8 Biggest Mistakes Marketing Operations Makes and How to Avoid Them
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Smooth marketing operations is crucial for ensuring marketing and sales alignment and ultimately driving the bottom line. Join Tanya Chu, Sr. Marketing Operations Program Manager, for this live webinar as she discusses the top eight marketing operations pitfalls that her team faces on a daily basis and solutions for how to combat them. You'll learn: - Optimization tips for lead routing and scoring - Why data quality is crucial for marketing sales alignment - How marketing ops can lead the charge on email governance
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8 Biggest Mistakes Marketing Operations Makes and How to Avoid Them
- 1. 8 Biggest Mistakes That Marketing Operations Makes Tanya Chu Sr. Program Manager, Marketing Operations Marketo
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar Housekeeping
- 3. Page 3© Marketo, Inc. 11/30/2016 1 SET AND FORGET LEAD SCORING
- 4. Set Lead Scoring Globally • Geography • Job Title • Job Role • Number of Employees • Industry • Annual Revenue • Engagement • Activity • Non-activity • Stage Demographic/Firmographic Behavioral Decay
- 5. Revamp and Update Lead Scoring • Geography • Job Title • Job Role/Function • Purchasing Role • Engagement • Activity • Non-activity • Stage Demographic Behavioral Firmographic • Number of Employees • Industry • Annual Revenue Decay
- 6. Align Scoring With Sales Efficiency Inbound Leads Target Leads (High Demographic Score) Target Leads (High Behavior Score) Decay / Inactivity Fast Track: Act Now/Call Now
- 7. Page 7© Marketo, Inc. 11/30/2016 ‒ Leverage a global lead scoring model ‒ Constantly review and audit your lead scoring campaigns ‒ Make sure lead scoring aligns with sales prioritization
- 8. Page 8© Marketo, Inc. 11/30/2016 2 NOT OPTIMIZING THE ROUTING ENGINE
- 9. Page 9© Marketo, Inc. 11/30/2016 Routing as a Balancing Act Marketing Sales
- 10. Page 10© Marketo, Inc. 11/30/2016 Actively Monitor Routing Practices • Audit • Fast Track’s • Round Robin • SDR Performance • Enforce • Service Level Agreements (SLAs) • Feedback loop with Sales Management
- 11. Volume vs Quality Understand Tradeoffs Complexity vs Ease of Maintenance
- 12. Page 12© Marketo, Inc. 11/30/2016 ‒ Establish SLAs for each lead type (e.g. MQL, ActNow, etc.) ‒ Build and monitor Round Robins to ensure fair distribution ‒ Build routing engines that align with business priorities
- 13. Page 13© Marketo, Inc. 11/30/2016 3 FLOODING SALES WITH LEADS
- 14. Page 14© Marketo, Inc. 11/30/2016 Be Careful For What You Wish For..
- 15. Page 15© Marketo, Inc. 11/30/2016 Help Sales Prioritize Lead Qualification • Lead Scoring/Grade • Recent Meaningful Interactions • Predictive/Fit Account Scoring • Other Key Leading Indicators
- 16. Page 16© Marketo, Inc. 11/30/2016 ‒ Build meaningful views with key leading indicators ‒ Balance fit, recency and urgency to drive prioritization ‒ Set alert systems when leads fall out of SLAs ‒ Learn from your best SDRs to iterate process
- 17. Page 17© Marketo, Inc. 11/30/2016 4 NOT PREPARING FOR EMAIL GOVERNANCE
- 18. Page 18© Marketo, Inc. 11/30/2016 Prepare an Email Mitigation Plan • Be Proactive • Take Responsibility • Notify the Appropriate People • Decide Next Steps
- 19. Page 19© Marketo, Inc. 11/30/2016 Understand Current Legislation • CAN-SPAM Act (United States) • EU Opt-In Directive (Europe) • CASL – Canada’s Anti-Spam Legislation (Canada)
- 20. Page 20© Marketo, Inc. 11/30/2016 ‒ Encourage peer review of all email programs ‒ Update team on current legislation regarding email and privacy terms ‒ Take responsibility for governance
- 21. Page 21© Marketo, Inc. 11/30/2016 5 NEGLECTING DATA QUALITY ISSUES
- 22. Page 22© Marketo, Inc. 11/30/2016 Processes Break Down with Dirty Data Routing Sales Efficiency Personalization
- 23. Page 23© Marketo, Inc. 11/30/2016 Build a Data Quality Dashboard • Remove duplicates • Normalize on values and format • Create a hierarchy of data vendors • Evaluate data append effectiveness
- 24. Page 24© Marketo, Inc. 11/30/2016 ‒ Start with basic data quality cleanup ‒ Evaluate data append vendors ‒ Measure cost of dirty data
- 25. Page 25© Marketo, Inc. 11/30/2016 6 AVOIDING CLEANUP OF A MESSY CRM
- 26. Page 26© Marketo, Inc. 11/30/2016 Evaluate Customization vs Utility • Fields • Duplication • Unclear Views • Messy Page Layouts
- 27. Page 27© Marketo, Inc. 11/30/2016 Exercise Simplicity and Focus • Fields Reduce, reuse • Duplication Reduce auto-creation • Unclear Views Publish official views • Messy Page Layouts Work with Sales Operations to highlight important fields
- 28. Page 28© Marketo, Inc. 11/30/2016 ‒ Start with archiving old unused fields ‒ Update views and layouts to reflect most relevant and actionable data ‒ Review with sales how to improve CRM data and layout
- 29. Page 29© Marketo, Inc. 11/30/2016 7 PASSIVE MARKETING SALES ALIGNMENT
- 31. Improve Alignment • Define common terms • Define revenue funnel • Set common goals • Plan together • Utilize lead scoring • Communicate often
- 32. Page 32© Marketo, Inc. 11/30/2016 ‒ Better alignment with Sales yields better results for the company ‒ Get Sales involved in the process ‒ Spend time with Sales ‒ Actively engage and solicit feedback
- 33. Page 33© Marketo, Inc. 11/30/2016 8 NOT LEVERAGING IT RESOURCES
- 34. Page 34© Marketo, Inc. 11/30/2016 No Team is an Island • IT also heavily involved in operations • Plan bigger projects with IT • CRM • Workflows
- 35. Page 35© Marketo, Inc. 11/30/2016 Manage Relationship with IT • Focus on end to end picture of data, not just a marketing ops view • Work on optimization and flow
- 36. Page 36© Marketo, Inc. 11/30/2016 ‒ IT can be a great resource ‒ Plan large scale projects with IT ‒ Focus on the bigger picture and not just the marketing operations needs
- 37. 8 Mistakes Marketing Operations Makes 1. Set and Forget Lead Scoring 2. Not Optimizing the Routing Engine 3. Flooding Sales with Leads 4. Not Preparing for Email Governance 5. Neglecting Data Quality Issues 6. Avoiding Cleanup of a Messy CRM 7. Passive Marketing Sales Alignment 8. Not Leveraging IT Resources
- 38. Questions?
Editor's Notes
- Hi everyone! My name is Tanya Chu and I have been on the Marketing Operations team here at Marketo for a little over 3 years now. Marketing operations is a great team to be on because I get to see the inner workings of our Marketo instance, our tech stack and also am frequently pulled into conversations about our marketing sales alignment. Today’s webinar is just a sampling of some of the issues we have run into, some lessons learned and advice to help you with your marketing operations work.
- There are a few housekeeping items.
- So the first mistake is what we call set and forget lead scoring.
- So, say your scoring has been setup and has been running for awhile. At Marketo, we had scoring bucketed into three main categories – demographic/firmographic, behavioral and decay. This is the easy and really fun part. However, over time, we noticed two things. Number one, our lead scoring was getting outdated pretty quickly and it was hard to keep up with changing all the numerical values of the scoring campaigns. And Number two, we couldn’t really tease apart if someone’s lead score was due to higher demographic or firmographic scores, which does play a factor in when you are trying to build out account based selling and account based marketing.
- So what we did was revamp scoring first by splitting apart demographic and firmographic lead scoring into separate components of the lead score. The next thing we did was tokenize all the scoring campaigns. Essentially creating local tokens in all the scoring campaigns and updating the token values instead of going through all the scoring campaigns and updating each value.
- The other note on lead scoring I want to mention is the importance of making sure your lead scoring aligns with how leads are placed into sales’ view. We have scoring in place for high demographic and high behavior scores, but we also have a fast track categorizes of actions called Act Nows and Call Nows that require a sales followup in usually a 24 hour notice. We continuously monitor these leads and the volume of leads making sure that the quality and volume is workable for our inbound sales team.
- So the takeaways are:
- So the next mistake is around not optimizing your routing engine. The concept is similar to the first mistake, stagnant lead scoring.
- Routing is a balancing act between marketing and sales. Marketing wants to deliver the most leads at the quickest pace to sales. Sales wants the same, BUT, fairness of distribution, managing distribution of leads and the quality of leads are bigger factors for sales.
- The next mistake, somewhat related to routing is flooding sales with too many leads.
- Sales will always say that they are missing leads, and then when you deliver many, whether it is a routing engine choice, or just a big event or resource that was launched, they will talk about not being able to manage all the leads that have been sent over, and that the quality isn’t great.
- What we want to do is help sales prioritize lead qualification when they are inundated with leads. The first is training them on the lead scoring we put in place – usually the higher the score, the fresher the lead. We also have a set of what we call last interesting moments that we deliver to our sales team so they can see what activity that a lead engaged in, whether it is a website visit or a resource download. Account scoring which I mentioned earlier is also becoming a signal to our sales team as they move towards account based marketing and selling. Accounts with an account score above a certain threshold get prioritized. Other key indicators such as if they have a CRM, or certain revenue growth projection are factors for our sales team. We have updated our routing engine to reflect this prioritization so sales know the order of the leads they should follow up with, and also WHY leads are prioritized a certain way.
- United States "CAN-SPAM Act" The Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 The CAN-SPAM Act covers commercial email messages with the primary purpose of advertisement or promotion of a commercial product or service. Europe "EU Opt-In Directive" Directive 2002/58/EC (specifies minimum legislation for member states) Directive 2003/58/EC (amending Council Directive 68/151/EEC) The EU Opt-In Directive covers all direct email marketing messages, including charitable and political messages. Canada "CASL - Canada's Anti-Spam Legislation" S.C. 2010, c. 23 CASL covers all commercial electronic messages, including those sent by non-profit organizations. Commercial electronic messages are defined as messages that have as their purpose, or one of their purposes, to encourage participation in a commercial activity.
- \ Routing Sales Efficiency Personalization Loss
- Marketing Operations covers a range of responsibilities but this is one of the core functions that our team manages here at Marketo. The first thing I want to say is that lead routing is always a work in progress and extremely crucial to feeding your sales team.
- Other benefits of S&M alignment include … higher revenue, shorter sales cycle, better conversion rates and increased forecast accuracy
- You don’t make these decisions in isolation. Several teams need to come together and define these terms – Marketing, Sales, Sales Development (Inside Sales), Marketing and Sales Ops. Marketing Qualified Lead (MQL) Sales Qualified Lead (SQL) Opportunity ROI When you define the revenue funnel, It’s hugely important in making sure that your Sales and Marketing teams are on the same page with regard to different stages of the cycle and what moves a prospect from one stage to the next and what follow-up needs to happen at each stage. Set Common Goals: Sales and Marketing leaders need to work together to define these goals. How many new targets, MQLS, SQLs, Opps, etc. need to be generated for the year, quarter or month. Plan together Utilize lead scoring Communicate often
- Alright, that’s all I have for you. I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future.