Know whether marketing is on plan
Marketing KPIs, the campaign roster and the standing analyst question on campaign impact — read in that order.
The job
“I want to answer whether marketing is on plan without assembling it by hand.”
- Marketing leaders
- Marketing operations
- RevOps
Marketing reporting has a volume bias built into it. Leads, sessions and impressions are easy to count and easy to grow, and a report full of them can show a good quarter during one where nothing reached a seller. The numbers that resist that are the ones further down the funnel, and they are the ones that take work to assemble.
Reading attainment against a stated objective rather than against last period is what closes that gap, and it only works if the objective was written down at the start — which is what the Strategy step is for.
What it moves
- Marketing attainment
- Account engagement to pipeline
- Cost per opportunity
The division of labour
What RevTech does, and where you decide
In the product
How to do it
- Step 1 of 4
Start at the marketing rollups
Marketing KPIs covers performance, target attainment, pipeline and revenue outcomes across marketing rather than per campaign. It is the surface to open first, because a per-campaign read without the rollup produces a good story about whichever campaign is best.
The Marketing KPIs report: campaign performance and conversion measured across programs, so account-based campaigns are judged on pipeline contribution rather than activity. Screenshot of the RevTech application; sample data. The marketing rollups. The first read, before any individual campaign. - Step 2 of 4
Then the roster, program by program
The Campaigns report lists every program and the campaigns underneath it, with rows opening into the operational campaign. Read the programs against each other before reading campaigns against each other.
- Step 3 of 4
Use the standing question for the causal read
Which campaigns are having the biggest impact is one of the governed analyst questions, and it arrives with its evidence. Use it where you would otherwise build a one-off analysis for a single meeting, and check the source snapshot date before repeating the number.
- Step 4 of 4
Judge against the objectives, not the period
The objectives set on each campaign are the comparison that matters. Growth against last quarter tells you about momentum; attainment against a number you committed to tells you whether the plan is working.
What arrives
What this puts in your Action Center
| Item | What is prepared | How it resolves |
|---|---|---|
| CampaignTargetHit | The authoritative attainment read | The campaign overview |
| AnalystQuestionUpdate | The re-run analysis with the change highlighted | That question’s refreshed answer |
Where this is today
Two of the marketing reports — web conversion and advertising performance — are not switched on for production tenants yet. Marketing KPIs, Campaigns and Lead Flow Performance are, and they carry the attainment read described here.
What to take away
- Rollups before campaigns, or you get a good story about your best campaign.
- Programs against each other before campaigns against each other.
- Attainment against a committed objective, not growth against last quarter.
Go deeper
The material behind this
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