WhatSales LeadersShould
REALLY Expect from Marketing
Automation
Ian Michiels
Principal & CEO
Gleanster Research
COMPLIMENT...
Chat
#ActOnSwSocial
WhatSales LeadersShould
REALLY Expect from Marketing
Automation
Ian Michiels
Principal & CEO
Gleanster Research
COMPLIMENT...
Agenda
Sales Goals in2014
Sales Challenges in2014
Sales Perceptions ofMarketing Automation
What shouldyou expect?
How...
TODAY’S STATS
Total survey responses: 465
PERFORMANCE
BASEDALGORITHM
All
Respondents
Customer
Experience
(Jan. 2014)
n= 27...
Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Acc...
Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Acc...
There’s No
Perception
Gap in Lead
Quality
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 5...
There’s No
Perception
Gap in Lead
Quality
25%
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 5...
Challenges in
2014
37%
49%
55%
65%
72%
89%
0% 20% 40% 60% 80% 100%
Locating contact information
Insufficient materials
Nav...
Mitigating
Challenges
CHALLENGES
Longer sales cycles
Establishing relationships with buyers
Sales forecasting
Multiple dec...
But moaaam…
Marketing
Automation is
not…
 Just about “automating” marketing
 For marketers only
 Another fragmented technology inve...
Challenging
traditional
perspectives
7%
9%
12%
15%
18%
19%
20%
0% 20% 40% 60% 80% 100%
Tradeshow badge scan
Email campaign...
What should sales really
expect from marketing
automation?
What should
sales expect
from
marketing
automation
Faster sales cycles
Efficiency gains
Forecast accuracy
Visibility into ...
SurveySays
Tangible
Fluffy
REVENUE
What’s on your
mind?
Save
Time
Improve
Success
Rate
Path to
Revenue
Expect it to be
an investment
in time, not
necessarily
budget
Budget usually resides in marketing
Establish a common lan...
But I’ve heard
about too many
failed
implementations
Top Performers are 4x more likely to invest
in marketing automation
...
Expect 2x
higher bid-to-
win ratios from
your highest
performing
reps
32% of All Respondents
report leads that are
passed ...
But do I need to
disrupt existing
processes to get
there?
Lead scoring creates rules to automate
qualification and outsou...
Expect an
average of 1.5x
higher revenue
year-over-
year.
100% of respondents reported an average of
1.5x higher revenueYo...
But every time
we beat a target
…my target
increases!?!
Measure the conversion from “marketing
qualified” to “sales accep...
ExpectShorter
SalesCycles
89% of sales leaders report sales cycles
decreased “as a result of marketing
automation.”
* B2B ...
Expect an
increase in
CRM adoption
among sales
reps
In your opinion, did marketing automation with
CRM integration lead to...
Expect
marketing to
be just as
accountable as
sales.
Quantify everything. Leads meet the criteria
or they don’t.
Link ma...
What to
expect?
 2x higher bid-to-win ratios
 “significant increases” in lead quality
 “significant decrease” in market...
Complimentary
Deep Dive
Research Report
What Sales Should Really
Expect from Marketing
Automation
Ready to Learn More?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
THE FORRESTER
WAVE™ LEADERS
QUADRANT
Thanks!
Q&A
Ian Michiels
Gleanster Research
@InsightFanatic
ian.michiels@gleanster.com
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What Sales Leaders Should REALLY Expect from Marketing Automation

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Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!

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What Sales Leaders Should REALLY Expect from Marketing Automation

  1. 1. WhatSales LeadersShould REALLY Expect from Marketing Automation Ian Michiels Principal & CEO Gleanster Research COMPLIMENTSOF:
  2. 2. Chat
  3. 3. #ActOnSwSocial
  4. 4. WhatSales LeadersShould REALLY Expect from Marketing Automation Ian Michiels Principal & CEO Gleanster Research COMPLIMENTSOF:
  5. 5. Agenda Sales Goals in2014 Sales Challenges in2014 Sales Perceptions ofMarketing Automation What shouldyou expect? How do youget there?
  6. 6. TODAY’S STATS Total survey responses: 465 PERFORMANCE BASEDALGORITHM All Respondents Customer Experience (Jan. 2014) n= 276 B2B Marketing (Dec. 2013) n= 189 Top Performers: Respondents that achievedTopQuartile performance in key KPI’s Everyone Else Gleanster Benchmark Stats
  7. 7. Customers in Control SalesGoals in 2014 RevenueTargets! Operational Efficiency Data-Driven Decisions Risk Mitigation / Accountability Employee Development Lead Generation Sourcing and RetainingTalent
  8. 8. Customers in Control SalesGoals in 2014 RevenueTargets! Operational Efficiency Data-Driven Decisions Risk Mitigation / Accountability Employee Development Lead Generation Sourcing and RetainingTalent +MARKETING +HR SALES +PRODUCT DEVELOPMENT +SERVICE & SUPPORT
  9. 9. There’s No Perception Gap in Lead Quality 5 – Qualified Leads 1 – Not Leads 2 3 4 MARKETING (n=98) SALES (n=76) 100% 50% 50% 100% How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
  10. 10. There’s No Perception Gap in Lead Quality 25% 5 – Qualified Leads 1 – Not Leads 2 3 4 MARKETING (n=98) SALES (n=76) 100% 50% 50% 100% 10% 38% 27% 5% 34% 27% 19% 15%0% How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
  11. 11. Challenges in 2014 37% 49% 55% 65% 72% 89% 0% 20% 40% 60% 80% 100% Locating contact information Insufficient materials Navigating multiple decision makers Sales forecasting Establishing relationships with buyers Longer sales cycles Challenges with Customer Engagement in 2014 Sales (n=112) * Customer Experience Management Survey, Q1 2014, n=276
  12. 12. Mitigating Challenges CHALLENGES Longer sales cycles Establishing relationships with buyers Sales forecasting Multiple decision makers Insufficient materials Locating contact information Marketing Automation
  13. 13. But moaaam…
  14. 14. Marketing Automation is not…  Just about “automating” marketing  For marketers only  Another fragmented technology investment
  15. 15. Challenging traditional perspectives 7% 9% 12% 15% 18% 19% 20% 0% 20% 40% 60% 80% 100% Tradeshow badge scan Email campaign open rate Downloading a whitepaper More than 5 website visits Downloading 2 or more… Demo Signup Contact Us form fill Sales (n=78) * 2013 Marketing Automation Survey, Sales Reps n=78 What activity drives the most conversion to a qualified opportunity in your organization? No Clear Winner?!?
  16. 16. What should sales really expect from marketing automation?
  17. 17. What should sales expect from marketing automation Faster sales cycles Efficiency gains Forecast accuracy Visibility into buyer behavior Conversation starters Downstream accountability
  18. 18. SurveySays Tangible Fluffy REVENUE
  19. 19. What’s on your mind? Save Time Improve Success Rate Path to Revenue
  20. 20. Expect it to be an investment in time, not necessarily budget Budget usually resides in marketing Establish a common language Definition of a “qualified lead” Integration with CRM Lead alerts Territories and account business rules Stop guessing
  21. 21. But I’ve heard about too many failed implementations Top Performers are 4x more likely to invest in marketing automation Establish a “Clarity of Focus” Share CustomerWin Data with Marketing Prioritize 3-5 Key Personas If you don’t know where you are going every path will take you there.
  22. 22. Expect 2x higher bid-to- win ratios from your highest performing reps 32% of All Respondents report leads that are passed to sales are qualified by BANT criteria. Top Performing organizations report 2x higher bid-to-win ratios in the first 12 months of using marketing automation. * B2B Marketing Survey, Q4 2013, n=189
  23. 23. But do I need to disrupt existing processes to get there? Lead scoring creates rules to automate qualification and outsource it to marketing Content uncovers intent- conversation starters Multi-channel communication is less intrusive to prospects Real-time alerts in CRM give reps context
  24. 24. Expect an average of 1.5x higher revenue year-over- year. 100% of respondents reported an average of 1.5x higher revenueYoY. 82% of sales leaders report “significant improvement” in lead quality within the first year of investing in marketing automation. 76% report a “significant decrease” in lead quantity. * B2B Marketing Survey, Q4 2013, n=189
  25. 25. But every time we beat a target …my target increases!?! Measure the conversion from “marketing qualified” to “sales accepted lead” Measurement gives Marketing and Sales leaders to confidence on performance so you can say: Sales: “if you give us X sales accepted leads we will convertY revenue in this timeframe.” Marketing: “to generate X sales accepted leads we needY in marketing spend.”
  26. 26. ExpectShorter SalesCycles 89% of sales leaders report sales cycles decreased “as a result of marketing automation.” * B2B Marketing Survey, Q4 2013, n=189
  27. 27. Expect an increase in CRM adoption among sales reps In your opinion, did marketing automation with CRM integration lead to an increase in CRM usage among reps? Yes No * B2B Marketing Survey, Q4 2013, n=189
  28. 28. Expect marketing to be just as accountable as sales. Quantify everything. Leads meet the criteria or they don’t. Link marketing spend to revenue for closed loop measurement. Determine what messages resonate across different channels. Help sales reps adjust tactics. Replicate and scale best practices.
  29. 29. What to expect?  2x higher bid-to-win ratios  “significant increases” in lead quality  “significant decrease” in marketing-to-sales lead quantity  1.5x higher increases in revenue  increased CRM adoption  reduced sales cycles  tangible accountability – in marketing
  30. 30. Complimentary Deep Dive Research Report What Sales Should Really Expect from Marketing Automation
  31. 31. Ready to Learn More? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com THE FORRESTER WAVE™ LEADERS QUADRANT
  32. 32. Thanks! Q&A Ian Michiels Gleanster Research @InsightFanatic ian.michiels@gleanster.com
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