0
Aligning Sales and Marketing
Measurement –
Tracking KPIs That Matter
Derek Grant
Director of Sales
Hi, I’m @derekgrant
A Little About FSU:
•  #8 Party School
•  #101 Best Colleges
•  40% 4 Year Grad
Rate
University Motto:...
Setting the Stage
The Evolving State of Measurement
In the beginning
Man Marketed…
•  …And it was good
•  All about leads
•  No closed loop
I know half my
marketing is workin...
The New Reality
That which gets
measured gets improved.
Measurement is good
•  Justifying Budget
•  Developing Pipeline
• ...
Everyone Is Tracking Something
76% of B2B marketing
professionals agree or
strongly agree that their
“ability to track
mar...
Sales and Marketing
Better Together
The Old Model
•  Separate Marketing
and Sales Pipelines
•  Progress to sales
was paramount
•  Lots goes in, little
comes o...
Become Best Friends
•  Complimentary
relationship
•  End-to-end visibility
•  Marketing touches
enable sales
•  Recycle & ...
A New Model
•  Single view
•  Progress can be
tracked
•  Alignment of goals
•  Easy measurement
Prospect
MQL
SAL
SQL
WON
Prospect to MQL
The Marketing Funnel
Step 1 – Acquire Prospects
Prospect
MQL
SAL
SQL
WON
Inquiries
Raised Hand
What to Measure?
•  Form Conversions
•  Email CT...
MQL – Have a common definition
The Velvet Rope
•  KISS Principle
Traditional Models
•  BANT
•  Explicit
•  Implicit
•  “Ey...
Explicit Qualification
Demographics
• Job Title
• Location
• Revenue
• Employee Count
Implicit Qualification
Activities
•  Contact Me Form
•  Free Trial
Not All Created Equal
•  Whitepaper v.
Buyer’s Guide
A Blended Model
Implicit
Tradeshow
Careers
page
White
paper
download
Explicit
Revenue
GeographyJob Title
VP of Sales
North...
Step 2 – Assign Marketing Qualified Leads
Sales Ready!
What to Measure?
•  Number Unassigned
•  Campaign
Optimization
•  B...
Math For Marketers
Prospect
MQL
SAL
SQL
Won
Number of Assigned MQLs
Number of Prospects
MQL to Close
The Sales Funnel
Step 3 – How Many MQLs Were Accepted
Prospect
MQL
SAL
SQL
Won
Accepted or Disqualified?
What to Measure?
•  Number Unquali...
Improve Your Chances for Conversion
Respond Immediately
•  Steep decline after 5
minutes
•  78% of inquires
submitted on t...
Know When to Quit
Touches Matter
•  After 8 calls, play the
lottery
•  8 touches moves
“suspect” to
“prospect”
-Bridge Gro...
Math For Marketers – How Many SALs
Prospect
MQL
SAL
SQL
Won
Number of Assigned MQLs
Number of Disqualified Leads
Math For Marketers – SAL Conversion Rate
Prospect
MQL
SAL
SQL
Won
Number of SALs
Number of MQLs
Handling Lagging MQLs and SALs
Prospect
MQL
SAL
SQL
Won
Nurture leads back to life
•  Marketing rules-driven
•  Sales dire...
Step 4 – How Many Turned Into Opps?
Prospect
MQL
SAL
SQL
Won
Qualified Opportunity
What to Measure?
•  Converted Leads
•  ...
Math for Marketers – SQL Conversion Rate
Prospect
MQL
SAL
SQL
Won
Converted Leads (SQL)
Number of Accepted Leads
(SALs)
Step 5 – How Many Were Won?
Prospect
MQL
SAL
SQL
Won #WINNING
What to Measure?
•  Contact Role by Lead
Source or Campaign
...
Math For Marketers – Won Opp Conversion Rate
Prospect
MQL
SAL
SQL
Won
Closed / Won Opps
Converted Leads (SQL)
Math for Marketers - Don’t Forget the ROI
Won Revenue - Expenses
Expenses
Prospect
MQL
SAL
SQL
Won
Questions
Title
First Name Last Name
@twittername
Aligning Sales and Marketing Measurement - Tracking KPIs that Matter
Aligning Sales and Marketing Measurement - Tracking KPIs that Matter
Aligning Sales and Marketing Measurement - Tracking KPIs that Matter
Upcoming SlideShare
Loading in...5
×

Aligning Sales and Marketing Measurement - Tracking KPIs that Matter

3,249

Published on

Join us as Derek Grant, Sales Director at Pardot, A salesforce.com company, gives us actionable and easy-to-implement tips on measuring both sales and marketing successes, using both CRM and marketing automation. He will explore current marketing analytics approaches and their use, so that you can help your marketing and sales groups come out on top...together!

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,249
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
106
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Aligning Sales and Marketing Measurement - Tracking KPIs that Matter"

  1. 1. Aligning Sales and Marketing Measurement – Tracking KPIs That Matter Derek Grant Director of Sales
  2. 2. Hi, I’m @derekgrant A Little About FSU: •  #8 Party School •  #101 Best Colleges •  40% 4 Year Grad Rate University Motto: •  “C Pares Gradu” C Equals Degree
  3. 3. Setting the Stage The Evolving State of Measurement
  4. 4. In the beginning Man Marketed… •  …And it was good •  All about leads •  No closed loop I know half my marketing is working, I just don’t know which half.
  5. 5. The New Reality That which gets measured gets improved. Measurement is good •  Justifying Budget •  Developing Pipeline •  Executive Visibility
  6. 6. Everyone Is Tracking Something 76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” -Forrester Research
  7. 7. Sales and Marketing Better Together
  8. 8. The Old Model •  Separate Marketing and Sales Pipelines •  Progress to sales was paramount •  Lots goes in, little comes out Sales Opp Won Marketing Inquiry Lead
  9. 9. Become Best Friends •  Complimentary relationship •  End-to-end visibility •  Marketing touches enable sales •  Recycle & nurture dormant leads
  10. 10. A New Model •  Single view •  Progress can be tracked •  Alignment of goals •  Easy measurement Prospect MQL SAL SQL WON
  11. 11. Prospect to MQL The Marketing Funnel
  12. 12. Step 1 – Acquire Prospects Prospect MQL SAL SQL WON Inquiries Raised Hand What to Measure? •  Form Conversions •  Email CTR •  Webinar Attendees •  Tradeshow Scans
  13. 13. MQL – Have a common definition The Velvet Rope •  KISS Principle Traditional Models •  BANT •  Explicit •  Implicit •  “Eyeball Approach”
  14. 14. Explicit Qualification Demographics • Job Title • Location • Revenue • Employee Count
  15. 15. Implicit Qualification Activities •  Contact Me Form •  Free Trial Not All Created Equal •  Whitepaper v. Buyer’s Guide
  16. 16. A Blended Model Implicit Tradeshow Careers page White paper download Explicit Revenue GeographyJob Title VP of Sales North America Tech Company 500M 250 Employees Searched Pricing Buyer s Guide Contact Me Your ideal prospect
  17. 17. Step 2 – Assign Marketing Qualified Leads Sales Ready! What to Measure? •  Number Unassigned •  Campaign Optimization •  Benchmark <10% Prospect MQL SAL SQL Won
  18. 18. Math For Marketers Prospect MQL SAL SQL Won Number of Assigned MQLs Number of Prospects
  19. 19. MQL to Close The Sales Funnel
  20. 20. Step 3 – How Many MQLs Were Accepted Prospect MQL SAL SQL Won Accepted or Disqualified? What to Measure? •  Number Unqualified •  Feedback Loop •  Benchmark – 58%
  21. 21. Improve Your Chances for Conversion Respond Immediately •  Steep decline after 5 minutes •  78% of inquires submitted on the web buy from the first vendor to respond Courtesy of InsideSales.com
  22. 22. Know When to Quit Touches Matter •  After 8 calls, play the lottery •  8 touches moves “suspect” to “prospect” -Bridge Group •  Recycle to Nurturing Courtesy of InsideSales.com
  23. 23. Math For Marketers – How Many SALs Prospect MQL SAL SQL Won Number of Assigned MQLs Number of Disqualified Leads
  24. 24. Math For Marketers – SAL Conversion Rate Prospect MQL SAL SQL Won Number of SALs Number of MQLs
  25. 25. Handling Lagging MQLs and SALs Prospect MQL SAL SQL Won Nurture leads back to life •  Marketing rules-driven •  Sales directed •  Decay/reset lead score •  Stage: back to Prospect
  26. 26. Step 4 – How Many Turned Into Opps? Prospect MQL SAL SQL Won Qualified Opportunity What to Measure? •  Converted Leads •  Filter by created date •  Benchmark – 49%
  27. 27. Math for Marketers – SQL Conversion Rate Prospect MQL SAL SQL Won Converted Leads (SQL) Number of Accepted Leads (SALs)
  28. 28. Step 5 – How Many Were Won? Prospect MQL SAL SQL Won #WINNING What to Measure? •  Contact Role by Lead Source or Campaign •  Filter by created date •  Benchmark – 23%
  29. 29. Math For Marketers – Won Opp Conversion Rate Prospect MQL SAL SQL Won Closed / Won Opps Converted Leads (SQL)
  30. 30. Math for Marketers - Don’t Forget the ROI Won Revenue - Expenses Expenses Prospect MQL SAL SQL Won
  31. 31. Questions
  32. 32. Title First Name Last Name @twittername
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×