metrics, measurement and kpi's

METRICS, MEASUREMENTS AND KPISHIGH PERFORMANCE ABM

John DeringDirector, Marketing Programs | Demandbase

Stephanie RobothamHead of Corporate Marketing | Optimizely

FRI Metrics, Measurements and KPIs

Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS

Building Your Target Account List

ABM Across the Funnel

MON ABM Fundamentals

@Demandbase #ABMwebseries

HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT

© 2016 Copyright Demandbase

TODAY’S PRESENTERS

JOHN DERINGDirector, Marketing ProgramsDemandbase@D_Rang

STEPHANIE ROBOTHAMHead of Corporate MarketingOptimizely@StephRobotham

AGENDAHOW DO YOU DETERMINE GOALS

HOW DO YOU CREATE A TARGET ACCOUNT LIST

HOW DO YOU TRACK IT

HOW DO YOU MEASURE SUCCESS

HOW DO YOU MEASURE PERFORMANCE

HOW DO YOU ENABLE YOUR SALES TEAM

HOW DO YOUDETERMINE GOALS

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HOW TO DETERMINE GOALS

MARKETING FINANCESALES

Align

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INCENTIVIZE YOUR MARKETING TEAM

BUSINESS OBJECTIVES

PIPELINE

Based on

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MEASURE

1

23

Select focus areas

Identify what is working

Set a baseline

HOW DO YOUCREATE A TARGET ACCOUNT LIST

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CREATE A TARGET ACCOUNT LIST

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Secure agreement from ABM

Leadership Team

Verify and iterate with field sales

Update at regular

intervals

Build an initial list

4321It’s A Collaborative Process

HOW DO YOUTRACK YOUR LIST

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HOW DO YOU TRACK IT

CheckboxesIdentify your account in SFDC to report and prioritize

Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch

HOW DO YOUMEASURE SUCCESS

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MEASURE SUCCESS

Is it the right target account list?

What percentage of pipeline is on your target account list?

Why is xx% coming from outside of your target account? Do you need an audit?

HOW DO YOUMEASURE PERFORMANCE

© 2016 Copyright Demandbase

MEASURE PERFORMANCEPRIMARY METRICS

Raw inquires: 3054

All Contacts: 1525

DB3k Contacts: 458

All Accounts: 335

DB3k Accounts: 133

Customer Accounts: 73FUNNEL METRICS

MQLs (Goal = 40): 53

SALs: 48

Pipeline (Goal = 34) 35

Pipeline Amount USD 2,137,900

Closed/Won: 5

Closed/Won Amount: USD 174,900

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MEASURE THE PERFORMANCE

ACCOUNT DISTRIBUTION

by SDRby AEby CSM

FIRST AESECOND AETHIRD AEFOURTH AEFIFTH AE

HOW DO YOUENABLE YOUR SALES TEAM

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ENABLE YOUR SALES TEAM

Look at the breakdown of teams• Who are you feeding?• What is the distribution?

How can you enable who you are feeding?• Reports, follow-up assets, email templates

How do you incorporate sales?• Feedback on quality of programs and accounts

KEY TAKEAWAYS

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KEY TAKEAWAYS

• Determine and align goals with Sales

• Collaborate on target account list• Track your list

• Measure success against goals

• Enable Sales with the right resources

Q&A

THANK YOU

#ABMwebseries@Demandbase