Best Practices for Achieving World Class Marketing and Sales Integration, Effectiveness. Copyright 2013 OppSource, Inc. All Rights Reserved

Transcription

1 Best Practices for Achieving World Class Marketing and Sales Integration, Effectiveness

2 Agenda Time Module Purpose 8:30am 8:45am Introductions Roles, responsibilities, expectations for outcomes 8:45am 9:15am 9:15am 10:15am 10:15am 10:30am 10:30am 11:45am Overview Catalysts for Workshop Module 1: Developing the Sales & Marketing Alignment Strategy Roadmap Personal Relief Break Module 2: Operationalizing the Alignment Strategies Understanding the causes and consequences of misalignment, poor integration between Sales & Marketing Best practices for how to approach, & engage Sales Best practices for how to measurably align Sales & Marketing to drive profitable revenue growth 11:45am 12:00pm Review, Closing Translate personal learnings into key takeaways, answer outstanding questions, discuss follow-up options.

3 Workshop Overview Senior marketing executives experiencing these challenges: Marketing is perceived as a cost center, not profit center Declining voice, influence within organization Lack of visibility into what happens to leads once given to Sales Sales perception of marketing generated leads is poor Difficulty demonstrating ROMI Low or declining conversion rates throughout demand waterfall Being asked to shift from quantity to pipeline impact - take a number Key Takeaways Alignment strategy roadmap that includes common language, goals & objectives, priorities, resource allocation Best practice approach to mapping, optimizing lead lifecycle Template for defining requirements for various lead levels Template for creating 2-way SLAs between Sales & Marketing

4 The Consumerization of the Workplace Companies don t buy, people do and those purchasers use the Internet more than any other source to research business purchases... 93% Use the internet 59% Consult colleagues, friends, and family 38% Attend trade shows Source: Google/Compete Tech B2B Customer Study, U.S. Sept (Sample of N=1231 Tech B2B customers who research or shop for Tech products for their business).

5 This shift creates moments-of-truth for engagement Marketing Stimulus First Moment of Truth Second Moment of Truth If you re available at the Zero Moment of Truth, your customers will find you at the very moment they re thinking about buying, and also when they re thinking about thinking about buying. -Jim Lecinski, Google, from Winning the Zero Moment of Truth 5

6 Requiring Marketing & Sales to work together to win those moments-of-truth

7 Yet Marketing & Sales Approach Revenue Generation Differently

8 Which is why water flows naturally downhill but leads do not

9 Marketing & Sales technologies are plenty but like people & processes, aren t easily coordinated

10 And this disconnect shows 22% Average sales cycle is longer than a decade ago 52% Longer ramp time to full productivity for new reps compared to 7.9 (best-in-class 5.2 months) < 9% Sales opportunities will close as forecasted > 90% Marketing generated leads will never close 71% % of salesperson s time spent on NON-SELLING activities 30+ Hours per month searching for information, developing customer-facing content 25-42% Average cost of sales for companies as % of revenues

11 Top 7 Best Practices for Marketing & Sales Integration for Revenue Growth Alignment Strategy Roadmap 1. Get alignment 2. Get an investment portfolio 3. Get a common language Operationalizing the Strategies 4. Get there faster 5. Get Sales what they need to sell 6. Get accountability (SLAs) 7. Get visibility

12 Module 1: Alignment Strategy Roadmap

13 #1 - Get Aligned. MarketPursuit Framework Setting Priorities for Marketing & Sales Resource Allocation Tier Audience % of Rev Leveraging Knowledge Universe Size Outreach Goal Messaging Marketing Intensity T1 Must-Win Accounts TBD You + XYZ Company = Competitive Differentiation 10 Deeper, Wider; Share of Wallet Account specific message based on acct & industry intelligence Competitive intelligence, Exec sponsorship, thought leadership, account-based field and channel enablement T2 Named Accounts (Lit- Up) TBD What we know about you through our current relationship History 1148 Expand Market Share Account specific message based upon previous purchase, response behavior Targeted cross-sell, up-sell demand generation campaigns in a box, field and channel sales enablement T3 Named Accounts (Dark Existing) TBD How We ve Helped Your Peers (companies just like you) 706 Engage, Help Audience Relate with Others Previous customer relationship information for winback, reconstitution efforts account-based MOI marketing, field and channel sales enablement T4 Named Accounts (Dark New Logos) TBD How We ve Helped Your Peers (companies just like you) 233 Identify, Attract, Qualify Industry or segment specific messaging success story look alike messaging account-based MOI marketing, field and channel sales enablement T5 Total Addressable Market TBD Industry, Vertical Segment TAM Universe TBD Identify, Attract, Qualify Industry, vertical thought leadership messaging Influencers & Thought leadership, PPC & CPL programs, contact-based MOI marketing T6 Universal Marketplace TBD Unwashed Masses Unknown Brand Awareness, Filter, Disqualify TBD Brand awareness

14 Brainstorm #1: Devise a Strategy to Engage, Align with Sales What are the potential risks? What are the upsides? What are the unique challenges you will need to address for your company to make this happen? What will your strategy be?

15 #2 - Get a Common Language Suspect-Inquiry (existing database) Suspect-Inquiry (acquired lists) Inquiry-MQL MQL-SAL SAL-SQO SQL-Closed/Won Suspect A contact at a company that fits the TAM (Total Addressable Market) profile Inquiry The number of raw responses, or hand raisers, generated by the Marketing function MQL Marketing Qualified Lead, a lead deemed by the Marketing function to be worthy of handoff to Sales based on implicit and explicit lead scores SAL Sales Accepted Lead, a lead qualified by Marketing and agreed to be worked by Sales within a specific timeframe SQO Sales Qualified Opportunity, a lead that Sales has determined is an Opportunity and is now part of the organization s pipeline Closed/Won The tipping point from prospect to paying customer. Leads to additional Cross-Sell, Upsell, Service/Solution Opportunities

16 #3 - Get an Investment Portfolio Understand your Physics Problem Understanding the "Physics Problem" - Demand Waterfall Analysis Market Category US Conversion % Quantity Optimized Revenue Cycle - Benchmark Quantity TAM Suspects 9,214, ,230 Client Actuals & Inquiry 0.50% 46, % 6,762 Revenue Target MQL 4.40% 2, % 947 FY2014 SAL 65.50% 1, % 710 SQL 56.40% % 400 Closed/Won 23.10% % 144 ROMI $50,000 $8,650,000 $60,000 $8,650,009.57

17 Module 2: Operationalizing the Roadmap to Grow Revenues

18 #4 Get There Faster (time is of the essence) inbound Landing Page Registrations Newsletter Registrations Outbound s Webinars Manual Manual In-Person Input Input Events Response/ Interest (inquiry) Triage Moment of Interest Engagement Concierge, Discover, Qualify TAM Account Optimization R Disqualify (no fit) Next Steps Set MQL Pass to Sales Economic Buyer Business Line Exec Technical Buyer Add Missing Contacts Process Owner 1:1 Reach out s Set Future Callback Nurture Lead Technical Evaluator End Users Copyright 2013 OppSource, Inc. Identifying All Rights Key Reserved Players

19 Secret Shop Your Organization Life of a Lead #1: Go Undercover See what the prospect really goes through Did you get timely human attention? Was your interest acknowledged (i.e., did the next conversation/item you were sent build on the previous)? Were you put into a nurturing queue? The BIG question: Do you treat your prospects the way you d like to be treated?

20 Brainstorm #2: Devise an Approach to Assess Lead Management Processes (Secret Shopping) What are the potential risks? What are the upsides? What are the unique challenges you will need to address for your company to make this happen? What will your strategy be?

21 #5 - Get Sales What s Needed to Sell

22 Brainstorm #3: Devise a Strategy to Establish Universal Lead Definition Review the ULD handout and discuss: What are the potential risks? What are the upsides? What are the unique challenges you will need to address for your company to make this happen? What will your strategy be?

23 Marketing-to-Sales SLAs #6 - Get Accountability (2-Way SLAs) #, level of leads required to hit company revenue goals #, level of leads each sales rep needs to make quota Will Sales do any prospecting? What % of sales opportunities will Marketing originate, source? What % of sales opportunities will Marketing influence? Speed and depth of lead follow-up that makes sense How many call/ attempts should Sales make for every lead of a certain quality to not waste leads? With X leads and Y hours / month, how many follow-up attempts should Sales be able to complete per lead? Sales-to-Marketing SLAs

24 Brainstorm #4: Devise a Strategy to Establish 2-Way SLAs Review the SLA handout and discuss: What are the potential risks? What are the upsides? What are the unique challenges you will need to address for your company to make this happen? What will your strategy be?

25 #7a Get Visibility (DemandPursuit Dashboard)

26 #7b Get Visibility (Huddle & Optimize Consistently) Topics for discussion: Review of leads to obtain feedback on the quality of each lead Identify which leads have converted into sales opportunities in the pipeline Share success stories Review leads submitted by Sales for recycling Solicit feedback from Sales Are you satisfied with the quality of leads that have been generated? Are you receiving enough information along with the leads to drive the opportunity forward? How much time passes after receiving the lead before follow-up begins? Which leads have turned into customers? Is there anything unique about those leads? Are there any common attributes among the leads that did not convert? Is the definition for a qualified, sales-ready lead still appropriate?

27 In Closing We ve talked about: Getting Alignment Getting an Investment Portfolio Getting a Common Language Getting There Faster Getting Sales What They Need to Sell Getting Accountability Getting Visibility We ve provided best practices & templates for: Customer-centric MarketPursuit framework Common Language & Universal Lead Definition (BANTFO Matrix) Secret Shopping Lead Management Assessment 2-Way SLAs Closing the Feedback Loop But really, what are YOUR key takeaways from today s workshop?

28 For additional questions or assistance: Lisa Cole,