PRESENTED BY
#C2C14
Marketing Automation 2.0
Building a World Class Engagement Model
Presented by
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL
#SmarterSelling
Eric Marcy
VP, Demand Generation
& Marke...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL3
The Pressure is ON
75%ROI primary measure
by 2015
50%
I...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL4
More Than Ever, Sales Needs Additional
Support From Mar...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL5
The Demand Gen Machine Works
Demand Metrics Waterfall
S...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL6
It’s That Handoff That’s Broken
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL7
Reps See a Laundry List
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL8
As a Result … They Don’t Follow up
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL9
Or Are Unprepared for the 1st Meeting
ONLY
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL10
Or Waste Time Reinventing the Wheel
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL11
Today’s Commercial EnterpriseMapping to the Buyer’s Jo...
©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 ...
©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 ...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL14
Engage Prospects Sooner!
35%-50%
of sales goes to the ...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL15
Convert More Leads &
Accelerate Opportunities
What does a World Class Sales
Enablement Model look like?
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL17
Welch Allyn Case StudyCHALLENGESOLUTIONVALUE
• Last ye...
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL18
Lead Conversion. Deal Acceleration.
©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL
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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 insight into successful sales productivity and sales enablement best practices.

Published in: Marketing, Business, Career
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An Expert's Introduction to Marketing 2.0

  1. 1. PRESENTED BY #C2C14 Marketing Automation 2.0 Building a World Class Engagement Model Presented by
  2. 2. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL #SmarterSelling Eric Marcy VP, Demand Generation & Marketing Operations
  3. 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. 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. 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. 6. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL6 It’s That Handoff That’s Broken
  7. 7. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL7 Reps See a Laundry List
  8. 8. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL8 As a Result … They Don’t Follow up
  9. 9. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL9 Or Are Unprepared for the 1st Meeting ONLY
  10. 10. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL10 Or Waste Time Reinventing the Wheel
  11. 11. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL11 Today’s Commercial EnterpriseMapping to the Buyer’s Journey Marketing Investments Sales Investments
  12. 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. 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. 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. 15. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL15 Convert More Leads & Accelerate Opportunities
  16. 16. What does a World Class Sales Enablement Model look like?
  17. 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. 18. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL18 Lead Conversion. Deal Acceleration.
  19. 19. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL
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