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


HOW TO DETERMINE GOALS

MARKETING FINANCESALES

Align


INCENTIVIZE YOUR MARKETING TEAM

BUSINESS OBJECTIVES

PIPELINE

Based on


MEASURE

1

23

Select focus areas

Identify what is working

Set a baseline

HOW DO YOUCREATE A TARGET ACCOUNT LIST


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


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


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


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


MEASURE THE PERFORMANCE

ACCOUNT DISTRIBUTION

by SDRby AEby CSM

FIRST AESECOND AETHIRD AEFOURTH AEFIFTH AE

HOW DO YOUENABLE YOUR SALES TEAM


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


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

THANK YOU

#ABMwebseries@Demandbase