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M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
M A S001  Whiteley 091707
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M A S001 Whiteley 091707

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Full session information and video available on successforce.com.

Full session information and video available on successforce.com.

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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. 
  • Transcript

    • 1. Bridging the Sales & Marketing Divide
    • 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. Bridging the Sales & Marketing Divide
    • 4. Durango, Colorado Bellevue, Washington Director of Business Development Scott King Dallas, Texas Sr. Director, Marketing Stuart Robertson Chief Marketing Officer Jim MacKay
    • 5. Stuart Robertson Sr. Director, Marketing [email_address] http://sturobertson.typepad.com
    • 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 &amp; 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. 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. 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 &amp; Incentives </li></ul></ul><ul><ul><li>Responsibilities &amp; Process </li></ul></ul><ul><li>Customer Success </li></ul><ul><ul><li>Product &amp; 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. Sales &amp; 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. 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. 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, &amp; “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. 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: &lt;1% 1%-2% </li></ul></ul>
    • 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 &amp; activity trends </li></ul></ul>
    • 14. Education Facilitates the Prospects Decision Challenge
    • 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. Emails Cover Saving, Costs, Features, Case Studies…
    • 17. Make it Easy and Fast for the Sales Team to Act
    • 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 &amp; custom fields capture actions a prospect takes prior purchase </li></ul>
    • 19. Know the Prospect’s Needs &amp; Interests before you Call Email click thru Web click path
    • 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. <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. 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. 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 &gt;1 year old vs. &lt;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% &lt;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 &amp; Marketing teams are deeply integrated and happy! </li></ul>
    • 24. Jim MacKay Chief Marketing Officer [email_address]
    • 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. 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. <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. Marketing Manager Business Develop-ment Sales Reports &amp; 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. 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. 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. 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 &amp; Dashboards Qualified / POC Demo / Qualified Lead / Demo Campaign ROI Lead Source POC / Close Opportunity Pipeline ASP <ul><li>Sales Cycle </li></ul>
    • 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. &nbsp;
    • 34. &nbsp;
    • 35. &nbsp;
    • 36. &nbsp;
    • 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>
    • 38. 3:45pm Marketing on the Front Lines: Making Messages Work in the Field 5:00pm What&apos;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&apos;s Return 3:45pm Data Quality: Who Doesn&apos;t Want It?

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