2014 marketo summit - Lead lifecycle management and analytics for the complex sale

1,551 views

Published on

Get insight into building a Revenue Cycle Model for razor sharp visibility into the complex Lead Lifecycle; and learn proven ways to get up and running quickly by properly aligning your people process with technical processes & systems. Learn how to get practical insight from your Model and Revenue Cycle Explorer to deepen prospect engagement and improve marketing efforts.

Key Takeaways include:
Getting started - the planning phase
Pitfalls and roadblocks to watch out for
Reporting for tactical and strategic needs
Using multiple models for complex scenarios

Published in: Marketing, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,551
On SlideShare
0
From Embeds
0
Number of Embeds
75
Actions
Shares
0
Downloads
47
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 2 champions for the price of one
  • Hybrid kind of agile vs waterfall project method…
  • No assumptionsCommunicate and documentCreate efficienciesChecks and balances; feedback loop
  • What marketing programs are most successful and leading to application?What marketing channels are most successful and leading to application?What marketing offers/topic categories (webinar, events, assets, video) are most engaged with by leads that apply?
  • What marketing programs are most successful and leading to application?What marketing channels are most successful and leading to application?What marketing offers/topic categories (webinar, events, assets, video) are most engaged with by leads that apply?
  • What marketing programs are most successful and leading to application?What marketing channels are most successful and leading to application?What marketing offers/topic categories (webinar, events, assets, video) are most engaged with by leads that apply?
  • What marketing programs are most successful and leading to application?What marketing channels are most successful and leading to application?What marketing offers/topic categories (webinar, events, assets, video) are most engaged with by leads that apply?
  • What marketing offers/topic categories (webinar, events, assets, video) are most engaged with by leads that apply?
  • Make sure you have the contact associated Review what an oppty should be to make this successful Highland software set a validation rule that at least one contact role assigned to oppty
  • How do you figure out that you need more than oneHow would you map it (business line, product line etc – when you have two+ simultaneous sales tracks Keep it simple
  • 75% of time on testing tweaking refiningGuardrailsHysteresisADVANCED MODELING BINGO
  • EXAMPLE OF POPULATED SLIDE
  • 2014 marketo summit - Lead lifecycle management and analytics for the complex sale

    1. 1. Lead lifecycle Management and Analytics for the Complex Sale Eric Hollebone Marketing Director, Algonquin College Rhoan Morgan CEO, DemandLab
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Intros Eric • Marketo Champion ‘12,’13,’14 • MUG-Ottawa Leader • Customer since 2008, have the T-shirt • Bought x4, Partner x1, Consultant x15 • Forms 2.0 with Glen Lipka Rhoan • Marketo Champion • MUG Leader-Philadelphia • Using Marketo since 2009 • Worked in over 50 client instances of Market
    3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 A little about Algonquin • 20,000 FT & 35,000 PT Students • 4 campuses + online • Marketo client for 3 years • Currently  Using Marketo to manage mktg automation  Prospects/Admissions  Student Communications  Corporate Training • Future  Employee Communications  Alumni Communications • Located in the national capital • 1M population, bilingual (English, French) • Voted best city in Canada, 3 years in a row
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Getting Started
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • People Processes
    6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • People Processes (ouch!)
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Nice. Neat. Linear. Reality?
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation • Create your blueprint • People • Technology • Other systems • Other inputs • Exceptions
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Example flow chart
    10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Business Model: Recruiting for Higher Education • Complex, long sale • Buyer education required • Multiple touches • Considered purchase • High dollar value • Lots of competition and alternatives • Buyer has a team of influencers. • Driven by brand awareness and reputation • Personas & segmentation • High volume - 60,000 opps/year • Constrained by public funding
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Traditional Higher Ed Sales funnel
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Our Funnel and Model (simplified) Unknown Name Lead Applicant Fees StudentOffer Sales & Marketing Admissions & Registrar
    13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Selling simultaneous seats Cycle Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Fall Winter Spring
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Using Multiple Models Fall Winter Spring
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Using Multiple Models • In the current modeler design, a lead can only be in one stage of a model • Having multiple opportunities for multiple terms at different stages broke the model. • Ah moment was when leads were trying to move backwards in stages. Fall Winter Spring
    16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Connect people with technology
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation • Build using programs • Campaigns • Fields • Modeler • Backfilling • Reporting (plan from the start) • RCE • SFDC
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation
    19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation Program Status Custom Field: LL Status Revenue Stage
    20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation 23 Active Campaigns
    21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Executive Visibility – SFDC Dashboard
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
    23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
    24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
    25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Marketing Programs
    26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Source to Oppty Reporting
    27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Marketing Channels
    28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Engagement to Opportunity Trends
    29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Pulling it All Together 1. First time Execs have a visible pipeline 2. Only modeler could pull the entire funnel together truly closing the entire loop for all terms 3. Simultaneous opportunities for time-based sales drove multiple models 4. Test and look for exceptions, test and test again
    30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Best Practice Tip Always connect your opportunities to people. Opportunity Contact Roles Validation (free) https://appexchange.salesforce.com/listingDetail?listingId=a0N300000025Vs1EAE Require Opportunity to have identified Contact Role or Primary Contact Assigned at a certain stage in the Opportunity Selling Process. Easily customizable validation rule to fit your specific selling methodology.
    31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Modeler • What do you actually need? • Keep it simple • Two Active Models • Archiving but no deletion • Adding active models
    32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Communication & Buy-In • Spend time on discovery • How do all pieces of the process fit together • What are the pieces that do not fit • Where is the middle ground – People process? – Technical process?
    33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • It ain’t over ‘til it’s over • Marathon, not a sprint • Keep at it until you have 95% to 98% accuracy • Some leads will just not fit the process… and that’s ok
    34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Testing and QA • Take time to do it right • Hours/days needed • Question everything that does not fit • Watch out for “phantoms”
    35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Devil in the Details • Field naming • Triggers vs batch • Timing is everything
    36. 36. Thank You! Rhoan Morgan CEO DemandLab rhoan@demandlab.com (267) 297-2181 linkedin.com/in/rhoanmorgan twitter.com/DemandLab Eric Hollebone Director, Marketing Algonquin College hollebe@algonquincollege.com 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone

    ×