measuring & communicating marketing performance

Measuring & Communicating Marketing Performance

Nick Panayi

Head of Global Brand & Digital Marketing

2 May 1, 2023@nickpanayi

• Air-tight Ecosystem

• ONE Single Lexicon

• ONE Dashboard

• Closing Thoughts


First, Build a Tightly Coupled Ecosystem; Optimally Managed by a Single Global Function

Analytics

Big Data Stack

CRM

Global Marketing Dashboard

Marketing Automation

MAP Analytic

s

Website

Web Analytic

s

Social Media Listening and

Publishing

Lead Forms

Reverse-IP Analytics and

Targeted Advertising

Social Media

Advertising

Leads-to-Cash Process


Then Shield Against “Off the Grid” Adventures Across Marketing

NO secondary marketing

databases!

NO team gets to pick their own marketing

automation platform!

NO email lead forms that ask people to send responses to someone's email!

NO demand gen agencies that use their own marketing automation platform!

NO roll-your-own KPIs across marketing functions.

NO marketing campaigns without green light and active participation from a Demand Center function




• ONE Dashboard



Great Idea Guys but..

Something Got Lost in Translation


Establish A Single Leads-to-Cash Lexicon Between Marketing & Sales

1. Establish an SLA with sales based on it2. Stick to It!3. Adjust only if changes in business demand it




• ONE Dashboard



ONE Live Dashboard - Updated Daily

Content Mgt System


This First Thing You Do Every Morning (Right After Coffee)


Every Question Has An Answer!

Regional Marketing: Are you really pre-qualifying the leads you send to my regional sales team?

Lazy Question Answer

Visit The Dashboard!

Optional Snarky Comment

“Yes! We are rejecting ½ of them before they get to sales and they are accepting 86% of them. If you would focus your time on getting sales to close them those leads, we’d be in a very happy place!”



Random Marketing Guy: How’s that global campaign doing?




“And if you were to eventually find your way to that magical place we call the global marketing dashboard you’d be able to see we have a huge funnel, over 100 marketing sourced leads, 295 marketing-assisted leads and almost 40k visitors to the campaign microsite.

You’d know all of that and more if you would JUST visit the #%@& dashboard!

Have a nice day …”



Content Zone Owner: Is my content working?




“Well, Looking at the composite index which uses 6 different weighted dimensions to score and rank every single piece of content we have on the website, your content ranks 12,325 out of 12,342 pages (including a few pages tagged to be deleted today). So I’d say…not so good!

On the bright side your overall zone ranking is NOT dead last, but heading in that direction. It may be a good idea for you to check the dashboard once in a while..”



ABM Practitioner: Do we have any reports showing this company's digital behavior on our website?




“Yes, we know what the trends are for the last 2 years! We know what countries the traffic is coming from, what zones this company’s employees visit on our website, what they download, what solutions they are looking at and what videos they are watching.

What we don’t know is how long it will take for you to figure out that all the information, updated daily, is at your fingertips on the $^@$ dashboard!!




• ONE Dashboard



Stay Flexible but Disciplined

Stay flexible to accommodate new views/charts and retire old ones

1

Insist that the only real KPIs are measurable ones and trackable on the dashboard.

2

Always point EVERYONE (including your CMO….) to the Dashboard. Minimize “off-the-grid” reports

3

Insist on total transparency. Make dashboard available to all that ask for it (and many who don’t!)

4


THANK YOU

Q & A