Sales and Marketing Demand Funnel

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Concur's award winning approach to Demand Generation.

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http://www.brighttalk.com/webcast/275/46863

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  • “DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems. We are the trusted advisor to the world's leading sales and marketing teams combining superior service, business process, and technology expertise.”
  • ChrisEmphasise why it’s so important to have everyone in this stage. Without this there will be no BUY IN and it will put your project at risk
  • ChrisNow let’s introduce Demand Generation, which is Marketing + Sales working together. Concur Marketing and Sales have gone through this project together to define the Demand Funnel and the definition of lead scoring. Marketing will now do it’s part to not only create the demand, but also score and prioritize them for the MDR (sales) function with the agreed upon criteria.
  • ChrisTwo dimensions to the score – Qualification (Fit) and Interst, which we translate to an A – E Lead Rating.
  • ChrisHere is how we measure interest. All of this is tracked via Eloqua.
  • Sales and Marketing Demand Funnel

    1. 1. DemandGen EMEA: Marketing Automation Webcast#12Panel: Marketing and Sales Can Speak the Same Language with a Demand FunnelJune 20th 2012/ 1PM GMT/2PM CET Chris Porreca Marketing Operations John Sweeney Customer Success Director DemandGen UK
    2. 2. Who are DemandGen? Lead Management, Marketing Automation and Demand Generation know-howJohn SweeneyCustomer Success DirectorDemandGen UK• John.sweeney@demandgen.com• DDI: +44 207 096 1835• www.demandgen.co.uk #363 in Inc. Magazines 30th (2011) Annual “Fastest• L “B2B Marketing Automation UK” Growing Private Companies”
    3. 3. Marketing and Sales Can Speak the Same Language with a Demand Funnel Chris Porreca Marketing Operations Analyst — EMEA Concur Technologies#EE12E @Chris_P_Duck_U
    4. 4. About Me Boston Lubbock London San Salvador#EE12E @Chris_P_Duck_U
    5. 5. What You’re Going to Learn Today• Understand the challenges Concur EMEA faced before implementing a unified Demand Funnel• Gain Insight into the steps Concur EMEA took in order to ensure that the Demand Funnel implemented is both valuable and something that all departments across the Business Unit believed in• See what kind of results your company can expect if you implement a similar unified Demand Funnel#EE12E @Chris_P_Duck_U
    6. 6. About Concur (NASDAQ: CNQR) Concur is a leading provider of integrated travel and expense management solutions. Founded in 1993 on the premise of helping drive costs out of businesses through innovation.  Process over $35 billion in T&E spend  10,000 clients in 90 countries  1,600 employees worldwide  EMEA Headquarters: UK  Frankfurt, Paris, Amsterdam, Prague#EE12E @Chris_P_Duck_U
    7. 7. Concur EMEA Marketing Structure EMEA Marketing VP Field Market Segment Marketing Marketing Development Marketing Operations MDR Manager MDR Manager UK ChrisP! FMM UK UK CE MarkOps @ FMM DACH DACH/EmMa HQ MDR x 8 MDR x5 Ashley @ FMM France France EMEA Client MarketingEMEA Content EMEA Graphic Manager #EE12E @Chris_P_Duck_ Designer U
    8. 8. Our VisionBuild an engine to make demand generation and prospectprogression more systematic to scale the business in our EMEABusiness Unit.Project phases:1. Define common language – Demand Funnel stage definitions2. Efficiency – lead scoring3. Automation – lead nurturing  Tailoring – mapping the experience to the regional buyer needs for each of our core EMEA markets  Business Intelligence – map internal systems & integrate#EE12E @Chris_P_Duck_U
    9. 9. 9 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    10. 10. Phase 1: Define a Common Language• Objective: Adopt the Sirius Decisions taxonomy and organizationally define stages to integrate the marketing and sales funnels into one achieving greater marketing & sales alignment throughout for our core EMEA markets#EE12E @Chris_P_Duck_U
    11. 11. The Concern• Tuesday, 9:30 | Campaign E.Blaster 101 This is Jenny (from Field Marketing)#EE12E @Chris_P_Duck_U
    12. 12. The Concern•Jenny (from Marketing): “Hey Sales, how are the leads?”#EE12E @Chris_P_Duck_U
    13. 13. The Concern•Matt (from Sales): “They were rubbish and we need more of them!” #EE12E @Chris_P_Duck_ U
    14. 14. The Concern @$sh@!%#EE12E @Chris_P_Duck_U
    15. 15. The Leadership Leadership Sales Sales Target Field Field Mkt Mkt Mkting Mkting Dev Dev + Mkt Ops HQ Mkting Mkting Ops Ops#EE12E @Chris_P_Duck_U
    16. 16. Concur Global Demand Funnel Stages SuspectLead GenCampaigns Inquiry Marketing Pre-MQL Nurturing Marketing Qualified (MQL) Marketing Hands Off Market MDR Working Development Nurturing / MDR Works Sales MDR Qualified (SQL) Hands Off Sales Regional Sales Working Nurturing / Sales Works Closed Won #EE12E @Chris_P_Duck_ U
    17. 17. The Funnel in SFDC Demand• The Funnel Stages within the App Funnel Stages are NOT just pretty pictures in posters on our desks!#EE12E @Chris_P_Duck_U
    18. 18. 18 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    19. 19. Phase 2: Two – Dimensional Lead Scoring  Demand Generation = Marketing + Sales#EE12E @Chris_P_Duck_U
    20. 20. Two – Dimensional Lead Scoring Qualification Interest Lead Rating Level Level A-E D C B A#EE12E @Chris_P_Duck_U
    21. 21. Example – Chris’s Teenage Years – (Think of Match.com)  Chris circa 1997  Listens to The Cure and wears a RAMONES T-shirt  Plays Call of Duty  Likes Independent films Kattya Rocio Qualification (aka MATCH):  Qualification (aka MATCH):  Plays Battlefield 1942  Likes Sad Brit-Pop  Likes The Offspring  Likes cats  Always up for a party!  Likes to chill at home and watch indie films HIGH MEDIUM  Interest :  Interest : LOW HIGH #EE12E @Chris_P_Duck_ U
    22. 22. Measuring Interest In the physical world sales can see the interest of a lead.#EE12E @Chris_P_Duck_U
    23. 23. Measuring Interest (2009) Steven Woods, Eloqua’s CTO and co- founder of Eloqua Now you can see their digital body language (interest)#EE12E @Chris_P_Duck_U
    24. 24. How Do We Measure Interest? Website Behavior  Number of visits, depth of visit, how recent Form Submission Activity  How many, which ones Email Responsiveness  Eloqua Engage Program Participation  Online events  Offline events#EE12E @Chris_P_Duck_U
    25. 25. Qualification Criteria Department/ Title/Role Function Expense Issues Industry#EE12E @Chris_P_Duck_U
    26. 26. Lead Rating Marketing Qualified Lead (MQL) High (60-100+) B A AQualification Level Med (21-59) D C B Low (0-20) E C B Low Med High (0 – 20) (21 – 59) (60-100+) Interest Level #EE12E @Chris_P_Duck_ U
    27. 27. Lead Scoring Views in the App Lead & Contact Layout#EE12E @Chris_P_Duck_U
    28. 28. 28 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    29. 29. Phase 3: Automated Lead NurturingOverall Objective: SuspectEducate and guide prospectsefficiently through the buying processin order to help facilitate the Inquirytransition from marketing on to sales Marketingin an automated fashion. Qualified (MQL)Nurtures Developed: MDR Working• UK Small Business• UK Enterprise Sales• DACH Qualified (SQL)• France Sales Working Closed Won#EE12E @Chris_P_Duck_U
    30. 30. Content, content, content…• Content Mapping Exercise  What we learned: o We had lot’s of content for mature prospects toward the bottom of the funnel o We had almost no content for new ‘suspect’ prospects at the top of the funnel. We had to create A LOT of new content! This is• Localise =/= Google Translate! Gina (our content• Who owns and who creates the content? manager) • Before: • Now: • Local Field Marketer owns • Local Field Marketer owns • Local Field Marketer creates • Content Manager creates and approves#EE12E @Chris_P_Duck_U
    31. 31. Database Segmentation: A Necessity NURTURE TRACK Business Unit Market Segment UK SMB TRACK EMEA UK SMB EMEA UK ENTERPRISE EAST UK ENTERPRISE TRACK EMEA UK ENTERPRISE WEST EMEA DACH NATIONAL DACH TRACK EMEA DACH PRIMARY EMEA FRANCE MAJOR FRANCE TRACK EMEA FRANCE NATIONAL EMEA FRANCE PRIMARY#EE12E @Chris_P_Duck_U
    32. 32. UK SMBSuspect NurtureObjective: Probe potentialprospects (email addresses) forpain. Guide them to raise theirhand to create Inquiries andMQL’s for MDR’s.3 (+2) Suspect Email Touches.#EE12E @Chris_P_Duck_U
    33. 33. UK SMB Inquiry NurtureObjective: Allow prospects toself-educate to become awarethat they have a problem andallow marketing to qualify andscore to get MQL status.5 Inquiry Email Touches.#EE12E @Chris_P_Duck_U
    34. 34. UK EnterpriseSuspect NurtureObjective: Probe potentialprospects (email addresses) forpain. Guide them to raise theirhand to create Inquiries andMQL’s for MDR’s.3 (+2) Suspect Email Touches.#EE12E @Chris_P_Duck_U
    35. 35. UK EnterpriseInquiry Nurture Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status. 5 Inquiry Email Touches.#EE12E @Chris_P_Duck_U
    36. 36. FranceSuspect NurtureObjective: Probe potentialprospects (email addresses) forpain. Guide them to raise theirhand to create Inquiries andMQL’s for MDR’s.3 (+2) Suspect Email Touches.#EE12E @Chris_P_Duck_U
    37. 37. FranceInquiry NurtureObjective: Allow prospects toself-educate to become awarethat they have a problem andallow marketing to qualify andscore to get MQL status.5 Inquiry Email Touches.#EE12E @Chris_P_Duck_U
    38. 38. DACHSuspect NurtureObjective: Probe potentialprospects (email addresses) forpain. Guide them to raise theirhand to create Inquiries andMQL’s for MDR’s.3 (+2) Suspect Email Touches.#EE12E @Chris_P_Duck_U
    39. 39. DACH Inquiry NurtureObjective: Allow prospects toself-educate to become awarethat they have a problem andallow marketing to qualify andscore to get MQL status.5 Inquiry Email Touches.#EE12E @Chris_P_Duck_U
    40. 40. Our Results: Pipeline Coverage • 20% Year-on-year growth • 256% achieved of passed opportunities • DACH 198% of Q2 Target Dennis (DACH Nationals) — 605% (Q2)  Thomas (DACH Primaries) — 2125% (Q2) #EE12E @Chris_P_Duck_ U
    41. 41. RSM & RSD Quota Busters for Q2 - SALES Adam Dafydd 122% 101% UK SMB - WEST UK SMB Thierry 140% FRANCE#EE12E @Chris_P_Duck_U
    42. 42. Market Development Quota Busters for Q2 MDR = Market Development Rep Alexandre Veronika Alex 129% 125% 164% FRANCE DACHIEE FRANCE Martin Michael Milena 200% 111% 100% UK DACHIEE UK Peter Sarlote Simon 183% 110% 118% UK DACH DACHIEE#EE12E @Chris_P_Duck_U
    43. 43. Our Results: Rejection Rates• Declining Rejection Rates o11.6% reduction in first quarter since launch • This is more than the total we had achieved three quarters prior#EE12E @Chris_P_Duck_U
    44. 44. How this Affects Investment UK SMB ExampleFY12 SMB Model FY12 SMB ModelInvestment required $ 850,633 Investment required $ 670,367Lead to spend ratio 1:130 Lead to spend ratio 1:130Inbound leads required 6543 Inbound leads required 5157Lead to op conversion rate 20% Lead to op conversion rate 20%Total passed opps 1309 Total passed opps 1031Rejection Rate 51% Rejection Rate 19%Total accepted opps 867 Total accepted opps 867Total pipeline inc sales cycle $ 13,000,000 Total pipeline inc sales cycle $ 13,000,000ARR Goal total $ 2,600,000 ARR Goal total $ 2,600,000 • Fixed Client Base • Limited Resources • Recession #EE12E @Chris_P_Duck_ U
    45. 45. Our Results:One Source of the Truth — ReportingCleggyMDR#EE12E @Chris_P_Duck_U
    46. 46. Our Results: Culture• By completely aligning the Sales and Marketing teams in our EMEA Business Unit, we have made sure the people, process and systems around the world are working together for total Revenue Performance Management.• The results of this alignment have had a profound cultural impact on us as well as an impact on revenue, with 20% growth this past year.• We finally have a predictive model and a united team to drive the business every day.#EE12E @Chris_P_Duck_U
    47. 47. Do this next: Watch this FILM! • Ignore Baseball • Passion • How to Carry out a successful Project  Mistakes  Stakeholders • Lead Scoring  Scouting model#EE12E @Chris_P_Duck_U
    48. 48. And Finally…1. Create andRespect theFunnel 2. Run a Content Mapping Exercise 3. Start your own “Fellowship of the Lead” #EE12E @Chris_P_Duck_ U
    49. 49. Thank You!• Chris Porreca• Marketing Operations Analyst @ Concur EMEA• Chris_P_Duck_• Chris Porreca• chris.porreca@concur.com• Chris Porreca#EE12E @Chris_P_Duck_U
    50. 50. Copyright © 2011 DemandGen International, Inc.
    51. 51. Next Webcast: Marketing Automation #13 Next Webcast :Cloud Marketing July 24th - 1pm UK/2pm CET Webcasts are broadcast live monthly on the “Demand Generation” channel http://www.brighttalk.com/channel/275John Sweeney LI: B2B Marketing Automation UKCustomer Success DirectorEmail: John.Sweeney@demandgen.comPhone: +44 (0) 207 096 1835 Ebrief LEAD NURTURING Ebrief LEAD SCORING

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