Sales And Marketing Alignment: Drive Revenue And Achieve Explosive Growth
 

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Sales And Marketing Alignment: Drive Revenue And Achieve Explosive Growth Presentation Transcript

  • 1. Sales and Marketing Alignment:Drive Revenue and AchieveExplosive Growth
  • 2. Henry SeddonVP Global Field Marketing
  • 3. QlikTech §  U.S.-based company, founded 1993 in Sweden Broad Base of 19,000 Customers §  19,000 customers in 100 countries §  1,100 global partners §  883 employees across 28 offices in 23 countries §  NASDAQ: QLIK §  Motley Fool: “Top 5 2011 tech stock” §  Change Their World grant program
  • 4. QlikTech Mobile Devices Search CRM BI PageRank iPhone/iPad SAAS-based CRM Business Search Discovery SIMPLICITY SIMPLICITY SIMPLICITY SIMPLICITY
  • 5. QlikView: Gartner 2011 BI Magic Quadrant Leader" “Two distinct segments:” Report-centric BI and Data Discovery" “Data discovery platform momentum accentuates the need for a portfolio approach.”" “QlikTech is the poster child for a new business-user driven approach to BI.” Magic Quadrant for Business Intelligence Platforms: January 27, 2011
  • 6. Context §  The year is 2009 –  Jan moved company from sales logix to sf.com –  Marketing has limited resources - $ and people –  Qliktech has no awareness –  Many customers who love the product –  Growth is at >40%....but Q3 had a wobble –  Board and VCs want more from marketing for less $ –  Board preparing ground to go public
  • 7. What did marketing need to do §  Ability to target our limited BDRs to call the right person §  How ….leverage, target and nurture –  Leverage - Consistent– terminology, process –  Leverage - Utilize global campaigns –  Leverage - Get faster - easier way to create/change landing pages and capture –  Leverage –love every lead –  Target - Profiling interest and score – they are the target –  Target - Simple but robust lead scoring –  Target - Identify hand raisers – tag them –  Nurture – free down load –  Nurture - those that are not ready to buy –  Nurture – lost deals, stuck deals
  • 8. From this Awareness QlikView.com BDR •  PR •  Prospect clicks •  BDRs overwhelmed by high •  IPO on Web pages volume of unfiltered leads •  Social Media and documents •  BDRs waste time, money •  Prospect registers for and resources qualifying offers on landing pages Unfiltered Leads Delivered to BDR With Unknown Sales-Readiness
  • 9. To this - The Lead Identification Cycle Once Awareness QlikView.com Lead lead score BDR Nurturing >= 50 •  PR •  CCS-based lead validation •  BDRs receive •  IPO and scoring qualified •  Social Media •  Every click, download and sales-ready email action gets scored leads •  Prospect completes •  BDRs can registration pages with focus on selling progressive profiling •  Prospect remains in nurture phase until score equals 50 Initial Lead Transforms into Highly-Qualified Opportunity
  • 10. We decided to take it slow §  Started in Feb –  Detailed evaluation criteria involving 3 vendors –  Global involvement across marketing in evaluation –  Met each vendor in turn –  Reviewed in detail the responses and scored §  Selected Marketo April –  measured roll out would work best –  Small scale testing in one territory §  ……….But we wanted something that was timely, interesting and global….
  • 11. June 2010 – World cup - Kick it and Qlik it §  Global > 14 countries §  >10 languages §  Global teams §  Results –  >700 emails sent –  74 landing pages created –  8 million impressions –  13000 forms filled out
  • 12. Marketo §  10 lessons learnt 1.  You cannot enable enough 2.  Get country marketing involved – they must execute 3.  Lead processes – consistent and global 4.  Pick simple easy repeatable global campaigns 5.  Profiling helps – but needs to evolve 6.  Need consistent landing pages – don’t underestimate effort 7.  Don’t over complicate - keep scoring simple 8.  Nurturing – works great – but keep it simple….. 9.  Pick the low hanging fruit first – download campaign 10. Follow up is crucial – don’t rely on sales
  • 13. Some detail - lead score!  Web  Acvity    Lead  Score  Change    Fills  Out  Contact  Us  Form    Increase  by  +75    Downloads  Demo    Increase  by  +50      Resource  Library  Download    Increase  by  +15    Downloads  Any  PDF    Increase  by  +5    MulBple  Web  Visits  in  1  Day    Increase  by  +5    Downloads  Any  PPT    Increase  by  +5    Visits  Any  Web  Page    Increase  by  +1    Event  and  Email  Acvies    Lead  Score  Change    AHends  Any  Event    Increase  by  +25    Fills  Out  Any  Marketo  Form    Increase  by  +10    Registers  for  Any  Event    Increase  by  +10    Clicks  Link  in  Any  Email    Increase  by  +2    Opens  Any  Email    Increase  by  +1  
  • 14. More detail - Negative Lead Scoring Activities  Acvity    Lead  Score  Change    Lead  Not  Now  Status    Decrease  by  -­‐50    Personal  Email  Address    Decrease  by  -­‐25    Visits  Undesirable  Web   Pages    Decrease  by  -­‐5    CompeBtor  Scoring    Change  lead  status  to  Lead  -­‐  Never        Make  score  =  0    Lead  never  reason  =    CompeBtor    Student  Job  Title  Scoring    Make  score  =  0    Lead  Never  or      Make  score  =  0   False  Status    MarkeBng  Suspended  =  True  
  • 15. Last detail lead process Marketing Automation / List Purchase / Nurture Track New Responses Level of Interest Raw – Suspect not known (812,281) Marketo Score <50 Phase 1 Browsing for Showing Interest Marketo Score >50 Raw – Prospect Options (45,201) BDR Calls all Raw-Prospects Lead Never/ Competitor, within agreed SLA. Classifies False bogus lead Lead Status. (107,258) etc. Reset as Raw - Lead Exists, Lead – Validated Lead – Prospect once Project Exists Not Now Marketo Score >50 (371,401) score of 50 is (16,580) reached Phase 2 Purchase Intent Lead Qualified- Goal Identified Qualified – B Marketo Score >50 (144,571) Phase 3 Goal Identified Goal Identified Active Selection Opportunity Process Goal Sales Confirms or Rejects Goal Rejected Identified within 10 Days: Goal Confirmed by Sales Goal Confirmed
  • 16. Some statistics Result: Lead with a lead score >= 50 points are 6 times more likely to become opportunities than non-scored leads
  • 17. 5 things we could do better 1.  Enablement, enablement, enablement 2.  Operations is a key role – make sure it is resourced properly 3.  Involve sales more – they don’t really leverage as much as could 4.  Web infra structure underpins everything 5.  Don’t overcomplicate campaigns – with gates etc – keep it simple
  • 18. Questions & Answers Henry Seddon VP Global Field Marketing, QlikView Fergus Gloster Managing Director, Marketo EMEA @fgloster