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Achieving Predictable Revenue: Case Studies in Improving Sales Effectiveness


This SlideShare presentation from Marketo demonstrates how marketing automation resources can improve sales effectiveness at every stage of the revenue cycle with integrated lead scoring practices. …

This SlideShare presentation from Marketo demonstrates how marketing automation resources can improve sales effectiveness at every stage of the revenue cycle with integrated lead scoring practices. Marketing automation resources from Marketo can boost your company’s sales effectiveness by helping you sales team organize, prioritize and follow up with both short and long-term leads. Improving sales and marketing alignment with an integrated marketing dashboard ensures that no leads are left behind.

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  • 1. Achieving Predictable Revenue:Case Studies in Improving Sales Effectiveness Track – Sales Professionals Bill Binch, V.P. Sales, Marketo Jim McLoughlin, S.V.P. Sales, Appirio Steve Pace E V P Sales Ste e Pace, E.V.P. Sales, Core Sec rit Security
  • 2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking t tl ki statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of th t th t i l i k t i ti d ti h t i ti t i li f theassumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed orimplied by the forward-looking statements we make. All statements other than statements of historical fact could bedeemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items andany statements regarding strategies or plans of management for future operations, statements of belief, any statementsconcerning new planned or upgraded services or technology developments and customer contracts or use of our new, planned,services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing anddelivering new functionality for our service, our new business model, our past operating losses, possible fluctuations inour operating results and rate of g p g growth, interruptions or delays in our Web hosting, breach of our security measures, the p y g youtcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, theimmature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivateour employees and manage our growth, new releases of our service and successful customer deployment, our limitedhistory reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of salesforce.com, inc. is included in our annualreport on Form 10-K for the most recent fi t F 10 K f th t t fiscal year ended J l d d January 31 2010 Thi d 31, 2010. This documents and others are available t d th il blon the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements are not currentlyavailable and may not be delivered on time or at all. Customers who purchase our services should make the purchasedecisions based upon features that are currently available Salesforce com inc assumes no obligation and does not available. Salesforce.com, inc.intend to update these forward-looking statements.
  • 3. Agenda Slide – What Will People Learn?  Abstract: This session is ideal for anyone looking for detailed, practical case studies about improving sales operations and sales effectiveness. Our panel of sales leaders will share the “secret sauce” behind their success, success and how to increase productivity per sales rep by up to 50%.  Session Objectives: 1. Creating a high velocity revenue cycle 2. Unleashing sales productivity by focusing on the hottest opportunities 3. Death of the cold call
  • 4. Bill BinchV.P. of Sales, Marketo
  • 5. All About Marketo • Highly efficient revenue cycle: • 65% of revenue directly sourced by  marketing • Sales reps carry $1.2M annual  recurring revenue quota recurring revenue quota • CAC ratio of 1.5 • Marketing automation & sales  effectiveness (SaaS) ff ti (S S) • 800 mid‐market and enterprise  customers  • 3 ½ years old, 130 employees
  • 6. 2009was thebiggestbi tsingle year*dropin revenue.*CSO Insights 2010 Studycomparing th l t 16 years. i the last
  • 7. %of sales repsDID NOTACHIEVEtheir lth i sales goal. l
  • 8. And QuotasContinue toRise! of Q t Higher f Quotas Hi h Year Over Year
  • 9. Marketing Puts Sales in the Best Position to Convert
  • 10. Impact of Touching the Right Opportunity at the Right Time How Easy Is it To Get Access to Information About Prioritizing Sales Efforts? 120% 100% 97% 80% 79% 72% 60% 50% Easy Hard 40% 20% 0% % Revenue Plan Achieved % Reps Meeting/Beating Quota Source: CSO Insights
  • 11. Sales Insights
  • 12. Lead Scoring Rules Demographics Show Qualification Active Score Shows Buying Intent • Third party data or manual  • Visit pricing pages: prospect review prospect review • +10 regular, +15 detailed +10 regular +15 detailed • Timeline < 3 months: +15 Latent Score Shows Engagement • Watch demos:  • Attend webinar: +5 • +5 overview, +10 detailed • Download thought leadership: +3 • Download Marketo reviews: +12 • Visit any webpage / blog : +1 • Download buyers guides: +8 • Click any email: +1 • Download data sheets: +8 • Visit careers pages:  10 Visit careers pages: ‐10 • Searches for “Marketo”: +8 Searches for  Marketo : +8 • Heavy web activity: +5 Lead = 55 “Overall Score” Lead = 25 “behavior score”
  • 13. Lead Follow-Up Processes High Score /  High Score /  Latent Buying Active Buying Immediate Sales Enterprise Unrealized Need Follow- Follow-Up Immediate Target Unrealized Need Qualification Low- Low-Priorityy Other X Qualification
  • 14. Lead Follow-up Process
  • 15. No Lead Left Behind Day 0 Notification Day 1 In untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
  • 16. Key Take Aways 1. Grow revenue by making sales more productive, not j just by hiring more reps y g 2. Differentiate active buying behaviors from latent buying behaviors 3. No lead left behind 3 N l d l ft b hi d / service l i level agreements l t
  • 17. Jim McLoughlinS.V.P. of Sales, Appirio
  • 18. All About Appirio Appirio is a cloud solution provider offering products  and professional services that help enterprises  accelerate their adoption of cloud technologies.  • A structured and repeatable process allows A structured and repeatable process allows  Appirio to connect with people earlier in the  buying cycle • Marketing and Sales work together to Marketing and Sales work together to  determine lead scores which drive Sales  priorities • Empower Sales with insight, information and  context and control.
  • 19. Marketing Philosophy Longer‐term leads (future  opportunities), often ignored  pp ) g by salespeople, represent 77%  of potential sales. Complex Sales Studies Show:  Complex Sales Studies Show: 11% of Inquiries purchase  within three months, 17%  purchased within four to six  months and 25% purchased  within seven to 12  months. And 47% bought in a  year or more. year or more
  • 20. Structured and Repeatable ProcessCampaignsC i Lead G L d Generation ti Website Forms Phone Manual Entry Lead Capture Attach to Campaign Plan and Execute Marketing Campaign Lists Import Lead P L d Process Reporting R ti Cleanse & Assignment Append Process Lead Contact? Qualified? Pass Reports / Analysis Nurture / Recycle Dashboards / KPIs
  • 21. Empowering Sales with Sales Insight Visibility / Action / Control
  • 22. Empowering Sales: Information and Context Bring Marketing Information and Context to Sales – Where they live
  • 23. Empowering Sales: Bring the Cloud to Sales Complete Common Sales Cloud Operations in Google Apps
  • 24. Key Take Aways 1. A structured and repeatable process allows Appirio to connect with people earlier in the buying cycle y g y 2. Marketing and Sales work together to determine lead scores which drive Sales priorities 3. Empower S l with i i ht i f 3 E Sales ith insight, information and context ti d t t and control with Sales Insight and SalesWorks
  • 25. Steve PaceE.V.P. of Sales, Core Security
  • 26. All About Core Security Core Security Technologies enables organizations to get ahead of threats with security test and measurement solutions that continuously identify and prove real-world exposures to their most critical assets assets. Company Logo w/ white background • Accelerating the sales cycle with marketing  • Systematic Sales Follow Up Process • Equip Sales with Sales Insight Equip Sales with Sales Insight • Enabling Customer Retention
  • 27. Accelerating the sales cycle with marketing –aligning to deliver predictable revenue Send Cuts automated Resulted in Collect lead qualification follow up with $40,000 at a time from opportunity to opportunity tradeshow 36 days to talk with pipeline 1 day Sales
  • 28. Systematic Sales Follow Up Process Demonstration Requests Results in Priority Follow Up Req ests Res lts Priorit Follo
  • 29. Systematic Sales Follow Up Process Daily Dail Report
  • 30. Subscription Based Business Model C stomer beha ior insights enable better c stomer retention Customer behavior customer
  • 31. Equip Sales with Best Bets and Watch Lists
  • 32. Key Take Aways  Accelerating the sales cycle with marketing  Systematic Sales Follow Up Process y p  Equip Sales with Sales Insight  Enabling Customer Retention g
  • 33. Question & Answer Bill Binch V.P. Sales, Marketo Jim McLoughlin S.V.P Sales, Appirio Steve Pace E.V.P. Sales, Core Security
  • 34. Achieving Predictable Revenue: gCase Studies in Improving Sales Effectiveness