1. Show me the numbers
Lisa Hutt, Salesforce.com EMEA

2. My Marketing Maturity Model
Forecasting
Influencer Marketing Mobile
Website
W b it Video
Measurement and ROI
Email
Social Media
Advertising
Ad ti i Telemarketing Lead management
Conferences
Corporate
Hospitality Search
Direct Mail Data Quality
Exhibitions
Unsubscribe
T-shirts and bugs
Spray and pray Spot on Digital Dilemma Real time reality Next chapter

3. How much time do you spend on metrics and
reporting?
ti ?
• I don’t do metrics and reporting
• Up to half a day a week
• More than half a day a week
• Too much time – we have a manual process
• 100% - I AM the marketing operations g
g p guru

4. Why forecast
Set your own targets – no-one else will be more accurate
Understand the growth and the trends
Compare regions, products, sales performance
Spot th d lt ’
S t the delta’s and change th plan
d h the l
Know where to invest next
Align with sales
……and speak the same language - $£€
p g g

5. Start Simple
Start with run-rate and average leads
By q
y quarter, month or week
,
If you have a history, validate:
Seasonal trends i e May and Dec down
i.e.
Year on year growth, i.e. avg 40%
April May June
720 560 710

6. Segment and de spike for more accuracy
de-spike
Segment by:
Region
Product
Business size etc
SubRegion Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10
EMEA-BENELUX 260 323 242 288 297 311 281 367 382 419 355 407 445 475 202 5,054
EMEA-DACH
EMEA DACH 430 477 491 368 483 481 438 402 562 592 474 643 580 700 270 7,391
7 391
EMEA-FRANCE 146 115 161 40 99 199 64 155 125 88 18 44 169 438 200 2,061
EMEA-MIDDLE-
178 143 161 147 194 208 133 140 575 169 197 204 205 365 149 2,768
EAST
EMEA-ROEMEA 331 270 307 230 290 309 263 313 298 327 236 341 402 463 231 4,611
EMEA-UK 1,215 1,499 1,546 1,257 1,257 1,416 1,206 1,388 1,497 1,623 1,045 1,659 1,457 1,812 612 20,489
Grand Total 2,560 2,827 2,908 2,330 2,620 2,924 2,385 2,765 3,039 3,218 2,325 3,298 3,258 4,253 1,664 42,374

7. Man or machine?
Average
g Anticipated
p
SubRegion
S bR i Oct
O t Nov
N Jan
J Feb
F b
Growth Growth
BENELUX 36% 35% 30% 52% 38% 32%
DACH 23% 44% 23% 37% 32% 38%
FRANCE 33% 20% 14% 25% 9% 14%
IBERIA 12% 23% 36% 42% 28% 22%
ITALY 32% ‐13% ‐13% ‐14% ‐2% 2%
NORDICS 29% 2% 49% 36% 29% 28%
REST OF EMEA 10% ‐7% ‐2% 7% 2% 5%
UKIE 30% 45% 9% 11% 14% 15%
Average Y/Y growth SubRegion
March March
Difference
Actuals Forecast
Month/month trends BENELUX 475 528 53
** Budget DACH
FRANCE
700
438
800
563
100
125
** Specific activities IBERIA 281 364 83
ITALY 124 120 -4
NORDICS 311 371 60
REST OF EMEA 463 489 26
UKIE 1812 1892 80
4604 5128

8. Track the Sales Stats
More yellow and red
Conversion Rate during the economic
Average Deal Sizes
g downturn
Sales Close Rates

9. Quarterly Pipeline and ACV Forecast

10. Hints and Tips
Start simple
Use sales and marketing tools to save time
One-time report set up = forecast in 20 minutes
Segment to improve accuracy
Add more data points for better
validation over time
Plan jointly with sales and set
investment expectations

11. Closing Thought
Being results-driven can give you more job satisfaction
but there is nothing more rewarding than the results you see
from your own personal development.