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Leveraging Your Salesforce Data to Drive
Revenue and Align Marketing and Sales
Ronen Shetelboim, Director of Marketing, Jo...
Employment Brand
Sourcing
Candidate Experience
Candidate Selection
Insight
Jobvite is the
leading recruiting
software plat...
Jobvite Customers
2013 – The Year of Foundations
2014 – Raising Money
2015 – The Year of Scaling
• Our Challenges
• Solutions for the CEO, C...
“You can't manage what you can't measure.”
- Peter Drucker
2013 - The Year of Foundation
+ =
Established clear goals with
CEO and the board.
2014 - Raising Money & Building a Reverse Funnel
Bookings
(SQL Won)
Pipeli...
• Full Circle CRM (establishing SFDC as the one source of truth)
• Funnel definitions (INQ, MQL, SAL, SQL)
• Service level...
2013-2014 Results
+10%
Sales Accepted
+33%
Mid/Enterprise
Inquiries
+20%
Accuracy in
pipeline/ booking
forecast
7
out of 1...
2015
Demonstrate our ability to scale
Challenge #1
New segments and a lack of historical data
1. Benchmark data from SiriusDecisions
2. Reversed deal engineering & digital behavior
3. Pipeline Influence (POI) by segm...
Challenge #2
Efficiency and scalability
• Funnel conversion reports by channel
• POI influence by channel
• Bi-weekly inquiry meeting
• Monthly results meetings w...
Challenge #3
Managing stakeholders
Solutions
1. Customized reports and
dashboards for campaign
managers
2. Customized reports and
dashboards for the CMO
3. C...
Campaign Managers
Funnel Metrics by Channel
and Campaign
Overall Pipeline Creation
and POI by Channel and
Campaign
CMO Dashboard
The Enterprise Funnel Specific Territory Funnel
Individual Sales Rep Funnel
CRO Dashboard
CFO Dashboard
Budget Model & KPIs
2015 Results
+32%
YoY Pipeline
Growth
+95%
Inquiry to
Won
Won the
Forrester Wave
+40%
YoY bookings growth
+90%
Sales Accep...
2016 - Moving Forward
● Alignment 2.0
– Internal communication & education
– Scaling people, tools and processes
● Buildin...
Questions
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Jobvite - "Leveraging Your Salesforce Data to Drive Revenue and Align Marketing and Sales"

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Published on

www.fullcircleinsights.com

Session by Ronen Shetelboim, Director of Marketing, and Claire Alloway, Marketing Programs Manager, on leveraging Salesforce data (in a scalable way) to gain in-depth revenue insights and align marketing with sales.

April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.

Published in: Marketing
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Jobvite - "Leveraging Your Salesforce Data to Drive Revenue and Align Marketing and Sales"

  1. 1. Leveraging Your Salesforce Data to Drive Revenue and Align Marketing and Sales Ronen Shetelboim, Director of Marketing, Jobvite Claire Alloway, Marketing Programs Manager, Jobvite The Jobvite Story
  2. 2. Employment Brand Sourcing Candidate Experience Candidate Selection Insight Jobvite is the leading recruiting software platform
  3. 3. Jobvite Customers
  4. 4. 2013 – The Year of Foundations 2014 – Raising Money 2015 – The Year of Scaling • Our Challenges • Solutions for the CEO, CFO, CMO, CRO, and Campaign Managers • Results 2016 – Sustainability and What’s Next Q&A Timeline
  5. 5. “You can't manage what you can't measure.” - Peter Drucker 2013 - The Year of Foundation + =
  6. 6. Established clear goals with CEO and the board. 2014 - Raising Money & Building a Reverse Funnel Bookings (SQL Won) Pipeline (SQL) Inquiries / Net New Leads Created clear definitions: ● SLAs ● Cost per Opportunity ● Velocity Analyzed: ● Cost per Inquiry ● Campaign Influence ● Campaign ROI / POI MQL / TQL / SAL
  7. 7. • Full Circle CRM (establishing SFDC as the one source of truth) • Funnel definitions (INQ, MQL, SAL, SQL) • Service level agreements • Velocity reports & influence reports 2013-2014 Solutions
  8. 8. 2013-2014 Results +10% Sales Accepted +33% Mid/Enterprise Inquiries +20% Accuracy in pipeline/ booking forecast 7 out of 10 predicted customers at-risk Raised Series D +0.77% Inquiry to Win
  9. 9. 2015 Demonstrate our ability to scale
  10. 10. Challenge #1 New segments and a lack of historical data
  11. 11. 1. Benchmark data from SiriusDecisions 2. Reversed deal engineering & digital behavior 3. Pipeline Influence (POI) by segment and by channel Solutions
  12. 12. Challenge #2 Efficiency and scalability
  13. 13. • Funnel conversion reports by channel • POI influence by channel • Bi-weekly inquiry meeting • Monthly results meetings with campaign managers Solutions
  14. 14. Challenge #3 Managing stakeholders
  15. 15. Solutions 1. Customized reports and dashboards for campaign managers 2. Customized reports and dashboards for the CMO 3. Customized report and dashboards for C-level execs
  16. 16. Campaign Managers Funnel Metrics by Channel and Campaign Overall Pipeline Creation and POI by Channel and Campaign
  17. 17. CMO Dashboard
  18. 18. The Enterprise Funnel Specific Territory Funnel Individual Sales Rep Funnel CRO Dashboard
  19. 19. CFO Dashboard Budget Model & KPIs
  20. 20. 2015 Results +32% YoY Pipeline Growth +95% Inquiry to Won Won the Forrester Wave +40% YoY bookings growth +90% Sales Accepted Leads
  21. 21. 2016 - Moving Forward ● Alignment 2.0 – Internal communication & education – Scaling people, tools and processes ● Building out an Account Based Marketing strategy – Managing segmentation with the same lack of historical data – Predictive and machine learning
  22. 22. Questions

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