549: How to Share Marketing Attribution With the Rest of Your Company w/ Dayna Rothman

ABOUT THIS EPISODE

In this episode we talk to Dayna Rothman, VP of Marketing & Sales Development at BrightFunnel.

Are you struggling to come up withoriginal content, weakin and weak out start a poncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again learn more at sweetfish media dotcom. You were listening to the Bete, begrowth, show a potcast dedicated to help him bee to be executives achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carberry andI'm Jonathan Green. Let's get into the show allriht. We are here at the bt BMarketing Forum, a marketing propevent, and I'm here talking to Dana Rothmanshe's, the VP of marketing and sales development at bright, Funnel Dena hwyou doing ITA good. How are you I am wonderful, so we've had you on the showbefore and that episode we talked about your Iunique role in leading bothmarketing and sales developmentment.

Today we're going to talk more aboutmarketing attribution and how marketing can communicate the data that they'reseeing and the attribution that's happening, how you can communicate thatto different parts of your organization. This is something you guys deal with,obviously a lot a bright funnel, so a lot of your customers are they're justa little bit confused as how like Youhad mentioned an example before westarted recording about when you're talking to the sales team that can geta little dicy, especially when you're talking about attribution, talk to usabout what are some things that you're seeing clients do wher things- maybeyou guys are doing internally to overcome that hurdle yeah. So what wewere kind of chatting about was you know the idea of marketing attributionand you're looking at all the different marketing touches throughout the Bierejourney and you're able to surface what successful and how things reallyinfluence the full account journey...

...across the entire Byer team. The wayyou know most marketing attribution plaferms work is it assigns differentdollar amounts, two different touches based on Um, what type of model you'reusing so for using like an evenly weided model to science. You know evendollar amounts ofcustom model, different dollar mounts, and so on. Soone of the challenges that our customers face- and you know evenhonestly like us internally- is how we surface this information out to thevarious state holders in the organization. I think particularlysales is an interesting one, because you know, on the one hand, they want tosee this type of information from marketing like they want to know howmarketing is affecting third deals, but on the other hand, the way that youknow attribution has been positioned. I think M, just in the industry as well,as you know, throughout different vendors. Is this idea of like marketinggetting credit for certain things and assigning like a very specific dollaramount of the deal to you know these...

...different marketing touches. So, likeyou know in a deal, that's like ten thousand dollars. Let's say you know,maybe marketing is assigned like five thousand dollars worth of credit forthat deal, and so I think, there's a lot of nuances in the way that youactually speak to the sales team about. You know what that means, and you knowlike what we like to talk to about customers and internally, as well as ifit's like, it's not really assigning credit showing you know, influence andhow you really impacted and influenced the deal over time. You knowmarketing's not trying to like take credit away from sales. It's like we'reworking together, Guyn on the same path. It's just a way to to measure something,and so it's not meant to be really taken, like literally like a literaldollar amount. But it's a way to you know show sales certain impact as a wayto show Um. You know how different types of programs have maybe impacted adeal more over time. It's just like a measurement toool, so that you knowboth sales and marketing can see the...

...full. You know really del Life Sygolg,so you know being very thoughtful in the wording that marketing uses therecan really help without alignment and help that conversational long so thatsales doesn't feel you know like marketing, is blindsihting them ortaking way things and, like kind of vice versa. What are some other areaswithin the organization other than sales, where maybe there's some newants and how you communicate the attribution to Y financeer? What's that,look like yeah thin, also when you're communicatitg out to maybe to like theCE level or to the board level, there's a fair amount of education that has tobe done on like what these numbers mean. You know a lot of those folks they'reused to like K, O first touch. What sourcing things ore like? How manyleads are you generating and so moving beyond I mean certainly moving beyondlike the leads generated. Matric is important and then you know souringrevenue or pipeline, that's kind of a...

...start, but educating Youre bored, an CEO. to understand that you know the Baer Journey today is just so incrediblydifferent and if you're, only looking at like the first touch or the lasttouch of something you're, probably missing, like a lot of what's going onin between. So if you know your CFO or Bord or CEO, or only focused on likethose really basic metrix they're going to be missing, you know out on a wholelot of you know additional value that marketing brings and nd with that valuecomes like their investment in marketing and so properly educatingthem on. You know what multitouch attribution is what it means,especially if you're inbeed to be like whatn't accountful account journey. Itmeans like what all the different buyers and the decision process means.So a lot of it is, you know, education, I've been, you know fairly, lucky meanobviously Abra on alday kind et we do but um before bright onall. I was ateverstring and and we actually brought...

...bright funnel on his Um. I was acustomer O be funnels, and so I did have to go through that, like educationprocess with D ce O and with the board- and I did eventually get imto a place-really they're very comfortable with those multitouched matrics and theyweren't just focusing on like Honty Lees, are generated or what the sourceis. It was really understanding how everything plays into you the fulljourney. What are some multitouch metrics just if, for the folks thathave been so focused on just the things t at the the front of the funal one, anhen, the very wh. Could you share some somemetrics to yeah yeah sure, so,there's a bunch of different things that you can look at I'll. Look atdifferent types of metrics, depending on like where, in the middle of theFUNNL, I'm I'm trying to like triage or attack or whatever. But of course youwant to look at influence pipeline revenue. I try to tie most of thethings I do to like the business metrics that matter to you, the seaswite so which is revenue and and...

...pipeline. So looking at influence inthose areas. Also, looking at velocity of like how different programs can youknow, move things faster through the sales funnel in the middle of theFunall, you know what I can do in the middle of the funnel. It's likeincreased deal size at certain stages, so I do spend a lot of time looking atlike stage by stage Matrix within the sales nal, particularly you know in themiddle as far as what's influencing different deal types and deal sizes,also looking at like, what's converting things from stage to stage making surethat I have a full understanding of like what has like the highestconversion rate, for you know different audience types and stuff like that, sothere's a lot, a lot urleptaniaics for sure Ha. So ifthere's somebody listening to this, they they want to dig more intomarketing attribution. Maybe they have questions or or they wan to learn moreabout Bripe Fono. What's the best way...

...for them to go about, do ith that yeahI mean you can go to our website bright, funnel t com, there's plenty ofinformation on there. We have a resources section with a you know. WideVariety of different types of resources also feel free to reach out to medirectly at Dayna at Brit, funnel docom and then yeah I mean we'll be if yourea dream. Forus we're going to be there so all types of weight to get in touchawesome, thig, tornfutreynsites, like the Huckington Post, so Shiall we DAexamine our cochief worker. Every week. We seen that a question really o beemarketing, use the responses to those questions to feel the content. We ritefor really popular websites so head over to Sweetbish, MED, tcom, slashquestions and sign up today. Thank you so much for listening until next time.

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