Reporting on true marketing attribution.
Working with more than 1,000 financial institutions and fintech innovators, including 13 of the top 20 U.S. Banks, Envestnet | Yodlee has positioned itself as the leading data aggregation and data analytics platform powering dynamic, cloud-based innovation for digital financial services.
As many companies do, Envestnet | Yodlee wanted to get a better understanding of how marketing influenced revenue and pipeline. They knew that their current reporting capabilities only gave them a small piece of the picture and they wanted to fill in the gaps.
Which gaps? Well, specifically they wanted to attribute revenue and pipeline to things like organic search, AdWords and social media. These channels, as most marketing automation experts know, are tough to track and pose some serious challenges.
Another challenge for Envestnet | Yodlee was getting those reports into a format and structure that resonated with executives. Why? Because, as with many orgs, executives are used to seeing reports come from Salesforce and therefore are used to the look and feel of those reports.
"The combination of LeadMD and Bizible has been integral to our ability to identify how our marketing efforts are influencing revenue and pipeline."
Ron Barasch, VP Marketing
Envestnet | Yodlee chooses Bizible to fill in the marketing attribution gaps.
Bizible and LeadMD partnered together and collaborated with Envestnet | Yodlee to onboard Envestnet | Yodlee onto the Bizible platform. Onboarding took about a month and after that time, LeadMD and Bizible began digging into the reports to validate the information. The findings? Envestnet | Yodlee’s marketing attribution immediately increased by over 100%.
Increased accuracy and visibility of Marketing performance, and Increased alignment with sales and finance.
Envestnet | Yodlee’s marketing team had made a commitment to influence a percentage of revenue and had thought they were underperforming. After implementing Bizible, Envestnet | Yodlee determined that they weren’t in fact underperforming, but rather underreporting.
How? With the help of Bizible, Envestnet | Yodlee determined that their Opportunity data prevented them from being able to fully report on all Opportunities. LeadMD showed that Envestnet | Yodlee’s marketing team was actually exceeding their committed influence goals and that, with some slight tweaks to process, could report on all Opportunities in the future.
The new data also changed the way Envestnet | Yodlee looks at reporting. Now that they have access to the right data, Envestnet | Yodlee looks at marketing’s influence on not only new business, but also on renewals, cross-sell and upsell opportunities. It’s even opened the door to new discussions about how marketing can support Customer Success.
In addition to that, as Envestnet | Yodlee’s marketing team began sharing these results with other teams, sales teams started to perk up to the idea of working with marketing. Now that marketing could prove how their efforts were driving pipeline, the sales teams were more open to conversations about how marketing can help them at various stages of the sales funnel.
Reporting isn’t easy. It requires data, process, systems and patience. Envestnet | Yodlee had many of this in place but found it lacked one key element… Bizible. Once Bizible came onboard, they finally had the systems to get the reporting data Envestnet | Yodlee’s marketing team needed.