View this #sps17 Webcast on-demand here: http://dg-r.co/2xO8oeX During this session, hear from Feng Hong, Senior Product Marketing Manager at Full Circle Insights, about creating a smarter, more granular marketing plan. Get a step-by-step, metrics-driven walkthrough to learn how to: Evaluate performance along the 3C’s (Campaign, Channel, Content); Utilize attribution metrics to optimize next year’s marketing mix; and Plan campaigns using reverse funnel and deciding between MQL-based or revenue-based planning.

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Smarter And Granular Marketing
Planning With Goals And Attribution
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Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
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Feng Hong: @mobilefeng

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Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Feng Hong
Sr. Product Marketing Mgr.
Full Circle Insights
@mobilefeng

7. Your Presenters Today
Feng Hong
Sr. Product Marketing Manager,
Full Circle Insights
7
• Finance and analytical
background in investment
banking and VC (recovering
spreadsheet addict)
• Adtech and martech industry
focus
• Will always espouse analytical
approach as key to audience
and performance growth

8. Full Circle Insights Overview
8
Native marketing analytics inside Salesforce

9. Today’s Agenda
• The (Repeated) Pitfalls of Marketing Planning
• A Template for Building a Marketing Foundation
• Starting with Revenue Goals
• Creating the Marketing Plan
• Keys to Using the Plan to Get Smarter Over Time
• Q&A
9

10. Planning Pitfalls
10

11. The (Repeated) Pitfalls of Marketing Planning
11
The data does
not reflect
reality
The math does
not actually
work
Plan was not
built for
learning for
optimization

12. Data vs Reality
12
• Do you have closed-loop
reporting?
• Does it reflect exits and re-
entries into the funnel?
• Are your funnel metrics
accurate for the full lead
lifecycle?

13. Math Without Sanity Checks
13
Last Year Next Year
Events
$1M
500 MQLs
Emails
$1M
200 MQLs
Events
$1.5M
750 MQLs
Emails
$500K
100 MQLs
Next year’s 850 MQLs > 700 MQLs last year right? What if Events MQLs are different?

14. Lack of Learning for Optimization
14
Metric 2015 2016 2017
Revenue $0.20M $0.51M $0.88M
Average Deal Size $20K $20K $25K
Won Deals 10 25 35
Overall Conversion Rate (MQL-to-Won) 0.75% 1.50% 1.25%
Volume (MQLs) 1,333 1,667 2,800
Why did these
numbers go up
and down?
What resulted
from team’s
tactics versus
external factors?

15. Smarter Marketing Planning
15

16. Three Keys to Foundational Marketing Plan
16
• Key 1: comprehensively captures inputs and outputs
• Key 2: makes sense and works mathematically
• Key 3: enables you to understand gaps

17. Boulders, Rocks, and Pebbles
17

18. Annual, Monthly, and Individual
18
Annual
Monthly
Individual (Campaign)

19. Let’s Start Planning
19

20. Two Plans to Create: Annual and Monthly
20

21. Start with Overall Inputs and Assumptions
21
Metric
Prior
Year
Revenue
Average Deal Size
Won Deals
Overall Conversion Rate (MQL-to-Won)
Volume (MQLs)

22. Obtaining Your Annual Goals:
The Funnel
22
Volume
Conversion
Deal Size$
Revenue = Volume x Conversion Rate x Average Deal Size

23. Obtaining Your Annual Goals:
Reverse Funnel
23
REVENUE
GOAL
Conversion
Targets
VOLUME TARGET

24. The Reverse Funnel Math
24
Metric
Prior
Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800

25. The Reverse Funnel Math
25
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Next Year’s Goal
$2.1M

26. The Reverse Funnel Math
26
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Next Year’s Goal
$2.1M
$25K
84
1.25%
6,720

27. Next Year’s Goal
$2.1M
$30K
71
2.5%
2,840
The Reverse Funnel Math: Improved
Inputs
27
Need 2x
conversion
Metric Prior Year
Revenue $0.88M
Average Deal Size $25K
Won Deals 35
Overall Conversion Rate (MQL-to-Won) 1.25%
Volume (MQLs) 2,800
Need bigger
deals

28. Inputs into the Annual Plan Template
28
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Channel 1
Campaign 1
Campaign 2
Channel 2
Campaign 1
Campaign 2
Campaign 3
Etc.
Campaign 1
Campaign 2

29. Goal of the Annual Plan
29
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K

30. Quick Sidebar: MQL-Based vs
Revenue-Based Planning
30

31. Question of Methodology
31
• Question: Simplify planning to create MQL goals? Or
create a plan to achieve Revenue goals?

32. A Tale of Two Plans: MQL-Based
32
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K

33. A Tale of Two Plans: Revenue-Based
33
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K

34. A Tale of Two Plans: Revenue-Based
34
Estimated Annual Outcomes
Estimated MQL
Volume per Campaign
# of
Campaigns
Total
MQLs Total Cost
Channel 1
Channel 2
Etc.
Totals
Goals 2,840 $250K
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
MQLs
Total
Revenue
Total
Cost
Channel 1
Channel 2
Etc.
Totals
Goals $2.12M $250K

35. Quick MQL vs Revenue Planning Comparison
35
MQL-Based Planning Revenue-Based Planning
Definition of
Process
• Filling in a campaign calendar with a focus on meeting the MQL
goal, predicting an MQL volume generated from each
campaign while assuming an overall marketing conversion rate
and average deal size to impute revenue
• Filling in a campaign calendar by creating an assumption of MQL
volume, conversion rate, and average deal size for each
campaign (or each channel) to estimate a more custom revenue
per campaign (or channel) figure
Pros • Simpler planning
• One target KPI to track and calibrate for throughout the year
• MQL is a leading indicator of performance, no need to wait for
long sales cycle to finish to track MQL goals
• Potentially more precise if there has been distinctly different
conversion rates and/or average deal sizes for different
campaigns / channels
• Likely leads to a habit of more frequent and closer tracking of
other KPIs and revenue (especially by campaign) throughout the
year
Cons • Less predictability and confidence in meeting revenue goal
• Can potentially create a narrow focus on MQL count, and less
likely to form habit of tracking other KPIs, especially by
campaign
• More complex planning
• Requires more upfront investment of time to get the configuration
of KPIs that will hit the revenue target
• Revenue lags behind MQL for a gauge of marketing performance,
especially if sale cycle is long
Company Profile • Usually smaller company with fewer resources to invest in
planning and metrics
• Earlier stage company that benefits heavily from generating
reach but will eventually shift over to a greater revenue focus
• Usually larger company with more resources to invest in planning
and metrics
• Later stage company that does not benefit as much from
generating reach and increasingly values optimizing conversion
rates and average deal size
Marketing Mix
and Segments
• Less variety in marketing mix and segments, and therefore
likely less variance in conversion rates and average deal sizes
• More variety in marketing mix and segments, benefits from better
precision in estimations of conversion rates and average deal
sizes by campaign / channel
For further details and step-by-step
methodologies, grab our MQL- vs Revenue-
Based Campaign Calendar Planning guide

36. Back to Annual Planning
36

37. Starting with the Blank Canvas
37
• Goal: Plug the biggest
holes
• Boulders, rocks,
pebbles (going to skip
the pebbles for now)
• Find the biggest holes /
biggest sources of
revenue and the most
“fixed” campaigns
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Channel 1
Campaign 1
Campaign 2
Channel 2
Campaign 1
Campaign 2
Campaign 3
Channel 3
Campaign 1
Campaign 2
Campaign 3
Channel 4
Campaign 1
Campaign 2

38. Channels, Campaigns, and Content
38
Channels
Campaigns
Content

39. Revenue Impact of Campaign Channels
39
Best Channels: Event (Sponsored), Partner Marketing, Website, Email

40. Start Filling in the Channels for Annual Plan
40
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Partner Marketing
Website
Nurture Emails

41. Obtaining Metrics for Specific Campaigns
41

42. Start Filling in Campaigns for the Annual Plan
42
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Annual Big Event 300 4.0% $30K $360K 1 $360K $100K
Partner Marketing
Website
Nurture Emails

43. A Complete Annual Plan
43
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Annual Big Event 300 4.0% $30K $360K 1 $360K $100K
Event 2 100 1.3% $30K $37.5K 1 $37.5K $60K
Event 3 100 2.0% $30K $60K 1 $60K $40K
Meetups 50 3.0% $30K $45K 4 $180K $1.6K
Partner Marketing
Partner Webinars 150 1.0% $30K $45K 6 $270K $48K
Partner eBooks 100 1.0% $30K $30K 3 $90K $12K
Website
Webinars 20 2.0% $30K $12K 6 $72K $1.5K
eBooks 20 1.0% $30K $6K 4 $24K $1K
Demo/Product 35 10.0% $30K $105K 6 $630K $1.2K
Other 10 1.0% $30K $3K 8 $24K $1.6K
Nurture Emails
Webinar 35 4.0% $30K $42K 12 $504K $1.2K
eBooks 25 1.0% $30K $7.5K 4 $30K $400
Other 25 2.0% $30K $15K 4 $60K $800
Other (Ads, SEM, PR, Others) $30K $3K 6 $18K $30K
Totals 3,130 2.5% $30K $2.36M $299K
Goals 2,840 2.5% $30K $2.12M $300K

44. Checking Your Annual Plan
44
• Check
assumptions, e.g.,
if conversion rates
pass the sniff test
when comparing
them
• See if plan hits
goal, see if budget
overrun, highlight
the big culprits
• Re-tool plan if
numbers exceed
constraints
Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Annual Big Event 300 4.0% $30K $360K 1 $360K $100K
Event 2 100 1.3% $30K $37.5K 1 $37.5K $60K
Event 3 100 2.0% $30K $60K 1 $60K $40K
Meetups 50 3.0% $30K $45K 4 $180K $1.6K
Partner Marketing
Partner Webinars 150 1.0% $30K $45K 6 $270K $48K
Partner eBooks 100 1.0% $30K $30K 3 $90K $12K
Website
Webinars 20 2.0% $30K $12K 6 $72K $1.5K
eBooks 20 1.0% $30K $6K 4 $24K $1K
Demo/Product 35 10.0% $30K $105K 6 $630K $1.2K
Other 10 1.0% $30K $3K 8 $24K $1.6K
Nurture Emails
Webinar 35 4.0% $30K $42K 12 $504K $1.2K
eBooks 25 1.0% $30K $7.5K 4 $30K $400
Other 25 2.0% $30K $15K 4 $60K $800
Other (Ads, SEM, PR, Others) $30K $3K 6 $18K $30K
Totals 3,130 2.5% $30K $2.36M $299K
Goals 2,840 2.5% $30K $2.12M $300K

45. Estimated Metrics Per Campaign Estimated Annual Outcomes
MQL
Volume
Conversion
Rate
Average
Deal Size
Revenue per
Campaign
# of
Campaigns
Total
Revenue
Total
Cost
Event (Sponsored)
Annual Big Event 300 4.0% $30K $360K 1 $360K $100K
Event 2 100 1.3% $30K $37.5K 1 $37.5K $60K
Event 3 100 2.0% $30K $60K 1 $60K $40K
Meetups 50 3.0% $30K $45K 4 $180K $1.6K
Partner Marketing
Partner Webinars 150 1.0% $30K $45K 6 $270K $48K
Partner eBooks 100 1.0% $30K $30K 3 $90K $12K
Website
Webinars 20 2.0% $30K $12K 6 $72K $1.5K
eBooks 20 1.0% $30K $6K 4 $24K $1K
Demo/Product 35 10.0% $30K $105K 6 $630K $1.2K
Other 10 1.0% $30K $3K 8 $24K $1.6K
Nurture Emails
Webinar 35 4.0% $30K $42K 12 $504K $1.2K
eBooks 25 1.0% $30K $7.5K 4 $30K $400
Other 25 2.0% $30K $15K 4 $60K $800
Other (Ads, SEM, PR, Others) $30K $3K 6 $18K $30K
Totals 3,130 2.5% $30K $2.36M $299K
Goals 2,840 2.5% $30K $2.12M $300K
Back to the Three Keys
45
Remember the three
key components of a
successful plan:
• 1) Captures inputs
and outputs
comprehensively
• 2) Makes sense and
works mathematically
• 3) Enables you to
understand gaps
1
3
2

46. 46
Transforming Annual to Monthly

47. 47
• Same principles as annual
planning: boulders, rocks, and
pebbles
• Boulders can be channels
• Rocks would be campaigns
and events that are standard
for you and your competitors
for reaching your audience
• Pebbles would be small areas
of optimization (content)
Transforming Annual to Monthly

48. 48
Finalizing Your Monthly Plan

49. 49
Finalizing Your Monthly Plan
Remember the three key
components of a successful
plan:
• 1) Captures inputs and
outputs comprehensively
• 2) Makes sense and
works mathematically
• 3) Enables you to
understand gaps
1 3
2

50. Odds and Ends
50
• Filling in the “pebbles”
• Find content areas of optimization (a whole topic in
and of itself!)
• Velocity (build in delay into the plan)

51. Odds and Ends: The Pebbles (Content)
51
Segmented Engagement Metrics Optimized Engagement

52. Odds and Ends: Velocity
(Timing of Receiving Revenue from an MQL)
52
Sale cycle of 0 days
(immediate MQL-to-Won
velocity)
Sale cycle of 30 days (one
month MQL-to-won velocity)
Note the $30K delayed to
next year’s financials

53. Planning is Done, What Now?
53

54. Your Plan, Over Time
54
• Plan vs Actual
• Optimization throughout year = course correction
• See Full Circle Insights’ webinar on second-half planning,
Leveraging Campaign Insights to Crush Your 2017
Targets

55. Final Takeaways
55
Maintain clean
performance data to have
the right baseline reality
(with technology from Full
Circle Insights!)
Dig into data to find the
right insights for direction
and actions
Set your plan of record’s
assumptions “on paper”
to enable you to iterate
and optimize with
learnings over the year

56. #SPS17
How Are We Doing?

57. #SPS17
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Feng Hong
Sr. Product Marketing Mgr.
Full Circle Insights
@mobilefeng

58. #SPS17
Thank You For Attending
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