Is marketing a revenue engine

Is Marketing Really a Revenue Engine? Wednesday, December 8 1:45 -2:45 pm Steve Woods: Eloqua Daniel Greenberg: TrialPay Michael Williams: McAfee Dr. Christopher Boorman: Informatica

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Marketing is a Revenue Engine
Illustrate how marketing drives revenue in today’s top-performing organizations
Has the measurement of marketing changed?
Deliver tactics to make your marketing deliver more revenue
Walk away with actionable advice on driving revenue.

Steve Woods
Eloqua

All About Eloqua Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management . Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow.
Largest RPM provider with over 800 global customers and 60,000 users
Integration with Salesforce.com, Jigsaw and Chatter
Native Force.com applications
Solutions scale for SMB to Enterprise
Headquartered in Vienna, VA with offices in Toronto, London, Frankfurt, Singapore and throughout North America.

What’s the Growth Challenge? Create & Manage Awareness Automating Demand Generation Managing Sales and Customer Processes One View of the Truth

All About Informatica Informatica Corporation (NASDAQ: INFA) is the world’s number one independent leader in data integration software. Informatica provides enterprises with a comprehensive, unified & open platform to lowering IT costs and gaining competitive advantage from their information assets – whether on-premise or in the internet cloud.
More than 4,200 companies use Informatica
More than 1,000 companies use the Informatica cloud integration service
Voted NUMBER ONE data integration service on AppExchange for last TWO years
Positioned as a Leader in the Gartner Magic Quadrants for Data Integration, Data Quality & MDM of Customer Data.

Marketing Goals
Partner with Sales to exceed revenue targets
Raise the brand of Informatica within its target market
Deliver a marketing infrastructure to support all elements of the Informatica business
Lead a world-class Marketing team

Marketing infrastructure Lead Nurturing & scoring Visibility; Opportunities; Pipeline
EN; DE; FR; JP; CH; KR; SP
Demo’s, white papers, microsites
Advertising on external web sites
Leads, leads, leads

Driving SEO through Social Media

Balanced Scorecard Budgeting Regional rollup, cost per lead by marketing type, etc Leading Indicators Inquiries Leads Opportunities by region, by product area etc Trailing indicators Pipeline Most-likely Billings by region, by product area etc Eloqua Flow analysis Event registration Interaction stats By opportunity, company, contact, lead PR / AR Database WEB SEO ,Blogs, Social Visitors, Downloads Leads, Opportunities Customer Advocacy Accounts Contact Visibility Communication Strategy CxO VP Management Developer Campaign

Demand Generation Objectives 2010 License bookings Targets Marketing Sourced Target Marketing Influence Target On-premise Data Integration $XXXMM 20% 80% Cloud Data Integration $XXXMM 50% 80% Data Quality $XXXMM 20% 80% Single View of Customer $XXXMM 30% 80% Etc. $XXXMM 30% 80%

Measurement within SFDC FABRICATED DATA

Campaign Scorecard FABRICATED DATA Area DI DQ MDM DQ B2B Cloud M&A GRC Etc. Messaging Web Demo Web Completeness Campaign Deliverables PR Outreach Social Execution AR Influence Customer References Enablement Executing globally?

Sales Visibility WEB pages visited Downloads Emails Contacts Company X

All about TrialPay We help online companies sell more by presenting promotions around their transactions
Used by
70 million consumers
10,000 companies
… including Facebook, Gap, Skype, Fandango, AVG

Role of the CMO Generate Demand Define & Position “Must Have” Products Chart a Strategy for Revenue Growth

Demand Generation: The Role of Marketing SALES MARKETING

Moving from Art to Science
Two Trends in Demand Generation 1 2 Emergence of Revenue Performance Management

The Funnel is the Blueprint for Demand Generation Visit Website Register Generating Revenue Aware of TP Satisfied Deployed LARGE ACCOUNTS SMALL & MEDIUM ACCOUNTS Set-up Submit Product Approved Login MQL SAL SQL Opportunity Won Not Qualified Not Accepted Lost Disqualified Opportunity Not Qualified Did Not Submit Product Not Approved Not Deployed Not Generating Revenue Did Not Set-up Did Not Register Did Not Visit Not aware of TP Not Satisfied Did Not Login

The Marketing Dashboard Measures Progress FABRICATED DATA

Dashboard: Measuring Channel Effectiveness FABRICATED DATA

1) How are we doing?
Marketing Influenced Sales over time
Marketing Influenced Pipeline over time
MQL’s over time
Popular Key Performance Indicators
2) Where to Invest Budget?
Which Programs?
Which Channels?
Which Sources?
3) Where to Invest Time?
Which points in the funnel are losing the highest percentage of prospects?

All About McAfee McAfee delivers proactive and proven solutions and services that help secure systems, networks, and mobile devices around the world, allowing users to safely connect to the Internet, browse and shop the Web more securely.
125 million McAfee users
94% Fortune 100 companies using McAfee
180+ million mobile devices shipped with McAfee
7 Gartner Magic Quadrants that feature McAfee
100+ McAfee Security Innovation Alliance partners
6088 McAfee employees globally

Traditional (Reactive) Pipeline Reactive $300M Revenue Current Quarter 60 Days Quarter -1
Simple Pipeline Reporting (not a forecast)
No Adjustments Possible
Driving in the rear view mirror…
$ales Forecast Sales Opportunities Sales Accepted Leads (SAL) REACTIVE STATE

Proactive State Proactive $300M Revenue Quarter -2 Quarter -1 Quarter -3 PROACTIVE STATE Marketing Qualified Leads (MQL) Responses
Basic “Forecast”
Very little adjustability
Sufficient for simple product lines & segmentation

Strategic $300M Revenue Quarter -2 Quarter -2 Quarter -6 Strategic
4-6 Quarter View
A Truly Predictable Forecast
Highly Adjustable
Driving with GPS….
STRATEGIC STATE Behavior

The Revenue Engine STRATEGIC STATE $
6 Quarter view by
Product Mix
Segment
GEO
Board Level Projections
Revenue/Bookings
Profitability
MFG Plan
Time to adjust programs to meet strategic objectives (Top/Bottom Line Growth)
Deploy technical, sales & services resources as needed
Marketing & Sales truly become ONE at the Board level

Is Marketing Really a Revenue Engine?

Daniel Greenberg Chief Marketing Officer Michael Williams Vice President, Field Marketing Dr. Christopher Boorman Chief Technology Officer Question & Answer Steve Woods Chief Marketing Officer

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Is marketing a revenue engine

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