Bridging the Sales & Marketing Divide

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?

Bridging the Sales & Marketing Divide

Durango, Colorado Bellevue, Washington Director of Business Development Scott King Dallas, Texas Sr. Director, Marketing Stuart Robertson Chief Marketing Officer Jim MacKay

Stuart Robertson Sr. Director, Marketing [email_address] http://sturobertson.typepad.com

ShareBuilder 401(k) offers on-demand 401(k)s designed for small businesses Launched November, 2005 – start-up unit within ShareBuilder, the 6 th largest online brokerage Already the market leader in selling ETF-based 401(k) plans Vision: Increase savings rate of Americans Leverage online channels & strategic partnerships (e.g. Costco, CareerBuilder) INDUSTRY : Financial Services EMPLOYEES : 165 (20 in 401(k)) GEOGRAPHY : US # USERS : 15 PRODUCT(S) USED : SFDC Enterprise Edition + AppExchange

ShareBuilder 401(k) offers on-demand 401(k)s designed for small businesses

Launched November, 2005 – start-up unit within ShareBuilder, the 6 th largest online brokerage

Already the market leader in selling ETF-based 401(k) plans

Vision: Increase savings rate of Americans

Leverage online channels & strategic partnerships (e.g. Costco, CareerBuilder)

INDUSTRY : Financial Services

EMPLOYEES : 165 (20 in 401(k))

GEOGRAPHY : US

# USERS : 15

PRODUCT(S) USED : SFDC Enterprise Edition + AppExchange

On the same side – so what’s the problem? “ We need more good leads now” “ I’m wasting my time on bad leads” “ Which leads are hot?” “ Inbound leads are great… it ain’t like cold calling.” “ Don’t ‘brand’ leads bad based on a small sample” “ Next quarter… it gets a lot better.” Sales Marketing

“ We need more good leads now”

“ I’m wasting my time on bad leads”

“ Which leads are hot?”

“ Inbound leads are great… it ain’t like cold calling.”

“ Don’t ‘brand’ leads bad based on a small sample”

“ Next quarter… it gets a lot better.”

The epicenter of the divide is Sales Optimization Demand Generation Story Architecture Channel Mix Lead Optimization Sales Optimization Nurture Tools & Incentives Responsibilities & Process Customer Success Product & Service Experience Promote/Community Customer Growth Programs Contribute Create Awareness Nurture Install Fund Purchase

Demand Generation

Story Architecture

Channel Mix

Lead Optimization

Sales Optimization

Nurture

Tools & Incentives

Responsibilities & Process

Customer Success

Product & Service Experience

Promote/Community

Customer Growth Programs

Sales & Marketing Challenges at ShareBuilder 401(k) Fast growing lead base; hard to manage efficiently Holding size of sales team relatively flat Maintain high close rates = increase sales per consultant Small businesses are hard to reach, limited understanding of 401(k) programs How do we get the most out of our investment in prospects!

Fast growing lead base; hard to manage efficiently

Holding size of sales team relatively flat

Maintain high close rates = increase sales per consultant

Small businesses are hard to reach, limited understanding of 401(k) programs

How do we get the most out of our investment in prospects!

Idea: Automate Lead Development for Sales Put prospect online activity into salesforce.com and use to rank leads dynamically for the sales team! More Sales =

Put prospect online activity into salesforce.com and use to rank leads dynamically for the sales team!

A Better Way to Work Together Lead forms identify a prospect on your site Emails are ground cover for Sales Spend a lot of time fact finding Title, timing, & “identified needs” drive rankings Take in good faith prospects purchase timing Visits identify a prospect on your website Emails determine who is engaged for Sales Sales knows prospect’s interests Prospects ranked dynamically by web interactions plus traditional elements Web activity and content consumed are strong purchase indicators Result: Sales knows which leads are Hot Old Standard A Better Way

Lead forms identify a prospect on your site

Emails are ground cover for Sales

Spend a lot of time fact finding

Title, timing, & “identified needs” drive rankings

Take in good faith prospects purchase timing

Visits identify a prospect on your website

Emails determine who is engaged for Sales

Sales knows prospect’s interests

Prospects ranked dynamically by web interactions plus traditional elements

Web activity and content consumed are strong purchase indicators

Result: Sales knows which leads are Hot

Program Goals Increase sales per rep by 10% Maintain or increase lead to close rates Achieve high engagement with Emails Goal Typical B2B Email Open Rates: 15% 5%-20% Clicks Thrus: 2% 1%-4% Opt Outs: <1% 1%-2%

Increase sales per rep by 10%

Maintain or increase lead to close rates

Achieve high engagement with Emails

Goal Typical B2B

Email Open Rates: 15% 5%-20%

Clicks Thrus: 2% 1%-4%

Opt Outs: <1% 1%-2%

Integrate Web Analytics and Email with Salesforce.com Launched dynamic, real-time lead scoring Automated nurture email marketing Optimize site and email programs based on web site consumption Bonus: Optimize Search keywords based on cost of acquisition, not just CPL Deployment Details Salesforce.com Enterprise Edition AppExchange for web and email applications 15 Users Redefined lead stages and created rules for scoring Optimize scoring based on sales & activity trends

Launched dynamic, real-time lead scoring

Automated nurture email marketing

Optimize site and email programs based on web site consumption

Bonus: Optimize Search keywords based on cost of acquisition, not just CPL

Deployment Details

Salesforce.com Enterprise Edition

AppExchange for web and email applications

15 Users

Redefined lead stages and created rules for scoring

Optimize scoring based on sales & activity trends

Education Facilitates the Prospects Decision Challenge

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:

Emails Cover Saving, Costs, Features, Case Studies…

Make it Easy and Fast for the Sales Team to Act

Give the Sales Team Insight at a Glance Sales knows key content consumed and if prospect is “active” or not DEPLOYMENT DETAILS Web-to-lead & custom fields capture actions a prospect takes prior purchase

Sales knows key content consumed and if prospect is “active” or not

Web-to-lead & custom fields capture actions a prospect takes prior purchase

Know the Prospect’s Needs & Interests before you Call Email click thru Web click path

How the Scoring Engine Works Scores have dynamic elements with “recency” being the core driver DEPLOYMENT DETAILS Manticore Technology populates web data Salesforce.com lead forms and/or sale person populates timing and other data

Scores have dynamic elements with “recency” being the core driver

Manticore Technology populates web data

Salesforce.com lead forms and/or sale person populates timing and other data

Empower prospects with information at the right time Result: High engagement with ShareBuilder 401(k ) Prospect web activity determines if program is a week or 12 weeks Develops leads automatically for sales team Result: Close more sales, faster Lead scoring to prioritize leads for Sales Less resources required to manage more leads Result: Higher margin, lower CAC Move sales team from 50% of time closing to 80%+ It Works for Your Prospects and Your Company

Empower prospects with information at the right time

Result: High engagement with ShareBuilder 401(k )

Prospect web activity determines if program is a week or 12 weeks

Develops leads automatically for sales team

Result: Close more sales, faster

Lead scoring to prioritize leads for Sales

Less resources required to manage more leads

Result: Higher margin, lower CAC

Move sales team from 50% of time closing to 80%+

Imagine it. Learn it. Use it. You can do it! -- we did it with 2 Mktrs, 1 Designer, ½ PM, ¼ Prod Dev Commit to start it fast – be remarkable, not perfect Use a web analytics / email solution to integrate with salesforce Determine lead scoring parameters to rank leads Determine education needs and align with purchase process Create “new action” call list for sales team in salesforce.com Analyze actions, review scoring, test emails and web pages Tips for Success Deep link or build unique landing pages for each email Insert winning new content you develop as you go Keep feedback loop open with sales team and adjust

You can do it! -- we did it with 2 Mktrs, 1 Designer, ½ PM, ¼ Prod Dev

Commit to start it fast – be remarkable, not perfect

Use a web analytics / email solution to integrate with salesforce

Determine lead scoring parameters to rank leads

Determine education needs and align with purchase process

Create “new action” call list for sales team in salesforce.com

Analyze actions, review scoring, test emails and web pages

Deep link or build unique landing pages for each email

Insert winning new content you develop as you go

Keep feedback loop open with sales team and adjust

Results: More Sales Faster Increased lead to close rate significantly in just its first 90 days 65% of leads closing in first 30 days vs. 51% prior Revives leads: 12% of new sales are now >1 year old vs. <3% Email statistics exceed forecast Results Goal Typical B2B Email Open Rates: 18% 15% 5%-20% Clicks Thrus: 3% 2% 1%-4% Opt Outs: 0.3% <1% 1%-2% Sales per rep increased by 17% over the first 6 months Success: Sales & Marketing teams are deeply integrated and happy!

Increased lead to close rate significantly in just its first 90 days

65% of leads closing in first 30 days vs. 51% prior

Revives leads: 12% of new sales are now >1 year old vs. <3%

Email statistics exceed forecast

Results Goal Typical B2B

Email Open Rates: 18% 15% 5%-20%

Clicks Thrus: 3% 2% 1%-4%

Opt Outs: 0.3% <1% 1%-2%

Sales per rep increased by 17% over the first 6 months

Success: Sales & Marketing teams are deeply integrated and happy!

Jim MacKay Chief Marketing Officer [email_address]

iTKO is an Industry Leader in Automated Testing for SOA Yes, we are an enterprise software company Focus on Fortune 1000 Financial Services, Insurance, Travel, Government, Tech Manage lead flow to support direct Sales and guide Marketing activities Lead management should be as automated and as measurable as possible INDUSTRY : Enterprise Software EMPLOYEES : 50 GEOGRAPHY : Worldwide # USERS : 12 PRODUCT(S) USED : Enterprise, Google Adwords for Salesforce

iTKO is an Industry Leader in Automated Testing for SOA

Yes, we are an enterprise software company

Focus on Fortune 1000 Financial Services, Insurance, Travel, Government, Tech

Manage lead flow to support direct Sales and guide Marketing activities

Lead management should be as automated and as measurable as possible

INDUSTRY : Enterprise Software

EMPLOYEES : 50

GEOGRAPHY : Worldwide

# USERS : 12

PRODUCT(S) USED : Enterprise, Google Adwords for Salesforce

Common Goal – Different Processes Marketing Many campaigns for lead generation Lead volume fluctuates ‘ Stuff the Pipe’ Sales Sales resources are constrained Too many leads Leads are unqualified Inefficient forecasting The Black Hole between Marketing and Sales

Marketing

Many campaigns for lead generation

Lead volume fluctuates

‘ Stuff the Pipe’

Sales

Sales resources are constrained

Too many leads

Leads are unqualified

Inefficient forecasting

Marketing Focused, Measurable Marketing Campaigns Lead Hardening Process Bi-weekly ‘offers’ Supplemental Needs Analysis (Lead Qualification) Sales Cherry Picking Lead Prioritization Sales Process Feedback to Marketing Demos POCs Better Forecasting Common Goal – Process Integration Business Development

Marketing

Focused, Measurable Marketing Campaigns

Lead Hardening Process

Bi-weekly ‘offers’

Supplemental Needs Analysis (Lead Qualification)

Sales

Cherry Picking

Lead Prioritization

Sales Process

Feedback to Marketing

Demos

POCs

Better Forecasting

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 Types of Campaigns Google Email Campaigns Advertising Trade Shows Sales Stages Needs Analysis Initial Demo Requirements Gathering POC Needs Analysis Current Testing Situation SOA initiative Opportunity Size Timeframe Budget Decision Maker Qualified Opportunity Is developing services Has seen a demo Supported technology Defined budget Sponsor POC / Next Steps Needs Analysis Proposal Selected Negotiating Closed/Won Closed/Lost

Types of Campaigns

Google

Email Campaigns

Advertising

Trade Shows

Sales Stages

Needs Analysis

Initial Demo

Requirements Gathering

POC

Needs Analysis

Current Testing Situation

SOA initiative

Opportunity Size

Timeframe

Budget

Decision Maker

Qualified Opportunity

Is developing services

Has seen a demo

Supported technology

Defined budget

Sponsor

POC / Next Steps

Proposal

Selected

Negotiating

Closed/Won

Closed/Lost

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 Types of Campaigns Google Email Campaigns Advertising Trade Shows Sales Stages Needs Analysis Initial Demo Requirements Gathering POC Needs Analysis Current Testing Situation SOA initiative Opportunity Size Timeframe Budget Decision Maker Qualified Opportunity Is developing services Has seen a demo Supported technology Defined budget Sponsor POC / Next Steps Needs Analysis Proposal Selected Negotiating Closed/Won Closed/Lost Lead Generation ‘ Push’ and ‘Pull’ Google Adwords for Salesforce Webinars, eMail, Trade Shows, etc. Industry Initiatives Salesforce ‘Campaigns’

Types of Campaigns

Google

Email Campaigns

Advertising

Trade Shows

Sales Stages

Needs Analysis

Initial Demo

Requirements Gathering

POC

Needs Analysis

Current Testing Situation

SOA initiative

Opportunity Size

Timeframe

Budget

Decision Maker

Qualified Opportunity

Is developing services

Has seen a demo

Supported technology

Defined budget

Sponsor

POC / Next Steps

Proposal

Selected

Negotiating

Closed/Won

Closed/Lost

Lead Generation

‘ Push’ and ‘Pull’

Google Adwords for Salesforce

Webinars, eMail, Trade Shows, etc.

Industry Initiatives

Salesforce ‘Campaigns’

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 Types of Campaigns Google Email Campaigns Advertising Trade Shows Sales Stages Needs Analysis Initial Demo Requirements Gathering POC Needs Analysis Current Testing Situation SOA initiative Opportunity Size Timeframe Budget Decision Maker Qualified Opportunity Is developing services Has seen a demo Supported technology Defined budget Sponsor POC / Next Steps Needs Analysis Proposal Selected Negotiating Closed/Won Closed/Lost Leads  Opportunities Lead Hardening Cherry Picking Qualifying

Types of Campaigns

Google

Email Campaigns

Advertising

Trade Shows

Sales Stages

Needs Analysis

Initial Demo

Requirements Gathering

POC

Needs Analysis

Current Testing Situation

SOA initiative

Opportunity Size

Timeframe

Budget

Decision Maker

Qualified Opportunity

Is developing services

Has seen a demo

Supported technology

Defined budget

Sponsor

POC / Next Steps

Proposal

Selected

Negotiating

Closed/Won

Closed/Lost

Leads  Opportunities

Lead Hardening

Cherry Picking

Qualifying

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 Types of Campaigns Google Email Campaigns Advertising Trade Shows Sales Stages Needs Analysis Initial Demo Requirements Gathering POC Needs Analysis Current Testing Situation SOA initiative Opportunity Size Timeframe Budget Decision Maker Qualified Opportunity Is developing services Has seen a demo Supported technology Defined budget Sponsor POC / Next Steps Needs Analysis Proposal Selected Negotiating Closed/Won Closed/Lost Reports & Dashboards Qualified / POC Demo / Qualified Lead / Demo Campaign ROI Lead Source POC / Close Opportunity Pipeline ASP Sales Cycle

Types of Campaigns

Google

Email Campaigns

Advertising

Trade Shows

Sales Stages

Needs Analysis

Initial Demo

Requirements Gathering

POC

Needs Analysis

Current Testing Situation

SOA initiative

Opportunity Size

Timeframe

Budget

Decision Maker

Qualified Opportunity

Is developing services

Has seen a demo

Supported technology

Defined budget

Sponsor

POC / Next Steps

Proposal

Selected

Negotiating

Closed/Won

Closed/Lost

Sales Cycle

Common Goal – Process Integration Measures Lead to Demo Are we effective in converting new leads to talk with sales Demo to Qualified How effective are the demos Qualified to POC/Eval Are we profiling correctly POC to Close Are we running Evaluations correctly Closed to Revenue Measures Average Selling Price Lead to Revenue Measures Marketing Campaign ROI

Lead to Demo

Are we effective in converting new leads to talk with sales

Demo to Qualified

How effective are the demos

Qualified to POC/Eval

Are we profiling correctly

POC to Close

Are we running Evaluations correctly

Closed to Revenue

Measures Average Selling Price

Lead to Revenue

Measures Marketing Campaign ROI

Common Goal – Results Number of opportunities Cost per Opportunity Marketing Campaign effectiveness Win Rate is stable Forecast accuracy is increasing Revenue is increasing

Number of opportunities

Cost per Opportunity

Marketing Campaign effectiveness

Win Rate is stable

Forecast accuracy is increasing

Revenue is increasing

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?