When a hot lead arrives, how fast is your follow-up? Sales can degrade by 50% every day when a lead sits waiting. See the detailed analysis from Mary Firme and Dell's Bryan Shaw.

1. Global CRM & Demand Center
Global CRM – Fundamentals (MKTG1060)
YOUR LEADS HAVE A NEED FOR SPEED

2. QUICK ANSWERS TO COMMON QUESTIONS
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3. Mary Firme
Chief Lead Accelerator,
ReachForce
@MaryFirme
Bryan Shaw, PMP
Global Marketing Operations
Manager, Dell
@shaw_bryan
YOUR LEADS HAVE A NEED FOR SPEED: PRESENTERS

4. ABOUT REACHFORCE
§ Mastering data management for B2B
Marketers for nearly a decade
§ Driving innovation in marketing data
platform by maintaining a dynamic
database of customers, accounts and
transactions
§ Providing continuous data quality
management to build quality leads for
marketers to create a more valuable
customer engagement
Best Lead Generation Solution

5. ABOUT MARY FIRME
Experienced cat
wrangler
2013 Stevie - Gold
Award Winner -
Marketer of the Year
20 Years Demand
Generation,
Operations and
Digital Marketing

6. FAST LEAD HANDLING IS NOT THIS.
Sales.
Lead who’s
just looking.

7. FAST LEAD HANDLING IS FOR THIS.
Sales.
“Today’s buyers are
two-thirds to 90%
of the way through
their purchase journey
before they reach out to
the vendor.”
- Lori Wizdo, Forrester
Forrester
Infographic
2012

8. ROUTING LEADS ACCURATELY HELPS SPEED.
AND SALES.
Route leads by:
• Zip code
• State
• Revenues
• Employee Count
• Industry
• Global enterprise
• Technology used
• And when you route it -
track what happened.

9. SUBMIT!
First Name:!
Last Name:!
Email:!
Company:!
Phone:!
Jennifer!
Anderson!
mvp@webtrends.com!
WebTrends!
503-222-2222!
First Name Jennifer State Code OR
Last Name Anderson Country Code US
Email
mvp@webtrend
s.com
Employee
Count
325
Company Webtrends Inc.
Employee
Location Count
23
Phone 503-294-7025
Annual
Revenue
$42,200,000
Address 1 851 SW 6th Ave SIC 7372
Address 2 Ste 600
SIC Industry
Name
Prepackaged
Software
City Portland NAICS 511210
State Oregon
NAICS Sector
Name
Software
Publishers
Country USA Company URL
www.webtrends.
com
Postal Code 97204-1343 Subsidiary SUB
Trade Style
Name
Confidence
Level
user
5QUESTIONSSmartForms in Action"
Webtrends increased
speed to complete
progressive profiles 19X
with SmartForms –
getting full qualification
in just 1 day (down from
20 days).
As a results, Webtrends
grew sales pipeline 40%
per quarter post
SmartForms, a massive
business impact for the
company.

10. ABOUT BRYAN SHAW
Alaska:
2006-­‐2009
Looking
Unified
Iraq : 2006-2007
Looking
Intimidating
Rochester:
2009-­‐2011
Looking
Technical
Dell
Aus?n
2011-­‐Now

11. DELL’S DEMAND CENTER TODAY

12. BACK TO THE BEGINNING: 2009
§ People
began
loading
stuff
into
Salesforce.com
§ Sales-­‐ready
leads
ranged
from
CIO
event
a2endees
to
3rd
party
purchased
list
of
names
§ Leads
took
4-­‐8
weeks
to
get
to
Sales
§ Sales
took
weeks
to
follow-­‐up
§ Then
we
read
The
Lead
Response
Management
Study…

13. WEAK LEADS: A SELF FULFILLING PROPHECY
2009-­‐12
Average

14. 14
LEAD SPEED IS VEHICLE-AGNOSTIC
Dell is best in class.
(When we do everything right)

15. 15
WEAK LEADS: MARKETING’S CONTRIBUTION
2011-12
Average

16. STEP 1: NAME KEY OBJECTIVE & IDENTIFY CHALLENGES
Key Objective.
Customers are looking for responsiveness from
Dell – our mission is to exceed their expectations.
Challenges: Automation is not easy.
§ Most lead generation is still “offline”
§ Massive direct Sales team is account-based –
lookups required
§ No qualification team: marketers must write
detailed instructions for Sales follow-up
§ Events and 3rd party vendors are not optimized
for speed
§ All or nothing approach to “online”
automation caused quality issues or lead
leakage

17. STEP 2: ADDRESS THE CHALLENGES
Set SLAs for offline leads and add
“concierge” service for online leads
Measure Baseline. Expose Flaws.
Fix Process. Repeat.
Vendors Marketers Operations
Sales
• Enforce 7-day turnaround
for event leads
• Update vendor agreements
• Require personal touch by
marketing within minutes
for online leads
• Reroute online “non-lead
gen” inquiries
• Copy Sales on replies to
expedite follow-up
IT
0
5
10
15
0
20
40
60
80
100%
LE US PUB NA MB NA LATAM EMEA APJ G500 OEM Total
Average Days to Follow Up
Acceptable Follow Up Time
Follow Up%
Q3FY13 Days to Follow Up
Q4FY13 Days to Follow Up
Q3FY13 Follow Up %
Q4FY13 Follow Up %

18. STEP 3: MEASURE THE REVENUE PAY OFF
Huge ROI for Concierge
Program:
• 35x in LATAM
• 19x in NA
Small investments or improvements
can yield huge revenue gains.

19. 19
STEP 4: FINDINGS – SHARE SUCCESS (& FAILURES)
SUCCESS:
We
can
make
a
lot
of
money
very
quickly
FAILURE: Customers don’t wait for you
FAILURE: Customers can get angry
and email your boss
SUCCESS: The right thing to do
for our Customers helps us.

20. STARTING THE PROCESS: FIND A STARTING POINT
• Review lead
information
• Accept/Reject lead
• Immediately
follow-up
• Provide feedback
on quality
• Measure results
and constantly
improve
• Set SLA’s and
enforce them
• Become a
“Marketing Admin”
in your CRM (Apex/
SFDC Data Loader)
• Score, clean, and
route leads to Sales
• Simplify and
standardize
everything
• Automate as much
as you can
• Accept that your
job isn’t done after
the event
• Use
standardized
lead capture
forms
• Deliver leads
immediately to
Ops
• Include info about
the event/
campaign
• Receive strategy
from execs
• Plan marketing
event schedule
• Target the right
accounts/contacts
for invitations
• Capture the right
info from leads
Pre-Event Post-Event
Lead
Management
Lead Follow-
Up
Sales/MarketingSales/Marketing/BI Marketing Marketing Ops

21. SPEED SUCCESS STORIES: OFFLINE LEADS
Why did we see such an improvement Offline?
• Fewer SRL’s (but better quality): Campaign had a
more targeted list of Leads
• Higher Follow-Up: Alignment with Sales team on
follow-up procedures (and lead quality encouraged
follow-up)
• Higher Conversion: Very detailed “Next Steps” for
Sales and “Supporting Information” about the
campaign

22. SPEED SUCCESS STORIES: ONLINE LEADS
Why did we see such an improvement Online?
• More SRL’s: No Online lead leakage as all leads are
automatically loaded to SFDC
• Higher Follow-Up: An “Online Lead Concierge” is
100% dedicated to immediately contacting leads,
routing to Sales, and contacting reps for follow-up
• Higher Conversion: Concierge is dedicated to
continuing customer conversations within minutes

23. HOW DELL BUILT AN AWARD-WINNING*
MARKETING OPERATIONS TEAM
* ITSMA Marketing
Excellence Award for
Generating and Nurturing
Leads
* SiriusDecisions Return
on Integration (ROI)
Award
* B2B Awards Marketing
Team of the Year
(Nominated)

24. Global CRM & Demand Center
Global CRM – Fundamentals (MKTG1060)
QUESTIONS: YOUR LEADS HAVE A NEED FOR SPEED