Powering Marketing for High Value ROI_Accelerating Leads to Revenue

Copyright © 2016 Accenture All rights reserved. 1
ACCELERATING
LEADS-TO-REVENUE
PIA CHON
POWERING MARKETING FOR HIGH VALUE ROI

TODAY’S BUSINESS REALTIES
https://www.youtube.com/watch?v=32WjO7IiHpI

AND MARKETERS ARE HELD ACCOUNTABLE TO DRIVE
REVENUE…
What is
Marketing’s
ROI?
How is marketing
contributing to
sustainable &
profitable
revenue growth?
What is
marketing’s
contribution to
sales and the
pipeline?
Revenue
ROI
Sales &
Pipeline

55%
Driving revenue is the new marketing success metric. 55% of marketers own responsibility and are
accountable for generating qualified leads which subsequently convert to sales
61% Of marketers surveyed, 61% say generating high quality leads is a challenge. 41% of marketers surveyed
say converting leads into a customer is a challenge
79% Lack of lead nurturing is the common cause of the poor performance. 79% of marketing leads never
convert to sales
58% Nearly 60% of companies grapple with measuring digital ROMI
19%
Only 19% of marketers are enabled to track the performance of their marketing efforts
…BUT IT’S CHALLENGING
Sources: The Data on Data-Driven Marketing, Aberdeen Group, December 2015
Big Data for Marketing Survey, Aberdeen Group
Marketing Sherpa

LEGACY FUNNEL TODAY’S MULTI-DIMENSIONAL FUNNEL
THE MARKETING DYNAMICS ARE REAL-TIME, AND CUSTOMERS
ARE NOW IN CONTROL
Source: Automate Your End to End L2RM Process, Forrester, September 2014

…REQUIRING A REFRESHED APPROACH TO ACCELERATE LEADS-
TO-REVENUE (L2R) MANAGEMENT
L2R MARKETING FUNNEL
ORGANIZATIONAL
ALIGNMENT
INSIGHTS DRIVEN
MARKETING
MODERNIZED
L2R PLAN
CLOSE
PROSPECTS
LEADS NURTURING
MARKETING QUALIFIED
LEADS (MQL)
LEADS DISTRIBUTION
SALES QUALIFIED
LEADS (SQL)
L2R STRATEGIC PILLARS

A BALANCED APPROACH TO HIGH PERFORMANCE LEADS-TO-
REVENUE (L2R) MARKETING
Modernized
L2R Plan
The Customer
• Goals and Performance Metrics
• Organizational Structure
• Common Language
ORGANIZATIONAL ALIGNMENT
• Demand Generation
• Leads Nurturing
• Leads Distribution
MODERNIZED L2R PLAN
• 1:1 Leads-to-Revenue
• CMO Dashboard
• Intelligent Marketing Stack
INSIGHTS DRIVEN MARKETING

ORGANIZATIONAL ALIGNMENT:
IT TAKES A VILLAGE
40%
Marketing generates roughly 40% of the
sales forecasted pipeline
20%
Companies with fully aligned sales and
marketing departments experienced a
20% jump in annual revenue growth
- 4%
Companies with no sales and marketing
alignment in place, suffered a 4% decline
44%
Only 44% of companies formally agreed on
the definition of a qualified lead between
sales and marketing
 Align sales and marketing goals and metrics (e.g. marketing measures
are tied to quantity, while sales goals are dependent on quality of leads)
 Extend goals across the organization to include tech, products and data
teams
GOALS AND PERFORMANCE METRICS
 Institutionalize open communications and feedback loop (functional
“siloed” approach vs. collaborative model). Knowledge exchange
extended beyond just sales agents and marketing
 Empower marketing to have end-to-end visibility into sales pipeline
 Define roles, accountability, operational model and governance structure
ORGANIZATIONAL STRUCTURE
 Align on the formal definition of a qualified lead, across all channels;
consider value-based prospect definitions by LTV and immediate revenue
contribution
 Develop a clear definition of KPIs, including ROI and prospect valuation
 Establish data literacy across the entire organization
COMMON LANGUAGE
L2R Leaders
Sources: The Definitive Guide to Lead Generation, Marketo
B2B Best Practice, “3 Steps to Sales and Marketing Alignment Nirvana”, Salesfusion
Jumpstart Revenue Growth with Sales and Marketing Alignment, Marketo

ORGANIZATIONAL ALIGNMENT:
LARGE U.S. INSURANCE COMPANY
Designed an enterprise-led marketing
operating model, including +155 roles
definition, to deliver significant cost and
organizational efficiencies across all geos,
channels and products
STRATEGIC REALIGNMENT OF
MARKETING AND SALES TO BEST
POSITION BUSINESS FOR HIGH
PERFORMANCE

MODERNIZED LEADS-TO-REVENUE (L2R) PLAN:
PIVOT TO CUSTOMER CENTRICITY
 Focus on integrated campaigns that promote benefits to drive quality
prospects. Define the key markets, content and relevant cross channels mix
(offline/online/video/mobile)
 Advance search and site optimization to boost targeted prospects
 Leverage intent-driven insights, supported by analytics, to find the most
responsive and loyal prospects
DEMAND GENERATION
 Drive prioritization and definition of lead scoring process in coordination with
sale agents, then consistently refine, refine, refine
 Support lead nurturing through the right enabling capabilities (e.g. marketing
automation, DMP, analytics platforms) and take real-time corrective actions
 Continuously evolve your customer segments for retargeting and cross-
sell/upsell opportunities
 Practice data hygiene: de-dupe and centralize all leads
LEAD NURTURING
 Employ a data driven approach to prioritize leads, based on probability, size
and time to close
 Leverage analytics to allocate leads to most optimal channel (e.g. direct
versus sales agent channels)
LEAD DISTRIBUTION
L2R Leaders
42%
Of Best in Class organizations have the ability
to dynamically optimize offers and web
experiences based on customer profiles
29%
Optimized keyword strategies can result in
lift of 11%-29%, depending on the level of
digital maturity
50%
Companies that excel at lead nurturing
generate 50% more sales ready leads at
33% lower cost
35%
Well-targeted acquisition campaigns can
result in 25-35% increase in conversion
of leads
165%
3rd largest Canadian FS experienced 165%
YoY growth in sales through mobile
cross-selling
Sources: Accenture FS Digital Proprietary Benchmarks
The Definitive Guide to Lead Generation, Marketo Research
Case Study for eBusiness Channel Strategy, Forrester, May 26, 2015

MODERNIZED LEADS-TO-REVENUE (L2R) PLAN:
LARGE INDEPENDENT U.S. AGENCY
Designed a funnel management program
leveraging predictive analytics to help sales
reps prioritize leads, resulting in 58%
revenue lift
FACED WITH INCREASED
COMPETITION, WANTED A MORE
ANALYTICAL APPROACH TO
PRIORITIZE AND ROUTE LEADS FOR
700 FIELD SALES ACROSS 8 REGIONS

INSIGHT DRIVEN MARKETING:
MANAGE TACTICALLY, REPORT STRATEGICALLY
 Plan technology investments with extended cross-functional collaboration
 Do away with “one vendor fits all mentality” and architect your own fully
integrated L2R system to meet your unique business goals
INTELLIGENT MARKETING STACK
 Balance relevant metrics that drive L2R ROI. Utilize a multi-dimensional based
approach to optimize key KPIs that matter (i.e. volume, value, velocity,
effectiveness, efficiency)
 Build a sophisticated, real-time dashboard for senior management and
continuously improve to inform marketing’s impact to sales by channel, platform,
media mix, leads quality, LTV, etc.
CMO DASHBOARD
 Embrace data, advanced analytics and associated tools and technologies to
extract insights for mass personalization efforts
 Leverage analytics and models to advance clustering, profiling, modeling,
leads routing (e.g. lookalike, predicative and attribution models)
1:1 LEADS-TO-REVENUE (L2R)
56%
Of Best in Class marketers are more likely
to use analytics and data platforms
57%
Marketing data & analytics users are 57%
more effective at increasing their productivity
with integrated marketing technologies
2.6x
Marketing data & analytics users execute
2.6X more campaigns on average,
annually, compared to non-users
62.1%
Marketing data & analytics users average
a 62.1% higher ROMI
L2R Leaders
Source: The Data on Data-driven marketing; where data and analytics make a
difference, Aberdeen Group, December 2015

INSIGHTS DRIVEN MARKETING:
1:1 LEADS-TO-REVENUE (L2R) FOR MASS PERSONALIZATION
https://www.youtube.com/watch?v=heSudg-tfIk

INSIGHTS DRIVEN MARETING:
LEADING INDIAN INSURANCE COMPANY
Built customized models to test and refine
multi-channel campaigns, driving topline
sales by a magnitude of 5x
LEVERAGE ROBUST END-TO-END
ANAYTICS TO AGGRESSIVELY TRIPLE
ONLINE SALES

END-TO-END DIGITAL MARKETING SOLUTION:
GLOBAL AUTOMOTIVE MANUFACTURER
Increased digital sales by +25% within the first
7 months of a 5 year program
OPTIMIZE ALL DIGITIAL MARKETING
ACTIVITIES ACROSS ALL BRANDS AND
MARKETS TO ENHANCE CUSTOMER
EXPERIENCE AND DRIVE SALES

MARKETING IMPERATIVES:
FOCUS ON METRICS THAT MATTER
 Volume: Analyze programs that deliver volume, you
can gain visibility into what activities are contributing
the most new customers
 Value: Analyze the sources and programs that have
yielded the highest value prospects, you can revise
your mix to target the highest value segments
 Velocity: Pace for prospects to move through each of
the measured journey
 Effectiveness: Understand your average marketing
investments required to generate a qualified lead
 Efficiency: Analyze these metrics, in conjunction with
the other metrics, helps marketing leaders determine
the programs and channels in which to invest more
Return on
Marketing
Investment
(ROMI)
Return
Return
Values
Velocity
Effectiveness
Efficiency
Volume

MARKETING DECISION-SUPPORT:
SOPHISTICATED, REAL TIME DASHBOARD
Illustrative

Powering Marketing for High Value ROI_Accelerating Leads to Revenue

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Powering Marketing for High Value ROI_Accelerating Leads to Revenue

Similar to Powering Marketing for High Value ROI_Accelerating Leads to Revenue (20)

Powering Marketing for High Value ROI_Accelerating Leads to Revenue