Marketo Summit 2014 - How to Increase Pipeline by 60%, a Demand Gen Blueprint

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Marketo Summit 2014 - How to Increase Pipeline by 60%, a Demand Gen Blueprint

  1. 1. Prospecting Blueprint: Increase Pipeline by 60% 129% ✓ Claudia  Hoeffner   Director,  Demand  Genera/on   Acquia   Jamie  Quine   Senior  Manager,  Marke/ng  Opera/ons   Acquia   ✕
  2. 2. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Acquia Slide
  3. 3. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Our story begins with….
  4. 4. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   From $10M to $22.9M Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  These  numbers  have  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  5. 5. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q1: Build a Sales and Marketing Funnel Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  This  number  has  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  6. 6. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q1: Build a Sales and Marketing Funnel
  7. 7. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q1: Build a Sales and Marketing Funnel
  8. 8. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Ready •  Review historical data to find patterns   •  Survey your sales team •  Pilot your full scoring model     Fire •  Implement tracking through stages •  Launch scoring model! Aim •  Meet weekly with sales reps •  Iterate constantly   Q1: Build a Sales and Marketing Funnel
  9. 9. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Smart List: Flow Step: Q1: Build a Sales and Marketing Funnel Lead Becomes MQL Smart List:
  10. 10. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Lead Becomes MQL Flow Step: Q1: Build a Sales and Marketing Funnel
  11. 11. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q1: Build a Sales and Marketing Funnel Lead Changes Stage Smart List:
  12. 12. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q1: Build a Sales and Marketing Funnel Lead Changes Stage Flow Step:
  13. 13. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  This  number  has  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  14. 14. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  15. 15. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  16. 16. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks Jeff Dan Ryan
  17. 17. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  18. 18. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  19. 19. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  20. 20. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks •  Touch 1 à Call/VM •  Touch 2 à Email directly after call •  Touch 3 à Call/VM •  Touch 4 à Email directly after call •  Touch 5 à Email •  Touch 6 à Call/VM •  Touch 7 à Email •  Touch 8 à Call/VM •  Touch 9 à Call/VM •  Touch 10 à Email •  Touch 11 à Final Call/VM •  Touch 12 à Final Email
  21. 21. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks Tracking Touch Statuses Smart List:
  22. 22. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks Tracking Touch Statuses Flow Step:
  23. 23. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  24. 24. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  25. 25. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks
  26. 26. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks 1) Stamp Score at Recycle: 3) Listen for Change (SFDC Field): 2) Create formula field in SFDC Behavior Score – Behavior Score at Recycle
  27. 27. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q2: Benchmark to Fix Funnel Bottlenecks Re-Engage the Lead:
  28. 28. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Give Marketing a Sales Target Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  This  number  has  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  29. 29. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Give Marketing a Sales Target Pipeline Created By Category % to Goal % of Total Pipe Account Management 123% 32% Partners 67% 12% Inbound 160% 43% Outbound 70% 13% TOTAL 112% 100% Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  effec7veness  on  a  quarterly  basis.    
  30. 30. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Give Marketing a Sales Target Step 1: Understand Your Funnel Conversion What’s the length of your sales cycle? 90 Days What’s your OPP to CW conversion rate? 25% What’s your bookings target? $1,000,000 What’s your ASP? $40,000 What are you historical funnel conversion rates? 32%/30%/15%/25% Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  31. 31. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Give Marketing a Sales Target Step 2: Set Goals Based on Your Funnel Conversions 90 Days Operating One Quarter Ahead 25% (4X) * $1,000,000 $4,000,000 Pipeline Target Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  32. 32. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Give Marketing a Sales Target $40,00025% (4X) 6944 Inquiry 2222MQL 667SAL 100 OPP 25 CW $1,000,000 90 Days 32% 30% 25% $4,000,000 15% Inquiry : MQL MQL : SAL OPP : CW SAL : OPP Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  33. 33. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Demand Creation Center of Excellence CMO Marketing Strategy Product Marketing Go-to- market Demand Generation Programs Design Field Marketing Sales Enablement Inside Sales Qualification MOPS Technology, Process, Database & Analytics Strategic Communications PR, Content Creation Outbound Sales Qualification Web Team/ Inbound 65% 100% 45% 55% +5% 35% 21% Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  34. 34. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q4: Build a Blueprint to Scale $15M   Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  This  number  has  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  35. 35. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q4: Go-to-Market Planning PIPELINE  TARGET:   $3,825,000   VERTICALS   MEP,  Public  Sector,  Life  Sciences/CPG,  Healthcare,  Franchises,  Financial  Services,  Edu   BRANDING:   Launch  new  digital  marke7ng  sites  faster,  while  lowering  costs  and  improving  website   governance.   AWARENESS:   Agility:  If  you  selected  a  proprietary  CMS  for   your  .com  site  last  year,  will  you  be  agile   enough  to  launch  100s  of  campaign  sites  you   need  this  year?   Free  Up  IT  Time:  Focus  instead  on  business-­‐   cri7cal  applica7ons.   TARGET  SEGMENTS:   DIGITAL:  VP  Digital,  Director  of  Digital   Marke7ng   IT:  VP  of  Web/IT  Delivery  for  Web  Solu7ons   PR/MEDIA:   ● Press  Releases:  Mul7lingual  (Lingotek)  Support;  Campaign  Cloud  Launch  Announcement   ● Blog  Announcements:  Distro  Support  (#BYOD);  DKan  Support  for  Public  Sector   CONTENT:   ●  Blog:  Business  Benefits  of  Efficiently  Delivering   Many  Sites   ●  0-­‐60  eBooks:  FinServ,  Pharma,  Edu   ●  Blog  Series:  The  Power  of  Drupal          Mul7site   ●  WP:  Take  Control  of  Digital  Proper7es   DEMAND  CREATION  VEHICLES:   ●  Campaign  Cloud  Launch:  EM  Series,  WR,                  SEM,  OLA   ●  Field  Marke7ng:  Target  Accounts   ●  Website  Accelerator  Toolkit:  EM  Series,          WR,  OLA   ●  Nurture:  EM  Series   ●  Events:  EyeForPharma   ●  Mul7lingual/Distro  Support  Launch:          EM  Series,  How-­‐To  WR   ●  Edu  Mul7site:  EM  Series  (Dept  Sites,          Student  Clubs,  etc.),  Toolkit  offer   ●  Power  of  Mul7site:  EM  Series,  WR   PARTNERS:   ●  Preferred  Partner  Program:  Select  Partners;  Launch  NA  campaigns;  Enable  EMEA   ●  Co-­‐Marke7ng  Campaign  with  New  Amsterdam  &  Phase2:  DKan  +  OpenPublic  Support   ●  Enablement:  Provision  sandboxes  for  key  strategic  partners  
  36. 36. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q4: Build a Blueprint to Scale
  37. 37. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q4: Inbound Capacity Model Blended ISR $10M •  Inbound Follow Up •  Closing •  Proposals •  Outbound calls { BEFORE Focused ISR •  Inbound Follow Up { $22.9M AFTER Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  These  numbers  have  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  38. 38. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   METRIC   W1   W2   W3   W4   W5   #  of  New  Leads   14,635   15,814   16,314   23,091   20,001   #  of  MQLs   9,589   7,810   4,697   6,194   5,571   #  of  Opps   296   235   246   253   346   $  Value  of  Opps   $10M   $9M   $12M   $15M   $22.9M   Q4: Weekly Benchmark Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  39. 39. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Q3: Quarterly Benchmark Benchmark MQL SAL Opportunity Won deal End-to-end Pipeline Q2 56% 16% 15% 19% .25% $9M Q3 34% 28% 14% 15% .20% $12M Q4 32% 30% 11% 16% .16% $15M Q1 34% 30% 15% 14% .22% $22.9M Disclaimer:  Accurate  conversions  and  pipeline  numbers  cannot  be  disclosed.  These  conversions  and  pipeline  numbers  have   been  adjusted    accordingly  to  reflect  the  effec7veness  on  a  quarterly  basis.    
  40. 40. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Current State and a Look Ahead Disclaimer:  Accurate  pipeline  numbers  cannot  be  disclosed.  This  number  has  been  adjusted    accordingly  to  reflect  the   quarterly  increase  and  decrease  of  Marke7ng  sourced  pipeline.  
  41. 41. Page       ©  2014  Marketo,  Inc.     #mktgna7on14   Final Tips •  Go  live  and  iterate   •  Give  your  Marke7ng  team  a  Sales  target            …and  give  your  Sales  team  a  Marke7ng  target.   •  Use  data  to  tell  the  story  
  42. 42. Thank You!

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