SlideShare a Scribd company logo
Treading the path to revenue
James Gunn, Marketing Operations
November 2018
Commercial in confidence
ASX 200 100% SaaS
14 products
Largest
Australian R&D
centre
73% of ANZ live
in a council that
uses TechOne
60% of unis &
Tafes
50% of Federal
government
agencies
Over 30 years
14 offices
internationally
We go to market by industry
Government Local
government
Financial
services
Health
and community
services
Asset
intensive
industries
Project
intensive
industries
Education Corporates
2008
+ + +
2013
+
My journey
Where we’ve come from
I need a new
factsheet
The world will
end if we don’t
sponsor this
tradeshow
Can you make
this PowerPoint
look pretty?
We don’t need
leads. We’ll just
wait for the RFP
Steps forward
Salesforce
integration
Program
templates &
MyTokens
Webinar
integration
The plateau
Catalyst for change
Building a lead process
Kick off
• Workshop
• Process planning
• Process verification
Build phase
• Marketo ⇄ Salesforce
• Lead scoring
• Testing
• Documentation
Go live
• August 2018
• Training and certification
for the sales team
Building a lead process
Marketing
Sales Development
Account managers
• Fill top of funnel
• Generate MQLs
• Qualify MQLs for
Account Managers
• Further qualify
• Close the deal
Building a lead process
Visibility Focus Accountability
Pipeline
Ok, how do
we measure
that?
Where is the
pipeline?
Congratulations!
You have a
pipeline target
Salesforce
isn’t doing
the job
We need an
attribution
solution
What’s next?
Fill the funnel
We have the process,
now we need the traffic
New website
Missing piece of the puzzle
Nurture
Accelerate passage
through the funnel
Brand refresh
A strategic partner to sales,
delivering a significant and measurable impact on revenue​
Treading the Path to Revenue

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Treading the Path to Revenue

  • 1. Treading the path to revenue James Gunn, Marketing Operations November 2018 Commercial in confidence
  • 2.
  • 3. ASX 200 100% SaaS 14 products Largest Australian R&D centre 73% of ANZ live in a council that uses TechOne 60% of unis & Tafes 50% of Federal government agencies Over 30 years 14 offices internationally
  • 4. We go to market by industry Government Local government Financial services Health and community services Asset intensive industries Project intensive industries Education Corporates
  • 6. Where we’ve come from I need a new factsheet The world will end if we don’t sponsor this tradeshow Can you make this PowerPoint look pretty? We don’t need leads. We’ll just wait for the RFP
  • 10. Building a lead process Kick off • Workshop • Process planning • Process verification Build phase • Marketo ⇄ Salesforce • Lead scoring • Testing • Documentation Go live • August 2018 • Training and certification for the sales team
  • 11. Building a lead process Marketing Sales Development Account managers • Fill top of funnel • Generate MQLs • Qualify MQLs for Account Managers • Further qualify • Close the deal
  • 12. Building a lead process Visibility Focus Accountability
  • 13. Pipeline Ok, how do we measure that? Where is the pipeline? Congratulations! You have a pipeline target Salesforce isn’t doing the job We need an attribution solution
  • 14. What’s next? Fill the funnel We have the process, now we need the traffic New website Missing piece of the puzzle Nurture Accelerate passage through the funnel Brand refresh A strategic partner to sales, delivering a significant and measurable impact on revenue​