©2012 MASSTLC ALL RIGHTS RESERVED.Sales and Marketing Seminar:Connecting Marketing to Revenuethrough Sales Analytics, Enab...
©2012 MASSTLC ALL RIGHTS RESERVED.Thank You to Our Global Sponsors2
©2012 MASSTLC ALL RIGHTS RESERVED.Thank You to Our Cluster Sponsors3
©2012 MASSTLC ALL RIGHTS RESERVED. 4Wherever you want to go …We can help you get there faster.Connection Access Visibility
©2012 MASSTLC ALL RIGHTS RESERVED.MassTLC Clusters5Cloud Big Data WorkforceMobile RoboticsSales andMarketingHealthcare Ene...
©2012 MASSTLC ALL RIGHTS RESERVED.Programs and Events6ResearchSeminars & SummitsMember-onlyRoundtablesAwards Gala Annual M...
©2012 MASSTLC ALL RIGHTS RESERVED.Save the Date!June 27 – Big Data Summit: Quantified, Connected, Predicted:The Next Gener...
©2012 MASSTLC ALL RIGHTS RESERVED.Get involved!Members– Free seminars and roundtables– Major events – Leadership Awards an...
A Quick Poll• How many people…– Are goaled on MQLs? Sales Opportunities? Revenue?– Regularly review conversion metrics wit...
Connecting Marketing to RevenueKey Question:If you had one more dollar tospend in marketing, do you knowhow it would impac...
Go-To-MarketProduct MarketingAdvocate MarketingAboutMeBrian Gladstein@briangladsteinbg@explorics.com781-820-2654
Our PanelistsBernd LegerGreg DonahueZorian RotenbergElle Woulfe
PresenterBernd LegerVP of MarketingDateJune 18 2013Connecting Marketing to Revenue
Presentation toMassTLC PanelCase Study 1:Situation: 1-person Marketing team30 Inside Sales Specialists95% of leads based o...
Presentation toMassTLC PanelSolution: Freemium-driven marketing modelLeverage field marketing for collaboration andpipelin...
Presentation toMassTLC PanelCase Study 2:Situation: Rapidly growing company1 person marketing teamExploding market (app an...
Presentation toMassTLC PanelCase Study 3:Situation: Apps now representing 50%+ of overallbookingsChallenge: Make marketing...
© 2013 Mercury Systems, Inc.Greg DonahueMercury SystemsConnecting Marketing toRevenue
19© 2012 Mercury Systems, Inc.Mercury Systems supplies Electronic SystemsRADAR EW EO/IR – C4IBAMS; NATO AGSGlobal HawkSEWI...
20© 2013 Mercury Systems, Inc.Align with Sales• It’s all one funnel – marketing to sales• Marketing and Sales are partners...
21© 2013 Mercury Systems, Inc.Spend time on the Process – It’s Everything• Work with Sales to outline/define the marketing...
22© 2013 Mercury Systems, Inc.What do I measure? Three tiers of Metrics• Tier 1 – Executive Metrics (1-4 key metrics that ...
23© 2013 Mercury Systems, Inc.Metrics – A StoryI wanted to get more $$• Told the CEO and VP of Sales that I would “add $1 ...
HostedbyZorian RotenbergVP, Marketing @ InsightSquaredEmail: zorian@insightsquared.com• VP@ 3 startups all 100%+ yearly sa...
Oranges vs. Orange Juice
MarketingGenerated $ Sales Pipeline
MarketingGenerated $ Sales Revenue
Track Leads,Don’t Talk Leads
Photo Source (CreativeCommons)• OrangeTrucks:http://www.flickr.com/photos/mandellb/3290077011/sizes/l/in/photolist-61JvgH-...
Building a Revenue EngineElle Woulfe, VP MarketingJune 16, 2013
A Tale of Two Funnels31LEADVISITORWhat’s Different?Demand TypeLead VolumeBenchmarksMarketing ContributionVelocityOPPSUSPEC...
Grow Awareness, Increase Demand…CONFIDENTIAL 32WHYBackupify?WHYCloud to CloudBackup?WHYGoogle Apps?
Expand the Funnel, Gain Levers33SQOSQLMQLPROSPECTSUSPECTACTIVEDEMANDLATENTDEMANDMarketing Contribution%%%Volume/Quality/Co...
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MassTLC seminar: Connecting Marketing to Revenue through Sales Analytics, Enablement, and Communication

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Do you know how much revenue your marketing programs will drive? Can you trace leads through closed deals? How can you better enable your sales people and help them grow business faster? How do you institute a culture of sales and marketers working together?
This panel presented how they tackle the issues to provide visibility into performance across the full sales and marketing funnel.

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  • MassTLC is the premier tech network of the region made up of more than 500 member companies and growing. Business devProfessional devEconomic dev
  • Why are you talking to CEO about leads? Know your customer -> he wants to talk REVENUE!Sales VPs ask for the wrong thing – they ask for more leads.Gut instead she should ask for MORE REVENUE and LESS LEADS!More leads does not mean high conversion to deals and revenueIf you give 100 leads that convert to $1M or 1,000 leads that convert to $1,000,000 – which one should your CEO and Sales VP want? They SHOULD always want less – it’s lower $CAC (fewer sales reps needed) to work themIt’s not about leads, it’s about $ Pipeline and $ Revenue!Focus on what starts sales cycles and ends in dealsMeasure marketing not by leads but by $LESS Leads may produce more $
  • BDR – Field model,
  • MassTLC seminar: Connecting Marketing to Revenue through Sales Analytics, Enablement, and Communication

    1. 1. ©2012 MASSTLC ALL RIGHTS RESERVED.Sales and Marketing Seminar:Connecting Marketing to Revenuethrough Sales Analytics, Enablementand CommunicationJUNE 18, 2013TWEET IT OUT@MASSTLC #REVENUEWIFI:NETWORK: eig-bur-guestPASSWORD: 10_WeddellSea
    2. 2. ©2012 MASSTLC ALL RIGHTS RESERVED.Thank You to Our Global Sponsors2
    3. 3. ©2012 MASSTLC ALL RIGHTS RESERVED.Thank You to Our Cluster Sponsors3
    4. 4. ©2012 MASSTLC ALL RIGHTS RESERVED. 4Wherever you want to go …We can help you get there faster.Connection Access Visibility
    5. 5. ©2012 MASSTLC ALL RIGHTS RESERVED.MassTLC Clusters5Cloud Big Data WorkforceMobile RoboticsSales andMarketingHealthcare EnergySoftwareDevelopment
    6. 6. ©2012 MASSTLC ALL RIGHTS RESERVED.Programs and Events6ResearchSeminars & SummitsMember-onlyRoundtablesAwards Gala Annual Meeting unConferenceCommunitiesMajor Programs
    7. 7. ©2012 MASSTLC ALL RIGHTS RESERVED.Save the Date!June 27 – Big Data Summit: Quantified, Connected, Predicted:The Next Generation of DataJuly 9 – Mobile Summit: Featuring Peter Vesterbacka, Creator ofAngry Birds and CMO of RovioJuly 18 – MassTLC Awards ReceptionSeptember 12 – MassTLC Awards GalaNovember 1 – MassTLC Innovation unConference7
    8. 8. ©2012 MASSTLC ALL RIGHTS RESERVED.Get involved!Members– Free seminars and roundtables– Major events – Leadership Awards andunConference coming up!– Join an advisory boardNon-Members– Find out more about membership – visit ourregistration table for more info!8
    9. 9. A Quick Poll• How many people…– Are goaled on MQLs? Sales Opportunities? Revenue?– Regularly review conversion metrics with execs– Have a “Smarketing” meeting– Cuddle up with Google analytics before bed
    10. 10. Connecting Marketing to RevenueKey Question:If you had one more dollar tospend in marketing, do you knowhow it would impact revenue?Data-driven sales & marketingTeam collaborationFeeding the sales engine
    11. 11. Go-To-MarketProduct MarketingAdvocate MarketingAboutMeBrian Gladstein@briangladsteinbg@explorics.com781-820-2654
    12. 12. Our PanelistsBernd LegerGreg DonahueZorian RotenbergElle Woulfe
    13. 13. PresenterBernd LegerVP of MarketingDateJune 18 2013Connecting Marketing to Revenue
    14. 14. Presentation toMassTLC PanelCase Study 1:Situation: 1-person Marketing team30 Inside Sales Specialists95% of leads based on outbound cold callingNo culture of sales/marketing collaborationChallenge: Build a scalable marketing engineMake marketing’s contribution more measurableBuild a partnership with sales
    15. 15. Presentation toMassTLC PanelSolution: Freemium-driven marketing modelLeverage field marketing for collaboration andpipeline accelerationFocus on key pipeline and deal metricsMarketingROIMarketing-sourcedPipeline/BookingsMarketing-influencedPipeline/BookingsResults: Company grew from 50 to 350 employeesCAGR of 90%+Inc 500 Fastest Growing CompaniesBoston Globe Top Places to Work
    16. 16. Presentation toMassTLC PanelCase Study 2:Situation: Rapidly growing company1 person marketing teamExploding market (app analytics & marketing)Challenge: Build marketing infrastructure and drivepipeline & bookings after 2nd funding roundSolution: Built team of 8 within 6 months“This is our number”Focus on the basics (create marketing & salesSLAs, data quality, define funnel stages)
    17. 17. Presentation toMassTLC PanelCase Study 3:Situation: Apps now representing 50%+ of overallbookingsChallenge: Make marketing’s contribution directlymeasurable in the appSolution: Focus on key elements: segmentation, funnelconversion1 simple use case: Net Promoter Score (NPS)Fortune 500 eCommerce Provider
    18. 18. © 2013 Mercury Systems, Inc.Greg DonahueMercury SystemsConnecting Marketing toRevenue
    19. 19. 19© 2012 Mercury Systems, Inc.Mercury Systems supplies Electronic SystemsRADAR EW EO/IR – C4IBAMS; NATO AGSGlobal HawkSEWIPAEGISAEGIS AshoreF-15PatriotBlack HawkReaperGorgon StareF-16Badger/BuzzardShadowGlobal Hawk F-35F-35F-16P-8
    20. 20. 20© 2013 Mercury Systems, Inc.Align with Sales• It’s all one funnel – marketing to sales• Marketing and Sales are partners in delivering revenue• Agree on and set up a funnel/lead process• Make sure you maintain the relationship!!– Meet w/ sales leaders regularly – bi-weekly and ad hoc– Communicate w/ sales team – weekly w/ Inside Sales; ad hoc w/ rest ofteam; participate in all sales team meetings• Work with Sales Operations!• How is Sales measured/compensated?Sales is your customer – treat them right!
    21. 21. 21© 2013 Mercury Systems, Inc.Spend time on the Process – It’s Everything• Work with Sales to outline/define the marketing to sales funnel– Define the lead flow– Determine what is a MQL, SAL, etc.– Feedback loop for SRLs (lead nurturing)– Design in flexibility– Document the process• Overlay metrics– What do you want to measure?– Can you measure it?• Use SLA (service level agreement) if needed• Re-visit the process periodically– For example, we tweak lead scoringProcess determines your day-to-day work and your metrics
    22. 22. 22© 2013 Mercury Systems, Inc.What do I measure? Three tiers of Metrics• Tier 1 – Executive Metrics (1-4 key metrics that they care about)– Marketing Influenced Sales Opportunities– Lead funnel health by region• Tier 2 – Marketing Metrics (decide investments/marketing mix)• Tier 3 – Program Metrics (to improve program performance)– Open rates, CTRs, page views, downloads, etc.Base your metrics on what drives your business
    23. 23. 23© 2013 Mercury Systems, Inc.Metrics – A StoryI wanted to get more $$• Told the CEO and VP of Sales that I would “add $1 million in newrevenue from new customers over the next 12 months”• Worked with Marketing Ops and DBA to get numbers• Created a detailed plan to reach the goalInvestment Requested: 223,844$Expected leads generated: 2,791Expected new product sales revenue: 760,375$ROI: 340%Time frame from kick-off: 1 to 9 monthsGovernment Technology CostTotalReachResponseRateNumberof LeadsConversionRateAverageSale RevenueFull page ad; 3 times 15,000$ 75,000enewsletter sponsorship 11,000$ 600,000 0.2% 1200 5% 1,800$ 108,000$American City & CountyFull page ad; 3 times 21,000$ 74,000Total Investment: 47,000$ Total Leads: 1,200 Total Expected Revenue: 108,000$
    24. 24. HostedbyZorian RotenbergVP, Marketing @ InsightSquaredEmail: zorian@insightsquared.com• VP@ 3 startups all 100%+ yearly salesgrowth at $8MM - $100M• CEO@ StarWind Software, 100%+ global annual salesgrowth• B.S.from Lehigh University (Finance major,minors in Applied Math and inComputer Science), Harvard MBA• Interests: Intersection b/w Sales&Marketing Management &Analytics
    25. 25. Oranges vs. Orange Juice
    26. 26. MarketingGenerated $ Sales Pipeline
    27. 27. MarketingGenerated $ Sales Revenue
    28. 28. Track Leads,Don’t Talk Leads
    29. 29. Photo Source (CreativeCommons)• OrangeTrucks:http://www.flickr.com/photos/mandellb/3290077011/sizes/l/in/photolist-61JvgH-64gcSX-686cU1-6cPgfb-6dRUXz-6dRV6V-6hp7Df-6hYCmi-6iNLH2-6jwocY-6m5r32-6pN2NU-6pZHD8-6qCAig-6qGLPN-6qJgQ3-6uwj24-6vukH6-6Fawee-6Htwbi-6Wg4Py-6XBbbQ-71uixc-78TCBG-7bGXdm-7eUmmm-7foRzb-7hnTM6-7iCvP6-7jTHMw-7nDPdG-axj9jM-b3v5fF-e6KWUd-aY41Ba-emWqfJ-bDbkD3-83XCaQ-8LVYqk-8bAYsd-ainggj-8A86nJ-9rnwjV-a82vsq-7D3iQG-8dyKyZ-7S6ZFa-ar16sE-aqXrZz-aqXrSg-aqXrHe/29
    30. 30. Building a Revenue EngineElle Woulfe, VP MarketingJune 16, 2013
    31. 31. A Tale of Two Funnels31LEADVISITORWhat’s Different?Demand TypeLead VolumeBenchmarksMarketing ContributionVelocityOPPSUSPECTPROSPECTMQLSALSQO 30Days6 - 9Months
    32. 32. Grow Awareness, Increase Demand…CONFIDENTIAL 32WHYBackupify?WHYCloud to CloudBackup?WHYGoogle Apps?
    33. 33. Expand the Funnel, Gain Levers33SQOSQLMQLPROSPECTSUSPECTACTIVEDEMANDLATENTDEMANDMarketing Contribution%%%Volume/Quality/CostBenchmarksVelocityAttribution Model

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