Automating the Demand Funnel for Revenue Performance Management

Transcription

1 Automating the Demand Funnel for Revenue Performance Management Robb Nielsen VP, Web Strategy & Marketing Operations Concur Greg Forrest Manager, Global Marketing Operations Concur

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3 Concur (NASDAQ: CNQR) Concur is a leading provider of integrated travel and expense management solutions. Founded in 1993 on the premise of helping drive costs out of businesses through innovation. Process over $35 billion in T&E spend 1,600 employees worldwide 10,000 clients in 90 countries Headquarters: Redmond, WA

4 Scaling Marketing Through Automation

5 Our Vision Build an engine to make demand generation and prospect progression more systematic to scale the business. Project Phases: 1. Define Common Language Demand Funnel stage definitions 2. Efficiency Lead scoring 3. Automation Lead nurturing 4. Business Intelligence Map internal systems & integrate

6 Phase 1: Define a Common Language Objective: Adopt the Sirius Decisions taxonomy and organizationally define stages to integrate the marketing and sales funnels into one achieving greater marketing & sales alignment.

7 Concur Global Demand Funnel Definitions Marketing * * Market Development (Inside Sales) * Regional Sales

8 Demand Funnel is in CRM SFDC Contact SFDC Opportunity

9 Phase 2: Lead Scoring Objective: Marketing & Sales Alignment - Increase inside Sales efficiency and help prioritize sales efforts in order to decrease the sales cycle duration, and increase conversions and deal size.

10 Phase 2: Lead Scoring

11 Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won

12 Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won

13 Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won

14 Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won

15 Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won

16 Phase 4: Business Intelligence Objective: Reduce the dependency of error prone and busy staff by automating stages and transitions, funnel conversion metrics become more clear and accurate. Primary KPI s: 1. Sourced Pipeline/Revenue 2. Influenced Pipeline/Revenue 3. Concur Demand Funnel Conversion Metrics 4. Return on Marketing Investment

17 KPI: Demand Funnel Conversion

18 KPI: Monthly Segment Trending

19 KPI: Influenced Revenue

20 KPI: Influenced Revenue Campaign Type

21 KPI: Return On Marketing Investment Distributed ROMI Attribution Campaign Touches: Annual Recurring Revenue Distribution: Campaign before Everything after 1st & Before 1st Campaign SQL Stage Close Won 30% 50% 20%

22 KPI: Return On Marketing Investment Campaign Touches: Annual Recurring Revenue Distribution: Campaign before Everything after 1st & Before 1st Campaign SQL Stage Close Won 30% 50% 20%

23 Takeaways

24 Align Sales & Marketing Marketing and sales need to agree on: Definitions of the integrated Demand Funnel What and how to score SLA s for marketing qualified leads Nurture content System and people process Reporting metrics

25 Start with the End What metrics? KPI s Documentation Definition Questions answered How used How obtained Design to get the data

26 Automate to Deliver Accurate Metrics Leverage systems: Eloqua and Salesforce Automated stage transitions funnel metrics Stamp fields on Lead, Contact, and Opportunity Data flow and process Keep original data through the process Rely on systems vs people whenever possible Balance and lean on the data flow

27 Ask for Help and Seek Advice Don t re-invent the wheel Follow best practices Design for your business Use for strategic advice and execution expertise Allow a third party to guide change management

28 Here s What You re Going To Need

29 Time 6 month core project Campaign management, systems integration, web forms already in place Never done Data integrity, growing business demands, strategy revisions

30 People Departments For Each Business Unit (# People) Marketing Operations (2) Field Marketing (2) Sales & Marketing Leadership (2) Sales - Inside & Field (2) Marketing Communications (1) Sales Operations (2) DemandGen Intl.

31 Technology & Partners Technology Strategic Partners

32 Thank You & Questions

33 Greg Forrest Manager, Marketing Operations Twitter: gregforrest Eloqua Customer for 5 years Rob Nielsen VP Web Strategy & Marketing Operations robb.nielsen@concur.com Twitter: uxmatters_robbn Eloqua Customer for 5 years