silicon valley marketo user group meeting august 23, 2012

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Silicon Valley Marketo User Group August 23rd, 2012

Host: 10Gen – the MongoDB company

555 University Ave, Palo Alto, CA 94301


Housekeeping Items

• Be Social. Post updates on your LinkedIn/Facebook and tweet pictures and info. about the Marketo User Group with the groups own hash tag #SVMUG.

• Register for Dreamforce: Sept 18-21 in SF at the Moscone Center. Visit the marketo.com and save $300! Save the Date for a Marketo Breakfast at Lulu’s on Sept 19th.

• Refer a Friend. “You Love Marketo”. You can win an iPad if your referral becomes a customer.

• Community Engagement. Visit the Community to Ask Questions, Answer Questions, Post Ideas, Vote on articles and ideas, read tutorials and articles and watch videos.

• LinkedIn City Group Participation. Network, view meeting presentations and pictures, request meeting topics and more!

• Like Marketo on Facebook. View photos from user group meetings and other events.

#SVMUG


Revenue Cycle Analytics (RCA) TJ Kim

Sr. Product Manager, Marketo


Agenda

• RCA Benefits and Features

• Instant Value: Opportunity Influence Analyzer

• Fast Value: Program Analysis

• Strategic Value: Revenue Cycle Modeler and Success Path Analyzer

• Q&A


Marketo Revenue Cycle Analytics

Delivers Critical Insights You Need Today


Key Features


Setup Needed Before You Start With RCA

Opportunity Influence Analyzer • Programs with progression statuses and success criteria set

up correctly • Interesting Moments

Program Analyzer and Program Analysis • Programs with progression statuses, success criteria and

cost periods (OK to have zero cost programs) set up correctly

• Contact roles in opportunities in SFDC

Success Path Analyzer and Model Performance Analysis • Lead Lifecycle • Approved model


INSTANT VALUE: OPPORTUNITY

INFLUENCE ANALYZER


Dreamforce 2011


FAST VALUE: PROGRAM ANALYSIS


Program Effectiveness Analyzer


Lots of Fields Available

For each Revenue Stage

• Cost per

• New names (flow ever)

• New names (flow current)

• % conversion from prior (ever, current)


Drill Through!


Program Analysis Areas


First- vs. Multi-Touch Attribution


First-touch Attribution Basics

1. Acquisition determines marketing influence. Program success is not necessary

2. Only one program can get credit for acquiring the lead

3. Acquisition must happen before opportunity is created to get pipeline credit

4. Acquisition must happen before opportunity is closed to get revenue credit

5. Lead/Contact must have a ROLE in the opportunity


Multi-touch Attribution Basics

1. Program success determines marketing influence

2. Success must happen before opportunity is created to get pipeline credit

3. Success must happen before opportunity is closed to get revenue credit

4. Lead/Contact must have a ROLE in the opportunity


Exercise


STRATEGIC VALUE: REVENUE CYCLE

MODELER AND SUCCESS PATH

ANALYZER


Revenue Cycle Modeler

• Drag & Drop interface to map your business process

• Visually demonstrate and manage lead-lifecycle

• Creates a backbone for rich analysis


Success Path Analyzer

• Based on your own revenue cycle definitions - your process and terminology

• Focused on balances, flows (i.e. people moving in or out of a stage during the designated time period), conversions, and inventory times.


Summary

Revenue Cycle Analytics helps you:

1. Focus instantly on programs that need attention

2. Eliminate waste & invest in impactful programs

3. Prove contribution to company’s revenue success


Q&A


Thank you!

silicon valley marketo user group meeting august 23, 2012

Technology