Lead lifecycle Management and Analytics
for the Complex Sale
Eric Hollebone
Marketing Director,
Algonquin College
Rhoan Mo...
Page 2 © 2014 Marketo, Inc.#mktgnation14
Intros
Eric
• Marketo Champion ‘12,’13,’14
• MUG-Ottawa Leader
• Customer since 2...
Page 3 © 2014 Marketo, Inc.#mktgnation14
A little about Algonquin
• 20,000 FT & 35,000 PT Students
• 4 campuses + online
•...
Page 4 © 2014 Marketo, Inc.#mktgnation14
Getting Started
Page 5 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Mapping
• People Processes
Page 6 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Mapping
• People Processes (ouch!)
Page 7 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Mapping
• Nice. Neat. Linear. Reality?
Page 8 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Translation
• Create your blueprint
• People
• Technology
• Othe...
Page 9 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Mapping
• Example flow chart
Page 10 © 2014 Marketo, Inc.#mktgnation14
Business Model: Recruiting for Higher Education
• Complex, long sale
• Buyer edu...
Page 11 © 2014 Marketo, Inc.#mktgnation14
Traditional Higher Ed Sales funnel
Page 12 © 2014 Marketo, Inc.#mktgnation14
Our Funnel and Model (simplified)
Unknown Name Lead Applicant Fees StudentOffer
...
Page 13 © 2014 Marketo, Inc.#mktgnation14
Selling simultaneous seats
Cycle Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug...
Page 14 © 2014 Marketo, Inc.#mktgnation14
Using Multiple Models
Fall
Winter
Spring
Page 15 © 2014 Marketo, Inc.#mktgnation14
Using Multiple Models
• In the current
modeler design, a
lead can only be in
one...
Page 16 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Mapping
• Connect people with technology
Page 17 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Translation
• Build using programs
• Campaigns
• Fields
• Model...
Page 18 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Translation
Page 19 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Translation
Program Status
Custom Field: LL Status
Revenue Stage
Page 20 © 2014 Marketo, Inc.#mktgnation14
Getting Started: Translation
23 Active
Campaigns
Page 21 © 2014 Marketo, Inc.#mktgnation14
Executive Visibility – SFDC Dashboard
Page 22 © 2014 Marketo, Inc.#mktgnation14
Revenue Cycle Reporting
Page 23 © 2014 Marketo, Inc.#mktgnation14
Revenue Cycle Reporting
Page 24 © 2014 Marketo, Inc.#mktgnation14
Revenue Cycle Reporting
Page 25 © 2014 Marketo, Inc.#mktgnation14
Tactical Reporting
• Marketing Programs
Page 26 © 2014 Marketo, Inc.#mktgnation14
Tactical Reporting
• Source to Oppty Reporting
Page 27 © 2014 Marketo, Inc.#mktgnation14
Tactical Reporting
• Marketing Channels
Page 28 © 2014 Marketo, Inc.#mktgnation14
Tactical Reporting
• Engagement to Opportunity Trends
Page 29 © 2014 Marketo, Inc.#mktgnation14
Pulling it All Together
1. First time Execs have a visible pipeline
2. Only mode...
Page 30 © 2014 Marketo, Inc.#mktgnation14
Best Practice Tip
Always connect your opportunities to people.
Opportunity Conta...
Page 31 © 2014 Marketo, Inc.#mktgnation14
Five Keys to Success
• Modeler
• What do you actually need?
• Keep it simple
• T...
Page 32 © 2014 Marketo, Inc.#mktgnation14
Five Keys to Success
• Communication & Buy-In
• Spend time on discovery
• How do...
Page 33 © 2014 Marketo, Inc.#mktgnation14
Five Keys to Success
• It ain’t over ‘til it’s over
• Marathon, not a sprint
• K...
Page 34 © 2014 Marketo, Inc.#mktgnation14
Five Keys to Success
• Testing and QA
• Take time to do it right
• Hours/days ne...
Page 35 © 2014 Marketo, Inc.#mktgnation14
Five Keys to Success
• Devil in the Details
• Field naming
• Triggers vs batch
•...
Thank You!
Rhoan Morgan
CEO
DemandLab
rhoan@demandlab.com
(267) 297-2181
linkedin.com/in/rhoanmorgan
twitter.com/DemandLab...
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2014 marketo summit - Lead lifecycle management and analytics for the complex sale

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Get insight into building a Revenue Cycle Model for razor sharp visibility into the complex Lead Lifecycle; and learn proven ways to get up and running quickly by properly aligning your people process with technical processes & systems. Learn how to get practical insight from your Model and Revenue Cycle Explorer to deepen prospect engagement and improve marketing efforts.

Key Takeaways include:
Getting started - the planning phase
Pitfalls and roadblocks to watch out for
Reporting for tactical and strategic needs
Using multiple models for complex scenarios

Published in: Marketing, Business, Technology
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2014 marketo summit - Lead lifecycle management and analytics for the complex sale

  1. 1. Lead lifecycle Management and Analytics for the Complex Sale Eric Hollebone Marketing Director, Algonquin College Rhoan Morgan CEO, DemandLab
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Intros Eric • Marketo Champion ‘12,’13,’14 • MUG-Ottawa Leader • Customer since 2008, have the T-shirt • Bought x4, Partner x1, Consultant x15 • Forms 2.0 with Glen Lipka Rhoan • Marketo Champion • MUG Leader-Philadelphia • Using Marketo since 2009 • Worked in over 50 client instances of Market
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 A little about Algonquin • 20,000 FT & 35,000 PT Students • 4 campuses + online • Marketo client for 3 years • Currently  Using Marketo to manage mktg automation  Prospects/Admissions  Student Communications  Corporate Training • Future  Employee Communications  Alumni Communications • Located in the national capital • 1M population, bilingual (English, French) • Voted best city in Canada, 3 years in a row
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Getting Started
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • People Processes
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • People Processes (ouch!)
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Nice. Neat. Linear. Reality?
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation • Create your blueprint • People • Technology • Other systems • Other inputs • Exceptions
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Example flow chart
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Business Model: Recruiting for Higher Education • Complex, long sale • Buyer education required • Multiple touches • Considered purchase • High dollar value • Lots of competition and alternatives • Buyer has a team of influencers. • Driven by brand awareness and reputation • Personas & segmentation • High volume - 60,000 opps/year • Constrained by public funding
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Traditional Higher Ed Sales funnel
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Our Funnel and Model (simplified) Unknown Name Lead Applicant Fees StudentOffer Sales & Marketing Admissions & Registrar
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Selling simultaneous seats Cycle Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Fall Winter Spring
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Using Multiple Models Fall Winter Spring
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Using Multiple Models • In the current modeler design, a lead can only be in one stage of a model • Having multiple opportunities for multiple terms at different stages broke the model. • Ah moment was when leads were trying to move backwards in stages. Fall Winter Spring
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Mapping • Connect people with technology
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation • Build using programs • Campaigns • Fields • Modeler • Backfilling • Reporting (plan from the start) • RCE • SFDC
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation
  19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation Program Status Custom Field: LL Status Revenue Stage
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Getting Started: Translation 23 Active Campaigns
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Executive Visibility – SFDC Dashboard
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Reporting
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Marketing Programs
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Source to Oppty Reporting
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Marketing Channels
  28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 Tactical Reporting • Engagement to Opportunity Trends
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 Pulling it All Together 1. First time Execs have a visible pipeline 2. Only modeler could pull the entire funnel together truly closing the entire loop for all terms 3. Simultaneous opportunities for time-based sales drove multiple models 4. Test and look for exceptions, test and test again
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Best Practice Tip Always connect your opportunities to people. Opportunity Contact Roles Validation (free) https://appexchange.salesforce.com/listingDetail?listingId=a0N300000025Vs1EAE Require Opportunity to have identified Contact Role or Primary Contact Assigned at a certain stage in the Opportunity Selling Process. Easily customizable validation rule to fit your specific selling methodology.
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Modeler • What do you actually need? • Keep it simple • Two Active Models • Archiving but no deletion • Adding active models
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Communication & Buy-In • Spend time on discovery • How do all pieces of the process fit together • What are the pieces that do not fit • Where is the middle ground – People process? – Technical process?
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • It ain’t over ‘til it’s over • Marathon, not a sprint • Keep at it until you have 95% to 98% accuracy • Some leads will just not fit the process… and that’s ok
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Testing and QA • Take time to do it right • Hours/days needed • Question everything that does not fit • Watch out for “phantoms”
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Five Keys to Success • Devil in the Details • Field naming • Triggers vs batch • Timing is everything
  36. 36. Thank You! Rhoan Morgan CEO DemandLab rhoan@demandlab.com (267) 297-2181 linkedin.com/in/rhoanmorgan twitter.com/DemandLab Eric Hollebone Director, Marketing Algonquin College hollebe@algonquincollege.com 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone

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