Marketing Quarterly/Yearly Business Review Customizable PowerPoint Template

Instructions Every marketing team should run a Quarterly Business Review (QBR) at the end of each quarter. The purpose of this meeting is to go over revenue and marketing team performance in detail to help with forecasting and planning. Here are instructions for how to use this template: Fill out the template with your own metrics Each member of your marketing team should have an assigned section Be sure to provide your marketing team specific instructions on what they are required to provide Depending on your marketing team, schedule your QBR for 2-4 hours-–there will be a lot of information to go over!

Sample Agenda Overall Marketing Performance Opportunity and Deal Analysis Website and Content Performance Demand Gen Program Performance Target Account Analysis and Metrics

Overall Marketing Performance

Overall Marketing Performance Instructions This section should be an overview of your overall marketing performance and can be assigned to marketing operations, or even an executive on your team. Including a section on overall marketing performance sets the stage for deeper dives in subsequent sections. Here is what you should cover in the overall marketing performance section: Last quarter’s goals Quarter-over-quarter sales funnel trends Quarter-over-quarter sales funnel conversion trends Marketing influence on pipeline and revenue Wins, learns, changes

Last Quarter’s Goals and Initiatives Pipeline and Revenue Goals: Add last quarter’s pipeline and revenue goals Sales Funnel Goals: Add last quarter’s sales funnel goals Key Marketing Programs: Add last quarter’s key marketing initiatives and programs Top Accounts: Add top accounts that you wanted to engage from last quarter

Quarter-over-Quarter Funnel Stage Trends Fill in with your specific sales funnel stages—they may be different from the sample stages below Funnel Stage Q1 Q2 Q3 Lead No. of leads MQL No. of MQLs SAL No. of SALs SQL No. of SQLs Opp No. of Opps Deal No. of Deals

Quarter-Over-Quarter Funnel Stage Conversion Trends Lead MQL Conversion from lead to MQL SAL Conversion from MQL to SAL SQL Conversion from SAL to SQL Opp Conversion from SQL to Opp Deal Conversion from Opp to Deal

Marketing Influence on Pipeline and Revenue

Wins, Learns, Changes WINS LEARNS CHANGES Win 1 Win 2 Win 3 Learning 1

Opportunity and Deal Analysis

Opportunity Analysis Instructions Your marketing and sales teams want to know the buyer journey for each closed deal. This includes all of your successful marketing touches across every person associated with an account. Note that not all sales reps are great at attaching contacts to an account, so you may need lead-to-account matching in your CRM or attribution platform in order to understand the full buyer journey. Here is what you want to detail: Account name, product purchased, and deal amount Number of successful marketing touches across everyone in that account Number of people influencing the deal cycle (account contact, opportunity contact, orphan lead) First-touch and last-touch analysis for the campaign that sourced the deal and converted the deal Multi-touch attribution analysis for each campaign that influenced the middle of the buyer journey

Sample Opportunity Influence Template: Add Opportunity Name and Amount Total Successful Marketing Touches (total successful marketing touches across every contact associated with account) Total People Influencing (all contacts associated with account) Total influencing campaigns (total campaigns that influenced the deal) Account Journey Date Campaign Name Channel Contact Name Title Date of touch Name of campaign Name of Channel Lead or contact name Lead or contact title 10/25/2017 Webinar: EOQ Reporting Webinar Carrie Fisher VP of Marketing

First-Touch Opportunity Analysis What marketing programs sourced the most closed deals this quarter? Campaign Name Channel Name Sourced Pipeline Sourced Revenue LTO% LTD% CPD Channel $$ of pipeline sourced from program $$ of revenue sourced from program Lead to Opp conversion rate Lead to Deal conversion rate Cost per deal analysis

Multi-Touch Opportunity Analysis What marketing programs influenced the most closed deals this quarter? Campaign Name Channel Name Influenced Pipeline Influenced Revenue Deal Touches Channel $$ of pipeline influenced from program $$ of revenue influenced from program No. of deals touched by campaign

Last-Touch Opportunity Analysis What marketing programs converted the most closed deals this quarter? Campaign Name Channel Name Converted Pipeline Converted Revenue Converted Opps Converted Deals Channel $$ of pipeline converted from program $$ of revenue converted from program No. of opps converted from program No. of deals converted from program

Website and Content Performance

Content and Website Instructions Analyzing your website and content performance is critical to understanding what messaging is working to acquire new leads and accelerate them through your sales funnel. You should look at the performance of both gated and ungated assets, and assets you use in paid programs. This gives you a holistic look at content across all of your different promotional channels. Here is what you want to analyze: Website traffic growth What content brings people into your sales funnel (first-touch) What content influences and accelerates people in your sales funnel (multi-touch) What content helps to convert people from stage-to-stage (last-touch)

Website Traffic and Behavior Include data from website analytics on overall traffic trends from previous quarter: Sessions Users Page views Average session Bounce rate Include data on top search queries, clicks, and impressions Include top entrance pages

First-Touch Content Analysis For content created within your selected timeframe Content Asset Downloads Sourced MQLs Sourced Opportunities Sourced Revenue Sourced Pipeline ROI Asset Name No. of downloads No. of MQLs sourced by asset No. of opps sourced by asset $$ of revenue sourced by asset $$ of pipeline sourced by asset Return on investment

Multi-Touch Content Analysis For content created within your selected timeframe Content Asset Influenced Pipeline Influenced Revenue Opportunities Touched Deals Touched ROI Asset Name $$ of pipeline influenced by asset $$ of revenue influenced by asset No. of opps touched by asset No. of deals touched by asset Return on investment

Last-Touch Content Analysis For content created within your selected timeframe Content Asset Converted Pipeline Converted Revenue Converted MQLs Converted SQLs Converted Deals Asset Name $$ of pipeline where the last touch is the asset $$ of revenue where the last touch is the asset No. of MQLs where the last touch before conversion was the asset No. of SQLs where the last touch before conversion was the asset No. of deals where the last touch before conversion was the asset

Demand Generation Programs

Demand Gen Program Analysis Instructions To analyze all the performance of your demand generation programs, each program manager in charge of a channel should be assigned slides. In this deck template, we will use Events as an example, but the same template can be applied to ads, content syndication, emails, field events, direct mail, and more. Repeat for as many channels as you need!

First-Touch Program Analysis: Events For event programs that were run within the selected timeframe Campaign Name Sourced Leads Sourced MQLs Sourced Pipeline Sourced Revenue Cost Per Lead ROI Event Name No. of leads sourced from event No. of MQLs sourced from event $$ of pipeline sourced from event $$ of revenue sourced from event Cost per lead for event Return on investment for event

Multi-Touch Program Analysis: Events For event programs run within selected timeframe Event Name Influenced Pipeline Influenced Revenue Opportunities Touched Deals Touched ROI $$ of pipeline influenced by event $$ of revenue influenced by event No. of opps touched by event No. of deals touched by event Return on investment

Last-Touch Program Analysis: Events For event programs run within a selected timeframe Event Name Converted Pipeline Converted Revenue Converted MQLs Converted SQLs Converted Deals $$ of pipeline where the last touch is the event $$ of revenue where the last touch is the event No. of MQLs where the last touch before conversion was the event No. of SQLs where the last touch before conversion was the event No. of deals where the last touch before conversion was the event

Target Account Analysis and Metrics

Target Account Analysis Instructions Account-based marketing is a hot topic for today’s marketers, but how do you measure the effectiveness of your ABM strategy in engaging your top accounts? This section should outline key ABM metrics to show top accounts that are engaged by marketing and what channels and programs work to move the needle with your target accounts. Even if you don’t have a target account strategy, you should still use this template to look at different segments of data. This type of measurement can be used when looking at different segments like geography, company size, industry, and more. When analyzing account engagement you should include the following metrics: Top engaged accounts across the entire database Top engaged target (or segmented) accounts What programs source the most target (or segmented) accounts What programs influence the most target (or segmented) accounts What programs convert the most target (or segmented accounts)

Top Engaged Database Accounts Top engaged accounts in your database—includes both sales and marketing touches Account Name Marketing Engagements Sales Activity Total Contacts Unique Engaged Contacts % Engaged by Marketing No. of marketing engagements No. of sales touches (emails, calls, meetings) Total contacts in your database for that account Total engaged contacts for that account Percent of those contacts engaged by marketing

Top Engaged Target Accounts Top engaged target accounts—includes sales and marketing touches. Use this for target accounts or accounts by segment Account Name Marketing Engagements Sales Activity Total Contacts Unique Engaged Contacts % Engaged by Marketing No. of marketing engagements No. of sales touches (emails, calls, meetings) Total contacts in your database for that account Total engaged contacts for that account Percent of those contacts engaged by marketing

First Touch Opportunity Analysis for Target Accounts What marketing programs sourced the most target accounts within the selected timeframe? Campaign Name Channel Name Sourced TA Pipeline Sourced TA Revenue LTO% LTD% CPD Channel $$ of target account pipeline sourced from program $$ of target account revenue sourced from program Lead to Opp conversion rate Lead to Deal conversion rate Cost per deal analysis

Multi-Touch Opportunity Analysis for Target Accounts What marketing programs influenced the most closed deals from target accounts within selected timeframe? Campaign Name Channel Name Influenced TA Pipeline Influenced TA Revenue Deal Touches Channel $$ of target account pipeline influenced from program $$ of target account revenue influenced from program No. of target account deals touched by campaign

Last-Touch Opportunity Analysis for Target Accounts What marketing programs converted the most target accounts within selected timeframe? Campaign Name Channel Name Influenced TA Pipeline Influenced TA Revenue Converted Opps Converted Deals Channel $$ of target account pipeline converted from program $$ of target account revenue converted from program No. of opps converted from program No. of deals converted from program

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