This document discusses challenges with marketing automation deployments and measuring marketing ROI. It notes that data quality issues can waste up to 25% of sales reps' time and inaccurate lead definitions make ROI difficult to measure. Most companies are underutilizing their automation tools. It recommends focusing on data hygiene processes, clearly defining lead stages jointly with sales and marketing, and viewing ROI measurement as a long-term journey rather than a destination to help overcome these challenges.

1. © 2013 B2B Fusion Group / Proprietary & Confidential
Date
Prepared for
© 2013 B2B Fusion Group / Proprietary & Confidential
June 2013
Jon Russo, Founder
B2B Fusion Group
Generate. Optimize. Close.
MarketingAutomation–areasthatareoverlooked

2. © 2013 B2B Fusion Group / Proprietary & Confidential
A Our data is incomplete, inaccurate, or missing the
right ongoing hygiene processes
B Our sales and marketing lead definitions are not
agreed upon or consistently used in automation
C Our existing marketing automation deployment is
vastly underutilized
D We don’t know how to prove marketing ROI
E None of these – we have other issues
What is your single biggest challenge of pulling of a successful
marketing automation deployment?
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3. © 2013 B2B Fusion Group / Proprietary & Confidential
B2B Fusion: Providing the ‘HOW’ in Marketing ROI
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CMO -
Marketing
What is the ROI of our
Marketing Investments?
How do we produce
more sales ready leads?
CSO –
Sales
How can we maximize
sales rep selling time?
How can we minimize
sales rep distractions via
our CRM data
processes?
How do we track, trend, and improve our performance
as a combined sales & marketing revenue machine?

4. © 2013 B2B Fusion Group / Proprietary & Confidential
• Data and its business impact:
• High quality data correlates to 39% more closes & 66% more revenue
• 25% of a field sales rep’s selling TIME is wasted with incorrect data
• How the selling environment has changed:
• For every 650 leads, 1 deal is closed in 19 months
• 43% of B2B companies indicate that sales cycles have lengthened over
the past three years
The Situation
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Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com

5. © 2013 B2B Fusion Group / Proprietary & Confidential
Data hygiene processes: Not Sexy yet critical
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6. © 2013 B2B Fusion Group / Proprietary & Confidential
Nurture
Fuzzy Sales & Marketing Definitions = Fuzzy ROI
Define your lead lifecycle within your systems and with your
sales and marketing teams
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Inquiries MQL LGQL SQL Customers
Prospect & Recycled
(Marketing Qualified Lead)
Sales
Accepted Lead
Sales Qualified
Opportunity
SALES
MARKETING
All
Names
Lead Gen
Qual. Lead
SAL
LEAD
GEN
INSIDE
SALES

7. © 2013 B2B Fusion Group / Proprietary & Confidential
43% of Business IT investments not living to full potential
85% of companies that have purchased marketing automation
not living up to full potential
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Description XYZ Today
Annualized
Estimated USD Cost
People 33 Sales People $3,300,000
2 Inside Sales People 200,000
9 Marketing People 900,000
Programs Marketing Programs 900,000
Technology CRM:
132 Enterprise Licenses
198,000
Marketing Automation
Enterprise License: 30k records 36,000
10 data source License:
$.42/record
15,000
Annual Total $5,549,000
Gartner 2013, SiriusDecisions 2013
...Accelerate progress by augmenting skills

8. © 2013 B2B Fusion Group / Proprietary & Confidential
Marketing ROI – Harder than it looks, yet doable
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9. © 2013 B2B Fusion Group / Proprietary & Confidential
• Invest time in (unsexy) data processes
• Define lead stages with sales & marketing and then
your systems
• Accelerate your own learnings to avoid the 85%
underutilization syndrome
• Anticipate Marketing ROI as a journey, not destination
Key TakeAways
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10. © 2013 B2B Fusion Group / Proprietary & Confidential
Contact Information
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Jon Russo
www.b2bfusiongroup.com
Jon.russo@B2BFusiongroup.com
@b2bcmo

11. © 2013 B2B Fusion Group / Proprietary & Confidential
Our Customers
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Referenced by Forrester Research:
2011, 2012, & 2013
Best B2B Best Practices,
KPIs, and Buyers Journey
Referenced in Forbes 2012