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Is marketing a revenue engine


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Presentation from #DF10 in which Steve Woods of Eloqua explores the question, "Is Marketing Really a Revenue Engine?"

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Is marketing a revenue engine

  1. 1. Is Marketing Really a Revenue Engine? Wednesday, December 8 1:45 -2:45 pm Steve Woods: Eloqua Daniel Greenberg: TrialPay Michael Williams: McAfee Dr. Christopher Boorman: Informatica
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Marketing is a Revenue Engine <ul><li>Illustrate how marketing drives revenue in today’s top-performing organizations </li></ul><ul><li>Has the measurement of marketing changed? </li></ul><ul><li>Deliver tactics to make your marketing deliver more revenue </li></ul><ul><li>Walk away with actionable advice on driving revenue. </li></ul>
  4. 4. Steve Woods <ul><li>Eloqua </li></ul>
  5. 5. All About Eloqua Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management . Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. <ul><ul><li>Largest RPM provider with over 800 global customers and 60,000 users </li></ul></ul><ul><ul><li>Integration with, Jigsaw and Chatter </li></ul></ul><ul><ul><li>Native applications </li></ul></ul><ul><ul><li>Solutions scale for SMB to Enterprise </li></ul></ul><ul><ul><li>Headquartered in Vienna, VA with offices in Toronto, London, Frankfurt, Singapore and throughout North America. </li></ul></ul>
  6. 6. What’s the Growth Challenge? Create & Manage Awareness Automating Demand Generation Managing Sales and Customer Processes One View of the Truth
  7. 7. All About Informatica Informatica Corporation (NASDAQ: INFA) is the world’s number one independent leader in data integration software. Informatica provides enterprises with a comprehensive, unified & open platform to lowering IT costs and gaining competitive advantage from their information assets – whether on-premise or in the internet cloud. <ul><ul><li>More than 4,200 companies use Informatica </li></ul></ul><ul><ul><li>More than 1,000 companies use the Informatica cloud integration service </li></ul></ul><ul><ul><li>Voted NUMBER ONE data integration service on AppExchange for last TWO years </li></ul></ul><ul><ul><li>Positioned as a Leader in the Gartner Magic Quadrants for Data Integration, Data Quality & MDM of Customer Data. </li></ul></ul>
  8. 8. Marketing Goals <ul><li>Partner with Sales to exceed revenue targets </li></ul><ul><li>Raise the brand of Informatica within its target market </li></ul><ul><li>Deliver a marketing infrastructure to support all elements of the Informatica business </li></ul><ul><li>Lead a world-class Marketing team </li></ul>
  9. 9. Marketing infrastructure Lead Nurturing & scoring Visibility; Opportunities; Pipeline <ul><li>EN; DE; FR; JP; CH; KR; SP </li></ul><ul><li>Demo’s, white papers, microsites </li></ul><ul><li>Advertising on external web sites </li></ul><ul><li>Leads, leads, leads </li></ul>
  10. 10. Driving SEO through Social Media
  11. 11. Balanced Scorecard Budgeting Regional rollup, cost per lead by marketing type, etc Leading Indicators Inquiries Leads Opportunities by region, by product area etc Trailing indicators Pipeline Most-likely Billings by region, by product area etc Eloqua Flow analysis Event registration Interaction stats By opportunity, company, contact, lead PR / AR Database WEB SEO ,Blogs, Social Visitors, Downloads Leads, Opportunities Customer Advocacy Accounts Contact Visibility Communication Strategy CxO VP Management Developer Campaign
  12. 12. Demand Generation Objectives 2010 License bookings Targets Marketing Sourced Target Marketing Influence Target On-premise Data Integration $XXXMM 20% 80% Cloud Data Integration $XXXMM 50% 80% Data Quality $XXXMM 20% 80% Single View of Customer $XXXMM 30% 80% Etc. $XXXMM 30% 80%
  13. 13. Measurement within SFDC FABRICATED DATA
  14. 14. Campaign Scorecard FABRICATED DATA Area DI DQ MDM DQ B2B Cloud M&A GRC Etc. Messaging Web Demo Web Completeness Campaign Deliverables PR Outreach Social Execution AR Influence Customer References Enablement Executing globally?
  15. 15. Sales Visibility WEB pages visited Downloads Emails Contacts Company X
  16. 16. All about TrialPay We help online companies sell more by presenting promotions around their transactions <ul><ul><li>Used by </li></ul></ul><ul><ul><li>70 million consumers </li></ul></ul><ul><ul><li>10,000 companies </li></ul></ul><ul><ul><li>… including Facebook, Gap, Skype, Fandango, AVG </li></ul></ul>
  17. 17. Role of the CMO Generate Demand Define & Position “Must Have” Products Chart a Strategy for Revenue Growth
  18. 18. Demand Generation: The Role of Marketing SALES MARKETING
  19. 19. <ul><li>Moving from Art to Science </li></ul>Two Trends in Demand Generation 1 2 Emergence of Revenue Performance Management
  20. 20. The Funnel is the Blueprint for Demand Generation Visit Website Register Generating Revenue Aware of TP Satisfied Deployed LARGE ACCOUNTS SMALL & MEDIUM ACCOUNTS Set-up Submit Product Approved Login MQL SAL SQL Opportunity Won Not Qualified Not Accepted Lost Disqualified Opportunity Not Qualified Did Not Submit Product Not Approved Not Deployed Not Generating Revenue Did Not Set-up Did Not Register Did Not Visit Not aware of TP Not Satisfied Did Not Login
  21. 21. The Marketing Dashboard Measures Progress FABRICATED DATA
  22. 22. Dashboard: Measuring Channel Effectiveness FABRICATED DATA
  23. 23. <ul><li>1) How are we doing? </li></ul><ul><ul><li>Marketing Influenced Sales over time </li></ul></ul><ul><ul><li>Marketing Influenced Pipeline over time </li></ul></ul><ul><ul><li>MQL’s over time </li></ul></ul>Popular Key Performance Indicators <ul><li>2) Where to Invest Budget? </li></ul><ul><ul><li>Which Programs? </li></ul></ul><ul><ul><li>Which Channels? </li></ul></ul><ul><ul><li>Which Sources? </li></ul></ul><ul><li>3) Where to Invest Time? </li></ul><ul><ul><li>Which points in the funnel are losing the highest percentage of prospects? </li></ul></ul>
  24. 24. All About McAfee McAfee delivers proactive and proven solutions and services that help secure systems, networks, and mobile devices around the world, allowing users to safely connect to the Internet, browse and shop the Web more securely. <ul><ul><li>125 million McAfee users </li></ul></ul><ul><ul><li>94% Fortune 100 companies using McAfee </li></ul></ul><ul><ul><li>180+ million mobile devices shipped with McAfee </li></ul></ul><ul><ul><li>7 Gartner Magic Quadrants that feature McAfee </li></ul></ul><ul><ul><li>100+ McAfee Security Innovation Alliance partners </li></ul></ul><ul><ul><li>6088 McAfee employees globally </li></ul></ul>
  25. 25. Traditional (Reactive) Pipeline Reactive $300M Revenue Current Quarter 60 Days Quarter -1 <ul><li>Simple Pipeline Reporting (not a forecast) </li></ul><ul><li>No Adjustments Possible </li></ul><ul><li>Driving in the rear view mirror… </li></ul>$ales Forecast Sales Opportunities Sales Accepted Leads (SAL) REACTIVE STATE
  26. 26. Proactive State Proactive $300M Revenue Quarter -2 Quarter -1 Quarter -3 PROACTIVE STATE Marketing Qualified Leads (MQL) Responses <ul><li>Basic “Forecast” </li></ul><ul><li>Very little adjustability </li></ul><ul><li>Sufficient for simple product lines & segmentation </li></ul>
  27. 27. Strategic $300M Revenue Quarter -2 Quarter -2 Quarter -6 Strategic <ul><li>4-6 Quarter View </li></ul><ul><li>A Truly Predictable Forecast </li></ul><ul><li>Highly Adjustable </li></ul><ul><li>Driving with GPS…. </li></ul>STRATEGIC STATE Behavior
  28. 28. The Revenue Engine STRATEGIC STATE $ <ul><li>6 Quarter view by </li></ul><ul><ul><li>Product Mix </li></ul></ul><ul><ul><li>Segment </li></ul></ul><ul><ul><li>GEO </li></ul></ul><ul><li>Board Level Projections </li></ul><ul><ul><li>Revenue/Bookings </li></ul></ul><ul><ul><li>Profitability </li></ul></ul><ul><ul><li>MFG Plan </li></ul></ul><ul><li>Time to adjust programs to meet strategic objectives (Top/Bottom Line Growth) </li></ul><ul><li>Deploy technical, sales & services resources as needed </li></ul>Marketing & Sales truly become ONE at the Board level
  29. 29. Is Marketing Really a Revenue Engine?
  30. 30. Daniel Greenberg Chief Marketing Officer Michael Williams Vice President, Field Marketing Dr. Christopher Boorman Chief Technology Officer Question & Answer Steve Woods Chief Marketing Officer