This is part 2.  Part one can be found here.

Tools

When it comes to choos­ing a tool for closed-loop report­ing, the most impor­tant thing to look for is a prod­uct that cou­ples the cor­rect method­olo­gies with the tech­nolo­gies, so that you can gen­er­ate reports in the ways that give you the most use­ful insights.

Most tools do not offer the method­olo­gies along with the tech­nol­ogy. Of those that do, like Omniture’s Closed Loop Mar­ket­ing for Sales­force, it is impor­tant that you truly under­stand the method­ol­ogy behind the tech. (I’m not try­ing to give a sales pitch on this, but we built our own inter­nal solu­tion over a two-year period due to a lack of a com­pre­hen­sive tool on the mar­ket that we then made avail­able to our cus­tomers that use Sales​force​.com. If you are inter­ested in a sales pitch, here’s the link to the Closed Loop Mar­ket­ing for Sales­force prod­uct demo)

Then, you want a tool that allows you to look at mul­ti­ple dimen­sions of the data, and to cre­ate rela­tion­ships between those mul­ti­ple dimen­sions, via fact tables, data marts and data ware­houses. You want to be able to layer in the analy­sis of mul­ti­di­men­sional report­ing tools known as ETLs (for extract, trans­form and load), so you can take raw data, extract it and load it into a more pris­tine envi­ron­ment where you can do the analy­sis needed.

Such capa­bil­i­ties will allow you to pull a wealth of infor­ma­tion: for exam­ple, you can look at a series of mar­ket­ing cam­paigns and ask for the first cam­paign touch that brought the prospect account into your data­base, all the cam­paign touches in the mid­dle, and the last cam­paign touch right before the oppor­tu­nity (meet­ing – in per­son or via the phone with the prospect) was cre­ated. That will allow you to pin­point the cam­paigns that are the most suc­cess­ful at bring­ing in accounts, the most suc­cess­ful at mov­ing them through the sales fun­nel, and the most suc­cess­ful at clos­ing the deal. This helps you dis­cover which cam­paigns are the ones in which you want to invest most heavily.

Or, you can choose to look at all closed deals in the fourth quar­ter, and build a report that shows when the oppor­tu­ni­ties that were cre­ated that led to a closed deal. This will show you just how long the sales cycle is and which cam­paigns led to a sale.

When you become skilled at pulling reports such as these, you’ll be able to tell just how many dol­lars you have in return from every cam­paign. More infor­ma­tion helps you bet­ter under­stand bet­ter where to invest your mar­ket­ing dol­lars for an increase in ROI and a decrease in sales cycle length.

1 comments
Allen Taylor
Allen Taylor

Nice writing. You are on my RSS reader now so I can read more from you down the road. Allen Taylor