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The ABCs of RCA презентация
Содержание
- 1. The ABCs of RCA
- 2. Amy Scissons Global CRM Practice Lead Mercer
- 3. What is Revenue Cycle Analytics (RCA)? Analyze
- 4. Why Do I Need Revenue Reporting?
- 5. Why Do I Need Revenue Reporting?
- 6. Why Do I Need Revenue Reporting?
- 7. Why Do I Need Revenue Reporting?
- 11. Analyzers Success Path Opportunity Influence Program/Channel Effectiveness
- 12. Agenda About Mercer Seven steps to RCA Success Common Pitfalls to Avoid
- 13. About Mercer A global consulting leader in
- 14. Seven Steps to RCA Success
- 15. Source Marketing Opportunities Sales Step 1: Systems
- 16. Step 2: Get Buy In Lead Scoring Model Feedback Loop Sales SLAs Contact Role Association
- 17. Step 3: Agree on Success
- 18. Step 4: Standardize Execution Naming
- 19. Step 5: Monitor and Modify
- 20. Step 6: Craft the Dashboard
- 21. Step 7: Socialize the information
- 22. Common Pitfalls to Avoid
- 23. Where possible,… integrate Create data flow from
- 24. Watch your spend Create a cost framework
- 25. Clone, clone, clone! Set up program templates
- 26. When tagging, think long-term Strategize with stakeholders
- 27. Watch the clock! Marketo timestamps the time
- 28. Use Contact Roles Use contact roles in
- 29. Don’t go too far out of the
- 30. Integrate systems Track your spend Create clone-able
- 31. Questions?
- 32. Thank You! Amy Scissons – amy.scissons@mercer.com Laura Mannix – laura.mannix@mercer.com Brian Glover – bglover@marketo.com
Amy Scissons Global CRM Practice Lead Mercer Laura Mannix Marketing Enablement Manager Mercer Brian Glover Senior Product Marketing Manager Marketo Speakers
Слайд 2Amy Scissons
Global CRM Practice Lead
Mercer
Laura Mannix
Marketing Enablement Manager
Mercer
Brian Glover
Senior Product Marketing
Manager
Marketo
Marketo
Speakers
Слайд 3What is Revenue Cycle Analytics (RCA)?
Analyze program & channel effectiveness
Prove marketing
impact
Evaluate marketing funnel health
Evaluate marketing funnel health
Connect marketing to metrics that matter
Слайд 13About Mercer
A global consulting leader in talent, health, retirement, and investments
Helps
clients around the world advance the health, wealth, and performance of – their people.
Over 20,500 employees in 40 countries
Wholly owned subsidiary of Marsh & McLennan Companies (NYSE: MMC)
Over 20,500 employees in 40 countries
Wholly owned subsidiary of Marsh & McLennan Companies (NYSE: MMC)
Слайд 15Source
Marketing
Opportunities
Sales
Step 1: Systems Alignment
Review Inbound Data Sources
Study System Configuration
Connect CRM
Systems
Слайд 23Where possible,… integrate
Create data flow from other systems to get the
full report
Manually upload information if there is no integration available
Manually upload information if there is no integration available
Слайд 24Watch your spend
Create a cost framework (may want to include base
cost for all promotional channels)
Programs without cost months can be difficult to report on
If you sell in multiple currencies, map the converted revenue amount to RCE for attribution reporting
Programs without cost months can be difficult to report on
If you sell in multiple currencies, map the converted revenue amount to RCE for attribution reporting
*You can modify the Analytics Behavior on the Set Up tab if you are not tracking costs.
Слайд 25Clone, clone, clone!
Set up program templates that work for your team
Train
users to clone the standardized templates rather than starting from scratch
Saves time and prevents errors in recording success
Don’t forget to update tags, add a cost and activate triggered campaigns!
Saves time and prevents errors in recording success
Don’t forget to update tags, add a cost and activate triggered campaigns!
Слайд 26When tagging, think long-term
Strategize with stakeholders on how data needs to
be sliced in reports
It is easier to group tags and roll up than to add a new tag and re-label old programs
It is easier to group tags and roll up than to add a new tag and re-label old programs
Слайд 27Watch the clock!
Marketo timestamps the time and date of membership and
success
Don’t wait to mark leads as success – you could miss out on opportunity credit
Don’t wait to mark leads as success – you could miss out on opportunity credit
Lead generated
Opportunity created
Opportunity won
Слайд 28Use Contact Roles
Use contact roles in SalesForce.com for the most accurate
attribution reporting by
Ensure this process is in place before you start rolling out programs and reporting
Align with Sales early on to use this functionality
Using all contacts might cast too wide a net and you’ll lose creditability with Sales
Ensure this process is in place before you start rolling out programs and reporting
Align with Sales early on to use this functionality
Using all contacts might cast too wide a net and you’ll lose creditability with Sales
Слайд 29Don’t go too far out of the box
Marketo and Salesforce.com &
Microsoft Dynamics have a native integration
Overly customizing and complicating your CRM system will have downstream effects on your integration and reporting
Overly customizing and complicating your CRM system will have downstream effects on your integration and reporting
Слайд 30Integrate systems
Track your spend
Create clone-able templates
Long term tags
Be mindful of timestamps
Use
contact roles
Keep it simple
Keep it simple
Remember…
Слайд 32Thank You!
Amy Scissons – amy.scissons@mercer.com
Laura Mannix – laura.mannix@mercer.com
Brian Glover – bglover@marketo.com
