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Bryan Semple - Don't Listen to the Marketing Consultants


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Published in: Marketing
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Bryan Semple - Don't Listen to the Marketing Consultants

  1. 1. INBOUND15 Don’t Listen to the Marketing Consultants Bryan Semple CMO, SmartBear Software
  2. 2. INBOUND15 Operations Sales SaaS Product Marketing High Velocity Large Company Org Multiple Markets, Open Source, Profitable Ops, Sales, Marketing, Big, Small, High Velocity, High Touch
  3. 3. INBOUND15 Funnels are for Beer
  4. 4. INBOUND15 Imaginary B2B Cycle
  5. 5. INBOUND15 Real B2B Cycle
  6. 6. INBOUND15 REVENUE = F(traffic, site conversion, MQL%, SAL%, opportunity close rate) Funnel Math Formulas are Simple
  7. 7. INBOUND15 REVENUE = F(traffic quality, site performance, site copy, site structure, conversion page effectiveness, persons intent, strength of offer, follow on nurturing, pricing, lead routing, sales follow up time, sales effectiveness, competitive environment, product trial experience, product features, match between persons intent and product features, budget cycle timing) Funnel Math Formulas are Simple?
  8. 8. INBOUND15 • SALs, MQLs drive bad behavior • SLA – teams do this? • Marketing compensation –Tied to leads? Tied to MCtR? SAL, MQL, SLAs and Compensation Schemes
  9. 9. INBOUND15 Service Levels and Hand Offs on the Red Sox
  10. 10. INBOUND15 Measure What You Can
  11. 11. INBOUND15 Measuring the B2B Cycle/Funnel
  12. 12. INBOUND15 Capacity Based Measurement
  13. 13. INBOUND15 2 Sales and Marketing Budgets are the Same
  14. 14. INBOUND15 • How much time do you spend in budget meetings? • How much time do you spend allocating budgets? • How much time do you spend justifying budgets? • Fighting for budgets? Ask Yourself
  15. 15. INBOUND15 Yet How Much Does a Budget Matter?
  16. 16. INBOUND15 • Assumes you can spend your way to success • Can you program organic traffic or does it take people/content/expertise something real to say? Marketing Spend/Employee is Misleading
  17. 17. INBOUND15 Impact Marketing Sales Top Inbound Cold Calling Middle to Bottom Unattended High Touch Top More Programs More Reps Middle More Tech Content More Sales Engineers All More Marketers More Sales Reps Sales and Marketing Expense – One Bucket
  18. 18. INBOUND15 Spending Plans vs. Budgets
  19. 19. INBOUND15 3 Sales and Marketing People Alignment
  20. 20. INBOUND15 The Marketing Flow is Complex
  21. 21. INBOUND15 Forbes Says Marketing Orgs are Changing
  22. 22. INBOUND15 The “New Marketing Org”
  23. 23. INBOUND15 Functional Alignment Not Ideal
  24. 24. INBOUND15 Operational Alignment with Sales Product Marketing Sales Manager
  25. 25. INBOUND15 Analysis isn’t Marketing Ops Job
  26. 26. INBOUND15 Follow my blog: We are hiring in Somerville, MA