The Revenue Chain formerly known as the Demand Chain

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The Revenue Chain formerly known as the Demand Chain

  1. 1. The Revenue Chain:Five Keys to aPredictable DemandGeneration Funnel Craig Rosenberg @funnelholic www.funnelholic.com @Funnelholic
  2. 2. The supply chain1. Driven by quantifiable goal(s)2. A series of process steps that an organization can track, measure, and then optimize3. Specialists own their distinct steps4. Technology drives effectiveness, scale @Funnelholic
  3. 3. The revenue chain yesterday vs today Yesterday Today Time-sensitive campaigns Always-on campaigns Seller-centric Customer-Centric Haphazard A carefully defined series of steps “Arts and crafts” Revenue accountability Sales and marketing Sales with marketing “Free safeties” Job function specialization Collateral Content Manual Technology Platform “We used to design our funnel based on when WE wanted to talk to them (customers), now you have to design your process to be there when they want to talk to you” Adam Needles @abneedles @Funnelholic
  4. 4. The revenue chain PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER1 2 3 4 5 6 7Total Prospect Lead Good Opportunity Revenue UpsellAvailable LeadMarket OBJECTIVES/METRICS CONTENT PROCESS PEOPLE TECHNOLOGY Source: RQ’s “2013 Marketing Trends” Presentation January, 2013 @Funnelholic
  5. 5. The customer profile feeds the revenue chain Customer Customer Buying Plan Profile Process1.Customer profile – pains, needs etc2.Buying process3.Consumption patterns4.Marketing – to – sales transition @Funnelholic
  6. 6. Map the customer journey MARKETING FUNNEL LEAD QUALIFICATION FUNNEL SALES FUNNEL Handoff to sales SAL field sales Phone: will make decision SQL in 2 months Re-target: downloads vendor Site: views telesales whitepaper LP 9C vendor demo start to finish Site: downloads third party “buyers guide” Email: completes IT priority Email: opens survey and lists storage as top 3 Email: does not open webinar email MQL priority follow up survey Phone: commits to Re-target: no view online demo click thru on banner Site: does not attend live webinar Email: opens vendor Phone: cannot connect incentive offer after 10 dials Re-target: clicks thru ITManagement banner on ESPN.com Phone: won’t make decision for 5 monthsMarketing Phone: no project right now;Database check back in 6 months COLLECTING GATHERING COMPARING SHORTLISTING INFORMATION REQUIREMENTS VENDORS VENDORS @Funnelholic
  7. 7. Demand generation options Outbound External Pull Inbound Marketing MarketingLead Quality Lower Lower 5 Highest 7Time to Value Short-term Short-Term Long-TermAbility to reach High Low LowexecutivesTargeting High Medium LowCost High Medium LowExample •List Rental •Publishers •Your Website •Telemarketing •Trade shows •Blog •List Purchases •Microsite •Unsolicited email @Funnelholic
  8. 8. Nurture 5 7 Source: Tom Scearce @TLOTL @Funnelholic
  9. 9. The content command center 1. . PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER 5 7 CONTENT Internal Command Center feeds content across the revenue chain1. Reports to corporate marketing and is not product marketing2. Responsible for content across the buying process @Funnelholic
  10. 10. Lead qualification = revenue chain successRule Number 1: Sales Sales won’t have the time or desire to make the effortwill not follow-up on necessary to convert a leadleads, they will follow to a Qualified Lead --up on qualified leads 3-15 Touches = particularly once 3-5 good 1 QL* deals are on their forecasts Generation Qualification Direct Sales Cycle Validate Generate Qualify Develop A Opportunity Lead Propose (or get a Negotiate Qualified Lead) Close Time & Effort *Touches includes dials, voicemails, emails, conversations with gatekeepers @Funnelholic
  11. 11. The people • Specialists along specific areas of the revenue chain •Use operational metrics that help move leads through buying process (e.g. Lead Qual group is measured by opportunities created and “good lead/opportunity conversion” PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER1 2 3 4 5 6 7Total Prospect Lead Good Opportunity Revenue UpsellAvailable LeadMarket OBJECTIVES/METRICS CONTENT TECHNOLOGY @Funnelholic
  12. 12. Marketing technology stack Marketing Program/Campaign Process PLAN CREATE DISTRIBUTE CONVERT ANALYZERESEARCH TOOLS EMAIL OPTIMIZATION CONTENT CONTENT TOOLS PRODUCTION EXPERIENCE SOCIAL MEDIA ANALYTICS DIY PLANNING CREATIVE TOOLS DISPLAY MARKETING AUTOMATION CONTENT MANAGEMENT RETARGETING SYSTEM MRM PAID SEARCH CRM +++ DATA SERVICES DATA LAYER Source: RQ’s “2013 Marketing Trends” Presentation January, 2013 @Funnelholic
  13. 13. Managing the revenue chain1. Look at unified view across entire chain2. Track and measure steps along the customer journey3. Create common definitions4. Have an owner of the revenue chain @Funnelholic
  14. 14. Thank you Craig Rosenberg @funnelholic www.funnelholic.com Inspired by: Carlos Hidalgo @cahidalgo Adam Needles @abneedles Scott Albro @scottalbro Greg Alexander @gregalexander Tom Scearce @TLOTL @Funnelholic

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