People, Process and PlatformAchieving Sales & Marketing Alignment
Introducing…   Ben Chamlet    Product Consultant
Silverpop is thedigital marketing platform that delivers superior overall return on relationshippowered by the deepest ins...
Increase               Capture                                                    Automate  relevancy and           and le...
1.   An understanding of common challenges we                     all face                2.   Nurture Programs Silverpop ...
Why are we here today?
Because only 5% of leadsyou and I generate are ready to buy NOW.
We all have challenges                                          Our lead genFunnel waste                            struct...
We were wasting leads
Our old funnel (and perhaps yours)
65% of leads went to waste.
The buying cycle changed
“During the initial research phase,the survey showed 42% of B-to-Bbuyers evaluate four or moresuppliers, but as they move ...
Nurturing Improves ROI  107%                                                     +35%Currently using Lead Nurture         ...
Demand Gen structure is Key
Our Sales team were buried in leads.
Marketing’s response wasn’t ideal.
How we began curing ourselves
We aligned Sales/Marketing around one common             goal – revenue.
The five important steps…1. Vision & Plan   –   Based on the business vision2. Pipeline   –   Marry both Sales & Marketing...
Defining the vernacular    – What is a lead?    – Which is more important, what our prospects      tell us or what they ac...
Lead Scoring and Assignment – New Model                    Heavy                                  Low                   In...
How did that affect the people?
Began routing leads based on scoringMarketing became lead-traffic-controllers
Changed our demand gen structureWe redrew our demand gen org chart
…and then the process
Service Level Agreements:                                    The Ties that Bind        Marketing                          ...
Introduced nurture programmes• With goals to:   – Improve follow-up with leads   – Offload follow-up to not-yet-sales-read...
How did Silverpop segment?
Introduced nurture programmes                           Media Nurture                           Inbound Demand Gen        ...
Automated Media Nurture  •   Audience:         Top of Funnel Media Ad Responses  •   Offer:            White-paper downloa...
Inbound Demand Gen Nurture  •   Audience:         Top of Funnel Inbound Leads  •   Offer:            Self-Qualification an...
Event Nurtures  •   Audience:         Top of Funnel: Tradeshow attendees  •   Offer:            Industry vertical content/...
Open and Re-Engage Nurture  •   Audience:         Mid-Funnel Leads  •   Offer:            Quirky subject lines, thought le...
Silverpop on Silverpop  •   Audience:         Lower Funnel: Prospects with Silverpop Opportunity  •   Offer:            Ed...
Dead/Lost Nurtures  •   Audience:         Lower Funnel: Lost Sales Opportunities  •   Offer:            Timely thought lea...
…but what about the technology?
When should sales pounce?
Sales Visibility (Lead Activity)
Tracking ROI• Where should ROI reporting live?   – CRM?   – Marketing Automation platform?• How can you gather insight int...
What tools are needed (bare min)?        CRM System                           Marketing Automation        •   Database of ...
The results...
Reduced  non-contacted leadsfrom   65% to < 5%                        43
Increased lead conversion rates by2x in 12-months                            44
Increased marketing-generated revenue   by more than 100% in 12-months                                        45
Marketing generated over      70%of total sales revenue                           46
Increasedopportunity creation to support     50% increase in        sales team size                                  47
Closing RemarksIt is likely that less than 5% of the leads you generate are ready to buy. The buying cycle haschanged and ...
Would your sales team prefer towork smarter, rather than harder?
Would you like to be responsible for doubling your marketing-      generated revenue?
…then Marketing Automation is          for you!
5,500+ Brands & 20,000+ Marketers      Powered by SilverpopFinancial Services       Retail     Energy & Utilities   Media ...
What next?             53
We understand yourbusiness challengesWe provide thetechnology, expertise andsupport to make yousuccessfulWe have a proven ...
Schedulea deep, dive demo…bchamlet@silverpop.com.au
Thank you…                  www.silverpop.com.au               bchamlet@silverpop.com.au      http://www.silverpop.com/blo...
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People, Process & Platform - Achieving Sales & Marketing alignment

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Join the Silverpop team for a 45 minute overview that will lift the lid on how we revolutionised the “ties that bind” the two teams together, how we implemented a Service Level Agreement which adds process to lead flow and then optimized how CRM and Marketing Automation work together.
During the presentation we’ll explore how you can impact your business and result in:
• Initiate immediate follow up with your prospects through automated campaigns
• Engage your leads with highly relevant content
• Capture relevant behaviours based on interaction with content on your web site
• Automate tactical activities so you can focus more on strategy
• Free marketing reliance on other groups in your organization
• Understand the revenue generated by marketing through robust campaign measurement

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  • Silverpop is the only digital marketing technology provider that unifies marketing automation, email, mobile and social. Our customers achieve superior return on relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI and deepen brand loyalty.
  • Silverpop provides the tools to help you deliver highly relevant communications driving higher conversion rates and increasing revenue. We capture your customer and prospect data – demographic, psychographic and behavioral and allow you to leverage that data in highly personalized interactions. We provide a behavioral automation engine allowing you to automate your tactical activities while delivering the right message through the right channel at the right time.Silverpop supports lead generation through all of your channels, helps you report on the effectiveness of your programs and understand your contribution to the bottom line and allows you to be self-sufficient – able to implement sophisticated marketing programs with limited outside support. Many of you are familiar with Silverpop’s rich heritage in email marketing, our vision is that marketing will continue to evolve and that marketers will need more sophisticated features to drive more relevant communications. We are the only vendor providing strong email and marketing automation capabilities on a single technology platform. Our strategy is to help our customers move beyond traditional digital marketing to more of a behavioral approach. Many of you are familiar with the concept of behavioral marketing, while we didn’t invent it we are seeing changes in the market that both make it a mandate but can also facilitate making it happen.
  • During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
  • During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
  • Vision &amp; Plan – Silverpop defined a clear plan of growth for the next five years and how the milestones that needed to be achieved.Pipeline – the pipeline had to support this growth, but the key groups involved had to be aligned. The process needed to work, ensuring lead quality from the outset and then to route that the right lead reached the right person at the right time. If this was not possible, the recycling process has to pass the lead back through the groups for further nurturingWhat is a lead? Both Sales &amp; Marketing had different views. This cascades through Inquiries, Opportunities, Nuture, DNQ, etcDeveloping an SLA is not a one-time process, it develops over time. The SLA should never be shoehorned into an organisation, it should be adapted to fit. A word of warning…always adjust the process…never let it just pass.All KPIs should beSpecificMeasureableActionableRelevantBound to a timeframe
  • In order to define the weighting of behavioural scoring, there needs to be a balance based on the amount of free content made available. For websites which attract a high volume of visitors looking for this free content, then the weighting needs to be balanced with explicit demographic data.When providing access to data, the use of progressive profiling is imperative. This will allow the collection of salient demographic data over the initial welcome program and nurturing stages.When content is created some content should be more general industry information for prospects who are early in the buying cycle. This content should be weighted lower than the content which would be required for prospects who are comparing product features. To score this content correctly, it should be possible to define event types such as file downloads, media viewing, form submissions and page views.
  • Lead ScoringWe’ve definitely heard your feedback loudly and clearly…from DG…send us better qualified leads…from Sales…send us some leads, too.So, we’re building an entirely new lead scoring model based upon the best practice framework espoused by SD and others in the industry. AND, we’re going to be using that model to help us do a better job of getting the right leads to the right reps at the right time. Sneak peek:There are three questions we’re trying to answer every time we receive a new inquiry to determine whether it’s really a lead, whether it’s ready for an investment of your time and effort and who should run with itIs this the right person at the right company? (Demographic &amp; Firmagraphic)How interested and/or engaged are they? (Activity)Do they need what we have, and how ready are they to buy it? (BANT)When you’re looking at a single number or even a status, you don’t get the clarity you needNew model helps to clarify by separating each category out
  • The success of the process depends upon a common understanding and agreement around factors such as: lead definition, timeframes for working leads and opportunities, nurture guidelines, lead disposition rules, etc.
  • Silverpop supports companies of all sizes across a variety of industries. 1500 customers, 4000 brands, usersSome of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses. Highlight relevant industries, peer companies, competitors (if appropriate), local companies, etc. for your audience. Consider including an industry specific slide when appropriate.
  • People, Process & Platform - Achieving Sales & Marketing alignment

    1. 1. People, Process and PlatformAchieving Sales & Marketing Alignment
    2. 2. Introducing… Ben Chamlet Product Consultant
    3. 3. Silverpop is thedigital marketing platform that delivers superior overall return on relationshippowered by the deepest insight into the way customers behave.
    4. 4. Increase Capture Automate relevancy and and leverage tactical activities drive revenue rich behavioral data Deliver Report Decrease multi-channel on performance reliance on supportmarketing programs and revenue contribution from outside groups
    5. 5. 1. An understanding of common challenges we all face 2. Nurture Programs Silverpop uses to tackle our own challenges 3. Understand how creating dynamic nurture emails improve ROIkey takeaways
    6. 6. Why are we here today?
    7. 7. Because only 5% of leadsyou and I generate are ready to buy NOW.
    8. 8. We all have challenges Our lead genFunnel waste structure wasn’t in line with goals Changing buyer behaviour
    9. 9. We were wasting leads
    10. 10. Our old funnel (and perhaps yours)
    11. 11. 65% of leads went to waste.
    12. 12. The buying cycle changed
    13. 13. “During the initial research phase,the survey showed 42% of B-to-Bbuyers evaluate four or moresuppliers, but as they move closerto procurement, only 26% getquotes from four or moresuppliers.” Source: Chief Marketer, “Adjusting to the Web-
    14. 14. Nurturing Improves ROI 107% +35%Currently using Lead Nurture increase 79% Not using Lead Nurture Average lead generation ROI Source: Marketing Sherpa 2011 B2B Marketing Benchmark Survey 14
    15. 15. Demand Gen structure is Key
    16. 16. Our Sales team were buried in leads.
    17. 17. Marketing’s response wasn’t ideal.
    18. 18. How we began curing ourselves
    19. 19. We aligned Sales/Marketing around one common goal – revenue.
    20. 20. The five important steps…1. Vision & Plan – Based on the business vision2. Pipeline – Marry both Sales & Marketing on pipeline3. Language – Define all key terms used throughout the sales process4. Process – Develop an SLA between the groups involved5. KPIs – Devised around a SMART methodology 20
    21. 21. Defining the vernacular – What is a lead? – Which is more important, what our prospects tell us or what they actually do? – How can we collect data which will be used to assess the “right fit”? – What behaviour demonstrates the buying stage?
    22. 22. Lead Scoring and Assignment – New Model Heavy Low Interest InterestRight Fit A 1 2 3 4 B 1 2 3 4 C 1 2 3 4 D 1 2 3 4Not a Fit Sales DG Mktg Dead
    23. 23. How did that affect the people?
    24. 24. Began routing leads based on scoringMarketing became lead-traffic-controllers
    25. 25. Changed our demand gen structureWe redrew our demand gen org chart
    26. 26. …and then the process
    27. 27. Service Level Agreements: The Ties that Bind Marketing Demand Gen Team SalesTarget agreement Disposition rules Timeframe Accept/ Source DeliverPrograms/tactics Volume rules Accept/reject rules Reject Notification Notification Accept Lead definition MQL definition Engagement rules Qualify Qualify Qualify Scoring Engagement rules DNQ rules Nurture DNQ rules Accept Disposition rules Timeframe Accept/ DNQ rules Deliver Pipeline Volume rules Accept/reject rules Reject Timeframes Notification Notification Reject Reject Disqualify Disqualify
    28. 28. Introduced nurture programmes• With goals to: – Improve follow-up with leads – Offload follow-up to not-yet-sales-ready leads • Freeing up costly resources • Improving lead follow-up times – Guide leads through a longer buyer cycle and towards an opportunity
    29. 29. How did Silverpop segment?
    30. 30. Introduced nurture programmes Media Nurture Inbound Demand Gen Event Follow-up Open and Re-Engage Silverpop on Silverpop Dead/Lost
    31. 31. Automated Media Nurture • Audience: Top of Funnel Media Ad Responses • Offer: White-paper downloads driving to online demo • Team: Marketing • Process: Set-it-and-forget-it automated program • Communications: Series of 6 emails, one every month • Results: Opportunities. Marketing Efficiency improvements
    32. 32. Inbound Demand Gen Nurture • Audience: Top of Funnel Inbound Leads • Offer: Self-Qualification and Re-connect (personalised) • Team: Demand Gen • Process: Contact added after 3 call attempts • Communications: Series of 6 emails, one every 10 days • Results: Efficiency savings: 125 hours per Demand Gen Rep per quarter
    33. 33. Event Nurtures • Audience: Top of Funnel: Tradeshow attendees • Offer: Industry vertical content/tip sheets/case studies • Team: Marketing • Process: Visited booth or attended speaking engagement • Communications: Series of emails, one every 12 working days • Results: Increased New Sales Opportunities
    34. 34. Open and Re-Engage Nurture • Audience: Mid-Funnel Leads • Offer: Quirky subject lines, thought leadership • Team: Marketing • Process: No interaction for 6 months but still opted-in to newsletter • Communications: Series of 6 emails, one every 14 days • Results: 3-5 new sales opportunities generated per week
    35. 35. Silverpop on Silverpop • Audience: Lower Funnel: Prospects with Silverpop Opportunity • Offer: Education in the power of marketing automation through real-world experience • Team: Sales or Demand Gen • Process: Sales initiated • Communications: Series of 6 emails, one every 7 days • Results: Improved Closed Rates/Higher Deal Value
    36. 36. Dead/Lost Nurtures • Audience: Lower Funnel: Lost Sales Opportunities • Offer: Timely thought leadership and best practices staying top of mind towards competitive renewal dates • Team: Sales • Process: Sales initiated • Communications: Series of 10 emails, one every month • Results: Increased Sales Efficiency. New Sales Opps.
    37. 37. …but what about the technology?
    38. 38. When should sales pounce?
    39. 39. Sales Visibility (Lead Activity)
    40. 40. Tracking ROI• Where should ROI reporting live? – CRM? – Marketing Automation platform?• How can you gather insight into the opportunity lost & won – Track lead sources – Add dead / loss reasons into the CRM 40
    41. 41. What tools are needed (bare min)? CRM System Marketing Automation • Database of record Platform • Lead and opportunity tracking • Lead management • Pipeline opportunity reporting • Lead Scoring • Sales process management • Lead Routing • Lead Alerts to Sales • CRM integration for sales-initiated campaigns • Publishing and outbound marketing • Nurtures and email marketing • Landing pages for lead generation • Reporting • Sales view into marketing activity • Sales view into lead score, rank and behaviour
    42. 42. The results...
    43. 43. Reduced non-contacted leadsfrom 65% to < 5% 43
    44. 44. Increased lead conversion rates by2x in 12-months 44
    45. 45. Increased marketing-generated revenue by more than 100% in 12-months 45
    46. 46. Marketing generated over 70%of total sales revenue 46
    47. 47. Increasedopportunity creation to support 50% increase in sales team size 47
    48. 48. Closing RemarksIt is likely that less than 5% of the leads you generate are ready to buy. The buying cycle haschanged and it has grown even more complex.Change is the new constant. Marketing are the change agents.Sales and marketing MUST be aligned to the same numbers; the same vocabulary; and thesame units of measurement.Technology is not the cure-all. You must also have the right structure; the right processes; andthe right content.CRM is the foundation, but you need marketing automation tools to manage the entire lead toopportunity process.
    49. 49. Would your sales team prefer towork smarter, rather than harder?
    50. 50. Would you like to be responsible for doubling your marketing- generated revenue?
    51. 51. …then Marketing Automation is for you!
    52. 52. 5,500+ Brands & 20,000+ Marketers Powered by SilverpopFinancial Services Retail Energy & Utilities Media Business Services SoftwareTravel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education
    53. 53. What next? 53
    54. 54. We understand yourbusiness challengesWe provide thetechnology, expertise andsupport to make yousuccessfulWe have a proven trackrecord with companieslike yours
    55. 55. Schedulea deep, dive demo…bchamlet@silverpop.com.au
    56. 56. Thank you… www.silverpop.com.au bchamlet@silverpop.com.au http://www.silverpop.com/blogs/email-marketing/ 56

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