The Marketers Revenue Revolution

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The Marketers Revenue Revolution

  1. 1. Marketers Revenue Revolution!
  2. 2. Agenda <ul><li>Revolutionary change for marketers </li></ul><ul><li>Strategic organisational challenges </li></ul><ul><li>Operational marketing challenges </li></ul><ul><li>Tactical marketing challenges </li></ul><ul><li>What are these challenges costing us? </li></ul><ul><li>How do we address these challenges? </li></ul><ul><li>Combined marketing & sales process </li></ul><ul><li>ROI metrics </li></ul><ul><li>Success Roadmap </li></ul><ul><li>Questions </li></ul>
  3. 3. Revolution
  4. 4. History Repeats Itself
  5. 5. Scientific Management Optimise Tasks & Mass Production (1900)
  6. 6. Total Quality Management Measurement / Testing / Controls (70’s)
  7. 7. Supply Chain Management Just In Time Inventory Management (80’s)
  8. 8. Customer Relationship Management Cloud Computing /Software as a Service (90’s)
  9. 9. Common Thread?
  10. 10. Targeted specific sources of corporate spending Lowering Costs
  11. 11. What’s missing?
  12. 12. Optimising the process (Marketing & Sales) in attracting and securing revenue! Fin Services Expressed as a %
  13. 13. Revenue Performance Management Combined Marketing + Sales Processes (2011)
  14. 14. Strategic Challenges
  15. 15. Top Line Revenue Growth
  16. 16. Chief Executive Officer How do we grow revenue by 20%?
  17. 17. Sales Director How do I generate 20% more sales opportunities?
  18. 18. Marketing Director How do I generate more Marketing Qualified Leads (MQL’s) for Sales?
  19. 19. Operational Challenges
  20. 20. Buyer Now In Control
  21. 21. Social Sharing Recommendations
  22. 22. Using New Devices/Apps
  23. 23. New Expectations More Pressure
  24. 24. Tactical Challenges
  25. 25. Disparate Data
  26. 26. The Result is Excel Hell!
  27. 27. Sales & Marketing Split/Divide
  28. 28. What’s it costing us?
  29. 29. 30% Qualified 20% Don’t Ever Buy What is this Leakage Costing? Lead/Customer Scoring Source: Sirius Decisions 70% Disqualified 80% Will buy within 24 months if they are nurtured 20% Followed Up 80% No Follow Up Lead/Customer Nurturing How much REVENUE is left on the table?
  30. 30. How do we solve?
  31. 31. Integrate Marketing + Sales Data
  32. 32. New Technology: Push vs. Pull
  33. 33. New Processes
  34. 34. Acquisition & Retention Combined Marketing & Sales Process & Funnel
  35. 35. New Metrics
  36. 36. Stage Driven Metrics
  37. 37. Produce Revenue Metrics
  38. 38. <ul><li>SiriusDecision' Waterfall Model gives benchmark numbers for conversion rates between the different stages in the funnel. With improved lead management, conversion rates will be higher.   </li></ul><ul><li>Example: Moving from Benchmark to Best Practice </li></ul><ul><li>For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase). </li></ul><ul><li>Estimate for $<insert value> additional revenue per month (based on <insert value> additional deals per month at an average deal size of $ <insert value> ) </li></ul>MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified) Benchmark against Best Practice SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close Benchmark N/A 5.1% 61% 56% 26.5% Best Practice N/A 9.7% 82% 62% 29%
  39. 39. Marketing Predicting Revenue
  40. 40. Can You Prove The ROI?
  41. 41. Success Roadmap
  42. 42. Summary <ul><li>Recognise this change is here to stay </li></ul><ul><li>Focus on REVENUE as your key metric </li></ul><ul><li>Integrate your marketing & sales data </li></ul><ul><li>Plug your leaky revenue funnel </li></ul><ul><li>Implement a marketing automation solution </li></ul><ul><li>Listen and trigger off social media data </li></ul><ul><li>Define a combined marketing/sales process </li></ul><ul><li>Focus on REVENUE as your key metric </li></ul><ul><li>Get executive sponsorship / Business case </li></ul><ul><li>Use external consultants to manage change </li></ul>
  43. 43. In closing “ The things that come to those that wait are what’s left behind, by those who got there first!” - Stephen Tyler
  44. 44. Good Luck!
  45. 45. Questions?
  46. 46. Contact Will Scully-Power Managing Director Datarati [email_address] +61 400 828 866 Twitter: @willscullypower Blog: willscullypower.wordpress.com

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