Introduction 2 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

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2 Introduction We ve been hearing it for some time now marketers need to earn a seat at the revenue table. But how do you go about doing that? It all comes down to proving and improving marketing s contribution to the bottom line using metrics that matter. For too long, marketing has been seen as a cost center. And it s not hard to see why marketers have traditionally struggled to quantify the return on their marketing spend. It s no wonder, when they have been focused on metrics that undermine their credibility in the eyes of executives. We re talking about vanity metrics such as Facebook Likes and the number of Twitter followers that sound impressive but don t measure the impact of revenue on profitability. We also mean activity metrics that measure what you do such as record webinars, write blog posts and run campaigns instead of the result and impact of those activities. We are also referring to metrics that frame marketing in terms of costs instead of outcomes and revenue contribution. If you report on your cost-per-lead, for example, you ll only be asked to reduce that cost over time. If you can t pin down the revenues your marketing initiatives and programs are driving, how can you make smart decisions about future spend? 2 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

3 Monitor Success with the Right Measurement Tool To elevate your status and value in the organization, you need to measure Key Performance Indicators (KPIs). A KPI is any measure of an activity for a marketing or business initiative that allows you to understand the ROI of your activities. This refers to the programs, messaging and content you create and share using your marketing automation platform. KPIs are important because they demonstrate how marketing impacts the business. They indicate both progress and challenges, and provide a benchmark so marketers can continually evolve and improve their efforts. By using a proper mix of tactical, strategic and operational KPIs, marketing can quickly and emphatically evolve into a revenue center and earn a seat at the executive table. KPIs allow a better understanding of where to allocate marketing budget based on where you ve realized success or failure to date. 3 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

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5 Tactical KPIs are the Best for Channels These metrics are relevant and valuable for marketers to understand how well they are performing in a specific channel, such as , mobile, social, and the web. Measurement usually centers around buyer behaviors, such as opens, clicks, page visits, content downloads, and form submissions. In addition to understanding performance by channel, marketers, such as the Director of Marketing, the Manager of Social Media, and Director of Mobile Messaging can identify how to optimize their programs and initiatives going forward. Tactical reports are usually generated on an ad-hoc basis, after a certain program is deployed, such as an campaign or new tab on a social media page. For most marketing teams, this translates into weekly or monthly reports like the one on the following page. 5 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

6 Tactical KPIs are best for channels Name Leads Sent Leads Delivered Leads Opened % Opened Leads Clicked % Clicked ed Clicked to Opened Ratio Leads Unsubscribed % Unsubscribed Top Ten Best Practice Lead Mgmt % % 60.0% 0 0.0% Landing Page ebook % 0 0.0% 0 0.0% Lead Nurture WP % % 127.1% 0 0.0% Blind Date Lead Nurturing WP fulfill % % 138.5% 0 0.0% Lead Scoring WP fulfill % % 125.0% 0 0.0% Best Practices Lead Nurture WDFM fulfill % % 111.6% 0 0.0% Lead Nurturing WDFM follow-up % % 55.5% 0 0.0% B2B Lead Mgmt ebook fulfill % % 114.3% 0 0.0% Freetrial Followup % 2 1.3% 3.1% 1 0.0% Figure 1. A tactical report measuring performance 6 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

7 Strategic KPIs Empower Executives Because tactical KPIs do not typically provide a level of detail that the CMO and other executives care about, marketing teams should also track strategic KPIs. These KPIs are typically focused on results rather than buyer behaviors. In other words, they help determine marketing performance in general versus measure specific behaviors like opens and clicks. For instance, strategic KPIs can provide insight into how many new opportunities were created as the result of combined programs over a recent time frame. Or how much additional pipeline was driven by marketing, how many of those opportunities closed, and in turn, how much was generated in revenues. These KPIs can also help quantify the ROI associated with incremental pipeline, or how marketing is impacting up-sells and cross-sells, for example. The likes of Directors of Digital Marketing and VPs of Demand Generation, and sales and marketing, are the ones most interested in these measurements. While a Director may want to see these reports on a weekly basis, a VP may choose to review them on a monthly or quarterly basis, while the CMO may only look at them annually. 7 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

8 Strategic KPIs Empower Executives In this strategic report, you can see lead sources across multiple channels, including which channels are garnering the most leads, the number of leads converting to opportunities, and the Lead Source Trade Show-Virtual Trade Show Online Ad Number of Leads Lead to Opportunity Conversion Ratio 0.48% 1.32% 0.65% Avg Days to Convert Lead to Opportunity Number of Leads (Converted to Opportunity) amount of time for that conversion. Such Website % a report illustrates, for instance, how the Sponsorship % VP of Digital Marketing is performing. TeleProspecting % Webinar % Sales Outbound % User List Upload % List Purchase % Figure 2. A strategic report measuring top-performing lead sources 8 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

9 Strategic KPIs Empower Executives Another strategic report in Marketo, called Program Analyzer, allows you to evaluate all channels in a single spot. For example, you can determine which channels are generating revenues, see pipeline creation, and more. Plus, you can drill down to understand the programs behind these results. RECOMMENDED STRATEGIC REPORTS Number of new inquiries Number of active leads Leads per lead stage Success path acceleration Number of touches to conversion Last touch to conversion Pipeline generated Revenue generated Campaign ROI Program analyzer Success path analyzer Figure 3. Marketo Program Analyzer report 9 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

10 Operational KPIs Get Everyone in Sync Operational KPIs are typically indicators for how well or poorly your crossfunctional teams are aligned and help pinpoint bottlenecks in the sales funnel. An example of an operational report is one showing the quality of leads generated by marketing and passed to sales. We call this a kickback report. This report shows the number of leads rejected by sales and the reasons for those rejections. With this information in hand, the organization can understand if it is generating the right types of leads and, if not, what needs to change to connect with the target audience. Specifically, a VP of Commercial Operations and the CMO can better align teams and accelerate lead and opportunity throughput. While operational KPI reports can be generated on a monthly or weekly basis, they are most often produced in support of quarterly and annual planning meetings and performance reviews. The focus is on understanding performance to date and how the organization can improve going forward. 10 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

11 Operational KPIs Get Everyone in Sync The sample Success Path Analyzer report from Marketo in Figure 4 shows where new leads are injected into the funnel, where they are leaking out, and where the handshake between marketing and sales is less than optimal. With this insight, executives can best determine how to improve conversion rates and funnel throughout velocity. Operational KPIs help those with a vested interest in cross-functional teams understand operational improvements that can lead to higher revenues. Figure 4. Marketo Success Path Analyzer report 11 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

12 Conclusion: Earn Your Seat at the Table If you collect traditional marketing metrics to support your decision-making, you may very well be setting yourself up to remain on the periphery of your organization. Most of these metrics are meaningless to key stakeholders because they don t tie directly to revenues. To gain a seat at the revenue table, track tactical, strategic and operational metrics that help you connect the dots between marketing programs and tactics and your contribution to the top line. In other words, speak the language of business using metrics that matter. 12 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

13 Marketo (NASDAQ: MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today s digital, social, mobile and offline channels, Marketo s Engagement Marketing Platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in realtime. Marketo s applications are known for their ease-of-use, and are complemented by the Marketing Nation, a thriving network of 400 third-party solutions through our LaunchPoint ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,400 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit marketo.com Marketo, Inc. All Rights Reserved Designed by SCORCH

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