The document discusses how marketing automation can help improve the relationship between marketing and sales. It outlines some of the typical problems like marketing generating too many low-quality leads and sales not following up. The presentation then provides strategies for marketing automation to help qualify and score leads better before handing them off to sales. It also emphasizes the importance of collaboration between marketing and sales as well as setting clear standards and providing feedback through metrics.

1. The Value of Marketing Automation in
the Marketing to Sales Continuum
Atri Chatterjee
CMO, Act-On Software
www.act-on.com | @ActOnSoftware

2. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions
www.act-on.com | @ActOnSoftware

3. The Usual Conundrum
Sales wants all
“leads” fast Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
Reference: Sirius Decisions despair
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4. What Typically Happens
Inquiry
Inquiry Inquiries
No nurture/ Inbound Outbound
qualification 80%
Marketing Qualification
Marketing and Tele Qualification Leads
Marketing Qualified
Automation Qualified Leads (AQLs)
Sales accepts
100% Teleprospecting Accepted Leads (TALs)
everything/nothing
Teleprospecting Teleprospecting
Sales Acceptance
Qualified Leads (TQLs) Generated Leads (TGLs)
Inefficient use of
sales resources 3% - ?? Sales Qualification
Sales Generated Sales Accepted
Sales Qualified Leads
Sales Qualification
Leads (SGLs) Leads (SALs)
Poor pipeline Sales Qualified Leads (SQLs)
dynamics 10% - ?? Close
SQL Close inquiries to
417
close 1 deal
Won Business
Reference: Sirius Decisions
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5. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions
www.act-on.com | @ActOnSoftware

6. Change the Process & the Results
Marketing Responsibility
Sales Responsibility
Campaigns, Content, Programs, SLAs,
Measurement & Results
www.act-on.com | @ActOnSoftware

7. Acquisition Programs
• Build Database
• Permission-based list acquisition
• Data capture
• Attract Attention
• Tell the story
• Links, videos, and images
• Content Strategies
• Blog, website, social media
• Right target receiving relevant and engaging content
Gather prospect information where ever possible
www.act-on.com | @ActOnSoftware

8. Develop & Deploy Great Content
• Develop
• Partner & co-sponsor with industry thought leaders
• Capture emergent trends/topics
• Repurpose content
• Deploy
• Promote in multiple channels
• Website, social media, email
• Insist on a call to action
Create a hub of compelling and contemporary content – reuse as appropriate
www.act-on.com | @ActOnSoftware

9. Nurture Before You Sell
• Coordinated Campaigns
• Editorial Calendar – compelling content and events
• Share your story – easy to embrace and understand
• Sales and Marketing – same coordinated story
• Scoring
• Segmentation and nurturing based on actions
• Who gets what based on what they have done
• Feedback
• “Know” how they are finding you
• Constant iteration to keep content fresh
• Take advantage of repurposing content
Organizations that nurture leads see lead generation ROI of 138% versus
78% for those that don’t
Source: Marketing Sherpa
www.act-on.com | @ActOnSoftware

10. Deliberate Approach to Scoring
Email Marketing Web Visits Webinars
• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees
• More points for specific • Which pages did they visit: • Who visited registration page but
messages Contact Us and/or Pricing vs didn’t submit
• Do not assign score for: Support?
• “Email sent” – no action taken • How often do they visit the site?
on their part • Where did they come from?
• “Opens” • Download whitepaper or other
media?
Forms Pay-Per-Click Physical Activities
• Submitted /viewed form • Which keywords perform the • Attended a trade show / physical
• How did they respond to the best? event?
questions? • What is my cost per click? • Which mailing lists performed
• Is the data they provided valid? • Where did they come from? the best?
• Do they fit your target audience? • Which print advertising generates
leads?
Act-On Customer Rapid Notify had 50% increase in opportunity creation
and 20% increase in close rate after implementing scoring
www.act-on.com | @ActOnSoftware #AOWEB

11. Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5
www.act-on.com | @ActOnSoftware

12. Setting Up Scoring
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13. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions
www.act-on.com | @ActOnSoftware

14. The Art of the Handoff
• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)
www.act-on.com | @ActOnSoftware

15. Using Scores to Prioritize Leads
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16. CRM Integration – Hot Leads to Sales
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17. Ensuring Success
• Focus
• Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
• Adjust based on performance metrics, data and feedback
• Enforce
• Those bound by SLAs must be held responsible
• Visibility into key performance metrics for each function
• Agreement between leaders on how to manage
• Own
• Marketing and sales operations usually own maintenance
• Marketing and sales leaders sign and communicate contents
Automation helps track & measure performance
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18. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions
www.act-on.com | @ActOnSoftware

19. Start by Keeping it Simple…
Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
• Accept/reject/disqualify/promote timeframes
Telesales • Disqualify reasons (adherence and lead quality)
• Accept/reject/disqualify/promote timeframes
Sales • Disqualify reasons (adherence)
Truly successful decision making relies on a balance between
deliberate and instinctive thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
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20. From Leads to Revenue… Close the Loop
• Complete campaign
New Leads 
reports to measure
leads & opportunities
Leads Converted • Detailed reports
to Opportunities  groups campaign by
campaign type
• Integrate Opportunity
Opportunities
to Revenue  and Closed data from
SFA
Campaign Performance
by Campaign Type 
www.act-on.com | @ActOnSoftware

21. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up and Questions
www.act-on.com | @ActOnSoftware

22. Marketing Automation for the Customer Lifecycle
STAGES
LEADS LEADS OPPORTUNITIES CUSTOMERS
NAMES MQL SQL
ACTIVITIES
ACQUISITION NURTURING MARKETING TO CUSTOMER
PROGRAMS PROGRAMS SALES HANDOFF RETENTION
CAMPAIGNS
Social
Webinars
Whitepapers
SYSTEMS
CRM
Salesforce Automation
Support
www.act-on.com | @ActOnSoftware

23. About Act-On
• Our Company
• Founded in 2008 by founders of Responsys and Webex
• 140+ employees today in Oregon & California
• Our Technology
• Designed from the ground up for small marketing teams
• Simple, powerful and easy to integrate
• 3rd generation SaaS platform built to scale
• Our Customers
• 1,400+ and growing across all major vertical industries
• From Progressive Insurance and Cisco to many companies
you probably don’t recognize
www.act-on.com | @ActOnSoftware

24. Questions…
• Contact me: atri@act-on.com
• Call: 1 (877) 530-1555 or email us: info@act-on.com
• Twitter: @actonsoftware
www.act-on.com | @ActOnSoftware