#LeadToCash

5 Steps to Measure Lead-to-Cash Performance

#LeadToCash

Today’s  Speakers  Moderator:

Andrew Gaffney Editor

DemandGen Report

Speaker: Sam Boonin

Vice President GoodData

Speaker: David M. Raab

Principal Raab & Associates Inc

#LeadToCash

About DemandGen Report

-­‐  Launched  in  2007  to  track  best  prac:ces  in  lead  genera:on  

 -­‐  Newsle?er  has  grown  to  more  

than  25,000  readers    

-­‐  We  also  offer  a  menu  of  research  and  best  prac:ces  reports    

 -­‐  New  audio/video  podcasts  at  

DemandGenReport.com      @DG_Report  

linkd.in/DG_Specialists    

#LeadToCash

About Raab Associates David  M.  Raab  is  a  Principal  at  Raab  Associates,  Inc.,  a  consultancy  that  advises  marketers  on  marke:ng  technology,  vendor  selec:on,  and  analy:cs.    David  is  author  of  the  Marke:ng  Performance  Measurement  Toolkit  and  the  B2B  Marke:ng  Automa:on  Vendor  Selec:on  Tool,  a  detailed  guide  to  major  marke:ng  automa:on  systems.    He  has  wri?en  hundreds  of  ar:cles  and  blog  posts  and  addressed  conferences  around  the  world.      See  www.raabguide.com  for  more  informa:on.  

#LeadToCash

GoodData at a Glance •  Connect business people to

business data

•  Provide platform for companies to measure and continually improve their business

•  Operational dashboards, advanced analytics, data warehousing and integration, all as an on-demand service

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Today’s Twitter Hashtag: #LeadToCash

#LeadToCash

• Better than a drought, but both can kill you

• Sales and Marketing in the same boat

Welcome to the Data Flood

Sales Marketing

•  Leads and Trends: web site visits, click-throughs, downloads, impressions, new & converted leads.

•  Campaign performance: campaign ROI, cost per lead; number of leads; close rate per lead

•  Influence & Contribution: Marketing-sourced and marketing-influenced revenue

•  Historical sales (quarterly/monthly revenue, average deal size, sales cycle)

•  Pipeline performance (pipe-to-close ratios, forecast accuracy, cycle duration, pipeline velocity);

•  Key deal milestones (new opportunity creation, pipeline velocity)

The Metrics that Matter

#LeadToCash

marked by ready ability to move with quick easy grace

Agility and Pragmatism

the practice of being practical as opposed to idealistic

prag·mat·ism agil·i·ty

#LeadToCash

1. CRM is your low hanging fruit

SalesforceSales Analytics

Microsoft DynamicsCRM Analytics

SugarCRMSales Analytics

#LeadToCash

2. Measure Marketing Systems

PardotMarketing Analytics

MarketoMarketing Analytics

EloquaMarketing Analytics

ExactTargetEmail Analytics

#LeadToCash

3. Don’t Ignore your Website

Google Analytics

Webtrends Analytics

Omnutire Analytics

#LeadToCash

4. Basic Connections are the Most Powerful

Web Marketing CRM

+ +

Lead to Cash

#LeadToCash

5. Drive Change Through Dashboards

#LeadToCash

It all starts with Apps

Zendesk Support Analytics

SalesforceSales Analytics

PardotMarketing Analytics

Google AnalyticsWeb Analytics

GoodDataSubscription Analytics

Microsoft DynamicsCRM Analytics

Get SatisfactionCommunity

Health Analytics

FacebookSocial Analytics

SugarCRMSales Analytics

MarketMetrixCustomer Sat. AurixCustomer Contact

Analytics BrightideaInnovation

Analytics

FinancialForcePSA Analytics

MarketoMarketing Analytics

EloquaMarketing Analytics

ExactTargetEmail Analytics

Omniture Web Analytics SAPERP Analytics

#LeadToCash

#LeadToCash

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Q&A

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Today’s webinar recipients will also receive the new E-book: