An Expert's Introduction to Marketing 2.0

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Marketing has been asked to take a seat at the revenue table, but insufficient lead hand-off processes is causing sales to question this invitation. Eric Marcy explores this problem and provides insight into successful sales productivity and sales enablement best practices.

Marketing Business Career

PRESENTED BY
#C2C14
Marketing Automation 2.0
Building a World Class Engagement Model
Presented by

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL
#SmarterSelling
Eric Marcy
VP, Demand Generation
& Marketing Operations

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL3
The Pressure is ON
75%ROI primary measure
by 2015
50%
IBM Global CMO Study
feel sufficiently prepared
Demand Gen Report: Data Rich: The Payoff
of Marketing Measurement on Revenue Performance
68%are pressured to
justify marketing spend

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL4
More Than Ever, Sales Needs Additional
Support From Marketing
Customers contact sales reps
when they’ve completed
57%
of the purchase
decision process.

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL5
The Demand Gen Machine Works
Demand Metrics Waterfall
Source: Sirius Decisions
Inquiries
Marketing
Qualified Leads
(MQLs)
Sales Accepted
Leads
Sales Qualified
Leads (SQLs)
Closed/WON
Business
• Total number of hand raisers
• Unique metrics for current customers
• Definition through sales/marketing SLA
• Marketing deems ready for handoff
• Basic qualification tenets met
• Sales agrees to work leads
• Opportunity identified
• Now part of pipeline
• Booked revenue
• IDs topline contribution
Impact of
Sales Enablement

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL6
It’s That Handoff That’s Broken

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL7
Reps See a Laundry List

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL8
As a Result … They Don’t Follow up

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL9
Or Are Unprepared for the 1st Meeting
ONLY

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL10
Or Waste Time Reinventing the Wheel

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL11
Today’s Commercial EnterpriseMapping to the Buyer’s Journey
Marketing
Investments
Sales
Investments

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL12
Day in the Life of a Sales Rep
7 AM
10:30 AM
to 12:00 PM 2:00 PM
Prospecting
with Digital
Postcards
Prep for and
conduct a
first call
Create
immediate
follow-up
proposal
Coaching
reinforcement
for today
Assemble
presentation for
key stakeholder
meeting tomorrow
9 AM 12:05 PM

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL13
Day in the Life of a Sales Rep
7 AM
10:30 AM
to 12:00 PM 2:00 PM
Prospecting
with Digital
Postcards
Prep for and
conduct a
first call
Create
immediate
follow-up
proposal
Coaching
reinforcement
for today
Assemble
presentation for
key stakeholder
meeting tomorrow
9 AM 12:05 PM

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL14
Engage Prospects Sooner!
35%-50%
of sales goes to the vendor
that responds first

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL15
Convert More Leads &
Accelerate Opportunities

What does a World Class Sales
Enablement Model look like?

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL17
Welch Allyn Case StudyCHALLENGESOLUTIONVALUE
• Last year,
closed 5 deals
for more than
$4.5M. Never
been done
before.
• Spend more
time with
customers
• Create new sales habits
to challenge customers
to think differently
• Keep sales on
message & using
marketing content
• More efficient
• Leverage
success
across the
country
• Help us stay
on plan, both
top and
bottom line
• Using Mobile because
Time is Money
• Using 90% of materials
in 2 clicks
“We’ve been able to get to over 90% of our content by utilizing the
infrastructure in SAVO to get to any of our material in two clicks. That’s
pretty quick.”
Courtney Chiavara, Welch Allyn
• Health Care
Reform is
putting financial
constraint on
hospitals
• Consolidation-
our customers
are getting
larger
• Executing a new
sales process, new
sales method and
SAVO at the same
time
• Leveraging
success across
the organization

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL18
Lead Conversion. Deal Acceleration.

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL

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