3. #EE11SF
Concur (NASDAQ: CNQR)
Concur is a leading provider of integrated travel and expense management
solutions. Founded in 1993 on the premise of helping drive costs out of
businesses through innovation.
Process over $35 billion in T&E spend
1,600 employees worldwide
10,000 clients in 90 countries
Headquarters: Redmond, WA
5. #EE11SF
Our Vision
Build an engine to make demand generation and prospect
progression more systematic to scale the business.
Project Phases:
1. Define Common Language – Demand Funnel stage definitions
2. Efficiency – Lead scoring
3. Automation – Lead nurturing
4. Business Intelligence – Map internal systems & integrate
6. #EE11SF
Phase 1: Define a Common Language
Objective: Adopt the Sirius Decisions taxonomy and
organizationally define stages to integrate the marketing and
sales funnels into one achieving greater marketing & sales
alignment.
9. #EE11SF
Phase 2: Lead Scoring
Objective: Marketing & Sales Alignment - Increase inside Sales
efficiency and help prioritize sales efforts in order to decrease the
sales cycle duration, and increase conversions and deal size.
11. #EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the
buying process in order to help facilitate the transition of the
prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
12. #EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the
buying process in order to help facilitate the transition of the
prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
13. #EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the
buying process in order to help facilitate the transition of the
prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
14. #EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the
buying process in order to help facilitate the transition of the
prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
15. #EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the
buying process in order to help facilitate the transition of the
prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
16. #EE11SF
Phase 4: Business Intelligence
Objective: Reduce the dependency of error prone and busy staff
by automating stages and transitions, funnel conversion metrics
become more clear and accurate.
Primary KPI’s:
1. Sourced Pipeline/Revenue
2. Influenced Pipeline/Revenue
3. Concur Demand Funnel Conversion Metrics
4. Return on Marketing Investment
21. #EE11SF
KPI: Return On Marketing Investment
1st Campaign
Campaign before
SQL Stage
Everything after 1st & Before
Close Won
30% 50% 20%
Campaign Touches:
Annual Recurring Revenue Distribution:
Distributed ROMI Attribution
22. #EE11SF
KPI: Return On Marketing Investment
1st Campaign
Campaign before
SQL Stage
Everything after 1st & Before
Close Won
30% 50% 20%
Campaign Touches:
Annual Recurring Revenue Distribution:
24. #EE11SF
Align Sales & Marketing
Marketing and sales need to agree on:
– Definitions of the integrated Demand Funnel
– What and how to score
– SLA’s for marketing qualified leads
– Nurture content
– System and people process
– Reporting metrics
25. #EE11SF
Start with the End
What metrics?
KPI’s Documentation
– Definition
– Questions answered
– How used
– How obtained
Design to get the data
26. #EE11SF
Automate to Deliver Accurate Metrics
Leverage systems: Eloqua and Salesforce
Automated stage transitions – funnel metrics
– Stamp fields on Lead, Contact, and Opportunity
Data flow and process
– Keep original data through the process
Rely on systems vs people whenever possible
– Balance and lean on the data flow
27. #EE11SF
Ask for Help and Seek Advice
Don’t re-invent the wheel
Follow best practices
– Design for your business
Use for strategic advice and execution expertise
Allow a third party to guide change management
29. #EE11SF
Time
6 month core project
– Campaign management, systems integration, web forms
already in place
Never done
– Data integrity, growing business demands, strategy revisions
30. #EE11SF
People
Departments For Each Business Unit (# People)
– Marketing Operations (2)
– Field Marketing (2)
– Sales & Marketing Leadership (2)
– Sales - Inside & Field (2)
– Marketing Communications (1)
– Sales Operations (2)
– DemandGen Intl.
