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How to Sell Marketing Automation to Your Boss

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Using marketing automation software tools, huge ROI is possible. So how is it that your boss never knows that? Convin

Published in: Software, Business, Technology
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How to Sell Marketing Automation to Your Boss

  1. 1. Best Practice Webinar How to sell marketing automation to your boss
  2. 2. @brainsell @salesfusion
  3. 3. Delivering more revenue with:
  4. 4. My Life Before Marketing Automation
  5. 5. The Manual Way... 1. Create landing page with form on website. 2. Put it on FTP within file directory 3. Blog 4. Aggregate email list from within CRM 5. Export list 6. Import to Constant Contact 7. Send email to list 8. Leads come in via email 9. Manually put leads into CRM 10. Hope that reps follow up 11. Go back in email and CRM to find leads, houd sales people 12. NO analytics 1. Create landing page and form in MA 2. Blog 3. Segment list within MA 4. Set up campaign to send email, put HQL’s in CRM, set task for sales person to call 5. Look at analytics The Automated Way...
  6. 6. Reporting Before Marketing Automation...
  7. 7. Reporting After Marketing Automation...
  8. 8. Marketing Automation is Critical
  9. 9. C-levels see the severe disconnect that exists between marketing and sales. Marketing automation platforms (MAP) drive deeper alignment between sales and marketing teams. The social web reduces the power of the traditional sales team. Marketing automation platforms are now Integrating online channels (email, social, PPC, blog, etc.) Sales should work in a clean CRM with leads pushed through from a robust Marketing Automation platform. Thorough integration of MAP and CRM. Buyer control is shifting due to online research. Marketing automation supports the movement away from bulk email blasts toward nurture- based marketing programs. Sales and marketing landscape
  10. 10. How people buy has changed Bring metrics to the table for discussion
  11. 11. Selling MAP to your boss ● Marketing Automation is a revenue-focused solution ● Marketing is a revenue-generating department ● Marketing consumes a large percentage of a corporate budget ● Fundamental changes in how marketing functions have occurred ● Changes in how people evaluate and buy have occurred
  12. 12. Key points ● Marketing Automation is enterprise-class technology ● It has a direct influence on revenue ● It required top-down direction ● It requires business process alignment between marketing, sales and finance ● Marketing Automation produces verifiable metrics to justify short and long term ROI and justification of marketing budgets ● Historical data in a MAP is as valuable if not more so than traditional forecast metrics in CRM (leading indicator metric)
  13. 13. How people buy has changed
  14. 14. Responsibility for the funnel ● Marketers are increasingly responsible for direct lead generation ● A large percentage of the funnel rests on marketing’s shoulders ● Marketing and sales alignment is critical
  15. 15. Misalignment is a revenue issue ● A mis-aligned funnel is the result of both technology and process malfunction ● A mis-aligned funnel causes direct revenue leakage ● The broken funnel is relatively easy to fix with the right technology, process, training and executive sponsorship
  16. 16. Top performers get it ● Aberdeen Group Study (2011) ● Top performers - companies that outperform their peers in revenue performance ● Studied the type of marketing data that is integrated with CRM
  17. 17. Justifying the spend • Combine marketing & sales data • Focus on revenue centric outcomes, not campaign-level metrics • Ensure data presented is sales- validated • Match metrics with the defined sales funnel
  18. 18. Alignment pays dividends
  19. 19. Alignment pays dividends
  20. 20. Alignment pays dividends
  21. 21. Justify spend • Combine marketing & sales data • Focus on revenue centric outcomes, not campaign-level metrics • Ensure data presented is sales- validated • Match metrics with the defined sales funnel
  22. 22. Financial Ramifications • Combine marketing & sales data • Focus on revenue centric outcomes, not campaign-level metrics • Ensure data presented is sales- validated • Match metrics with the defined sales funnel
  23. 23. Conversion Tracking
  24. 24. Who is using MAP

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