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Full Circle Insights

Using the Planning Dashboard

AFTER READING THIS ARTICLE, YOU WILL BE ABLE TO: Understand all the components of the Planning dashboard and get ideas on how to most effectively use the provided information. 

 

Planning

The Planning dashboard provides the key metrics to help Marketing develop a data-driven demand marketing plan. Whether performing an annual planning exercise—or just simply making in-year adjustments to marketing plans—the metrics in the Planning dashboard feature the most important metrics for developing a successful, data-driven demand marketing plan. Following are the priority metrics included in the Planning dashboard. 

  • Volume of Leads (at each funnel stage)
  • Conversion Rates (between funnel stages)
  • Velocity Rates (between funnel stages)
  • Average Deal Sizes
  • Top Performing Campaigns
  • Sourced Revenue by Department
  • Average Number of Touches for Wins and Losses
  • Touch Timing for Won Deals

Following is a real world use case detailing how today's most successful marketers use the metrics from the Planning dashboard to develop a data-driven demand marketing plan.

Example Use Case: Demand Funnel Planning

The ultimate goal of marketing planning is to determine how many leads are going to be required in order to achieve the organization's revenue target. By using the metrics provided in the Planning dashboard, a marketer can effectively understand how to plan their marketing programs. And if necessary, they can also make real time adjustments. Following is a real world example of how many of today's most successful marketers approach their annual planning—also known as reverse waterfall planning.

Marketing planning is a process of working backward. First, a marketer will begin with understanding the organization’s revenue goal. For the purposes of this example, let’s say the annual revenue goal for the organization is $10 million. 

Note: It is important to understand the percentage of the total revenue goal for which Marketing is responsible. In many organizations, even though the total revenue goal might be $10M, Marketing might be responsible for only a portion of that goal. Discussing the proportion of revenue responsibility with the Sales and Finance teams is a critical exercise to gain clear accountabilities and revenue alignment. For the purposes of this example, we will assume Marketing is responsible for the entire $10M. 

Because we know the company has an annual revenue goal of $10M, we can begin to reverse-engineer the annual marketing plan. 

Additionally, the following metrics are required to derive a marketing plan:

  • Average Deal Size
  • Conversion Rates

Fortunately, these metrics are provided in the Planning dashboard. The following are example data tables of the Volume, Conversion, and Velocity metrics that are included in the Planning dashboard. Also included is an example of the Average Deal Size by Quarter dashboard component.

Planning – Avg Deal Size by Quarter.png

Following are some fictitious metrics to continue with our example.

Average Deal Size $55,000
Inquiry to MQL Conversion Rate 8%
MQL to SAL Conversion Rate 55%
SAL to SQL Conversion Rate 60%
SQL to Won Conversion Rate 25%

Now, to calculate our marketing plan, it’s just a matter of doing some simple math. Following are the foundational steps to calculate a data-driven marketing plan. 

  1. Determine how many Wins are required. This is accomplished by dividing the Revenue Target by the Average Deal Size.
  2. Determine how many SQLs (Sales Qualified Leads) are required. This is accomplished by dividing Win volume by the SQL to Won Conversion Rate.
  3. Determine how many SALs (Sales Accepted Leads) are required. This is accomplished by dividing SQL volume by the SAL to SQL Conversion Rate.
  4. Determine how many MQLs (Marketing Qualified Leads) are required. This is accomplished by dividing SAL volume by the MQL to SAL Conversion Rate.
  5. Determine how many INQs (Inquiries) are required. This is accomplished by dividing MQL volume by the INQ to MQL Conversion Rate.

The following image helps visualize this planning process. 

Demand Planning Visualization.png

 NOTE:

Your organization's funnel stages may be different. Fortunately, the general concept of marketing planning remains the same. 

Also, don't forget to consider how sales cycle length (velocity) may affect your marketing planning. For example, if your sales cycles are six months, then the leads generated in Q3 and Q4 the year prior to your planning year need to be considered in your planning calculations. Similarly, the leads generated in Q3 and Q4 in your planning year may not have a material affect on revenue until the following (planning) year. 

Review of Additional 'Planning' Dashboard Components

A marketer may want to consider additional metrics to help create more context in their planning efforts. In such cases the following metrics might be helpful.

List of Top Performing Campaigns

  • This dashboard component features a list of campaigns with the most sourced revenue, in descending order.
  • Time Parameter: Trailing 12 Months

Planning – Top Performing Campaigns.png

Sourced Revenue – by Department

  • This dashboard component shows the distribution of revenue by organizational department (based on campaign sources)—in other words, the amount of revenue for which each organizational department is responsible. 
  • Time Parameter: Trailing 12 Months

Planning – Sourced Revenue.png

Touch Timing for Won Deals

  • This dashboard component shows the pattern of touches by campaign type in 30-day cohorts prior to a won opportunity. For example, for the 151-180 time cohort, a marketer can visually understand the distribution of touches by campaign type. What types of campaigns did people interact with during this time cohort? And how does it compare to other 30-day cohorts? 
  • Time Parameter: Trailing 12 Months

Planning – Touch Timing for Won Deals.png

Average Number of Touches Won/Lost

  • This dashboard component shows the average quantity of influential touches for both won and lost opportunities by fiscal quarter (influential touches are determined by the settings in Influence Model 1). These data provide engagement pattern insight over time. From the example data below we can see a general pattern of increased touches for both won and lost opportunities over the past eight fiscal quarters. 
  • Time Parameter: All time by quarter

Planning – Average Number of Touches Won:Lost.png

 

Note: New customers deploying Response Management from April 1, 2017 onwards will receive this reports and dashboards package as part of the implementation.  Existing customers interested in this package should log a case on the Full Circle Community to arrange to have the package installed.

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