Vidyard's story of using Full Circle CRM and Salesforce to align sales and marketing (smarketing) by creating a joint operations team called revenue operations.

1. Aligning Sales and Marketing
Vidyard

2. PRESENTERS
• Joe Gelata
– Demand Generation & Revenue Operations
• Amar Chahal
– Insights & Growth Hacker

3. VIDYARD THE COMPANY
• B2B SaaS
• 10-15% monthly growth
• 100 employees by end 2015
• Pardot + Salesforce + Full Circle
• Truly metrics driven

4. VIDYARD THE PLATFORM
• Video Marketing Platform
• Encoding + Hosting + Player
– CTA’s, Lead Capture, Sharing
• Video Analytics
• CRM & MAP Integration
– Salesforce, Pardot, Eloqua, Marketo, Act-On
• Close loop between views and revenue

5. MARKETING & SALES
ALIGNMENT
• Universal challenge that grows with size
• Separate activities will always create silos

6. BAND-AIDS
• CEO aligns VP Marketing and VP Sales
• CRO manages Marketing & Sales
• Problem:
– Only high-level alignment

7. MARKETING & SALES GLUE
• Treat as one function with multiple
steps (Smarketing)
• Low-level processes are linked
• Visibility is key
• Revenue Operations

8. REVENUE OPERATIONS
• One group across
the entire revenue
engine
• Manages processes
and systems that
optimize revenue
generation
Insight
Process
Development
Implementation
Enablement

9. INSIGHTS
• Funnel insights driven by Full
Circle
• Visibility and transparency across
the entire funnel
• One view of marketing and sales
• Links marketing inputs to sales
outputs

10. PUTTING IT INTO ACTION 1
• Waterfall report revealed 50% MQL to SAL
rate
• Drill down by campaign showed it was due
to lack of data
• Kicking off ‘Smart Form’ project to enrich
form data

11. • Waterfall report revealed 50% MQL to SAL
rate
• Drill down by campaign showed it was due
to lack of data
• Kicking off ‘Smart Form’ project to enrich
form data
PUTTING IT INTO ACTION 1

12. PUTTING IT INTO ACTION 2
• Waterfall report also revealed low SAL to SQL rate
for SDR team
• Drill down into Status Reason showed difficulty
connecting via phone
• Kicked off projects to increase connects
– Increased required dial attempts
– Implementing phone system with area-code ghosting
– Analyzing optimal calling times & scheduling accordingly

13. PUTTING IT INTO ACTION 2
• Waterfall report also revealed low SAL to SQL rate
for SDR team
• Drill down into Status Reason showed difficulty
connecting via phone
• Kicked off projects to increase connects
– Increased required dial attempts
– Implementing phone system with area-code ghosting
– Analyzing optimal calling times & scheduling accordingly

14. WHAT’S NEXT
Volume
ROI
Conversions
Velocity

15. Q&A