macromator logo svg
Your Needs
B2B MARKETING
Partner & Channel Marketing

Empower your channel partners. Build a marketing and sales pipeline together.

Campaigns & Programs

B2B campaigns powered by content and experiences that resonate in today’s modern world.

Global Marketing Concierge

Cost-efficient and seamless global marketing operations experts.

Webinar Services

Supercharge your online events and webinars in the new remote age.

Account Based Marketing

Target accounts, but speak to people.

TECH SIMPLIFIED
MarTech Advisory & Training

Create a solid foundation of understanding and leveraging your digital tools.

Salesforce Consulting

Certified specialists for Salesforce solutions

Marketo Consulting

Marketo certified specialists

ZINFI Consulting

ZINFI expertise to support your partner marketing platform.

Pardot Consulting

Pardot certified specialists

HubSpot Consulting

HubSpot specialists for your marketing needs

MARKETING OPERATIONS
Managed Services

Extend your marketing team.

Content & Template Design

Deliver your message with the right content.

Demand Gen Strategies

Macro’s demand generation strategies.

Business Process Outsourcing

Eliminate marketing bottlenecks.

Data Operations

Fine tuning and optimization of your marketing tech stack.

Our Capabilities
HOW WE WORK
Our Clients

Explore the clients we've worked with.

Case Studies
WHAT WE THINK
Resources

Real Business Impact from Marketing Operations.

Our Expertise

Retainer or project based support.

WHERE TO FIND US
Community

Learn about the Martech Community.

Careers

We're hiring, take a look why you should join Macro today.

Contact Us

We want to help you create magical customer experiences.

About Us
Resources
Talent

CMO's Reporting Command Center

Reporting growth and demand generation is something few organizations are doing successfully. Without a process in place to measure and assess your campaigns, acquisition, and revenue, it’s hard to decide your future marketing investments and know how your marketing efforts are performing. It’s important to prioritize setting targets and objectives, but many other practices and metrics are often ignored. In this blog, you’ll learn about 3 key pillars you can implement to get the most out of your data - resulting in a more organized, streamlined process to successfully and accurately measure results. 

  1. Build A Demand Generation Command Center
  2. Report on Marketing’s Impact on Sales
  3. Build Your Account Based Marketing Hub

1) Build A Demand Generation Command Center

Having all of your marketing metrics in one Command Center provides you with an ability to monitor and continuously adjust course. The Command Center should be easily available for all your stakeholders outside of marketing, including Sales Leadership, Revenue Performance, Product Marketing and the rest of the C-Suite.

Decide Where to Report

You can leverage reporting platforms like TableauMicrosoft PowerBI, or DOMO which pull data from different company sources, or you can work directly within your marketing automation platform using Marketo Revenue ExplorerOracle BI EE, or HubSpot Analytics.   It makes sense to report where most of your company leadership can easily access and make decisions based on this information.

Include All Your Demand Gen Practices

The effectiveness of initiatives like Account Based Marketing (ABM), Marketing Qualified Leads (MQLs) trends and Partner Marketing activities can all be monitored in one place.  We suggest categorizing your marketing activities and campaigns in your marketing automation platform, this way the Command Center can report trends, sources, and categories.   Whether you’re dividing by marketing type (physical or digital), acquisition activity, channel (paid or unpaid) or new/existing business, categories help keep you organized. Below are few insights which must be easily accessible in your Command Center: 

Focus on New Logos and Year-Over-Year Growth

Marketing Sourced New Logos, MQLs, Pipeline and Bookings 

What is year-over-year growth? Year-over-year (YOY) is the comparison of one period with the same period from the previous year. The period is typically a month or quarter.

Understand the Performance of Your Global Team

MQLs, Opportunities, Pipeline, and Bookings for Regions and Sub-regions

Global business regions are usually categorized as NA, EMEA, LATAM, APAC and ANZ. These geo clasifications can be further broken down into sub-regions depending on your strategic approach.

Take a Closer Look at Marketing Sourced Opportunities

Understand both the volume and value from different sources

A bubble chart is a neat way to show Opportunity Numbers and Opportunity Values replaced with bubbles. The Number and value of Opportunities in the pipeline is represented in the size of the bubbles.

2) Report on Marketing’s Impact on Sales

When it comes to revenue impact performance, sales and marketing alignment is key. The Command Center has to report on the impact that your marketing metrics have on sales pipeline and revenue. Report in the same Command Center to align both metrics.    When marketing and sales departments work together, firms see 36% higher customer retention and 38% higher sales win rates from those teams. (Hubspot, 2017)  Let your company numbers speak for themselves. 

Track Opportunities Sourced By Different Departments

Monitor Pipeline generated by Sales, Partners and Marketing sourced opportunities

You have to give credit to different sources of Opportunities. Some Opportunities might be sourced by Marketing or by Sales teams themselves or you might use a network of Partners to source Opportunities. To learn more about Partner Marketing, read about the 5 Key Partner Marketing Strategies we recommend.

Measure Paid vs Unpaid

Compare Your Channels and their MQLs, SQLs, and Won Opportunity Value

To better understand your sales metrics, the amount sourced in your marketing activity pipeline can be attributed to opportunities and then organized by revenue generated. These can be further split into:   

  • Opportunities by Source
  • Opportunities by Region
  • Opportunities by Products & Services
  • Revenue by Source
  • Revenue by Region
  • Revenue by Campaigns
  • Revenue by Direct Services
  • Revenue by Business Units
  • Overall Pipeline Value Generated
  • Value of Won Opportunities
  • Physical vs Digital

3) Build Your Account Based Marketing Hub

Your Account Hub looks at your whole universe of accounts. This allows you to prioritize your top target accounts and further segment your account tiers.   

Create Your Target Account Lists

How do you go about creating your ideal Target Account List? Use these common strategies to identiy your Target Accounts profiles based on your Buying Personas and already Won Opportunities.

  • Look at your highest value, closed, won opportunities and identify lookalikes in your data.
  • Complete your account Buying Personas and find Qualified Accounts in your data.

Understand Your Total Addressable Market

Total addressable market (TAM), refers to analyze the overall revenue opportunity available for your services. TAM helps you to prioritize strategies and serves as a useful, identifiable metric to quantify potential.

Complete Your Data

If you don’t have data on all your accounts in your target universe, then look into data vendors to complete the missing information.     You should complete both missing contacts at your Target Accounts and also bring in all missing Accounts from your TAM. Use the following data vendors to help you:

Know Your Demand Units and Segments

The Account Hub of your Command Center allows you to keep an eye on your Segments, Regions, and Expansions into Existing Customers. If you are using the Demand Unit Waterfall then you should monitor two new stages: 

  1. Target Demand is the total potential, expressed in demand units, of the market that is being targeted.
  2. Active Demand is the number of demand units that are in a purchase process. Not all potential buyers are active in a purchase cycle at once.

Flexible Resources

Flexible-Resources_mainhowwework

Dedicated Retainer

Our advisers help make your job easier on an ongoing basis. Adapting to your work style, we are a natural extension of your team for ongoing projects and campaigns. Use dedicated support for your marketing operations needs, so you’ll be able to focus on the larger marketing picture. Leave the details to us. Start your support now.

Project-Based

With this option, the length, scope and team for the assignment is as you request it. Use our resources to help speed up different projects and initiatives. Our highly skilled advisers come together to help you deliver your marketing objectives on time. See if a project-based support is a fit for you.

You Might Want to Also Learn About:

Account Based Marketing: Building Your Segmentation and Metrics That Matter

Macro President & Founder Dan Radu and Security Compass’ ABM Manager Heidi Vandermeer introduced and explored key aspects of Account Based Marketing in a recent webinar. Read more here about the lively discussion that took place.

Your Marketing Automation Platform Is Like a Ferrari

It would be a shame to spend a small fortune on an expensive car, only for it to sit in your garage, rarely used. This depressing story is something that happens to many modern organizations—except it’s not an expensive vehicle that they leave rusting in a garage, it’s their enterprise marketing automation platform (MAP)
MORE INSIGHTS
Macro makes it easy for companies to grow and scale their operations. Creating alignment between sales, marketing and tech, our experts enable companies to make better data-driven decisions.
crosschevron-downtext-align-right