Sales & Marketing Alignment in the Digital Era

Sales & Marketing Alignment in the Digital Era



Presentation by Liz Smyth on Sales & Marketing Alignment in the Digital Era at Online Marketing in Galway, 27 May 2013

Presentation by Liz Smyth on Sales & Marketing Alignment in the Digital Era at Online Marketing in Galway, 27 May 2013



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Sales & Marketing Alignment in the Digital Era Sales & Marketing Alignment in the Digital Era Presentation Transcript

  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSales and Marketing Alignment in the Digital Era27 May 2013Liz SmythEMEA Marketing Director@lizsmyth
  • Page 2© 2012 Marketo, Inc.The Changing BuyerSALES REP SALES REPINFO SCARCITY INFO ABUNDANCE
  • Page 3© 2012 Marketo, Inc.ABUNDANCEINFORMATION
  • Page 4© 2012 Marketo, Inc.Marketo’s Revenue CycleEngaged
  • Page 5© 2012 Marketo, Inc.The Five Horsemen of OpportunitySparkSmall-BizCorporate10-100Mid-Market101-1,500Enterprise1,500+% Marketing-Led 100% 84% 80% 78%% Inbound 65% 42% 31% 32%% Demand Gen 30% 24% 23% 27%% Teleprospecting 0% 12% 22% 12%% Referral 5% 6% 3% 6%% Sales-Led 0% 16% 20% 22%
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialInbound and Content Marketing
  • Page 7© 2012 Marketo, Inc.Risk ReductionBrand AwarenessSocialScoringBlogs Definitive GuidesResource Center VideoWebinarsMarketing as a Content Publisher
  • Page 8© 2012 Marketo, Inc.Early StageThought leadership and bestpractices to build brand andawarenessTypes of ContentMiddle StageBuyers guides, RFP templates andindustry information to helpstructure researchLate StageCompany-specific informationto help evaluate and reaffirmselectionContent must always be relevant and helpful
  • Page 9© 2012 Marketo, Inc.Visual Content Helps Stand Out328,000views!17,000viewseBook Interactive Infographic
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDemand Generation with Social Boost
  • Page 11© 2012 Marketo, Inc.What Generates Pipeline for Marketo?Source: Marketo Revenue Cycle Analytics, Jan 2013Nurture Email - CTANurture EmailPaid Online (PPC+Email)
  • Page 12© 2012 Marketo, Inc.Automation Enables Scale40+ Programs a MonthSet and Use Tokens IntegrationClonetoReuse25Best-PracticeTemplates
  • Page 13© 2012 Marketo, Inc.Reach&EngagementSocialLiftSocialLiftSocialLiftSocialLiftSocialLiftLandingPagesWebsite FacebookPagesPaid Ads EmailSocialLiftEventsMaking Every Campaign Social
  • Page 14© 2012 Marketo, Inc.
  • Page 15© 2012 Marketo, Inc.Test & Tune With Social Funnel MetricsMeasuring Success – The What, The Where and The WhoTraffic, Interaction, Sharing, Conversions and Reach
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMiddle of the Funnel
  • Page 17© 2012 Marketo, Inc.Why Middle of the Funnel?• % new Prospects not sales-ready: 81%• Prospect to Lead time: 123 days average• % Slow Leads: 66%LEADNURTURINGAND SCORING
  • Page 18© 2012 Marketo, Inc.Lead Nurturing Relevance1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer2. PERSONA• Molly Marketer• Sam Sales• Jack ExecutiveGet The “Definitive Guide to Lead Nurturing” DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization
  • Page 19© 2012 Marketo, Inc.A Framework for Lead ScoringExplicitWhat the prospect tells youInferredWhat you observe or inferFitAre youinterested inthem?• Demographics• Firmographics• BANT• Data append• Data quality• Corporate email• LocationInterestAre theyinterested inyou?• BANT• Latent behaviors(engagement)• Active behaviors (salesreadiness)Get The “Definitive Guide to Lead Scoring”
  • Page 20© 2012 Marketo, Inc.Identifying Marketing Qualified Leads forSDRs21+Super-TargetLead Lead Lead9-20 Target Lead Lead2-8 Other Lead<2Engagement <20 20+ 45+ 90+Buying Intent <6 6+ 13+ 19+FitInterest
  • Page 21© 2012 Marketo, Inc.Sales Development Reps (SDRs) Pass TheBaton from Marketing to Sales• Faster, moreconsistent, & betterquality follow-up onleads• Better economics• The human touchenhances leadnurturing• Better data and moremetrics• Talent developmentfor salesBest place for dramatic improvements in businessperformance are handoffs between functions
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialProving — and Improving — Marketing’sImpact on Revenue
  • Page 23© 2012 Marketo, Inc.Programs EffectivenessScreenshot: Marketo Revenue Cycle AnalyticsFirst-touch allocation, multi-touchallocation, investment, volume, etc
  • Page 24© 2012 Marketo, Inc.Track All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics
  • Page 25© 2012 Marketo, Inc.Model the Full Revenue CycleScreenshot: Marketo Revenue Cycle Analytics
  • Page 26© 2012 Marketo, Inc.Filter/Drill intodata, e.g. byProgram Type,Business Unit,Geography, etc.Key topic areas:• Balance (Reach)• Flow• Conversion• VelocityTrends over timeSLA violationsScreenshot: Marketo Revenue Cycle Analytics
  • Page 27© 2012 Marketo, Inc.Key Takeaways1. Use content to help leads find you2. Leverage influence marketing togive every campaign a social boost3. Focus on the entire revenue cycle,not just the top of the funnel –nurturing and scoring are essential4. Fit and interest are required for“win-ready” leads5. Use analytics to turn marketingfrom a cost center into a revenuedriver
  • Page 28© 2012 Marketo, Inc.Additional ResourcesThe Definitive Guide to Social Marketing Definitive Guide to Marketing Metrics & ROI Definitive Guide to Marketing Automation
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQuestion and Answer
  • Page 30© 2012 Marketo, Inc.Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown,Dublin 18, IrelandDirect: +353.1.242 3000blog.marketo.comwww.marketo.comLIZ SMYTHDirector Me