Coauthoring the Solution, KPIs & Attribution Methodology

COAUTHORING THE CORPORATE BUY AKA PILOT

When coauthoring a solution, we are tailoring a solution to the need and the new customer acquisition process of the client. Additionally, we are structuring the buy in terms of a pilot with coauthored KPIs and an attribution methodology to prove them out. Once the KPIs are hit over the evaluation period the client partner (CP) works with the client to upgrade or scale the spend.

In order to coauthor a solution, the EAE uses knowledge of product and to match it to client’s needs and buying criteria. From there, the EAE then works with the client to coauthor a proposal in the form of a pilot test.

1. Understanding the new customer acquisition process & nature of the need. Also, the KPI that will be tracked along with attribution strategy needed

2. Solution tailored to the nature of the new customer acquisition process at volume desired (based upon DC)

3. Proposal (based upon PC)

4. Pilot (based upon proposal call)

5. PO commitment

COAUTHORING CLIENT KPIS:

KPI cost metrics from farthest away from ROI to closest. We say closer or farther from ROI depending on what we can attribute to the analytics driven by the campaign.

1. CPC - cost with no attribution, also referred to as cost per view

2. CPL - cost with some attribution, referred to as Cost per Lead since we are just measuring how many leads were generated and using that to determine the unit lead cost

3. CPA - cost with full attribution (attributable revenue to lead), referred to as cost per acquisition when we can attribute revenue to the exact lead that was driven

TAILORING THE BUYING PROCESS TO HOW PEOPLE BUY:

● Quantitative buyer - Coauthored ROI model, CAC, revenue per client, profit per client

● Conceptual buyer – use case, live demo, summary takeaways

CONSULTATIVE APPROACH TO COAUTHOR:

1. SOLUTION (technology applications tailored to their new customer acquisition process and specific need/goal)

2. KPIS (how they currently measure success from a business perspective and the marketing KPIs that drives that success and the unit thresholds)

3. ATTRIBUTION METHODOLOGY (how we gather the data to prove our the KPIs and the KPI goals we set forth)

4. PROPOSAL & PILOT (structure of the buy and buying methodology)

ENTERPRISE STUDIES & KPIS EAE KPI of lift with Metrics from a study coinciding with a pilot in Enterprise. (Ex. Brand preference lift via Upwave brand lift study)