SiriusDecisions - HireVue Case Study
•Download as PPTX, PDF•
2 likes•2,508 views
Kevin Marasco, CMO at Hirevue, discusses the keys to achieving triple-digit growth through tight sales + marketing + business alignment.
Recommended
More Related Content
Similar to SiriusDecisions - HireVue Case Study
Similar to SiriusDecisions - HireVue Case Study (20)
More from DemandGen
More from DemandGen (18)
Recently uploaded
Recently uploaded (20)
SiriusDecisions - HireVue Case Study
- 2. OPERATIONALIZING THE DEMAND FUNNEL
- 3. @kmarasco
- 4. DIGITAL RECRUITING ON DEMAND. DATA-DRIVEN. PREDICTIVE.
- 5. USE THIS?
- 6. OR THIS?
- 7. PEOPLE ARE WHO THEY ARE NOT WHAT THEY WRITE VOICES . EXPERIENCES . PASSION . POTENTIAL
- 8. Building a Growth Machine
- 9. Operationalizing for Rapid Growth 376%+ 3 YR PIPELINE CAGR Q1 12 Q2 12 Q3 12 Q4 12 Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Source: Name of Data Provider 2012 2013 2014 HIREVUE | TALENT INTERACTION
- 10. Demand Funnel… In Action
- 11. Leadership…
- 12. Demand Funnel Snapshot Current Month & Quarter: Actual vs. Demand Plan MQL HIREVUE | TALENT INTERACTION $16.4M 10.1M REMAINING 212 38% Progress To-Date SAL 563 351 REMAINING (-71 SQL) 411 36% PIPELINE 1130 719 REMAINING TODAY 55% Q1 $6.3M 38% $3.47M 69% MQL $5M 1.5M REMAINING 103 56% SQL 185 82 REMAINING (-56 SQL) 185 49% PIPELINE 378 193 REMAINING TODAY 71% March = Current Period SQL (Pending SAL), $0 assigned Monthly Target Running Target Quarterly Target
- 13. Demand Funnel Detail: QTD Q1: Created vs. Demand Plan - This Quarter Only *target was $1.2M (bookings target of $300k); KM boosted to 2M for RSM Churn & new hire ramp SQL’s leading indicator of SAL; early signs of traction but need more early, but largely on track with good (25%) attach rate HIREVUE | TALENT INTERACTION SAL PIPE $2.6M 131% 2M* LEFT 121 49% 248 140 LEFT TODAY 66% SMB SAL PIPE $191K 26% $737K 545K LEFT 7 34% 21 14 LEFT (7 SQL) TODAY 66% EMEA SAL PIPE $16.4M 6.6M LEFT 144 46% 315 171 LEFT TODAY 66% ENTERPRISE $4.7M 41% SAL SQL’s & SQO’s are just 5 basis-points short of target run-rate but SAL’s & Pipe need focus; 2 new reps ramping & targeted campaigns PIPE $1M 68% $1.5M 483K LEFT 71 91% 78 7 LEFT TODAY 66% UPSELL = Current Quarter SQL (Pending SAL)
- 14. Demand Funnel Trend: PIPELINE YTD Rolling: Actual vs. Demand Plan & Biz Model Prev Yr Actual Plan Model 68% Of Plan* +256% YoY $7,275,907 $90,000,000 $80,000,000 $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 HIREVUE | TALENT INTERACTION $79,975,988 $0 FEB MAR APR *plan based on cumulative target at end of current month (actual doesn’t factor remainder of period)
- 15. Demand Funnel Trend: PIPELINE YTD Rolling: Actual vs. Demand Plan & Biz Model Prev Yr Actual (Total) Plan *plan based on cumulative target at end of current month (actual doesn’t factor remainder of period) $90,000,000 $80,000,000 $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0 HIREVUE | TALENT INTERACTION
- 17. Real-Time DF Dashboard Drilldown: Segment, Geo, Campaign, Source, Attribution HIREVUE | TALENT INTERACTION
- 19. Daily & Weekly Flash Reports Real-Time Stage Volume, Conversion Time, Conversion Rates HIREVUE | TALENT INTERACTION
- 20. The Playbook
- 21. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 22. Integrated Sales & Marketing Model INPUT SALES Bookings Target Headcount Quota (Seasonality Factor) Deal Size Win Rate Time to Close MARKETING Inquiry to MQL *Rate & Time MQL to SQL SQL to SAL SEGMENTS For Each GEO/SBU/PROD Segment Attribution HIREVUE | TALENT INTERACTION MODEL OUTPUT TARGETS (Month/Quarter/Year) Inquiries MQL’s SAL’s SQO’s Wins SEGMENT ANALYSIS MARKETING PERFORMANCE OPS & CAMPAIGN PERFORMANCE
- 23. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 24. Sales & Marketing Model Inquiry MQL SQL SAL Wins $ales Marketing Conversion Rate: 18% Lead Gen Conversion Rate: 46% Sales Acceptance Rate: 90% Contribution: 60% Win Rate: 25% AVG Deal Size: $50K HIREVUE | TALENT INTERACTION
- 25. Process Design & Alignment Demand Funnel Matrix Inquiry MQL SQL SAL SQO: Pre- Opp SQO: Stage 1 Owner Marketing Lead Gen Lead Gen Lead Gen Lead Gen Sales Exit Criteria •Profile Started •Lead Score A-C •MR Expedite* •Profile Complete •Qualified “SQL” •Meeting Set •Ph. 1 Discovery •Buyer Confirmed •SQL Definition Met • Ph. 2 Discovery • RSM Accepts • RSM Rejects •Ph. 3 Discovery •Biz Case Confirm •Team/Time Access •Exec Sponsorship •Opp Persona ID’d Activities •LOB Outreach •HireVue Evaluation •Marketing Email •2D/3D Scoring •MR Outreach * •Social Follow •LOB Expansion •3-Stage Lead Gen •Social Outreach •2D/3D Scoring •Social Outreach •LG Interaction •LG SQL Discovery •Account Discovery •Mobilizer Engaged •RSM Interaction • Intro Preview/Demo •RSM Discovery •RSM Confirmation •SAL Confirmation •F/U Calls •Account Expansion • ID Opp Persona • ID Buying Process •Discovery Calls •Account Mapped • ID Comp Projects •Expand Contacts •Update SFDC •Confirm Resources Metrics •Marketable Reach •# Contacts •# Inquiries •# MQL •Lead Score •Conversion Time/Rate •# SQL •SQL Score •Conversion Time/Rate •# SAL •SAL Score (new) •Conversion Time/Rate •# Unforecasted Opps •$ Unforecasted Opps •Pre-Pipe Coverage •# Forecasted Opps •$ Forecasted Opps •Pipeline Coverage Governanc e •DFR Daily Flash •Campaign •DFR Weekly Flash •Lead Gen •DFR Weekly Flash •Lead Gen •Leadership Report •DFR Weekly Flash •RSM SLA (48 •Sales/Mrktg Report •Sales Mgmt •Sales Forecast •Sales Mgmt HIREVUE | TALENT INTERACTION
- 26. Out of Funnel Stages MQL MQL SQL SAL/SQO Nurture Disqualify Rejected Closed Lost Owner Lead Gen Lead Gen Sales Sales Reason •Active Opportunity •Dead Opportunity •No Longer Customer •Poor Fit •Too Early •No Budget •No Response •Competitor Engaged •International •Influencer •Trash •No Info •Employee •Competitor •Partner •Candidate •Left Company •No Show •Didn't Meet SQL Definition •No Interest •No Budget • No Decision • Hold • Legal Concerns • Technology • Price • Product • Lack of Interest HIREVUE | TALENT INTERACTION
- 27. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 28. Team Structure Corporate Marketing Field Marketing SHARE OF VOICE INQUIRIES HIREVUE | TALENT INTERACTION Marketing Communications Demand Marketing Demand Mgmt Lead Gen MQL’s SQL’s PIPELINE Product Marketing Product Lines Intelligence WIN RATE DEAL SIZE Customer Marketing Account Mrktg User Mrktg SHARE OF WALLET EXPANSION PIPELINE
- 29. Team Structure Demand Management Lead Gen HIREVUE | TALENT INTERACTION Demand & Lead Gen Programs Market Response Opp Consultants Digital Content Segment A Operations Systems Analysts Field* Segment B
- 30. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 31. InsideSales.com Dialer HIREVUE | TALENT INTERACTION Marketing Automation Community & Gamification System of Hoopla Leaderboards Salesforce.com Record CRM + Chatter HireVue Account & User Data LinkedIn Social / Data Tout App Email SalesLoft Social / Data Data.com Raw Data Postwire Content Social & Data Klipfolio Dashboard/BI Reporting & Excel Analytics A.L.A.P. KiteDesk Social / Data Lattice Engines Predictive Scoring Eloqua Marketing Automation Reachforce. Data Hygiene Sales Acceleration Jive Community Data
- 32. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 33. Integrated into SF Workflow HIREVUE | TALENT INTERACTION
- 34. HIREVUE | TALENT INTERACTION
- 35. Attribution Tracking Use Custom Objects, Workflows, Timestamps in SFDC HIREVUE | TALENT INTERACTION
- 36. Predictive Scoring 45% of sales coming from 6% of leads HIREVUE | TALENT INTERACTION
- 37. 3-Dimensional Campaign Reporting Explicit Qualification + Implicit Interest Level + Predictive 6 32 25 13 1 10 LEADS BY 2-DIMENSIONAL SCORE HIREVUE | TALENT INTERACTION 2 1 8 9 19 11 14 2 6 1 9 LEADS BY STAGE & PREDICTIVE SCORE 30% 47% 18% 5% 0% A B C D E PREDICTIVE SCORE VS. 2-DIMENSIONAL SCORE 30 47 18 5 0 35 39 17 5 A B C D E
- 38. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 39. HIREVUE | TALENT INTERACTION
- 40. HIREVUE | TALENT INTERACTION
- 41. HIREVUE | TALENT INTERACTION
- 42. 1 Alignment Process Team Technology HIREVUE | TALENT INTERACTION 2 3 4 5 Deployment 6 Governance 7 Improvement
- 43. Demand Funnel on Steroids Work with Finance LEAN Six-Sigma Approach Benchmark (DemandGen, Sirius) Social Integration Content Integration HIREVUE | TALENT INTERACTION
- 44. Summary
- 45. Takeaways & Lessons Learned Start with the end in mind Always align with sales & the business KSS to start Set expectations Execute while you build HIREVUE | TALENT INTERACTION
- 46. Thank You
Editor's Notes
- Welcome to Park CIty