PRESENTED BY!
#C2C14!
Marketing Automation 2.0!
Building a World Class Engagement Model!
Presented by
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#SmarterSelling
Eric Mar...
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The Pressure is ON
75%R...
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More Than Ever, Sales N...
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The Demand Gen Machine ...
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It’s That Handoff That’...
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Reps See a Laundry List
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As a Result … They Don’...
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Or Are Unprepared for t...
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Or Waste Time Reinvent...
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Today’s Commercial Ent...
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Day in the Life of a S...
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Day in the Life of a S...
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Engage Prospects Soone...
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Convert More Leads &
A...
What does a World Class Sales
Enablement Model look like?
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Welch Allyn Case Study...
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Lead Conversion. Deal ...
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Marketing Automation 2.0: Building A World Class Engagement Model

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Marketing Automation 2.0: Building A World Class Engagement Model

  1. 1. PRESENTED BY! #C2C14! Marketing Automation 2.0! Building a World Class Engagement Model! Presented by
  2. 2. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL   #SmarterSelling Eric Marcy VP, Demand Generation & Marketing Operations
  3. 3. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  3 The Pressure is ON 75%ROI primary measure by 2015 50% IBM Global CMO Study feel sufficiently prepared Demand Gen Report: Data Rich: The Payoff of Marketing Measurement on Revenue Performance 68%are pressured to justify marketing spend
  4. 4. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  4 More Than Ever, Sales Needs Additional Support From Marketing Customers contact sales reps when they’ve completed 57% of the purchase decision process.
  5. 5. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  5 The Demand Gen Machine Works Demand Metrics Waterfall Source: Sirius Decisions Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/WON Business • Total number of hand raisers • Unique metrics for current customers • Definition through sales/marketing SLA • Marketing deems ready for handoff • Basic qualification tenets met • Sales agrees to work leads • Opportunity identified • Now part of pipeline • Booked revenue • IDs topline contribution Impact of Sales Enablement
  6. 6. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  6 It’s That Handoff That’s Broken
  7. 7. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  7 Reps See a Laundry List
  8. 8. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  8 As a Result … They Don’t Follow up
  9. 9. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  9 Or Are Unprepared for the 1st Meeting ONLY
  10. 10. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  10 Or Waste Time Reinventing the Wheel
  11. 11. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  11 Today’s Commercial EnterpriseMapping to the Buyer’s Journey Marketing Investments Sales Investments
  12. 12. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  12 Day in the Life of a Sales Rep 7 AM 10:30 AM to 12:00 PM 2:00 PM Prospecting with Digital Postcards Prep for and conduct a first call Create immediate follow-up proposal Coaching reinforcement for today Assemble presentation for key stakeholder meeting tomorrow 9 AM 12:05 PM
  13. 13. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  13 Day in the Life of a Sales Rep 7 AM 10:30 AM to 12:00 PM 2:00 PM Prospecting with Digital Postcards Prep for and conduct a first call Create immediate follow-up proposal Coaching reinforcement for today Assemble presentation for key stakeholder meeting tomorrow 9 AM 12:05 PM
  14. 14. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  14 Engage Prospects Sooner! 35%-50% of sales goes to the vendor that responds first
  15. 15. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  15 Convert More Leads & Accelerate Opportunities
  16. 16. What does a World Class Sales Enablement Model look like?
  17. 17. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  17 Welch Allyn Case StudyCHALLENGESOLUTIONVALUE •  Last year, closed 5 deals for more than $4.5M. Never been done before. •  Spend more time with customers •  Create new sales habits to challenge customers to think differently •  Keep sales on message & using marketing content •  More efficient •  Leverage success across the country •  Help us stay on plan, both top and bottom line •  Using Mobile because Time is Money •  Using 90% of materials in 2 clicks “We’ve been able to get to over 90% of our content by utilizing the infrastructure in SAVO to get to any of our material in two clicks. That’s pretty quick.” Courtney Chiavara, Welch Allyn •  Health Care Reform is putting financial constraint on hospitals •  Consolidation- our customers are getting larger •  Executing a new sales process, new sales method and SAVO at the same time •  Leveraging success across the organization
  18. 18. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  18 Lead Conversion. Deal Acceleration.
  19. 19. ©Copyright  2013  SAVO  Group  Ltd.  All  Rights  reserved.    CONFIDENTIAL  

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