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Roadmap to a Better Revenue Engine by Intelligent Demand

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This presentation from Intelligent Demand walks through the key changes in strategy, process, technology and content that typically occur on the road to a more efficient revenue engine, and better …

This presentation from Intelligent Demand walks through the key changes in strategy, process, technology and content that typically occur on the road to a more efficient revenue engine, and better revenue results.

Published in: Business, Economy & Finance

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  • 1. Road Map to a Better Revenue Engine
  • 2. ROAD MAP TO A BETTER REVENUE ENGINEPage  2   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 3. WHERE IS YOUR ORGANIZATION What challenges are you solving? •  Prove your business model. 3.0   •  Cover payroll. Survive. •  Lay foundation for growth. •  Establish yourself in 2.0  Revenue  /    ROI   your market. • Increase profitability. • Improve your • Seal your leadership 1.0   processes and gain position. efficiencies. • Leverage your • Scale your business. position for new • Leverage all that growth opportunities. market knowledge to capture market share.                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  3   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 4. EVOLUTION OF THE REVENUE ENGINE Marketing and sales share revenue responsibility 3.0   “Optimize” 2.0   “Smarter andRevenue  /    ROI   easier growth” MARKETING 1.0   “Shut up MARKETING and sell something” SALES MARKETING SALES SALES                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  4   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 5. GROWTH STRATEGY EVOLUTION Characteristics of each stage 1.0   2.0   3.0   - Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales for producing revenue - Marketing and Sales share carry quotas. Strong (prospecting, qualifying, responsibility for producing alignment. closing) revenue. Alignment happening! - Integrated, multi-channel - Marketing is relied on for - Leads are consistently captured messaging throughout the branding, brochures, website, and nurtured buying processRevenue  /    ROI   trade show booth, etc. - Basic segmentation/targeting - Increasing automation - No consistent lead capture - Marketing and sales tasks are - Personalized messaging or lead nurturing being automated - Data-driven optimization of - No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps, (= low relevance) the buying process at multiple offers and assets. - No automation levels - Very few sales process - Messaging is buyer- and need- metrics centric - Messaging is product- - Beginning to deliver right centric message, right time, right person - Reliance on 1 or 2 - Improved internal processes awareness channels - Not matching the buying process very well - Ad hoc processes                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  5   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 6. GROWTH STRATEGY EVOLUTION Characteristics of each stage 1.0   2.0   3.0   - Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales for producing revenue - Marketing and Sales share carry quotas. Strong (prospecting, qualifying, responsibility for producing alignment. closing) revenue. Alignment happening! - Integrated, multi-channel - Marketing is relied on for - Leads are consistently captured messaging throughout the branding, brochures, website, and nurtured buying processRevenue  /    ROI   trade show booth, etc. - Basic segmentation/targeting - Increasing automation - No consistent lead capture - Marketing and sales tasks are - Personalized messaging or lead nurturing being automated - Data-driven optimization of - No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps, (= low relevance) the buying process at multiple offers and assets. - No automation levels - Very few sales process - Messaging is buyer- and need- metrics centric - Messaging is product- - Beginning to deliver right centric message, right time, right person - Reliance on 1 or 2 - Improved internal processes awareness channels - Not matching the buying process very well - Ad hoc processes                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  6   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 7. GROWTH STRATEGY EVOLUTION Characteristics of each stage 1.0   2.0   3.0   - Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales for producing revenue - Marketing and Sales share carry quotas. Strong (prospecting, qualifying, responsibility for producing alignment. closing) revenue. Alignment happening! - Integrated, multi-channel - Marketing is relied on for - Leads are consistently captured messaging throughout the branding, brochures, website, and nurtured buying processRevenue  /    ROI   trade show booth, etc. - Basic segmentation/targeting - Increasing automation - No consistent lead capture - Marketing and sales tasks are - Personalized messaging or lead nurturing being automated - Data-driven optimization of - No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps, (= low relevance) the buying process at multiple offers and assets. - No automation levels - Very few sales process - Messaging is buyer- and need- metrics centric - Messaging is product- - Beginning to deliver right centric message, right time, right person - Reliance on 1 or 2 - Improved internal processes awareness channels - Not matching the buying process very well - Ad hoc processes                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  7   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 8. BIG GAINS ARE MADE FROM 1.0 TO 2.0 New capabilities drive higher revenue 1.0   2.0   3.0   Constant Optimization Deeper Reporting/Analytics Measure, Report, Adjust Multi-Channel IntegrationRevenue  /    ROI   Sell, Consult, Close Test, Target, Measure Route Leads & Arm Sales Sell, Consult, Close Score Leads (qualify & react) Route Leads & Arm Sales Track Behaviors Score Leads (qualify & react) Nurture / Leads (inform) Nurture/ Leads (inform) Prospect, Qualify, Sell Capture Leads Capture Leads (engage) Create Awareness Create Awareness Create Awareness Great Product/Service Great Product/Service Great Product/Service                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  8   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 9. DEMAND GEN PROCESS OVERVIEW (1) Create Awareness and Capture (7) Measure (2) Lead and Report Nurturing Content Strategy Data (6) Customer (3) Build profile Nurturing Technology Process for each lead (5) Arm Sales (4) Score and With Information Route LeadsPage  9   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 10. REVENUE ENGINE: TECHNOLOGY LAYER A natural evolution 1.0 2.0 3.0 Offer Optimization (deep personalization, multivariate testing) Marketing Automation Marketing Automation (lead capture + nurturing + (lead capture + nurturing + scoring + routing + retention/ scoring + routing + retention/ growth) growth) Web Analytics (reporting) Web Analytics (reporting) Social Media (reporting) Social Media (reporting) op,mized   Website (lead generation, Website (lead generation, Website (brochure) SEO, content marketing) SEO, content marketing) CRM (track, forecast, CRM (track, forecast, Excel (tracking/reporting) automate, report) automate, report) Telephone (prospecting) Telephone (close) Telephone (close) Outlook / Mail (nurture) Outlook / Mail (close) Outlook / Mail (close)Page  10   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 11. EMAIL vs. MARKETING AUTOMATION Cost vs capabilities 1.0   1.5   2.0   # Measure, Report, Adjust A well-chosen and well-implemented Sales Enablement marketing automationRevenue  /    ROI   Route Leads solution can get you here. Integration with Score Leads (qualify & react) CRM can close the loop with sales. Track Web & Email Behaviors  Track Email Behavior Dynamic Lead Nurturing A well-chosen and well-implemented 1 Way Nurturing Landing Pages email solution with autoresponders Capture Leads (simple) Capture Leads (extensive) can get you here. Create Awareness Create Awareness Great Product/Service Great Product/Service                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   Page  11   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 12. EVOLUTION IN CONTENT AND MESSAGING Does your content convert? Do more of Offer value. what works. Look good. Talk about you. And less of Talk about myself. Be relevant. what doesn’t. Single-shot Campaigns Multi-touch Campaigns Optimized, Tested Content Manual / inconsistent Automated / Consistent Automated / Consistent Outbound Techniques Inbound + Outbound Inbound + Outbound Low integration Better integration Highly integrated Product/Sales Literature Synched to Buying Stage Synched to Buying Stage Batch and Blast Segments & Personas Personalized, 1 to 1                  Early  Stage  (1.0)                                          On  the  Way  (2.0)            Best  in  Class  (3.0)   RELEVANCE  =  REVENUE   EFFICIENCY  =  PROFIT  Page  12   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 13. WHY INVEST IN YOUR REVENUE ENGINE? Here are 9 good reasons… Forrester, Gartner, Aberdeen Group and Sirius Decisions agree that best-of-breed companies who invest in these demand generation strategies achieve the following results: 1.  18% higher revenue 2.  16.5% higher campaign response rates and conversion rates 3.  50% decrease in time to execute campaigns 4.  85% decrease in cost per lead 5.  100% increase in deal size 6.  150% increase in qualified leads. 7.  33% higher deal win rate 8.  25% more revenue per closed deal 9.  30% decrease in deal cycle timePage  13   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 14. MARKETING AUTOMATION TECHNOLOGY TIPS Lessons from the trenches Strategy and goals: Be clear about what you want to achieve with this investment. Set realistic, incremental goals. Crawl, walk, run. Process: Your business processes will need to change/evolve to support these new capabilities. However, this work will pay off in the form of shorter time to value and higher ROI. Sales: Pull Sales into the project early regarding goals and processes. Content: Create a content plan. You will likely need different and more content than you currently have. Think personas and buying stage. Marketing automation software: One size does not fit all. Think deeply about the features you truly need (both now and later). But look at more than features: integration requirements, scalability, use cases, support, vendor stability. Data model: Decide what data you have, what data you need and how you will keep it clean as you move forward. Understand and plan for your integration requirements. Organization: Like any important project that cuts across different work groups, the project will benefit greatly from internal leadership and strong communication.Page  14   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 15. ABOUT IDPage  15   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 16. INTELLIGENT DEMAND We’re a strategic marketing and demand generation agency based in Denver, CO. Founded in 2007. We serve clients in financial services, ecommerce, media, software, corrections, healthcare, retail and entertainment industries. Our clients move from Marketing 1.0 to Marketing 2.0 with the following services: • Strategy Consulting • Demand Generation System Design • Technology Consulting and Implementation • Messaging Strategy and Content Development • Analytics and Optimization Services We work collaboratively with our clients to design, build and optimize revenue engines.Page  16   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 17. OUR PROVEN METHODOLOGY A Flexible Framework We’ve refined our methodology through scores of successful client engagements. It delivers results because it’s been tested in a variety of customer and market settings, and because it is deeply rooted in industry best practices. This equates quicker time-to-value and lower project risk for you. At its core though, our methodology is a very human process; it’s our team working with your team to deeply understand the need set and then provide targeted solutions that dramatically improve your revenue performance. It is a fundamentally collaborative approach.Page  17  Page  17   Proprietary  &  Confiden2al            ©  2010  ©ocket  ntelligent  LLC   R Proprietary  &  Confiden2al              2011  I Factory   Demand  
  • 18. MARKETING 1.0! MARKETING 2.0! Interruptive, push model" Permission-based, pull model" Batch-and-blast messaging" Segmented, targeted and personalized messaging" Expensive, hard-to-track outbound Targeted mix of inbound + outbound techniques" techniques" Company controls flow of information (sales Prospects and customers control flow of process)" information (buying process)" Sales collateral, brochures, “product speak”" Thought leadership, value-added content marketing" Marketing does awareness air war. Sales Marketing does lead gen, lead nurturing, does prospecting, nurturing, qualification, lead scoring and routes truly qualified leads consulting, closing. " to sales. Sales consults and closes." Little-to-no reporting or metrics" Data-driven analytics and optimization" Manual processes" Automated, then high touch as needed" Guessing" Learning and optimizing" Reliance on one or two channels/tactics" Multiple, integrated channels/tactics"Page  18   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 19. TO DOWNLOAD THIS PRESENTATION Please visit… http://intelligentdemand.com/ resources/presentations/Page  19   Proprietary  &  Confiden2al            ©  2011  Intelligent  Demand  
  • 20. Smarter, faster revenue growth