Nailing Executive Reporting:� Behind the Scenes with BackOffice Associates

How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.

1. Nailing Executive Reporting: Behind the Scenes with BackOffice Associates

2. This webinar is being recorded! Slides and recording will be sent to you later today Questions? Type them in the chat box, and we will answer them during Q&A Posting to social? Use # mktgnation Housekeeping

3. Speakers Brian Glover Sr. Product Marketing Manager Marketo @ brianjglover Tracy Accettullo Global Demand Programs Manager BackOffice Associates @ tracyaccettullo

4. The what and why of executive reporting BackOffice Associates case study Marketo Advanced Reporting overview Agenda

5. Source: Experian 2014 Digital Marketer report 44% of marketing leaders cite tracking and measuring campaigns is a top challenge.

6. Why is measurement hard? Wow, our engagement, likes, and Klout have never looked better! What does mean for the business? execs m arketing team

7. What’s the Payoff if I Get It Right? Earn a seat at the revenue table 1 Achieve alignment between sales & marketing 2 Improve marketing results & ROI 3

8. BackOffice Associates ® Case Study

9. Leading Data Quality, Data Migration and Information Governance Solutions Provider Headquartered in picturesque Cape Cod — South Harwich, MA 750 + Employees worldwide with offices in the U.S ., Australia, Canada, Dubai, India, Japan, Singapore, Switzerland and the U.K. We have delivered over 1200 successful data engagements worldwide 100 % Customer Success and Reference Rate Overview of BackOffice Associates

10. Assess the Database — Where we were Define and Implement Processes — Getting it done Build Reliable Reports — This is now Steps Towards Improved Reporting

11. No true definition of a lead Lack of an end-to-end lead process Disconnect between sales and marketing Not able to produce key metrics to prove marketing’s impact on the business Time spent inefficiently creating manual reports No ROI to guide good spending decisions Where we were…

12. 2-Day workshop to define a lead and the success path Defined and implemented processes Engaged sales team and collaborated on new processes Created a new enhanced Revenue Cycle Modeler Getting it done

13. Getting the Process Right

14. Revenue Modeler

15. Full Customer Lifecycle Model

16. Customer Nurture Model

17. Nailing The Reports SALES MARKETING EXECUTIVE Three primary types of reports we generate

18. Daily & Weekly Website Visitor R eports “Prospect on Website Now” Alerts Campaign Reports Marketo Sales Insight Providing Sales with Great Insight

19. Lead Transition Time Report Marketing Reports Lead Flow Report

20. Program ROI – Multi Touch Marketing Reports — Cont.

21. Program ROI – Multi Touch For Largest Programs First Touch Attribution Pipeline Attribution Revenue Won Multi Touch Attribution Pipeline Attribution Revenue Won Executive Reports

22. First Touch Attribution Pipeline Executive Reports — Cont. Multi Touch Attribution Pipeline

23. Accurate reporting for Sales, Marketing and Executives Can prove how marketing is a true revenue generating department / communicate total value No Lead Left Behind! Leads are tracked from creation to close Marketing contributed to 4.1x coverage of our Pipeline growth globally and 5.1x coverage in North America in 2015 This is now...the Reviews Are In ! Marketing is the hero!

24. Demonstrate value to sales quickly Put a stake in the ground on lead definition Ensure scoring fits the revenue model Engage marketing and sales Enforce accountability Don’t strive for perfection, just get started Secrets to Successful Reporting With Good D ata C omes G ood R eporting!

25. Marketo Advanced Reporting Product Overview

26. Key Features Marketing Impact & ROI Buyer Journey Analysis New Name Acquisition 25 Pre-Configured Reports Custom Report Creation Dashboards Custom Measures

27. Marketing Impact & ROI Measure pipeline & revenue created, ROI and more First-touch and multi-touch attribution Prove marketing’s contribution to business growth Marketing Influenced Pipeline

28. Buyer Journey Analysis Measure names per stage, average days per stage, conversion rate and more Focus resources where customers get “stuck” in the buyer journey

29. New Name Acquisition Measure new name acquisition, program cost, cost per lead and more Save time and avoid errors with automated metrics and reports

30. 25 Pre-Configured Reports Marketing Impact & ROI Buyer Journey Analysis “Top 10” Program Reports Email Analysis Start your revenue reporting program quickly without the errors and headaches.

31. Flexible Report Creation Drag & drop report creation, multiple charting options, data highlighting, s haring & exporting and more

32. Dashboards Executive-level marketing dashboards with the click of a mouse

33. Custom Measures Create your own analytics with calculated fields Model revenue from add’l investment Measure customer lifetime value Create the analytics you need to make better investment decisions

34. Choose the right metrics (e.g. opportunities, pipeline, revenue) Make sure you’re aligned with sales on process and definitions Be proactive – show how big marketing programs impact the business Key Takeaways @ tracyaccettullo @ brianjglover # mktgnation

35. Additional Resources https :// www.marketo.com/resources/marketing-metrics/ Recommended: Speaking the Language of Business Metrics E-Book The 8 Essential R eports E -book The Definitive Guide to Marketing Metrics

36. Questions? Brian Glover Sr. Product Marketing Manager Marketo @ brianjglover Tracy Accettullo Global Demand Programs Manager BackOffice Associates @ tracyaccettullo

37. Thank You!!! Brian Glover Sr. Product Marketing Manager Marketo @ brianjglover Tracy Accettullo Global Demand Programs Manager BackOffice Associates @ tracyaccettullo