTIMATE KPI LIBRARY FOR TRACKING CPQ PERFORMANCE JANE

More information

2017 Home Improvement Retailer Satisfaction Study. Beyond Measure jdpower.com

2017 Home Improvement Retailer Satisfaction Study. Beyond Measure jdpower.com 2017 Home Improvement Retailer Satisfaction Study Beyond Measure jdpower.com 2017 Home Improvement Retailer Satisfaction Study Publish Date: June 7, 2017 Consumers rely on home improvement retailers in

More information

proving value through data

proving value through data 1 GUIDE proving value through data Go Beyond Cost-Based ROI Metrics 2017 Freeman. All Rights Reserved. 2 gauging the value of events With the unique ability to facilitate interpersonal engagement and deeper

More information

White Paper. Improve Your Account-Based Marketing with Content Personalization

White Paper. Improve Your Account-Based Marketing with Content Personalization White Paper Improve Your Account-Based Marketing with Content Personalization Summary Content marketers often struggle to get the best ROI on their content. Numerous solutions offer different - and often

More information

Transforming Insurance in an Era of Disruption Insight 2018

Transforming Insurance in an Era of Disruption Insight 2018 Transforming Insurance in an Era of Disruption Insight 2018 Asle Kjetil Bratteli VP Executive Programs, Nordics Digital business The creation of new business designs by blurring the digital and physical

More information

Session 204: A New World Order Managing Your Contact Center as a Business! Jeff Rumburg, Managing Partner, MetricNet

Session 204: A New World Order Managing Your Contact Center as a Business! Jeff Rumburg, Managing Partner, MetricNet 1 Session 204: A New World Order Managing Your Contact Center as a Business! Jeff Rumburg, Managing Partner, MetricNet 2 Download Today s Presentation https://www.metricnet.com/icmidemo18/ 3 Empirical

More information

Above the Funnel How to Measure (and Grow) Your Lead Pipeline Sales Readiness Series

Above the Funnel How to Measure (and Grow) Your Lead Pipeline Sales Readiness Series Above the Funnel How to Measure (and Grow) Your Lead Pipeline Hosts Dan Hudson 3forward President, Co-Founder Dan.Hudson@3forward.net Matt Smith 3forward Exec VP, Co-Founder Matt.Smith@3forward.net 2 Lead

More information

The Growth CMO Promotes a Data-Driven Culture

The Growth CMO Promotes a Data-Driven Culture The Growth CMO Promotes a Data-Driven Culture DNA for A New Breed of Marketer: The Growth CMO Promotes A Data-Driven Culture (DNA Dimension of ) // Times Have Changed. CMOs Disrupted: My destination is

More information

Professional Diploma in Digital & Social Selling

Professional Diploma in Digital & Social Selling Professional Diploma in Digital & Social Selling SPECIALIST 30-48 HOURS www.kmdc.com.my Validated by the Industry Advisory Council. Including members from ONLINE / CLASS Content Professional Diploma in

More information

Social Media Manager Job Description: a Complete Guide

Social Media Manager Job Description: a Complete Guide - Social Media Manager Job Description: a Complete Guide Duties, responsibilities and qualifications required to succeed in today's digital marketing environment - Social Media Manager Job Description:

More information

Financial Services Club 28 September 2016

Financial Services Club 28 September 2016 Financial Services Club 28 September 2016 Clinton Bell cbell@customersfirstnow.com 07941 227512 @DigitalCXetc https://uk.linkedin.com/in/clintonbelluk Reaching the digital consumer How to make the best

More information

How to build a sales enablement strategy: first steps. The framework and the metrics you need to succeed

How to build a sales enablement strategy: first steps. The framework and the metrics you need to succeed How to build a sales enablement strategy: first steps The framework and the metrics you need to succeed Introduction Sales enablement is critical for companies looking to foster happy, quotameeting sales

More information

Jerry Nichols. Global Head of Marketing Performance Management, SAP

Jerry Nichols. Global Head of Marketing Performance Management, SAP Jerry Nichols Global Head of Marketing Performance Management, SAP Brand To Cash Measuring Marketing s Impact Across the Customer Journey Jerry Nichols Global Head of Marketing Performance Management,

More information

Developing Benchmarks, Metrics, and Tracking to Determine ROI: 5 Tips to improve the value of your meetings and events

Developing Benchmarks, Metrics, and Tracking to Determine ROI: 5 Tips to improve the value of your meetings and events Developing Benchmarks, Metrics, and 1. State value using corporate objectives 2. Identify desired outcomes 3. Define convention selection metrics 4. Re-evaluate in-booth results 5. Make data visual Why

More information

Measurement Dashboards That Communicate the Business Value of Your Communications Programs

Measurement Dashboards That Communicate the Business Value of Your Communications Programs Measurement Dashboards That Communicate the Business Value of Your Communications Programs PR News PR Measurement Workshop November 16, 2016 Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com

More information

Hootsuite Enterprise. Achieving Success with Social

Hootsuite Enterprise. Achieving Success with Social Hootsuite Enterprise Achieving Success with Social Partner with Hootsuite Accelerate your social transformation Hootsuite Enterprise empowers organizations to execute business strategies for the social

More information

PR Measurement Predictions & Best Practices for 2016

PR Measurement Predictions & Best Practices for 2016 PR Measurement Predictions & Best Practices for 2016 GWU PR Research Course January 19, 2016 Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com @queenofmetrics measurementqueen@gmail.com

More information

How to Pitch Content Marketing to Your Boss

How to Pitch Content Marketing to Your Boss How to Pitch Content Marketing to Your Boss Table of Contents Frame the Discussion...4 Prepare for Objections...5 Conduct Research...8 Present the Pitch...10 As a marketing professional trying to generate

More information

Strategic Analytics Framework

Strategic Analytics Framework Strategic Analytics Framework It s all about taking actions based on insight not about data Evolution of Analytics From old school to new school PAGEVIEWS Term weblog coined 1998 Google started 1998 Netscape

More information

Drive More Revenue by Measuring and Managing Customer Lifecycle Value

Drive More Revenue by Measuring and Managing Customer Lifecycle Value Drive More Revenue by Measuring and Managing Customer Lifecycle Value The customer is at the center of every business transaction, and keeping the customer engaged has never been more vital than it is

More information

Tying Campaigns To The Bottom Line With. Buyer Engagement. How Behavioral Data Leads To Revenue-Focused Funnel Measurement SPECIAL REPORT

Tying Campaigns To The Bottom Line With. Buyer Engagement. How Behavioral Data Leads To Revenue-Focused Funnel Measurement SPECIAL REPORT Tying Campaigns To The Bottom Line With Buyer Engagement How Behavioral Data Leads To Revenue-Focused Funnel Measurement SPECIAL REPORT Introduction Marketing teams have traditionally been measured by

More information

How to become a CLTV aligned organization?

How to become a CLTV aligned organization? Abstract The significance of Customer Lifetime Value (CLTV) is now being increasingly acknowledged among the decision makers around the world. However, only a few actually take the plunge and implement

More information

Acknowledgments... iii. Part 1: Marketing in Banking... 1

Acknowledgments... iii. Part 1: Marketing in Banking... 1 CONTENTS Acknowledgments... iii Part 1: Marketing in Banking... 1 Introduction... 1 Objectives... 1 Chapter 1: The Structure and Function of Marketing... 3 What is Marketing?... 3 Key Elements of the Definition...

More information

Understanding Customer Experience Management

Understanding Customer Experience Management Understanding Customer Experience Management Five Essential Elements of a Comprehensive Approach Pg. 1 Overview In this era of the referral economy, the customer experience has more influence than ever

More information

Customer Happiness Index

Customer Happiness Index 8.9 2.2 3.6 Customer Happiness Index Solution Description Telecommunications Edition 6.7 5.2 An increasing number of mobile markets are approaching saturation 1. As a result, Communication Service Providers

More information

The Insight Driven Organization

The Insight Driven Organization The Insight Driven Organization Deloitte Best Managed Symposium April 12, 2016 Deloitte LLP and affiliated entities An organization which embeds analysis, data and reasoning into all their decision making

More information

CHECK. Questions: HOW WE BUILT NEW CUSTOMER SUCCESS ORGANIZATIONAL CHARTERS & DEPARTMENTAL STRUCTURES

CHECK. Questions: HOW WE BUILT NEW CUSTOMER SUCCESS ORGANIZATIONAL CHARTERS & DEPARTMENTAL STRUCTURES HOW WE BUILT NEW CUSTOMER SUCCESS ORGANIZATIONAL CHARTERS & DEPARTMENTAL STRUCTURES Presented by: Questions: 1. NAME THREE PRINCIPLES BEHIND THE DECISION TO RESTRUCTURE S POST-SALES ORGANIZATION. ALLISONPICKENS

More information

RETURN INVESTMENT? What s the MEASURING ROI FOR RELATIONSHIP MARKETING

RETURN INVESTMENT? What s the MEASURING ROI FOR RELATIONSHIP MARKETING What s the RETURN on INVESTMENT? MEASURING ROI FOR RELATIONSHIP MARKETING With more focus than ever on budgets and program expenditures, it is crucial that marketers show a positive return on investment

More information