KPIs for Managers:

A Marketing Ops Perspective

Jeremy Mason, Marketing Ops and Lead Gen

Q3, 2014

Agenda

KPIs in Context

What is available?

Healthy B2B KPIs

Influencing the KPI funnel

KPIs in Context

Funnel-System Context

Lead Source (origin)

Campaign Influence(path to deal)

Primary Campaign Source (tips deal)

Visitors

Prospects

MQLs

SQLs

Co

nve

rsio

n

ResponsesRecorded on Campaigns

CookieDropped

Conversion Flow Closed-Loop Context

Closed

Salesforce.com Campaign

Pardot Campaign

Lead

Campaign Influence

Opportunity

Marketing Automation System CRM

Segmentation List

Response

Primary Campaign Source

RulesEmailsDripsForms

Prospect

members(optional)

MQL SAL SQLInquiry Customer

Campaign History

assign

1

2

3Contact

Salesforce.com Account

What is available?

Intra-organizational

Volume

Velocity

Value

Historical Data

Experience

What is available?

What is available?

Extra-organizational

Benchmarks

Literature

Forums and Feeds

Historical data

None of this is new. The path is well worn.

Healthy B2B KPIs

Healthy B2B KPIs (undulating lines)

Impressions

Prospects

MQLs

0

500

1000

1500

2000

2500

3000

Jan Feb Mar Apr May Jun Jul

Health KPIs (~30-day conversion cycles)Impressions Prospects MQLs SQLs Customers

Fun

nel

Pat

h

Complete buyer’s journey velocity

Healthy B2B KPIs

Conversion ratio influences upward pull Velocity determines when a change will occur Correlation should be positive for any KPI with

those below it Impression volume can forecast future sales

from campaigns

Unhealthy B2B KPIs

Higher funnel levels have no influence on lower

Correlation is weak or negative Forecasting from top of funnel

is impossible

0

500

1000

1500

2000

2500

3000

3500

4000

Jan Feb Mar Apr May Jun Jul

Unhealthy KPIs

Impressions Prospects MQLs SQLs Customers

negative

weak

Influencing the KPI Funnel

Influencing the Funnel: Systems

Weekly inbound mix reviews(impressions/visits/exposures)

A/B Tests

Review and experiment with timing

Experiment with asset types and segment by preference

Semi-monthly conversion rate reviews

Monthly year-over-year analysis

Influencing the Funnel: People+Process

Ignore your intuition when possible

Talk to your co-workers (No Silos)

Brag about your successes

Continuous improvement (Not just for Manufacturing)

Thanks!