Marketing Automation & CRM

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Marketing Automation & CRM

  1. 1. Welcome…
  2. 2. Chief Executive OfficerHow do we grow top line REVENUE by 20%?
  3. 3. Marketing Director How manyMarketing Qualified Leads (MQL’s) do I need to generate to hit our revenue target?
  4. 4. Sales Director How manySales Qualified Leads (SQL’s) do I need to close to hit our revenue target?
  5. 5. Marketing & Sales
  6. 6. Data Silos
  7. 7. Anonymous & Aggregate Data
  8. 8. Excel Hell
  9. 9. Metrics
  10. 10. KPI’s
  11. 11. Marketing Hands Over to Sales
  12. 12. Cherry Picking
  13. 13. Marketing & Sales Divide
  14. 14. How to fix?
  15. 15. Start with Revenue Target
  16. 16. Build Marketing & Sales Process
  17. 17. Integrate Marketing + Sales Data
  18. 18. Score Online & Offline BehaviourExplicit + Implicit Data
  19. 19. Focus Those Highly Engaged
  20. 20. Prioritised Followed Up
  21. 21. Nurture Those Not Engaged
  22. 22. Test Campaign Variables
  23. 23. Analyse Touchpoints & Influences
  24. 24. Measure Campaign Attribution First-touch allocation, multi-touchallocation, investment, volume, etc.
  25. 25. Identify Trends over time Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsSource: Marketo
  26. 26. Predict Marketing’s Impact
  27. 27. Summary1. Recognise this change is here to stay2. Focus on quality vs. quantity3. Focus on REVENUE as your key metric4. Integrate your marketing & sales data5. Web Analytics + Marketing Automation + CRM6. Define the combined REVENUE target7. Build a combined marketing/sales process8. Analyse touch points, influences, attributions, trends9. Talk Revenue & Profit not Clicks, Impressions10. Plan, Plan, Plan + always use the 75/20/5 Rule
  28. 28. Thank You! Will Scully-Power Managing Director Datarati will.sp@datarati.com.au 0400 828 866Twitter: @willscullypower Come visit Datarati @ Stand #6

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