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Marketo Revenue Cycle Analytics                                                             TM




     Marketo Revenue Cycle AnalyticsTM is a powerful combination of methodology, products and services
     that make it easy to measure, understand, optimize, and predict marketing’s impact on revenue
     performance over time. The result? Marketing transforms itself from a cost center with narrow
     influence to a credible driver of revenue.


Marketers know that measuring the impact they have on revenue is an essential part of transforming marketing from a
cost center into a revenue generator, yet only 20% of companies say they excel at measuring the business performance of            Benefits Snapshot
                                                                                                                                   •	 Measure the revenue
marketing initiatives. Until now, no marketing automation solution has addressed the fundamental measurement problem
                                                                                                                                      cycle via a diciplined
created by the time delay between when a marketing investment is made and when it delivers returns.                                   methodology
                                                                                                                                   •	 Understand the metrics that
The Role of Time — Reporting vs. Analytics                                                                                            drive revenue performance
Prospects created today may not turn into revenue for months or years down the road — but no marketer can wait that                •	 Monitor and optimize
long to measure their impact, and CEOs need accurate forecasts today. Most marketing automation solutions fail to pro-                marketing mix and spend
vide a complete picture by limiting their view to that of the current operational period, e.g. what’s happening now?               •	 Forecast marketing’s
                                                                                                                                      impact on revenue in future
Based on the same easy-to-use principles that Marketo was founded on, Marketo Revenue Cycle Analytics gives CMOs and                  periods
marketing organizations powerful analytics that uncover revenue performance trends across their entire revenue cycle.              •	 Evolve marketing from a
                                                                                                                                      cost center to a revenue
Now marketers can see how their revenue cycle is performing and take immediate and early action to improve results.
                                                                                                                                      driver
Armed with results that are tracked over time, marketers can harness powerful return-on-investment (ROI) proof points
and predictive forecasts that evolve their organizations from a cost center with a narrow influence to a trusted and credible
driver of revenue.

The Marketo Difference
Unlike other marketing automation solutions that provide only point-in-         •	 Get immediate access to trends and comparisons by each stage of the
time, snapshot information, Marketo Revenue Cycle Analytics combines             revenue cycle across time periods
a powerful analytics data engine with a unique methodology and data             •	 Answer critical questions via ad hoc, drag and drop data analysis
visualization to help marketers to measure how prospects move through
the revenue cycle over time to become customers; understand which               Marketo Revenue Cycle Modeler creates the foundation for accurate market-
marketing programs drive conversion and velocity; optimize their entire         ing analytics and forecasting over time.
marketing mix and focus investment on activities that have the greatest         •	 Leverage Marketo’s unique methodology and templates to model your
impact on revenue; and accurately predict the revenue generated as a               revenue cycle
result of marketing.                                                            •	 Inform nurturing, scoring and triggers with a granular view of how leads
                                                                                   move between stages
Only Marketo provides a deep understanding of how time impacts reve-            •	 Assign Service Level Agreements to send alerts when leads “get stuck”
nue performance measurement during long revenue cycles characterized            •	 Map your stages to industry benchmarks such as Marketing Qualified Leads
by multiple marketing touches. Marketo Revenue Cycle Analytics includes            (MQL), Sales Accepted Lead (SAL), and Sales Qualified Lead (SQL)
unique methodology, services and a family of products:
                                                                                Marketo Planning and Forecasting uses predictive analytics to help compa-
Marketo Revenue Cycle Explorer provides insight into the performance            nies forecast future pipeline and revenue generated from marketing.
of the revenue cycle over time with powerful yet easy-to-use dashboards         •	 Create analytic models that predict conversions between funnel stages over
and interactive reports.
                                                                                   time
•	 Understand the key revenue performance metrics with customized,
                                                                                •	 Forecast deals and bookings before they enter the sales cycle
   easy-to-read dashboards
                                                                                •	 Provide an accurate revenue forecast to the CEO
•	 Focus on the metrics that matter to marketing and sales executives,
                                                                                •	 Forecast how a program today will translate into revenue tomorrow
   including conversions, velocity, balances, and lead generation
   performance

                                                                                                                            © 2010 Marketo, Inc. All rights reserved.
Marketo Executive Insights turns revenue cycle analytics into boardroom-ready dashboards and presenta-
                                          tions with a single click.
                                          •	 Turn your revenue cycle analytics into professionally designed presentations
                                          •	 Generate easy-to-read PDFs of your slides and dashboards for distribution
                                          •	 Share presentations online easily and securely
                                          •	 Maintain a library of reusable presentation materials

                                          Marketo Analytics Engine is a comprehensive and highly scalable analytics platform that enables sophisti-
                                          cated revenue cycle analytics over time.
                                          •	 Get accurate answers to revenue performance questions that don’t change over time
                                          •	 Capture and analyze the data to identify trends and forecast for the future
                                          •	 Integrate with the Marketo Lead Management operational database for no performance impact
                                          •	 Use other 3rd party reporting tools your business may be running


                                          Key Benefits
                                          Marketo Revenue Cycle Analytics answers the             Create predictable revenue forecasts
                                          tough revenue performance management ques-              Marketing forecasts invariably look further out than
About Marketo                             tions to deliver hard marketing ROI benefits as well    sales forecasts and provide a more accurate long-
Marketo is the revenue cycle                                                                      term view of revenue.
                                          as softer benefits for marketing leaders.
management company revolutionizing
                                                                                                  •	 How much pipeline and revenue will marketing
how marketing and sales teams of
all sizes work — and work together        Justify your marketing budget                              deliver next month? Next quarter?
— to accelerate predictable revenue.      Marketing analytics quantifies the precise rev-         •	 What revenue can marketing commit to?
Marketo’s solutions are both powerful     enue impact of marketing investment, giving the         •	 What is the revenue impact of changes to
and easy to use, providing explosive      marketing team the tools to defend or increase the         marketing programs and investment levels?
revenue growth throughout the
                                          marketing budget.
revenue cycle from the earliest
stages of demand generation and           •	 How much should we spend on marketing per            Earn a seat at the revenue table
lead management to deal close and            lead? Per customer?                                  By talking about marketing in terms of outputs
continued customer loyalty.               •	 How many leads do I have in each stage of the        (revenue) as a result of inputs (budgets and
                                             revenue cycle, and how are they trending?            programs), marketing becomes a credible driver of
Marketo Lead Management helps                                                                     revenue that is worthy of investment instead of a
                                          •	 How are leads converting by stage and how are
marketers acquire, nurture and qualify
                                             they trending?                                       cost center to be trimmed. And, when CMOs take
more high quality sales leads with
less effort; Marketo Sales Insight        •	 How many new leads will enter the pipeline due       on more responsibility – and risk – for revenue,
helps sales understand, prioritize and       to my programs?                                      their compensation can increase accordingly.
interact with the hottest leads and                                                               •	 How exactly has marketing investment impacted
opportunities to close business faster;   Optimize marketing mix and spend                           pipeline and revenue?
and Marketo Revenue Cycle Analytics
                                          Plan your demand generation and lead-nurturing          •	 What revenue will marketing deliver?
enables marketers to measure,
                                          programs to leverage what’s working, and quickly        •	 Does marketing deliver against its commitments?
understand, optimize, and predict
their revenue cycle. Marketo won the      eliminate waste.
2010 CODiE award for ‘Best Marketing      •	 What is the actual and estimate revenue
Solution’ and was voted ‘Best                attributed to each program?
Marketing Automation Application’                                                                    Only 20% of companies believe they excel at
                                          •	 Which lead nurturing programs are moving leads
and ‘Best Mass Emails Solution’ by                                                                   measuring the performance of marketing initiatives
                                             faster down the funnel?
Salesforce customers on the Force.                                                                   - Marketing Performance Advantage report by CMG
com AppExchange. As of August 2010,       •	 What is the ROI for each marketing program?             Partners and Chadwick Martin Bailey
more than 650 enterprise and mid-
market clients globally have selected                                                                76% of B2B marketers agree that their ‘ability to track
Marketo. For more information, visit                                                                 marketing ROI gives marketing more respect’
Marketo online at:                                                                                   - Forrester Research
http://www.marketo.com




Marketo, Inc.
901 Mariners Island Blvd, Suite 200
San Mateo, CA 94402
Tel: 650.376.2300
Fax: 650.376.2331
www.marketo.com
                                                                                                                         © 2010 Marketo, Inc. All rights reserved.

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Marketo Revenue Cycle Analytics

  • 1. Marketo Revenue Cycle Analytics TM Marketo Revenue Cycle AnalyticsTM is a powerful combination of methodology, products and services that make it easy to measure, understand, optimize, and predict marketing’s impact on revenue performance over time. The result? Marketing transforms itself from a cost center with narrow influence to a credible driver of revenue. Marketers know that measuring the impact they have on revenue is an essential part of transforming marketing from a cost center into a revenue generator, yet only 20% of companies say they excel at measuring the business performance of Benefits Snapshot • Measure the revenue marketing initiatives. Until now, no marketing automation solution has addressed the fundamental measurement problem cycle via a diciplined created by the time delay between when a marketing investment is made and when it delivers returns. methodology • Understand the metrics that The Role of Time — Reporting vs. Analytics drive revenue performance Prospects created today may not turn into revenue for months or years down the road — but no marketer can wait that • Monitor and optimize long to measure their impact, and CEOs need accurate forecasts today. Most marketing automation solutions fail to pro- marketing mix and spend vide a complete picture by limiting their view to that of the current operational period, e.g. what’s happening now? • Forecast marketing’s impact on revenue in future Based on the same easy-to-use principles that Marketo was founded on, Marketo Revenue Cycle Analytics gives CMOs and periods marketing organizations powerful analytics that uncover revenue performance trends across their entire revenue cycle. • Evolve marketing from a cost center to a revenue Now marketers can see how their revenue cycle is performing and take immediate and early action to improve results. driver Armed with results that are tracked over time, marketers can harness powerful return-on-investment (ROI) proof points and predictive forecasts that evolve their organizations from a cost center with a narrow influence to a trusted and credible driver of revenue. The Marketo Difference Unlike other marketing automation solutions that provide only point-in- • Get immediate access to trends and comparisons by each stage of the time, snapshot information, Marketo Revenue Cycle Analytics combines revenue cycle across time periods a powerful analytics data engine with a unique methodology and data • Answer critical questions via ad hoc, drag and drop data analysis visualization to help marketers to measure how prospects move through the revenue cycle over time to become customers; understand which Marketo Revenue Cycle Modeler creates the foundation for accurate market- marketing programs drive conversion and velocity; optimize their entire ing analytics and forecasting over time. marketing mix and focus investment on activities that have the greatest • Leverage Marketo’s unique methodology and templates to model your impact on revenue; and accurately predict the revenue generated as a revenue cycle result of marketing. • Inform nurturing, scoring and triggers with a granular view of how leads move between stages Only Marketo provides a deep understanding of how time impacts reve- • Assign Service Level Agreements to send alerts when leads “get stuck” nue performance measurement during long revenue cycles characterized • Map your stages to industry benchmarks such as Marketing Qualified Leads by multiple marketing touches. Marketo Revenue Cycle Analytics includes (MQL), Sales Accepted Lead (SAL), and Sales Qualified Lead (SQL) unique methodology, services and a family of products: Marketo Planning and Forecasting uses predictive analytics to help compa- Marketo Revenue Cycle Explorer provides insight into the performance nies forecast future pipeline and revenue generated from marketing. of the revenue cycle over time with powerful yet easy-to-use dashboards • Create analytic models that predict conversions between funnel stages over and interactive reports. time • Understand the key revenue performance metrics with customized, • Forecast deals and bookings before they enter the sales cycle easy-to-read dashboards • Provide an accurate revenue forecast to the CEO • Focus on the metrics that matter to marketing and sales executives, • Forecast how a program today will translate into revenue tomorrow including conversions, velocity, balances, and lead generation performance © 2010 Marketo, Inc. All rights reserved.
  • 2. Marketo Executive Insights turns revenue cycle analytics into boardroom-ready dashboards and presenta- tions with a single click. • Turn your revenue cycle analytics into professionally designed presentations • Generate easy-to-read PDFs of your slides and dashboards for distribution • Share presentations online easily and securely • Maintain a library of reusable presentation materials Marketo Analytics Engine is a comprehensive and highly scalable analytics platform that enables sophisti- cated revenue cycle analytics over time. • Get accurate answers to revenue performance questions that don’t change over time • Capture and analyze the data to identify trends and forecast for the future • Integrate with the Marketo Lead Management operational database for no performance impact • Use other 3rd party reporting tools your business may be running Key Benefits Marketo Revenue Cycle Analytics answers the Create predictable revenue forecasts tough revenue performance management ques- Marketing forecasts invariably look further out than About Marketo tions to deliver hard marketing ROI benefits as well sales forecasts and provide a more accurate long- Marketo is the revenue cycle term view of revenue. as softer benefits for marketing leaders. management company revolutionizing • How much pipeline and revenue will marketing how marketing and sales teams of all sizes work — and work together Justify your marketing budget deliver next month? Next quarter? — to accelerate predictable revenue. Marketing analytics quantifies the precise rev- • What revenue can marketing commit to? Marketo’s solutions are both powerful enue impact of marketing investment, giving the • What is the revenue impact of changes to and easy to use, providing explosive marketing team the tools to defend or increase the marketing programs and investment levels? revenue growth throughout the marketing budget. revenue cycle from the earliest stages of demand generation and • How much should we spend on marketing per Earn a seat at the revenue table lead management to deal close and lead? Per customer? By talking about marketing in terms of outputs continued customer loyalty. • How many leads do I have in each stage of the (revenue) as a result of inputs (budgets and revenue cycle, and how are they trending? programs), marketing becomes a credible driver of Marketo Lead Management helps revenue that is worthy of investment instead of a • How are leads converting by stage and how are marketers acquire, nurture and qualify they trending? cost center to be trimmed. And, when CMOs take more high quality sales leads with less effort; Marketo Sales Insight • How many new leads will enter the pipeline due on more responsibility – and risk – for revenue, helps sales understand, prioritize and to my programs? their compensation can increase accordingly. interact with the hottest leads and • How exactly has marketing investment impacted opportunities to close business faster; Optimize marketing mix and spend pipeline and revenue? and Marketo Revenue Cycle Analytics Plan your demand generation and lead-nurturing • What revenue will marketing deliver? enables marketers to measure, programs to leverage what’s working, and quickly • Does marketing deliver against its commitments? understand, optimize, and predict their revenue cycle. Marketo won the eliminate waste. 2010 CODiE award for ‘Best Marketing • What is the actual and estimate revenue Solution’ and was voted ‘Best attributed to each program? Marketing Automation Application’ Only 20% of companies believe they excel at • Which lead nurturing programs are moving leads and ‘Best Mass Emails Solution’ by measuring the performance of marketing initiatives faster down the funnel? Salesforce customers on the Force. - Marketing Performance Advantage report by CMG com AppExchange. As of August 2010, • What is the ROI for each marketing program? Partners and Chadwick Martin Bailey more than 650 enterprise and mid- market clients globally have selected 76% of B2B marketers agree that their ‘ability to track Marketo. For more information, visit marketing ROI gives marketing more respect’ Marketo online at: - Forrester Research http://www.marketo.com Marketo, Inc. 901 Mariners Island Blvd, Suite 200 San Mateo, CA 94402 Tel: 650.376.2300 Fax: 650.376.2331 www.marketo.com © 2010 Marketo, Inc. All rights reserved.