Top 10 Reports Your CMO Wants From Digital Marketing

Nowadays nearly 100% of lead generation tactics are some form of digital marketing. So CMO’s need to know how clicks from digital advertising, social channels and other digital marketing efforts are connected to leads and opportunities inside the CRM system. CMOs need high-level, detailed reports to fully understand digital marketing performance in order to report back to their CEO.

The best way for any digital marketer to provide this kind of information for the CMO is to track and measure marketing campaigns in the company’s CRM system such as Salesforce. Sales already tracks deals and forecast information in the CRM system and most companies have regular reviews of forecasts and results using CRM data and reporting. When both sales and marketing track and measure their efforts in Salesforce, the CMO and the entire executive team are equipped with one source of truth for all critical metrics across sales, marketing, and any other revenue development channel.

So what reports from the CRM system does a typical CMO want to see from Digital Marketing?

1 – Revenue Attributed to Marketing 

This chart shows a summary of all revenue that was influenced by both Digital and Non-Digital marketing during a specified time period. This number could reflect the overall marketing impact over a month, a quarter, a year, or any other regular time period that is required by management.

revenue attributed to marketing $312k

2 – Revenue Attributed by Campaign

This chart is a great tool to see which campaigns influenced the most revenue. You can see which campaigns (Digital or Non-Digital) might be worth investing in again. This is a point-in-time chart so reviewing this in different time periods can be useful: this month vs. last month or this quarter vs. last quarter or this year vs. last year.

revenue attributed by campaign yellow bar chart

3 – Pipeline Attributed by Campaign

This chart is useful for understanding the pipeline that was influenced by each campaign. If you stack rank your campaigns, you can see which campaigns have the most impact on sales and which have the least. By stack ranking, you will know where to make additional investment and where to remove investment.

pipeline by campaign table chart

4 – Digital Advertising Spend by Campaign and Medium

A chart like this is really useful for comparing the cost of each campaign in stack ranked order.

digital advertising spend by campaign Yellow bar graph

Your lifecycle design should address how to re-engage with individuals after this initial engagement, whether they remain a lead record or are now a contact record.

5 – Total Digital Advertising Spend by Campaign

This donut chart is a nice display of digital advertising spend by campaign giving you an easy view of where you are placing your bets. Like the other charts, this one is easily adjusted for the right time period.

total digital advertising spend by campaign donut graph

6 – Top Digital Advertising Campaigns by Pageview 

A chart like this is really useful for comparing the cost of each campaign in stack ranked order.

topdigitaladvertisingcampaignsbypageview

7 – Digital Advertising Pageviews by Source

A chart like this is really useful for comparing the cost of each campaign in stack ranked order.

digital advertising by source bar chart

8 – Digital Advertising Cost (Lead vs MQL)

Understanding your cost per lead and cost per marketing qualified lead (MQL) can help you understand trends from quarter to quarter. Typically the cost per MQL should be higher than the cost per lead.

Digital Advertising Cost bar chart

Salesforce CRM is designed to give you a complete picture of your engagement with an individual when data quality is good.

9 – Top Campaigns by MQL (Digital and Non-Digital

Comparing Digital and Non-Digital campaigns can be very useful. These funnel metrics in this chart are counted at various stages in the funnel. You can see which campaigns drive the highest numbers of qualified leads (QL), demos, and closed deals (Sum of SQO Won). Stack ranking these campaigns can give you insight into where to invest further.

Top Campaigns by MQL Chart

10 – Digital Velocity Metrics

Velocity metrics are helpful in showing the speed at which deals close. If you double the velocity, you close twice the business in the same amount of time. In this Digital Velocity Metrics chart you can see how fast your MQL’s are closing over time. In this chart we show how many days on average it takes for an MQL to become Closed-Won and you can see the trend over time. Deals closed quickly in Q3 of 2019 and then slowed again later on. The MQL to Demo stage velocity should be consistently as close to 0 as possible. You can use these types of metrics to evaluate and measure how well your marketing and sales processes are performing.

Digital Velocity Metrics line graph

 

 

Aligning the CMO and Digital Marketing

At the end of the day what the CMO cares about the most is whether marketing meets their pipeline and revenue goals. Being able to show the CMO all the different metrics across digital marketing programs helps streamline processes and allows more insight into how your digital marketing efforts are performing. You are then in the optimal position to make recommendations for optimizing your spend.

Being able to show exactly how much revenue and total pipeline digital marketing influences can prove to the CMO the importance of digital marketing and helps the entire marketing team succeed.

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