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The Marketers Revenue Revolution
 

The Marketers Revenue Revolution

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    The Marketers Revenue Revolution The Marketers Revenue Revolution Presentation Transcript

    • Marketers Revenue Revolution!
    • Agenda
      • Revolutionary change for marketers
      • Strategic organisational challenges
      • Operational marketing challenges
      • Tactical marketing challenges
      • What are these challenges costing us?
      • How do we address these challenges?
      • Combined marketing & sales process
      • ROI metrics
      • Success Roadmap
      • Questions
    • Revolution
    • History Repeats Itself
    • Scientific Management Optimise Tasks & Mass Production (1900)
    • Total Quality Management Measurement / Testing / Controls (70’s)
    • Supply Chain Management Just In Time Inventory Management (80’s)
    • Customer Relationship Management Cloud Computing /Software as a Service (90’s)
    • Common Thread?
    • Targeted specific sources of corporate spending Lowering Costs
    • What’s missing?
    • Optimising the process (Marketing & Sales) in attracting and securing revenue! Fin Services Expressed as a %
    • Revenue Performance Management Combined Marketing + Sales Processes (2011)
    • Strategic Challenges
    • Top Line Revenue Growth
    • Chief Executive Officer How do we grow revenue by 20%?
    • Sales Director How do I generate 20% more sales opportunities?
    • Marketing Director How do I generate more Marketing Qualified Leads (MQL’s) for Sales?
    • Operational Challenges
    • Buyer Now In Control
    • Social Sharing Recommendations
    • Using New Devices/Apps
    • New Expectations More Pressure
    • Tactical Challenges
    • Disparate Data
    • The Result is Excel Hell!
    • Sales & Marketing Split/Divide
    • What’s it costing us?
    • 30% Qualified 20% Don’t Ever Buy What is this Leakage Costing? Lead/Customer Scoring Source: Sirius Decisions 70% Disqualified 80% Will buy within 24 months if they are nurtured 20% Followed Up 80% No Follow Up Lead/Customer Nurturing How much REVENUE is left on the table?
    • How do we solve?
    • Integrate Marketing + Sales Data
    • New Technology: Push vs. Pull
    • New Processes
    • Acquisition & Retention Combined Marketing & Sales Process & Funnel
    • New Metrics
    • Stage Driven Metrics
    • Produce Revenue Metrics
      • SiriusDecision' Waterfall Model gives benchmark numbers for conversion rates between the different stages in the funnel. With improved lead management, conversion rates will be higher.  
      • Example: Moving from Benchmark to Best Practice
      • For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).
      • Estimate for $<insert value> additional revenue per month (based on <insert value> additional deals per month at an average deal size of $ <insert value> )
      MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified) Benchmark against Best Practice SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close Benchmark N/A 5.1% 61% 56% 26.5% Best Practice N/A 9.7% 82% 62% 29%
    • Marketing Predicting Revenue
    • Can You Prove The ROI?
    • Success Roadmap
    • Summary
      • Recognise this change is here to stay
      • Focus on REVENUE as your key metric
      • Integrate your marketing & sales data
      • Plug your leaky revenue funnel
      • Implement a marketing automation solution
      • Listen and trigger off social media data
      • Define a combined marketing/sales process
      • Focus on REVENUE as your key metric
      • Get executive sponsorship / Business case
      • Use external consultants to manage change
    • In closing “ The things that come to those that wait are what’s left behind, by those who got there first!” - Stephen Tyler
    • Good Luck!
    • Questions?
    • Contact Will Scully-Power Managing Director Datarati [email_address] +61 400 828 866 Twitter: @willscullypower Blog: willscullypower.wordpress.com