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An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
An Expert's Introduction to Marketing 2.0
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An Expert's Introduction to Marketing 2.0

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Marketing has been asked to take a seat at the revenue table, but insufficient lead hand-off processes is causing sales to question this invitation. Eric Marcy explores this problem and provides …

Marketing has been asked to take a seat at the revenue table, but insufficient lead hand-off processes is causing sales to question this invitation. Eric Marcy explores this problem and provides insight into successful sales productivity and sales enablement best practices.

Published in: Marketing, Business, Career
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  • 1. PRESENTED BY #C2C14 Marketing Automation 2.0 Building a World Class Engagement Model Presented by
  • 2. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL #SmarterSelling Eric Marcy VP, Demand Generation & Marketing Operations
  • 3. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL3 The Pressure is ON 75%ROI primary measure by 2015 50% IBM Global CMO Study feel sufficiently prepared Demand Gen Report: Data Rich: The Payoff of Marketing Measurement on Revenue Performance 68%are pressured to justify marketing spend
  • 4. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL4 More Than Ever, Sales Needs Additional Support From Marketing Customers contact sales reps when they’ve completed 57% of the purchase decision process.
  • 5. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL5 The Demand Gen Machine Works Demand Metrics Waterfall Source: Sirius Decisions Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/WON Business • Total number of hand raisers • Unique metrics for current customers • Definition through sales/marketing SLA • Marketing deems ready for handoff • Basic qualification tenets met • Sales agrees to work leads • Opportunity identified • Now part of pipeline • Booked revenue • IDs topline contribution Impact of Sales Enablement
  • 6. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL6 It’s That Handoff That’s Broken
  • 7. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL7 Reps See a Laundry List
  • 8. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL8 As a Result … They Don’t Follow up
  • 9. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL9 Or Are Unprepared for the 1st Meeting ONLY
  • 10. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL10 Or Waste Time Reinventing the Wheel
  • 11. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL11 Today’s Commercial EnterpriseMapping to the Buyer’s Journey Marketing Investments Sales Investments
  • 12. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL12 Day in the Life of a Sales Rep 7 AM 10:30 AM to 12:00 PM 2:00 PM Prospecting with Digital Postcards Prep for and conduct a first call Create immediate follow-up proposal Coaching reinforcement for today Assemble presentation for key stakeholder meeting tomorrow 9 AM 12:05 PM
  • 13. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL13 Day in the Life of a Sales Rep 7 AM 10:30 AM to 12:00 PM 2:00 PM Prospecting with Digital Postcards Prep for and conduct a first call Create immediate follow-up proposal Coaching reinforcement for today Assemble presentation for key stakeholder meeting tomorrow 9 AM 12:05 PM
  • 14. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL14 Engage Prospects Sooner! 35%-50% of sales goes to the vendor that responds first
  • 15. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL15 Convert More Leads & Accelerate Opportunities
  • 16. What does a World Class Sales Enablement Model look like?
  • 17. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL17 Welch Allyn Case StudyCHALLENGESOLUTIONVALUE • Last year, closed 5 deals for more than $4.5M. Never been done before. • Spend more time with customers • Create new sales habits to challenge customers to think differently • Keep sales on message & using marketing content • More efficient • Leverage success across the country • Help us stay on plan, both top and bottom line • Using Mobile because Time is Money • Using 90% of materials in 2 clicks “We’ve been able to get to over 90% of our content by utilizing the infrastructure in SAVO to get to any of our material in two clicks. That’s pretty quick.” Courtney Chiavara, Welch Allyn • Health Care Reform is putting financial constraint on hospitals • Consolidation- our customers are getting larger • Executing a new sales process, new sales method and SAVO at the same time • Leveraging success across the organization
  • 18. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL18 Lead Conversion. Deal Acceleration.
  • 19. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL

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