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Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processes And Models To Target Prospective Buyers

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The session will shed light into SiriusDecision’s new Demand Unit Waterfall and examine how companies are rethinking their campaigns and strategies to stop focusing on individual leads and looking more at buying centers and groups.

Terry Flaherty, Sr. Research Director, Demand Creation Strategies for SiriusDecisions, will provide insights into how companies can adapt new models to measure and track this throughout the revenue process and provide use case examples from advanced companies that are already applying some of these approaches and models. Finally, the session will explore how shifting approach impacts changes in the marketing tech stack for ABM, predictive, intent and other areas.

Published in: Marketing
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Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processes And Models To Target Prospective Buyers

  1. 1. #B2BMX Life Beyond the Lead Terry Flaherty @TFlaherty @siriusdecision
  2. 2. 2 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty May 2017: The Introduction to Demand Units..
  3. 3. 3 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty What Happened in Vegas…DIDN’T Stay in Vegas Excitement! Opinions! WOW! WHY? HOW? Inquiries… lots and lots of inquiries!
  4. 4. 4 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Executive Summary • Key issues • What you will walk away with • In many organizations, marketing is focused on generating leads, while sales is focused on identifying, qualifying and closing opportunities, causing misalignment • Aligning marketing and sales to a shared focus on demand units requires changes in culture, process and technology • Account-focused strategies like account-based marketing (with complex buying committees and complex portfolios) accelerates the need for transformation • Learn why to change your organization's focus from leads to demand units • Insight on the key organizational challenges demand marketers will face in this transformation • A “crawl, walk, run” roadmap for demand unit adoption
  5. 5. A Quick Review of Key Concepts… What’s a Demand Unit and Why Should I Care?
  6. 6. SiriusPerspective: 6 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions Key Criteria for Demand Units The Demand Unit entity must provide core capabilities to track demand progression and be available to all key functions in the demand process. • Who’s the Buyer? Associate individuals into a buying group • What’s the Need? Align buying group to business needs • What’s the Solution? Align buying group to solutions • Track qualification progression over stages • Make available to marketing, tele and sales as part of workflows
  7. 7. SiriusPerspective: 7 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions Key Concepts for Demand Unit Waterfall Implementation Successful Demand Unit Waterfall implementation requires an understanding of process and system impacts in three core areas. Demand Unit WaterfallDemand Units Demand Maps
  8. 8. The Journey to Demand Units Why Organizations Need to Plan for Life Beyond the Lead
  9. 9. 9 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Starting the Journey to Demand Units Demand Marketers Get it (and Love it!) … But Moving Beyond the Lead is Disruptive (in a good way) to the Entire Organization… So How (and Why) do Demand Marketers Drive this Transformation? Demand Units are a New Concept Demand Type
  10. 10. 10 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty The Issue: Why we Need to Think Differently Many B2B Organizations are betting their business on a cross- organizational business process that as currently defined and measured has a 99% failure rate.
  11. 11. 11 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty A Look at a Common Demand Management Process Alignment Organizational success is driven by the ability to define the relationship between individuals, buying groups and opportunities in a repeatable, scalable and optimized way Sales success is defined and measured in its ability to interact with (and close) buying groups with needs Opportunities! Marketing success is defined and measured in its ability to interact with individuals (leads) they qualify and send to sales AQLs! TQLs!MQLs!
  12. 12. 12 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty The Big Picture Issue: Siloed Roles and Responsibilities Marketing’s success is defined and measured in its ability to interact and qualify individuals In today’s current Lead Management processes, sales has the responsibility to determine the relationship between individual leads and buying groups, accounts and opportunities Sales
  13. 13. 13 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Insight on Buying Groups If sales is determining the relationship, where does that information typically reside??? Where it should exist Where it usually exists Captured in SFA Opportunities and supporting entities Inside salespeople’s heads Marketing Lead
  14. 14. 14 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Impact of This Barrier Marketing with limited vision • Lack of insight into true personas for buying groups for solutions impacts program design, messaging • Marketing attribution visibility limited Sales with limited vision • Sales not enabled with insight of engagement of members of buying group beyond Lead1 • Second+ leads in accounts (other buying group members) automatically disqualified • Sales not provided insight on account interest in other solutions
  15. 15. SiriusPerspective: 15 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions 10 AQLs Results A Real World Example: The Second Lead Syndrome The Second Lead Syndrome introduces process break points that prevents subsequent leads from the same account to progress through the Demand Management process Marketing Sales Let’s aim at some key accounts! Awesome.. Let’s go after these 500! OK.. New programs launched! time Yay! Hey… where are all my leads?? We are generating tons of AQLs! Look.. Here’s 10 AQLs from a single account! 1 SQL 9 DQ: Duplicate Lead
  16. 16. Now Let’s Look at the Solution… Transforming Sales and Marketing Alignment with Demand Units
  17. 17. 17 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Required Changes for Demand Unit Adoption Cultural Marketing, tele, sales and channel all inform and leverage demand units throughout the entire demand management process Process All interactions provide valuable insights, are processed with appropriate resources and mapped to the appropriate demand unit Technology Demand units are integrated into systems and made available to all functions throughout the process
  18. 18. 18 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand Units Provide Alignment Context Marketing Teleservices Sales Alignment • Create Demand Units • Inform/Update Context • Leverage Insight • Trigger Processes and Progression • Clearly Defined Roles /Responsibilities/SLAs
  19. 19. SiriusPerspective: 19 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions There are several options for where to create the demand unit entity: System Entity Options – The “Where” Marketing, sales and product must align to determine where and when to create the demand unit entity within a system. Option 1: Leverage the opportunity entity in SFA Option 2: Create a custom object in SFA and sync to the opportunity entity Option 3: Leverage demand unit entity in other platforms and sync with the opportunity entity* Most organizations will choose this option An option if business rules restrict opportunity creation A viable option if you’re leveraging/plan to leverage one of these platforms
  20. 20. SiriusPerspective: 20 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions Keys to Mapping Interactions Mapping of interactions to demand units is dependent on identifying both the persona and the context of the interaction. Sally • Role: VP of HR • Action: Downloads Talent Management Best Practices e- book Identify personas to map to the buying center Who they are Title/Job Function Persona Mapping Persona and Buying Center Identify context to map to the demand unit What they are interested in Interaction Context Mapping Demand Unit
  21. 21. 21 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Talent Acquisition Target Demand Payroll and Benefits Target Demand Learning Management Target Demand Key Concept for Mapping Interactions to Demand Units Active Demand Engaged Demand Prioritized Demand Engaged Demand Sally • Role: VP of HR • Action: Downloads Talent Management Best Practices e-book ? Anonymous • Role: ? • Action: Signal of account-level Web activity on Benefits Admin Pages Tom • Role: Director of Benefits Admin • Action: Responds to tele intro contact Helen • Role: Director of Talent Management • Action: Attends “Improving Hiring Accuracy and Efficiency” webinar
  22. 22. Demand Units in Action The Imprivata Story
  23. 23. 23 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Imprivata, Inc. • IT Security solutions for healthcare providers • Target ~6000 large healthcare networks and hospitals globally • 4 Potential Solutions per Hospital
  24. 24. 24 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Mapping Key Personas to Demand Units • Created in collaboration with sales and product marketing • 12 Unique personas mapped to 4 Demand Units • Personas can be in multiple Demand Units
  25. 25. 25 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand unit attributes • Salesforce Opportunity object • Demand units created when account is created • New Opportunity stages to handle target, active, and engaged stages • Custom Persona object • Personas = Contact Roles • Sales won’t see Lead object
  26. 26. 26 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand unit handoffs • Scoring used to define depth and breadth of engagement • Flow/score incorporates the role of tele reps in the flow • Person score – Persona score – Demand unit score • Demand unit score moves Opportunity to Sales
  27. 27. 27 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand Unit Flow at Imprivata
  28. 28. 28 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand Unit Flow at Imprivata: New Stages TargetTarget Active Engaged Prioritized Qualified Pipeline Won
  29. 29. 29 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Demand Unit Flow at Imprivata: New Elements Target Planning and Acquisition Intent and Targeted Programs (ABM Plays) Coverage Programs Group Scoring Group Qual Pipeline Acceleration Won • Engagement Planning by Demand Unit • White space analysis • Accounts • Demand Units • Personas • “Coverage” programs/ plays triggered at Engaged to Group • Scoring of groups • New metrics • DU Conversion • DU Coverage
  30. 30. Introducing Demand Units in Your Organization… A Crawl/Walk/Run Roadmap
  31. 31. 31 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Crawl/Walk/Run Action Items for Demand Unit Adoption Marketing Teleservices Sales Foundation • Establish organizational buy-in on alignment to buying groups and demand units • Identify core Demand Units (buyers, needs, solutions) Crawl • Persona mapping • Content mapping • Teleservices qualifies individuals • Creates/passes opportunities • Add additional contacts to opportunities
  32. 32. 32 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty Crawl/Walk/Run Action Items for Demand Unit Adoption Marketing Teleservices Sales Walk • Align Program design and execution to buying groups • Teleservices identifies/attaches additional buying group members • Second-lead syndrome resolved • Sales receives/verifies multiple contacts/opp • Add additional contacts Run • Marketing creates DU • Automated mapping of interactions • Scoring of demand units • Inbound acts as trigger for outbound • Sales prospecting activities tied to DUW stages

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