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Marketing on Offense

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Alex Shipillo - Director of Demand Generation, Influitive
Circulate Conference - April 11, 2016
W Hotel, San Francisco

Absract:
The role of marketing in B2B organizations is changing rapidly. Find out the secrets to building a strong foundation for data-driven marketing. Then, learn how you can expand beyond that baseline to drive better communication, transparency and ultimately, change across the revenue team. Alex will share how Influitive has built the marketing processes that have enabled 10x growth over the last two years.

http://alexshipillo.com/speaking
http://circulateconference.com

Published in: Marketing
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Marketing on Offense

  1. 1. | @alexshipillo Marketing on Offense Alex Shipillo, Director of Demand Generation, Influitive Circulate Conference | April 11, 2016
  2. 2. | @alexshipillo Setting the Stage 2 INFLUITIVE FOUNDED 2010 2012 NOV 2013 FEB 2014 JUL 2014 JUL 2015 SEED ROUND & SERIES A FUNDING GO LIVE WITH FULL CIRCLE JOIN AS 5TH MEMBER OF MARKETING TEAM 100 CUSTOMERS RAISE $30.5 MILLION SERIES B & CROSS 100 EMPLOYEES 170 EMPLOYEES | 15 PERSON MARKETING TEAM + 3 INTERNS $35K ASP | 3 MONTH AVG BUYING CYCLE | SELL TO MARKETING/CMO I N F L U I T I V E T O D A Y : | @alexshipillo
  3. 3. | @alexshipillo3 Demand Generation Starting Lineup Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management
  4. 4. | @alexshipillo4 Demand Generation Starting Lineup Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management
  5. 5. | @alexshipillo5 Our system is built on the Campaign Member object Goaltender: Response Management | @alexshipillo
  6. 6. | @alexshipillo6 • Pipeline: MQL, SAL and SQO this month • Trend – Current and Prior Quarter • Inbound vs. Outbound Performance • New Logo MRR per Month • Key Campaigns – by Opportunity and $ Value Left Defenseman: Key Business Metrics WHAT WE MEASURE
  7. 7. | @alexshipillo Right Defenseman: Campaign Influence 7
  8. 8. | @alexshipillo Right Defenseman: Campaign Influence 8
  9. 9. | @alexshipillo9 Marketing Operations Sales Operations MARKETING SALES Left Wing: Revenue Operations | @alexshipillo
  10. 10. | @alexshipillo10 Left Wing: Revenue Operations Marketing Operations Sales Operations MARKETING SALES Data Intelligence (Data Operations) | @alexshipillo Chantelle Jonathan Dean
  11. 11. | @alexshipillo11 Right Wing: Cohort Analysis | @alexshipillo ONE SINGLE CAMPAIGN RESPONSE GROUP A MONTH OF RESPONSES TOGETHER MEASURE HOW RESPONSES PROGRESS DOWN THE FUNNEL COMPARE “COHORTS” OF MONTHS AGAINST EACH OTHER MONTH X MONTH X MONTH X MONTH Y MONTH Z CAMPAIGN RESPONSE ON DAY X
  12. 12. | @alexshipillo12 Center: SDR Process | @alexshipillo RESULTS • VP Marketing and VP Sales • Director of Demand Gen • Director of Sales Production and Enablement • Revenue Operations: Marketing, Sales, Data • Inbound and Outbound SDR Managers Create more pipeline! • Simplify rules of engagement • Improve workflow rules • Align lead scoring • Change DQ Rules • Integrate directly with Salesloft (SDR tool) • Measure success of outbound efforts • Move from Passive to Active Mode (Full Circle) GOAL CROSS-FUNCTIONAL TASK FORCE
  13. 13. | @alexshipillo13 Offense and Defense at Influitive Revenue Operations Cohort Analysis Key Business Metrics Campaign Influence SDR Process Response Management OFFENSE DEFENSE
  14. 14. | @alexshipillo14 Impact From Primarily Inbound to Inbound + Outbound GROWTH WHERE WE ARE SKATING TO NEXT: 10X MRR 10X Generating 4000 – 5000 Inquiries / Month Revenue: Top of Funnel: 8X 2 Reps to a Sales Organization of 40+ Sales Team Growth: From TOFU Content to ABM Strategy Investing in New Revenue Channels
  15. 15. | @alexshipillo| @alexshipillo Questions? Let’s connect. Alex Shipillo Director, Demand Generation Influitive alex@influitive.com @alexshipilllo 15

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