The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation
 

The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation

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Join the leader in marketing automation and leader of inside sales automation as they come together to show you how to become a revenue machine by tightly aligning your sales and marketing processes.

Join the leader in marketing automation and leader of inside sales automation as they come together to show you how to become a revenue machine by tightly aligning your sales and marketing processes.

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The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation Presentation Transcript

  • The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation© 2012 Marketo, Inc.
  • Today’s Speakers Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller Ken Krogue, President InsideSales.com @kenkrogue#RevEngine
  • © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • INFORMATIONABUNDANCE © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Revenue Generation Must Fundamentally Adapt Open the top of the funnel as wide as possible Make fact-based decisions on program investments Run more programs over more channels Respond to buyer Leverage word of interest quickly and mouth and influence appropriately marketing Prioritize sales time on most likely buyers Nurture and win the minds of self-directed buyers Detect and exploit buying signals instantly © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Revenue Generation Must Fundamentally Adapt Open the top of the funnel as wide as possible Make fact-based decisions on program investments Run more programs over more channels Respond to buyer Leverage word of interest quickly and mouth and influence appropriately marketing Prioritize sales time on most likely buyers Nurture and win the minds of self-directed buyers Detect and exploit buying signals instantly © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • <25% of All Names Are Ready To Go To Sales Marketo Data: 25% •% new Prospects not sales-ready: 81% 50% •Prospect to Lead time: 123 days avg. •% Slow Leads: 66% 25% Source: Marketo actual data Source: RainToday © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing “The art of maintaining permission to stay in front of your buyers as they educate themselves” © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Lead Nurturing Relevance 1. BUYING STAGES • Early (Pre-MQL) 2. PERSONA • Mid (MQL) • Molly Marketer • Late (Opportunity) • Sam Sales • Customer • Jack Executive 4-1-1 cadence for content 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Pass to Pass to Nurture Disqualify Sales Sales Fit Interest Buying Stage © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Hard ROI of Lead Scoring 35% Revenue Growth vs Peers 70% Sales Time Spent Selling 30% 60% 25% 50% 20% 40% We score We score leads leads We pass based on We pass based on 15% everything fit as well 30% everything We score fit as well We score as interest to sales leads to sales leads as interest and let and let based on based on them fit them 10% cherry fit 20% cherry pick pick 5% 10% 0% 0% Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300) © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer • Data append Fit • Demographics Are you • Data quality • Firmographics interested in • Corporate email • BANT them? • Location Interest • Latent behaviors Are they (engagement) • BANT interested in • Active behaviors (sales you? readiness) Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Identifying Marketing Qualified Leads Super- 21+ Target Lead Lead Lead 9-20 Target Lead Lead Fit 2-8 Other Lead <2 Interest Engagement <20 20+ 45+ 90+ Buying Intent <6 6+ 13+ 19+ © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Using PowerDialer Local Presence! Call Reporting and Analytics © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Sales Insight © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Inside Sales Growth 15× Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • PowerDialer Immediate Response Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Top Sales Rep Obstacles 100% 80% 60% 46.5% 41.5% 40% 35.3% 25.2% 20.2% 20% 13.6% 0% Making Accessing Knowing who Inaccurate Lack of Other Contact with Decision to Contact Lead Product Leads Maker in and When Information Knowledge Company Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Immediacy Response Time Contact rates significantly Contact Rate drop off after 100x decrease from 5 min to 30 min 5 minutes Qualification Rate 21x decrease from 5 min to 30 min Contacted Leads Qualified Leads Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Persistency % Sales by Call Attempt Source: InsideSales.com Internal Study Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Optimal Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Time of Day Best times to contact Are between 8–9 and 4–5 Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Day of Week Best days to contact are Wednesday and Thursday Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Direct Dial Phone Numbers Average % Direct Lines Associate Meetings Per on Contact List Month (last 3) Rep 1 11 51% Rep 2 13 45% Rep 3 20 76% Rep 4 22 74% Rep 5 29 87% Rep 6 33 97.6% Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved Used with Permission from Vorsight#RevEngine
  • Caller ID Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • ResponseAuditTM - Immediacy Omniture Summit 2008 526 54.9% 54:06 1.74 Dreamforce 2008 124 53.2% 44:31 1.14 Dreamforce 2009 2,875 Hours 39.9% 41:07 1.07 Cloudforce 2010 472 46:53 30.7% 49:49 1.32 Leads Con East 2010 57 35.1% 56:05 2.00 Dreamforce 2011 3,051 51.4% 57:28 1.20 AA-ISP 2011 159 54.7% 40:24 2.60 AA-ISP 2012 696 64.2% 20:11 2.05 Source: InsideSales.com Response Analysis Studies Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • ResponseAuditTM - Persistency Omniture Summit 2008 526 54.9% 54:06 1.74 Dreamforce 2008 124 53.2% 44:31 1.14 Dreamforce 2009 2,875 39.9% 1.30 41:07 1.07 Cloudforce 2010 472 30.7% 49:49 1.32 Leads Con East 2010 57 35.1% 56:05 2.00 Dreamforce 2011 3,051 51.4% 57:28 1.20 AA-ISP 2011 159 54.7% 40:24 2.60 AA-ISP 2012 696 64.2% 20:11 2.05 Source: InsideSales.com Response Analysis Studies Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • 7 Rules to Increase Contact Rates ① Respond Immediately ② Respond Persistently ③ Respond Optimally ④ Best Time of Day ⑤ Best Day of Week ⑥ Direct Dial ⑦ Local Caller ID Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved#RevEngine
  • Key Takeaways 1. Sales doesn’t want names, they want win-ready leads 2. <25% of new prospects are sales- ready 3. Nurture and win the minds of self- directed buyers 4. Prioritize sales time on most likely buyers 5. When you detect buying signals, follow the seven rules to maximize contact rates © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Stay Tuned © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Demo Marketo and Get $50 See how fast you can be successful with Marketo’s easy and powerful marketing automation bit.ly/50demo Demo InsideSales.com, Get A Sweatshirt ($55 value) Discover new sales intelligence. Learn how to DOUBLE contacts. Drive higher revenue. Gain a little street cred. insidesales.com/sweatshirt © 2012#RevEngine Marketo, Inc. #RevEngine @jonmiller
  • Questions? Jon Miller Ken Krogue @jonmiller @kenkrogue jon@marketo.com kk@insidesales.comSubscribe to blog.marketo.com Follow me on Forbes.com Connect with me on LinkedIn
  • Thank you!