The document provides an overview of sales and marketing alignment at Quaero, a customer engagement agency. It discusses defining alignment, tips for getting started through mapping the lead lifecycle. It also covers using Marketo's Revenue Cycle Analytics tool to gain insights into lead stages between initial lead generation and closed deals. This allows Quaero to determine definitions, SLAs, and monitor progress through the lead lifecycle for improved alignment between sales and marketing.

1. Sales & Marketing
Alignment: One
Marketer’s Journey
Renay Picard
Director of Marketing
#RockTheRev

2. Agenda
Defining Sales & Marketing Alignment
How do you get there?
Enter Revenue Cycle Analytics…
Beyond process and technology – other
critical elements for alignment
Q&A
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3. Introduction
Renay Picard, Director of Marketing
Quaero, a CSG Solution
Quaero is a leading customer engagement agency that helps
our clients increase customer value through insight-driven,
one-to-one engagements.
Customer Engagement Marketing optimizes
every prospect or customer interaction through a
combination of analytics, derived insight, advanced
technologies and cross-channel strategies applied
by a team of experts in a rigorous, holistic way.
#RockTheRev

4. Introduction
QUAERO
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5. Quaero: Sales & Marketing
Direct Sales model with 90 – 120 day sales cycle
Team makeup:
 2 field sales reps with plans to grow
 4 client managers
 2 marketers
 2 inside sales reps
Audiences
 Mid-sized companies and divisions of larger entities
 Targeted verticals
 Marketing executives/managers + some IT titles
CRM & Marketing Automation Tools
 CRM: Salesforce.com
 MA: Marketo
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6. How do we define Sales &
Marketing alignment?
Sales and Marketing are aligned when
all members of the team are effectively
working together towards specific
business outcomes, i.e. shared revenue
goals.
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7. How do we define Sales &
Marketing alignment?
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8. How do we define Sales &
Marketing alignment?
April 2011 “Drive Tech Marketing And Sales Alignment With Lead-To-Revenue Management”
The Relationship With Sales Is Dismal Across The Board
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9. So how do we get there?
Tips for getting started -
Roadmap for Sales & Marketing Alignment
• Gain support from management
• Get back to basics
• Map out the lead lifecycle
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10. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
Prior to RCA…
Top of the funnel
Leads/sources very clear via Marketo analysis
Mid-to-late funnel
Opportunities/closed deals very clear via SF.com
reporting
The missing link: the lead stages in between!
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11. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
What would the value be?
1. Determine what the definitions/SLAs would
look like as a team.
2. Translate these agreements to a lead lifecycle
model within RCA to provide clear insights.
3. Utilize these insights to take appropriate
actions.
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12. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
The journey…
RCA Success Program kickoff – project plan
Build Sessions
3.1 Session 1: Discovery and Setup
Prerequisites: 1. Completed Revenue Model (Training Registration Link)
2. Custom Fields Selected
3.1.1 Not Started 9-Feb 9-Feb Quaero & Marketo Discovery Goals with Revenue Cycle Analytics
3.1.2 Not Started 9-Feb 9-Feb Quaero Define: Top 3 Reports (VP of Sales, Marketing) Top Reports for Sales and Marketing
3.1.3 Not Started 9-Feb 9-Feb Quaero & Marketo Overview of Revenue Cycle Analytics Overview of product/implementation schedule
3.1.4 Not Started 9-Feb 9-Feb Quaero & Marketo Review: Revenue Model Success Path Confirm that Modeler is set up and Approved.
3.1.5 Not Started 9-Feb 9-Feb Quaero & Marketo Setup: Install Explorer on their Instance of Marketo Provisioning of Explorer may take up to 24 hours.
3.1.6 Not Started 9-Feb 9-Feb Quaero & Marketo Define: Custom Fields to Sync Determine Custom Fields that should sync over to Explorer
Top reports Look at
Goals of Review of
for Sales & custom
RCA RCA Explorer
Marketing fields
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13. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
The journey…
Mapping our model
Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stages 3+5
Success Path Stages
AWARENESS EDUCATION CONSIDERATION PURCHASE
Stage Name Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stage 3 = PROVE 50% Sales Stage 5 = PENDING SALE 80%
A Sales-Ready Lead has been
Stage Description qualified by Inside Sales. Pain has
Anyone who visits the website Leads for whom we have an been identified and the individual is
or comes in by other means and email address + phone number or either a major influencer, business
we cannot identify who they terrestrial information or other The Lead has shown interest by A Qualified Lead has achieved a user and/or decision maker. The
are. At this stage we have no information that allows us to engaging with us by filling out a score of XX and has met the criteria Inside Sales Rep can schedule a Sales Stage 3 has an Opportunity Sales Stage 5 are Pending Sale at 80% in
meaningful information. market to them. form or visiting our website. for industry, title, size of company. meeting with the Sales Executive. associated with it. SF.com.
Stage Type (Inventory, Stage, Gate) NA
If SLA how many days NA
Track by Account (y/n) NA No No No Yes Yes Yes
Transitions To Next Success Stage To Known To Engaged To Prospect To Lead To Opportunity To Won NA
An Lead can become a Qualified
A Prospect can become a Lead by Lead by achieving a specific lead A Qualified Lead can become a Sales A Sales-Ready Lead moves to Sales
Description System triggered transition clicking on a link in an email, score (TBD). They must meet Ready Lead once Inside Sales has Stage 3 once there is an Sales Stage 3 can become a Sales
when Anonymous becomes filling out a form, visiting specific certain criteria for: industry, title, further qualified via a live Opportunity associated with it in Stage 5 once it is Pending Sale at
known. web pages, etc. size of company conversation. SF.com. 80% in SF.com. NA
MARKETING DRIVEN SALES DRIVEN
Warm lead prior to Qualified Lead?
QUESTIONS Need to remove the ambiguity. This would involve further
Need specifics (see SRL) qualification.
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14. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
The model…
#RockTheRev

15. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
#RockTheRev

16. Taking it to the next level: Marketo’s
Revenue Cycle Analytics (RCA)
Revenue Explorer Reports…one example
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17. So what’s next?
Final RCA Success Program session
Develop new reports that meet the needs
of Sales and Marketing and the larger
organization
Fine tune existing reports
Develop formal lead nurturing program
and evaluate results on stage flows
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18. How else are we working on Sales
& Marketing alignment?
Prospecting training for Inside Sales
“Fluid” process between Marketing and
Sales
Preparation for formal lead nurturing
program
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19. THANK YOU!
Questions
Renay Picard
renay_picard@csgsystems.com
http://www.linkedin.com/in/rpicard
Blog post on Sales & Marketing alignment:
http://quaero.csgsystems.com/blog/326-b2b_sales_and_marketing_alignment
#RockTheRev