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Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

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  • John, this is a great deck. I also like to put in place SLAs between telequal and sales - I think this would fit in your handshake/handoff between the two functions. We create red flag reports in SFDC looking for those missed SLAs and this can help address leaky funnel issues.
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Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Obedience v Compliance : Getting Sales & Marketing Talking the Same Language John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton2 Selling has changed. A lot.
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 2014’s Buyer has more CHOICE & CONTROL, more points of contact 4 The number of online sources the average B2B customer uses when shopping for a business purchase The average number of searches performed by the average B2B converter of purchase cycle in B2B is completed before getting in touch with a vendor 70% 5+ Source: Google & Compete B2B Customer Study, @jwatton
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Noise The average consumer is exposed to marketing messages per day. Source: Mashable Email Infographic, Nov 2012 @jwatton
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Problem: Noise In the time it took you to read this sentence, 20 millionemails have been sent. @jwatton
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Marketing has changed. A lot. 6
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton7
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Right message Right time Right place @jwatton
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton The need to get personal B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G relevant
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton10 Selling BuyingBuying Selling
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Marketing needs to evolve 11 Brochures Leads Qualified Leads Pipeline Closed Business
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton12 Sales & marketing alignment? Sales wants obedience Marketing wants recognition
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Forget big data 13 • Revenue Target • Pipeline Needed • Marketing’s Contribution • Length of sales cycle
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Most B2B Marketing 14 “Leads” Business card drops List buys Web enquiries Seminar attendees “Junk” No budget Not ready Too big/small Wrong industry Just looking Can’t get hold of them
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Some B2B Marketing 15 In-house telesales Outsourced telesales “Leads” “Less Junk”
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Emerging B2B Marketing 16 Inquiries Leads Opportunities Revenue Collaborative Approach Continual Process Handshakes R&Rs No lead left untouched
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton17 @jwatton
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Connect with sales in the funnel 18 Marketing-Sourced Hand-off b/w Functions
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Put Numbers on the table  Impact  Visibility  Predictability  =Credibility! $$ Marketing sourced revenue Won Opps SALs from telesales MQLs from marketing Inbound Inquiries $$ New Business Target Channels
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Automation is key  Customers are more demanding  The buyer is in control  The comms space is crowded  Transparency & accountability  No way to show pipe maturation 20 • Personalized • Relevant • Sync’ed to behaviours • Fact-based marketing • A way to manage the funnel
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Why automate?  At best, a typical B2B supplier can expect to get 12% of a client’s total share of attention across the purchase process. CEB Research 2012/Forbes Magazine.  The average B2B client is 60% of the way through the purchase decision before engaging supplier sales reps. CEB Research 2012/Forbes Magazine.  The average attention span of a consumer is now 4 seconds. Fournaise Group study, 2013. 21
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Category Value 1 Value 2 Value 3 Value 4 Industry  Marketing & Advertising Services  Corporate Services  Computer Software  Financial Services  Leisure , Sports & Entertainment  Media  Retail  Travel & Travel Agencies  Hospitals & Healthcare  Computer Hardware  Real Estate Services  Telecommunicatio ns  Food & Beverage  Energy & Environmental  Insurance  Schools & Education  Charities, Foundations & Non-Profits  Consumer Services (not Travel & Travel Agencies)  Consumer Products 12 8 6 Has CRM System Unknown/Other  Salesforce.com  MS CRM 5 15 Has Web Analytics  Omniture  Core Metrics  Webtrends  Google Analytics/Other/ Unknown 8 2 Title Level CXO/SVP VP/ Director/Manager Specialist/Coordinator Admin/Support 4 10 3 Function Marketing Sales IT/MIS 10 4 1 Profile 22
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Behaviour 23 Category Value 1 Value 2 Value 3 Value 4 Value 5 Live Event Registered Event Attended Event Visited Booth Qualifying Convo Attended/3rd Party Event 3 9 2 15 2 Online Event Registered Event Attended Event Registered/3rd Party Event Attended/3rd Party Event 2 7 1 2 Website Activity Download 2 Demo Viewed Demo 15
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Lead Rank Thresholds 24 Behaviour Profile 1 2 3 4 A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Prioritize “sales-ready” leads 25 Behaviour Profile 1 2 3 4 A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 Great Fit OK fit Heavy Interest Low Interest
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton SOCIAL EMAIL ECOMMERCE B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM One, multi-channel, view 26
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Creating relevant experiences for the individual 27 1 By Profile 2 By Preference 3 By Now?
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton© 2013 Adobe Systems Incorporated. All Rights Reserved. 28 Key performance indicators - Pipeline
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Funnel metrics  Stages  Inquiries  Marketing Qualified Leads  Sales Accepted Leads  Sales Qualified Leads  %Pipeline  %Closed Revenue/Bookings/ACV  Conversion rates  MQLs % INQs  SALs % MQLs  SQLs % MQLs 29
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 30 @jwatton
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Fact-based marketing  80% of CEOs don’t trust marketers, 70% thought they’re not connected to business results and 69% thought they’re living in a social bubble. Fournaise Group study, 2013.
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Simple Planning Model : Marketing forecast based on past performance 32 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Web (new) PPC (new) Data Build (new) Media (New) Events (New)
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton© 2013 Adobe Systems Incorporated. All Rights Reserved. 6 recommendations
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 1. Understand the 4 metrics that matter @jwatton
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 2. Put numbers on everything
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 3. Establish a routine @jwatton
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 4. Be consistent @jwatton
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 5. Pimp your successes @jwatton
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 1.6. Automate @jwatton
  40. 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton@jwatton
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Obedience v Compliance : Getting Sales & Marketing Talking the Same Language John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

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