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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to the Bob Growth Show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. All right, we are here at the B Tob Marketing Forum, a marketing props event, and I'm here talking to Dana Rothman. She is the VP of marketing and sales development at bright funnel. They know how you doing today. Good, how are you? I am wonderful. So we've had you on the show before and that episode we talked about your unique role in leading both marketing and sales development,...

...but today we're going to talk more about marketing attribution and how marketing can communicate the data that they're seeing and the attribution that's happening, how you can communicate that to different parts of your organization. This is something you guys deal with obviously a lot of at bright funnel. So a lot of your customers are they're just a little bit confused as how to like you'd innine an example before we start a recording about when you're tightening the sales team. That can get a little dicey and especially when you're talking about attribution. Talk to us about what are some things that you're seeing clients to do? What are things maybe you guys are doing internally to overcome that hurdle? Yeah, so what we were kind of chatting about was, you know, the idea of marketing attribution. You're looking at all the different marketing touches throughout the buyer journey and you're able to surface what successful and how things really influence the full account journey across the entire buyer team. The way, you know, most marketing attribution...

...platforms work is it assigns different dollar amounts, two different touches, based on what type of model you're using. So if, for using like an evenly weighted model to signs, you know, even dollar amounts, if it's a custom model, different dollar amounts and so on. So one of the challenges that our customer space and, you know, even honestly like US internally, is how we surface this information out to the various stakeholders in the organization. I think, particularly sales is an interesting one because, you know, on the one hand they want to see this type of information from marketing, like they want to know how marketing is affecting their deals, but on the other hand, the way that you know, attribution has been positioned, I think just in the industry as well, as you know, throughout different vendors, is this idea of like marketing getting credit for certain things and assigning like a very specific dollar amount of the deal to, you know, these different marketing...

...touches. So like, you know, in a deal that's like Tenzero, let's say, you know, maybe marketing is assigned like FIVEZERO dollars worth of credit for that deal. And so I think there's a lot of nuances in the way that you actually speak to the sales team about you know what that means and you know, like what we like to talk to about customers and internally as well. As it's it's like it's not really assigning credit, it's showing, you know, influence and how you've really impacted an influence the deal over time. You know, marketings not trying to like take credit away from sales. It's like we're working together, guys 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 literal dollar amount, but it's a way to, you know, show sales certain impact. It's a way to show, you know, how different types of programs have maybe impacted a deal more over time. But it's just like a measurement tool so that you know, both...

...sales and marketing can see the full, you know, really kind of deal life cycle. So, you know, being very thoughtful in the wording that marketing uses there can really help with that linement and help that conversational long so that sales doesn't feel, you know, like marketing is blind siding them or taking away things and like kind of vice versa. What are some other areas within the organization other than sales where maybe there's some new wants and how you communicate the attribution to financer? What's that look like? Yeah, I think also when you're communicating out to maybe to like the CEO level or to or the board level, there's a fair amount of education that has to be done on, like what these numbers mean. You know, a lot of those folks they're used to like you first touch. What's sourcing? Things are like how many leads are you generating? And so moving beyond, I mean certainly moving beyond like the leads generated metric is important, and then, you know, sourcing revenue or pipeline. That's kind of a start. But educating your...

...board and CEO to understand that, you know, the buy our journey today is just so incredibly different and if you're only looking at like the first touch or the last touch of something, you're probably missing like a lot of what's going on in between. So if you know your CFO or board or CEO or only focused on like those really basic metrics, they're going to be missing, you know, out on a whole lot of, you know, additional value that marketing brings and and with that value comes like their investment in marketing. And so properly educating them on, you know, what multi touch attribution is, what it means, especially if you're in B to be like what an account full account journey means, like what all the different buyers in the decision process means. So a lot of it is, you know, education. I've been, you know, fairly lucky. I mean obviously a Brif on all they kind of get it what we do. But but before bright funnel I was at ever string and we actually brought right funnel on as I...

...was a customer bright funnels, and so I did have to go through that like education process with the CEO and with the board and I did eventually get into a place really they're very comfortable with those multitouch metrics and they weren't just focusing on like how many leads are generated or what the source is. It was really understanding how everything plays into the full journey. Yeah, and what are some multitouch metrics? Just if for the folks that have been so focused on it's just the things at the front of the funnel and then the very end. What could you share some some metrics to yeah, yeah, sure. So there's a bunch of different things that you can look at. I'll look at different types of metrics depending on like where in the middle of the funnel I'm trying to like triage, attack or whatever. But of course you want to look at influence, pipeline and revenue. I try to tie most of the things I do to like the business matrics that matter to the c suite, to the CFO, which is revenue and in pipeline. So looking...

...at influence in those areas. Also looking at a velocity of like how different programs can move things faster through the sales funnel in the middle of the funnel. You know what I can do in the middle of the funnel? It's like increase deal size at certain stages. So I do spend a lot of time looking at like stage by stage metrics within the sales funnel, particularly, you know, in the middle 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 sure that I have a full understanding of like what has like the highest conversion rate for, you know, different audience types and stuff like that. So there's a lot, a lot of different things look at there. But thanks for sure. Election. yeahanks or share that. So, Dan, if there's somebody listening to this that they want to dig more into marketing attribution, that maybe they have questions or or they want to learn more about bright funnel, what's the best way for them to go about doing that? Yeah,...

I mean you can go to our website, right funnelcom. There's plenty of information on there. We have a resources section with a, you know, wide variety of different types of resources. Also, feel free to reach out to me directly at day in a at bright funnelcom. And then, yeah, I mean, we'll be if you're to be a dream force, we're going to be there. So all types of way to get in touch to love. Awesome. Thanks there. If you're a BB marketer, we want to feature you on sites like the Huffington Post, social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. So head over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening. Until next done.

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