M A S001 Whiteley 091707

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  • Is there anything that you do as a sales person or marketer that helps promote a co-operative and productive environment? How many times have you encountered this situation? Sales:   "Marketing does not generate enough leads..and the leads they generate are bad anyways..." Marketing:   "Sales is lazy.  They never follow-up on the leads we create." I've seen this situation all too many times, and the one thing that I've always seen at the root of the issue: Lack of Communication. The definition of a lead.  What are the characteristics that make up a desirable prospect?  This is core to making things runs smoothly.  Once sales and marketing can agree on this, they can then work towards a common goal. A standard lead process.  When does an inquiry become a lead - and when does that lead convert to an opportunity.  By maintaining a consistent point of conversion, marketing can then better measure the quality of their lead output. 
  • M A S001 Whiteley 091707

    1. 1. Bridging the Sales & Marketing Divide
    2. 2. 3:45pm Marketing on the Front Lines: Making Messages Work in the Field 5:00pm What's Next: 21st Century Lead Cultivation 11:15am Hands-On: Search Campaign Success with Google Adwords 9:00am Advanced Search Engine Marketing 10:15pm Advanced Segmentation and Reporting 11:30pm How Salesforce.com Uses Salesforce Today Tuesday Wednesday 2:30pm Successforce.com – How to Build a Successful Online Community 1:15pm Extreme Measurement: Proving Marketing's Return 3:45pm Data Quality: Who Doesn't Want It?
    3. 3. Bridging the Sales & Marketing Divide
    4. 4. Durango, Colorado Bellevue, Washington Director of Business Development Scott King Dallas, Texas Sr. Director, Marketing Stuart Robertson Chief Marketing Officer Jim MacKay
    5. 5. Stuart Robertson Sr. Director, Marketing [email_address] http://sturobertson.typepad.com
    6. 6. <ul><li>ShareBuilder 401(k) offers on-demand 401(k)s designed for small businesses </li></ul><ul><ul><li>Launched November, 2005 – start-up unit within ShareBuilder, the 6 th largest online brokerage </li></ul></ul><ul><ul><li>Already the market leader in selling ETF-based 401(k) plans </li></ul></ul><ul><li>Vision: Increase savings rate of Americans </li></ul><ul><li>Leverage online channels & strategic partnerships (e.g. Costco, CareerBuilder) </li></ul><ul><ul><li>INDUSTRY : Financial Services </li></ul></ul><ul><ul><li>EMPLOYEES : 165 (20 in 401(k)) </li></ul></ul><ul><ul><li>GEOGRAPHY : US </li></ul></ul><ul><ul><li># USERS : 15 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFDC Enterprise Edition + AppExchange </li></ul></ul>
    7. 7. On the same side – so what’s the problem? <ul><li>“ We need more good leads now” </li></ul><ul><li>“ I’m wasting my time on bad leads” </li></ul><ul><li>“ Which leads are hot?” </li></ul><ul><li>“ Inbound leads are great… it ain’t like cold calling.” </li></ul><ul><li>“ Don’t ‘brand’ leads bad based on a small sample” </li></ul><ul><li>“ Next quarter… it gets a lot better.” </li></ul>Sales Marketing
    8. 8. The epicenter of the divide is Sales Optimization <ul><li>Demand Generation </li></ul><ul><ul><li>Story Architecture </li></ul></ul><ul><ul><li>Channel Mix </li></ul></ul><ul><ul><li>Lead Optimization </li></ul></ul><ul><li>Sales Optimization </li></ul><ul><ul><li>Nurture </li></ul></ul><ul><ul><li>Tools & Incentives </li></ul></ul><ul><ul><li>Responsibilities & Process </li></ul></ul><ul><li>Customer Success </li></ul><ul><ul><li>Product & Service Experience </li></ul></ul><ul><ul><li>Promote/Community </li></ul></ul><ul><ul><li>Customer Growth Programs </li></ul></ul>Contribute Create Awareness Nurture Install Fund Purchase
    9. 9. Sales & Marketing Challenges at ShareBuilder 401(k) <ul><li>Fast growing lead base; hard to manage efficiently </li></ul><ul><li>Holding size of sales team relatively flat </li></ul><ul><li>Maintain high close rates = increase sales per consultant </li></ul><ul><li>Small businesses are hard to reach, limited understanding of 401(k) programs </li></ul><ul><li>How do we get the most out of our investment in prospects! </li></ul>
    10. 10. Idea: Automate Lead Development for Sales <ul><li>Put prospect online activity into salesforce.com and use to rank leads dynamically for the sales team! </li></ul>More Sales =
    11. 11. A Better Way to Work Together <ul><li>Lead forms identify a prospect on your site </li></ul><ul><li>Emails are ground cover for Sales </li></ul><ul><li>Spend a lot of time fact finding </li></ul><ul><li>Title, timing, & “identified needs” drive rankings </li></ul><ul><li>Take in good faith prospects purchase timing </li></ul><ul><li>Visits identify a prospect on your website </li></ul><ul><li>Emails determine who is engaged for Sales </li></ul><ul><li>Sales knows prospect’s interests </li></ul><ul><li>Prospects ranked dynamically by web interactions plus traditional elements </li></ul><ul><li>Web activity and content consumed are strong purchase indicators </li></ul><ul><li>Result: Sales knows which leads are Hot </li></ul>Old Standard A Better Way
    12. 12. Program Goals <ul><li>Increase sales per rep by 10% </li></ul><ul><li>Maintain or increase lead to close rates </li></ul><ul><li>Achieve high engagement with Emails </li></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Goal Typical B2B </li></ul></ul></ul></ul></ul><ul><ul><li>Email Open Rates: 15% 5%-20% </li></ul></ul><ul><ul><li>Clicks Thrus: 2% 1%-4% </li></ul></ul><ul><ul><li>Opt Outs: <1% 1%-2% </li></ul></ul>
    13. 13. Integrate Web Analytics and Email with Salesforce.com <ul><li>Launched dynamic, real-time lead scoring </li></ul><ul><li>Automated nurture email marketing </li></ul><ul><li>Optimize site and email programs based on web site consumption </li></ul><ul><li>Bonus: Optimize Search keywords based on cost of acquisition, not just CPL </li></ul><ul><li>Deployment Details </li></ul><ul><ul><li>Salesforce.com Enterprise Edition </li></ul></ul><ul><ul><li>AppExchange for web and email applications </li></ul></ul><ul><ul><li>15 Users </li></ul></ul><ul><ul><li>Redefined lead stages and created rules for scoring </li></ul></ul><ul><ul><li>Optimize scoring based on sales & activity trends </li></ul></ul>
    14. 14. Education Facilitates the Prospects Decision Challenge
    15. 15. Integrated email-web activity enables prospect to set pace Engaged No Action Familiar Connect Confidence Real-time email leads to next topic Automated once a week email if no action Web visit Email Education:
    16. 16. Emails Cover Saving, Costs, Features, Case Studies…
    17. 17. Make it Easy and Fast for the Sales Team to Act
    18. 18. Give the Sales Team Insight at a Glance <ul><li>Sales knows key content consumed and if prospect is “active” or not </li></ul>DEPLOYMENT DETAILS <ul><li>Web-to-lead & custom fields capture actions a prospect takes prior purchase </li></ul>
    19. 19. Know the Prospect’s Needs & Interests before you Call Email click thru Web click path
    20. 20. How the Scoring Engine Works <ul><li>Scores have dynamic elements with “recency” being the core driver </li></ul>DEPLOYMENT DETAILS <ul><li>Manticore Technology populates web data </li></ul><ul><li>Salesforce.com lead forms and/or sale person populates timing and other data </li></ul>
    21. 21. <ul><li>Empower prospects with information at the right time </li></ul><ul><ul><li>Result: High engagement with ShareBuilder 401(k ) </li></ul></ul><ul><ul><ul><li>Prospect web activity determines if program is a week or 12 weeks </li></ul></ul></ul><ul><li>Develops leads automatically for sales team </li></ul><ul><ul><li>Result: Close more sales, faster </li></ul></ul><ul><ul><ul><li>Lead scoring to prioritize leads for Sales </li></ul></ul></ul><ul><li>Less resources required to manage more leads </li></ul><ul><ul><li>Result: Higher margin, lower CAC </li></ul></ul><ul><ul><ul><li>Move sales team from 50% of time closing to 80%+ </li></ul></ul></ul>It Works for Your Prospects and Your Company
    22. 22. Imagine it. Learn it. Use it. <ul><li>You can do it! -- we did it with 2 Mktrs, 1 Designer, ½ PM, ¼ Prod Dev </li></ul><ul><li>Commit to start it fast – be remarkable, not perfect </li></ul><ul><li>Use a web analytics / email solution to integrate with salesforce </li></ul><ul><li>Determine lead scoring parameters to rank leads </li></ul><ul><li>Determine education needs and align with purchase process </li></ul><ul><li>Create “new action” call list for sales team in salesforce.com </li></ul><ul><li>Analyze actions, review scoring, test emails and web pages </li></ul>Tips for Success <ul><li>Deep link or build unique landing pages for each email </li></ul><ul><li>Insert winning new content you develop as you go </li></ul><ul><li>Keep feedback loop open with sales team and adjust </li></ul>
    23. 23. Results: More Sales Faster <ul><li>Increased lead to close rate significantly in just its first 90 days </li></ul><ul><ul><li>65% of leads closing in first 30 days vs. 51% prior </li></ul></ul><ul><ul><li>Revives leads: 12% of new sales are now >1 year old vs. <3% </li></ul></ul><ul><li>Email statistics exceed forecast </li></ul><ul><ul><ul><ul><ul><li> Results Goal Typical B2B </li></ul></ul></ul></ul></ul><ul><ul><li>Email Open Rates: 18% 15% 5%-20% </li></ul></ul><ul><ul><li>Clicks Thrus: 3% 2% 1%-4% </li></ul></ul><ul><ul><li>Opt Outs: 0.3% <1% 1%-2% </li></ul></ul><ul><li>Sales per rep increased by 17% over the first 6 months </li></ul><ul><li>Success: Sales & Marketing teams are deeply integrated and happy! </li></ul>
    24. 24. Jim MacKay Chief Marketing Officer [email_address]
    25. 25. <ul><li>iTKO is an Industry Leader in Automated Testing for SOA </li></ul><ul><ul><li>Yes, we are an enterprise software company </li></ul></ul><ul><ul><li>Focus on Fortune 1000 Financial Services, Insurance, Travel, Government, Tech </li></ul></ul><ul><li>Manage lead flow to support direct Sales and guide Marketing activities </li></ul><ul><li>Lead management should be as automated and as measurable as possible </li></ul><ul><ul><li>INDUSTRY : Enterprise Software </li></ul></ul><ul><ul><li>EMPLOYEES : 50 </li></ul></ul><ul><ul><li>GEOGRAPHY : Worldwide </li></ul></ul><ul><ul><li># USERS : 12 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : Enterprise, Google Adwords for Salesforce </li></ul></ul>
    26. 26. Common Goal – Different Processes <ul><li>Marketing </li></ul><ul><li>Many campaigns for lead generation </li></ul><ul><li>Lead volume fluctuates </li></ul><ul><li>‘ Stuff the Pipe’ </li></ul><ul><li>Sales </li></ul><ul><li>Sales resources are constrained </li></ul><ul><li>Too many leads </li></ul><ul><li>Leads are unqualified </li></ul><ul><li>Inefficient forecasting </li></ul>The Black Hole between Marketing and Sales
    27. 27. <ul><li>Marketing </li></ul><ul><li>Focused, Measurable Marketing Campaigns </li></ul><ul><li>Lead Hardening Process </li></ul><ul><li>Bi-weekly ‘offers’ </li></ul><ul><li>Supplemental Needs Analysis (Lead Qualification) </li></ul><ul><li>Sales </li></ul><ul><li>Cherry Picking </li></ul><ul><li>Lead Prioritization </li></ul><ul><li>Sales Process </li></ul><ul><li>Feedback to Marketing </li></ul><ul><li>Demos </li></ul><ul><li>POCs </li></ul><ul><li>Better Forecasting </li></ul>Common Goal – Process Integration Business Development
    28. 28. Marketing Manager Business Develop-ment Sales Reports & Dashboards Lead Management Opportunity Management Lead Generation SFDC Qualified / POC Marketing Campaigns Current Customer Upsell Needs Analysis Custom Demo Webinar Demo Demo / Qualified Lead / Demo Campaign ROI Lead Source POC / Close Qualified? yes no Sales Process Win yes no Opportunity Pipeline ASP Industry Marketing <ul><li>Types of Campaigns </li></ul><ul><li>Google </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul><ul><li>Sales Stages </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Initial Demo </li></ul><ul><li>Requirements Gathering </li></ul><ul><li>POC </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Current Testing Situation </li></ul><ul><li>SOA initiative </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Qualified Opportunity </li></ul><ul><li>Is developing services </li></ul><ul><li>Has seen a demo </li></ul><ul><li>Supported technology </li></ul><ul><li>Defined budget </li></ul><ul><li>Sponsor </li></ul><ul><li>POC / Next Steps </li></ul>Needs Analysis <ul><li>Proposal </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul>
    29. 29. Marketing Manager Business Develop-ment Sales Lead Management Opportunity Management Lead Generation SFDC Marketing Campaigns Current Customer Upsell Needs Analysis Custom Demo Webinar Demo Qualified? yes no Sales Process Win yes no Industry Marketing <ul><li>Types of Campaigns </li></ul><ul><li>Google </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul><ul><li>Sales Stages </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Initial Demo </li></ul><ul><li>Requirements Gathering </li></ul><ul><li>POC </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Current Testing Situation </li></ul><ul><li>SOA initiative </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Qualified Opportunity </li></ul><ul><li>Is developing services </li></ul><ul><li>Has seen a demo </li></ul><ul><li>Supported technology </li></ul><ul><li>Defined budget </li></ul><ul><li>Sponsor </li></ul><ul><li>POC / Next Steps </li></ul>Needs Analysis <ul><li>Proposal </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul><ul><li>Lead Generation </li></ul><ul><li>‘ Push’ and ‘Pull’ </li></ul><ul><li>Google Adwords for Salesforce </li></ul><ul><li>Webinars, eMail, Trade Shows, etc. </li></ul><ul><li>Industry Initiatives </li></ul><ul><li>Salesforce ‘Campaigns’ </li></ul>
    30. 30. Marketing Manager Business Develop-ment Sales Lead Management Opportunity Management Lead Generation SFDC Marketing Campaigns Current Customer Upsell Needs Analysis Custom Demo Webinar Demo Qualified? yes no Sales Process Win yes no Industry Marketing <ul><li>Types of Campaigns </li></ul><ul><li>Google </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul><ul><li>Sales Stages </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Initial Demo </li></ul><ul><li>Requirements Gathering </li></ul><ul><li>POC </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Current Testing Situation </li></ul><ul><li>SOA initiative </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Qualified Opportunity </li></ul><ul><li>Is developing services </li></ul><ul><li>Has seen a demo </li></ul><ul><li>Supported technology </li></ul><ul><li>Defined budget </li></ul><ul><li>Sponsor </li></ul><ul><li>POC / Next Steps </li></ul>Needs Analysis <ul><li>Proposal </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul><ul><li>Leads  Opportunities </li></ul><ul><li>Lead Hardening </li></ul><ul><li>Cherry Picking </li></ul><ul><li>Qualifying </li></ul>
    31. 31. Marketing Manager Business Develop-ment Sales Lead Management Opportunity Management Lead Generation SFDC Marketing Campaigns Current Customer Upsell Needs Analysis Custom Demo Webinar Demo Qualified? yes no Sales Process Win yes no Industry Marketing <ul><li>Types of Campaigns </li></ul><ul><li>Google </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul><ul><li>Sales Stages </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Initial Demo </li></ul><ul><li>Requirements Gathering </li></ul><ul><li>POC </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Current Testing Situation </li></ul><ul><li>SOA initiative </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Qualified Opportunity </li></ul><ul><li>Is developing services </li></ul><ul><li>Has seen a demo </li></ul><ul><li>Supported technology </li></ul><ul><li>Defined budget </li></ul><ul><li>Sponsor </li></ul><ul><li>POC / Next Steps </li></ul>Needs Analysis <ul><li>Proposal </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul>Reports & Dashboards Qualified / POC Demo / Qualified Lead / Demo Campaign ROI Lead Source POC / Close Opportunity Pipeline ASP <ul><li>Sales Cycle </li></ul>
    32. 32. Common Goal – Process Integration Measures <ul><li>Lead to Demo </li></ul><ul><ul><li>Are we effective in converting new leads to talk with sales </li></ul></ul><ul><li>Demo to Qualified </li></ul><ul><ul><li>How effective are the demos </li></ul></ul><ul><li>Qualified to POC/Eval </li></ul><ul><ul><li>Are we profiling correctly </li></ul></ul><ul><li>POC to Close </li></ul><ul><ul><li>Are we running Evaluations correctly </li></ul></ul><ul><li>Closed to Revenue </li></ul><ul><ul><li>Measures Average Selling Price </li></ul></ul><ul><li>Lead to Revenue </li></ul><ul><ul><li>Measures Marketing Campaign ROI </li></ul></ul>
    33. 37. Common Goal – Results <ul><li>Number of opportunities </li></ul><ul><li>Cost per Opportunity </li></ul><ul><li>Marketing Campaign effectiveness </li></ul><ul><li>Win Rate is stable </li></ul><ul><li>Forecast accuracy is increasing </li></ul><ul><li>Revenue is increasing </li></ul>
    34. 38. 3:45pm Marketing on the Front Lines: Making Messages Work in the Field 5:00pm What's Next: 21st Century Lead Cultivation 11:15am Hands-On: Search Campaign Success with Google Adwords 9:00am Advanced Search Engine Marketing 10:15pm Advanced Segmentation and Reporting 11:30pm How Salesforce.com Uses Salesforce Today Tuesday Wednesday 2:30pm Successforce.com – How to Build a Successful Online Community 1:15pm Extreme Measurement: Proving Marketing's Return 3:45pm Data Quality: Who Doesn't Want It?

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