Mike Braund

We try to keep it simple. We align the channel to where it will impact the in the funnel and then create a KPI for the funnel stage and channel. That means that a channel might show up a couple times. For example for Paid search we can have a mid-funnel KPI for lead creation, and a bottom of funnel KPI for sourced pipeline or bookings. We track efficiency metrics next to production metrics to compare over time periods (MoM, QoQ, YoY) to get a sense of relative performance of the dollars spent in ...Read More

The quickest answer for demand generation would be impact to pipeline and bookings produced. How you represent that is a longer answer that would include the ability to show how different marketing channels and engagements impact each phase of the buying journey/funnel/flywheel. For example in the awareness stage showing how many targeted impressions you got is important, how many web visits, how many demos or contact sales submissions, how many quality leads did marketing produce. Those numbers ...Read More

The long term answer is building a suite of views and dashboards designed to help with the core decisions the team is wanting to make. For example at Iterable we have a campaign performance dashboard where you can select one or many campaigns to see how it performed against our main KPIs related to generating pipeline. Similar dashboards exist for email performance and paid media performance for more specific metrics to drive decisions. For ad hoc asks it's all about communication. Marketing ops ...Read More

Here are some ways to get started Align on goals and how success will be measured for you Input tour from your partners and stakeholders to inform your plan Create your vision/strategy for how to deliver on your goals/targets to align and socialize with your manager and stakeholders (your marketing team and sales as focus points) Be open to feedback and incorporate the feedback as you socialize your plan. Spend time is developing and setting up my measurement frameworks. This is how you're going ...Read More

I appreciate this question a lot, and it made me laugh. I'll take the "over-hyped" side of the question. It can come from any raw production KPI - leads, demos, event registrants etc. An element of quality needs to exist in most cases for those to hold value. The easy example is 100 demos and 90 are spam. The more difficult ones come from things like events where you want to fill the room, but is it filled with the right types of companies and right types of roles from those companies. We're cur ...Read More

Our Marketing Ops team sits in Demand Gen at Iterable so there is a lot of connection from the outcomes we're after when working together. I think that would be the place to start when not in the same org. Clarify outcomes and tie the Marketing Ops work the team is doing with DG to those outcomes. For example if the teams are partnering on a nurture program both teams should have a shared goal around driving the identified conversion event from the program. If you're thinking more around respons ...Read More

This can be a tough question and definitely not something myself or our team has mastered. I do like stretching goals, so I'm ok falling short in some cases. Having historical data to reference and provide relativity to performance is helpful. Working backwards from the main outcomes where possible. There's lots of reverse conversion math in marketing to get to a target. If you need 100 opps how man marketing leads do you need? If your program is budget our resource dependent than taking an assu ...Read More