Speaker: Bharath Venugopal, Head of Marketing Ops & Analytics Google Cloud @ Google

3. Optimizing the Marketing
Funnel for Scale
Bharath Venugopal (BV)
Head of Analytics & Marketing
Operations
Dessi Vatcheva
Marketing Operations
Manager
Amanda Scigaj
Marketing Systems
Manager
Igor Ryzhikov
Product Marketing
Manager

4. Agenda
Marketing
Challenges
Ideal
State Vision
What
We Did
Lessons
Learned

5. What is Google Cloud?
Secure Open Intelligent Transformative
G Suite

6. Central Marketing Ops
Field & Growth Marketing
Web, Sales Dev & Sales Ops,
Corporate Engineering
Regional Marketing Sales
Development, Campaign
Automation
Regional Marketing
Sales Development
Campaign Automation
Agencies
Global & Diverse
Cross-Functional Team

7. How We Use Marketo
Contact Sales
and Routing
Email
Nurture
Events
& Webinars
Registrations
& Landing Pages
Paid Media
& Asset Syndication
Operational
Updates
MarTech
Stack
Suite of homegrown tools
integrated into both systems
+

8. Major Challenges
Unengaged Leads
in the Funnel
Lack of Sales Dev
Enablement
Lack of Data
Standardization
Legacy Marketo
Instance
Lack of Funnel
Analytics
2017
High % of unengaged leads 60+ Lead Source Values,
29 Lead Status Values
Lack of centralized
governance and lead
routing logic
Inability to track leads
across the funnel
Unclear lead prioritization
and non standard
operations/processes
overburdened the
Sales Dev team
Inconsistent messaging led
to missed opportunities and
poor prospect experience
High % unpopulated fields
led to data inaccuracies
and missed routing
High volume of one-off
legacy assets resulted in
poor performance
Cumbersome funnel
reporting hindered ability
to address issues

9. Future State - “No Lead Left Behind”
Unengaged Leads
in the Funnel
Lack of Sales Dev
Enablement
Lack of Data
Standardization
Legacy Marketo
Instance
Lack of Funnel
Analytics
2017
Future
100% of Leads
Followed Up
Happy Customers
Happy Team
Collect &
Standardize Key
Data Signals
One Marketo
One Process
Intelligent
Funnel

10. SCALE
Optimizing for

11. 1 2 3 4 5 6 7
Our Approach
Reflect Gather Plan Design Build Train Launch

12. Detailed System Audit
Reflect
Current State Audit
1
Stakeholder Interviews
Error Messaging Deep Dive
Understand issues from multiple
perspectives
Evaluate operational metrics from the
entire stack
Conduct root cause analysis on
messaging errors

13. Gather
Dedicated Team
& PMO
2
Engage a core team of internal and
external subject matter experts
Dedicate a program manager
for project developments
Develop strong and engaging
stakeholder communication strategy

14. Gather2
Don’t go at it alone

15. Develop a Roadmap
Plan
Timeline
& Prioritization
3
Implement
Governance
So that stakeholders
own the timelines
Prioritize
Work
Based on upstream and
downstream impact
Make conservative assumptions
before publishing timeline

16. Design
Funnel Foundations
4
Breakdown
& Rebuild Funnel
Iterate Design
based on GTM
(Cross Functionally)
Unified & Flexible
Processes

17. Design
Foundational Building Blocks
4
Lead Source/Type Process Routing Intelligence Operations
Lead Follow-Up
by Source
Contact Follow-Up
by Source
Campaign Execution
Lead Classification -
Status, Source, Source
Description
Lead Stage - Inquiry,
Junk, MVL, MQL, SQL
Junk Criteria
Prospect 360/Footprint
Lead Disqualification Model
Lead Scoring Models
Key Field Capture
Routing Signals
Systems
Ownership
Queues & Views
Product Category
Technology Stack
Lead Lifecycle
SLA & Metrics
Standard Campaign
Templates/Process
Data Cleansing
Data Enrichment (TBD)
Contact Sales
Events
Webinars
Paid Media
Content Syndication
Partners
Trails

18. 20 119 3450 15+
Sprint Activities
Completed
Stakeholders Cross Functional
Workshops
Meetings
Informing
Detailed
Deliverables
Design
Funnel Foundations
4

19. 4
●
●
●
●
1
2
3
4
Design4
INQUIRY
MVL
MQL
SQL

20. Design
Funnel Foundations
4
Breakdown
& Rebuild Funnel
Iterate Design
based on GTM
(Cross Functionally)
Unified & Flexible
Processes

21. Build
MarTech
& Process Update
5
Catalogue
Systems Changes
Cross Functional
UAT
Document test scripts
and expected results
Step by Step Configuration
Set up integrated development environments
Develop system agnostic
end-to-end user stories

22. Train
Change Management
& Governance
6
Document
Updated Process
Establish
Governance Structure
Communicate to Stakeholders
Marketo approval process
Set up roadmaps
Newsletters and Q&A office hours
Publishing for operational teams
Build internal website

23. Launch
Deploy, Measure
& Refine
7
Deploy Future
State Process
Refine
Process
Update Funnel Analytics Dashboards
Identify process gaps
based on dashboard results
Revamped reports using updated filters
Update Web forms
Modify lead records

24. Early Results
No Lead Left
Behind
Happy Customers
Happy Team
Collect & Standardize
Key Data Signals
One Marketo
One Process
Intelligent
Funnel
Ongoing
Process
Ongoing
Process

25. Ongoing & Next Steps
Lead and Contact
Data Cleanup
Cross-Functional
Aligning Enhancements
Weekly Core
Process Review

26. Bring People Along
It’s important
to make sure the right teams are communicated, feel included
and empowered to use the funnel when it is re-built

27. Q&A Panel
Bharath Venugopal, Amanda Scigaj, Dessi Vatcheva, Igor Ryzhikov

28. That’s a wrap.

29. July 24-27, 2018
San Francisco
g.co/next18