From Data to Insights Evolving your Program with Analytics

Today’s Agenda Essential briefing program metrics Gaining insights from your data Beyond the Dashboard Addressing your executive sponsors Q&A

Essential Briefing Program Metrics

Essential Briefing Program Metrics Defining the Problem Knowing your Stakeholders Establishing your Essential Program Metrics

Sometimes Knowledge gets in our way Our experience prevents us from looking at things in new ways and being open to new ideas Growth mindset

What Problem are you Trying to Solve? (with data) Identify 3 problems you want to solve write down 1-3 problems you’re trying to solve (with your data)…

Identifying Your Stakeholders What is their position? What are their responsibilities? What is their focus? What are their goals? Who are you trying to solve this problem for? Do you know them? What’s important to them? Don’t try to please all the people all the time. You will fail.

You Position: Program Director/Manager Responsibilities: Everything Focus/goal: Help drive revenue & show program value Motto: “NEVER say No!” Data interest: What did WE do? How do I get more resources

Your Team Position: Briefing Managers & Coordinators Responsibilities: Everything + Focus/goal: Thrill our customers! Motto: “We can do it!” #wearethebest Data interest: What did we accomplish?

Your Discussion Leaders Position: Product Manager, Product Marketing Manager, Engineering, Consultant, Sales Engineer, Etc. Responsibilities: Design, Build, Ship, Sell! Focus/goal: (too many to count…) Motto: “How can I help close this deal so I can get back to my ‘day job’?” Data interest: What was MY impact?

Your Boss Position: Sales or Marketing Executive Responsibilities: Revenue, Account reach, Business Development Focus/goal: Big, increasing numbers! Revenue, Customers, Accounts, etc. Data interest: How much revenue did we close/influence? What’s the biggest number I can report?

Leveraging the ABPM World Class Characteristics in Measurement A performance measurement strategy, designed to meet the needs of key stakeholders, quantifies and communicates the program’s value. Immediate or on-site feedback measures briefing impact. Integrated planning, management, and reporting tools support briefing operations and provide meaningful insight on program performance. Sales closure tracking and delayed surveys quantify the briefing program’s contribution to business results.

Essential Program Metrics Efficiency Metrics that measure activity Effectiveness Metrics that measure impact Core Objectives Program goals and commitments

Essential Program Metrics Efficiency # of briefings # of events # of event days # of sessions # of customers # of partners # of employees % cancellations # of opportunities Effectiveness Revenue Revenue expansion Revenue acceleration Account feedback Customer Satisfaction / NPS Cost per briefing/event Close rate % of Top Accounts touched Core Objectives Program reputation Budget attainment

Gaining Insights through Data Visualization

Tools of the Trade Excel Briefing Management Tool Dashboards PowerPivot, Power View, Power Query Briefing Management Tool Standard reports Custom Reports Dashboards Role specific Internal / External Data Visualization Tools Power BI Tableau

Snapshots vs. Trends vs. Forecasts A report that shows data from a particular moment in time Your checking account balance, the number of briefings you did last month Trend A report that shows how data is changing over time Annual report showing your company’s sales by quarter, or briefing center activity over time Forecast A prediction or estimate of future state Next quarter’s budget or briefing activity Snapshots: If I have a $5000 in my bank account at the end of last month, is that a good thing? It depends on the story you tell!

EBC Dashboard October was busiest month but more influenced pipeline in Sept

Tech Dashboard Not sure if you want to use this or not, but included just in case.

Topic Owner Report

Testing Your Assumptions Common Assumptions Executing more briefings is better

Testing Your Assumptions Common Assumptions Executing more briefings is better 3% decrease in briefings yielded 40% increased pipeline and rise in CSAT Multi-Account Briefings are less effective

Testing Your Assumptions Common Assumptions Executing more briefings is better 3% decrease in briefings yielded 40% increased pipeline and rise in CSAT Multi-Account Briefings are less effective

Testing Your Assumptions Common Assumptions Executing more briefings is better 3% decrease in briefings yielded 40% increased pipeline and rise in CSAT Multi-Account Briefings are less effective Effectiveness was most influenced by the Briefing Manager Busy Months (completed briefings) = lower CSAT Scores?

Testing Your Assumptions Common Assumptions Executing more briefings is better 3% decrease in briefings yielded 40% increased pipeline and rise in CSAT Multi-Account Briefings are less effective Effectiveness was most influenced by the Briefing Manager Busy Months (completed briefings) = lower CSAT Scores?

Testing Your Assumptions Common Assumptions Longer lead time = better CSAT scores? More briefing participants = better results

Machine Learning and Predictive Analytics Predicting Briefing Cancellations Nearly 50% of all requests are cancelled at some point FY16-54% (1529/2807) FY17-48% (796/2042) *Jan Data Common Cancelation Assumptions Weather Problems preventing travel Change in Executive Team Relationship with account Political Unrest

Machine Learning and Predictive Analytics Key Cancellation Indicators Number of speakers required Lead time from request to briefing start date. Industry Country/Region Job title of Briefing Owner Month Day of the Week

Beyond the Dashboard - AI and Bots LUIS: Language Understanding Intelligent Service Briefing Program Information Internal Help Tool Agenda Builder Free up to 10K queries per month, $.75 for each additional 10K

Addressing Your Executive Sponsors

An Evidence-Based Approach Be bright, be brief, be gone Leverage data points vs. making assumptions Avoid telling executives what you know vs. what you can prove Lead executives to draw their own favorable conclusions vs. telling them what to do

How have you used Data & Insights? Let’s capture the motivations of our attendees, write them on the board, so we can recap how we’ve helped them meet their expectations for this workshop Before you take another step, take out your worksheet and write down 1-3 problems you’re trying to solve (with your data)…

Q&A

Thank you!