CRM and MA: Understanding the   Relationship Continuum       Presenter or subtitle
Agenda•    The Situation Today•    Strategically Tackling the Funnel•    Sales Handoff•    Measurement & Feedback•    Wrap...
The Usual Conundrum              Sales wants all               “leads” fast          Marketing hits the                   ...
What Typically Happens                                           Inquiry                                                  ...
Agenda•    The Situation Today•    Strategically Tackling the Funnel•    Sales Handoff•    Measurement & Feedback•    Wrap...
Change the Process & the Results                                          or   t Marketing Responsibility          t Ef f ...
Acquisition Programs•  Build Database   –  Permission-based list acquisition   –  Data capture•  Attract Attention        ...
Develop & Deploy Great Content•  Develop   –  Partner & co-sponsor      with industry thought leaders   –  Capture emergen...
Nurture Before You Sell•  Coordinated Campaigns   –  Editorial Calendar – compelling content and events   –  Share your st...
Deliberate Approach to Scoring EMAIL MARKETING                          WEB VISITS                            WEBINARS•  C...
Lead Scoring Example  Example  •      Youre a small software company that sells patch management software.  •      You hav...
Setting Up Scoring
Agenda•    The Situation Today•    Strategically Tackling the Funnel•    Sales Handoff•    Measurement & Feedback•    Wrap...
The Art of the Handoff               LEADS        SQL &                                       CUSTOMERS                   ...
Using Scores to Prioritize Leads
CRM Integration – Hot Leads to Sales
Ensuring Success•  Focus   –  Keep SLAs clear and brief (minimize nuances and exceptions)•  Evolve   –  Adjust based on pe...
Agenda•    The Situation Today•    Strategically Tackling the Funnel•    Sales Handoff•    Measurement & Feedback•    Wrap...
Start by Keeping it Simple… Function                                     Key Metrics       All        •    Waterfall conve...
From Leads to Revenue… Close the Loop     New Leads                            •  Complete campaign                       ...
Agenda•    The Situation Today•    Strategically Tackling the Funnel•    Sales Handoff•    Measurement & Feedback•    Wrap...
Marketing Automation for the Customer LifecycleSTAGES                               LEADS            SQL &                ...
About Act-On•  Our Company  –  Founded in 2008 by founders of Responsys and Webex  –  140+ employees today in Oregon & Cal...
Questions…  Phone: (877) 530-1555       Email: info@act-on.com        @ActOnSoftware    |   #ActOnSW
Thank You  Subtitle
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SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum

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Tim Price, Act-On

Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.

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SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum

  1. 1. CRM and MA: Understanding the Relationship Continuum Presenter or subtitle
  2. 2. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  3. 3. The Usual Conundrum Sales wants all “leads” fast Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance,Reference: Sirius Decisions bitterness, despair 3
  4. 4. What Typically Happens Inquiry Inquiry InquiriesNo nurture/ Inbound Outboundqualification 80% Marketing Qualification Marketing and Tele Qualification Leads Marketing Qualified Automation Qualified Leads (AQLs) Sales acceptseverything/nothing 100% Teleprospecting Accepted Leads (TALs) Teleprospecting Qualified Teleprospecting Sales AcceptanceLeads (TGLs) Leads (TQLs) Generated Inefficient use of sales resources 3% - ?? Sales Qualification Sales Generated Sales Accepted Sales Qualified Leads Sales Qualification Leads (SGLs) Leads (SALs) Poor pipeline Sales Qualified Leads (SQLs) dynamics 10% - ?? Close SQL Close inquiries to 417 close 1 deal Won BusinessReference: Sirius Decisions 4
  5. 5. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  6. 6. Change the Process & the Results or t Marketing Responsibility t Ef f Sales Responsibility Join LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN Campaigns, Content, Programs, SLAs, Measurement & Results
  7. 7. Acquisition Programs•  Build Database –  Permission-based list acquisition –  Data capture•  Attract Attention NAMES LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES & FAN –  Tell the story CUSTOMERS –  Links, videos, & images•  Content Strategies –  Blog, website, social media –  Right target receiving relevant and engaging content Gather prospect information where ever possible
  8. 8. Develop & Deploy Great Content•  Develop –  Partner & co-sponsor with industry thought leaders –  Capture emergent trends/topics –  Repurpose content•  Deploy –  Promote in multiple channels –  Website, social media, email –  Insist on a call to action Create a hub of compelling and contemporary content – reuse as appropriate
  9. 9. Nurture Before You Sell•  Coordinated Campaigns –  Editorial Calendar – compelling content and events –  Share your story – easy to embrace and understand –  Sales and Marketing – same coordinated story•  Scoring –  Segmentation and nurturing based on actions –  Who gets what based on what they have done•  Feedback –  “Know” how they are finding you –  Constant iteration to keep content fresh –  Take advantage of repurposing content Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t Source: Marketing Sherpa
  10. 10. Deliberate Approach to Scoring EMAIL MARKETING WEB VISITS WEBINARS•  Clicked on message •  How many pages did they visit? •  Attendees vs. Non-Attendees•  More points for specific messages •  Which pages did they visit: •  Who visited registration page but•  Do not assign score for: Contact Us and/or Pricing vs didn’t submit • “Email sent” – no action taken Support? on their part •  How often do they visit the site? • “Opens” •  Where did they come from? •  Download whitepaper or other media? FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES•  Submitted /viewed form •  Which keywords perform the best? •  Attended a trade show / physical•  How did they respond to the •  What is my cost per click? event? questions? •  Where did they come from? •  Which mailing lists performed the•  Is the data they provided valid? best?•  Do they fit your target audience? •  Which print advertising generates leads?Act-On Customer Rapid Notify had 50% increase in opportunitycreation and 20% increase in close rate after implementing scoring
  11. 11. Lead Scoring Example Example •  Youre a small software company that sells patch management software. •  You have two offices, one in Asia and one in the US, but you arent global yet. •  Your software isnt cheap, so you need prospects with reasonably large budgets.Registration Question Excellent Prospect Okay Prospect Bad ProspectJob Title IT Director 5 System 3 Sales Engineer -4 AdministratorLocation of United States 5 Hong Kong 4 Romania -5HeadquartersCompany Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2Industry Information 5 Computer 4 Automotive -5 Technology Software ServicesBudget > 50,000 4 10,000 - 50,000 3 < 10,000 -2 Implicit Online Behaviour Point ValueVisitor downloaded the How Do We Compare To Our Competition white paper 5Visitor browsed company website multiple times in the past 7 days. 5Visitor downloaded the Evaluation Guide. 5Visitor is already a lead in the sales system. 4Visitor clicked on companys Jobs web page. -5
  12. 12. Setting Up Scoring
  13. 13. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  14. 14. The Art of the Handoff LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FAN •  Lead definitions (what is a lead?) •  Timeframe & responsibility •  Criteria for acceptance & rejection •  Routing of leads (who gets what?) •  Well defined service level agreements (SLAs)
  15. 15. Using Scores to Prioritize Leads
  16. 16. CRM Integration – Hot Leads to Sales
  17. 17. Ensuring Success•  Focus –  Keep SLAs clear and brief (minimize nuances and exceptions)•  Evolve –  Adjust based on performance metrics, data and feedback•  Enforce –  Those bound by SLAs must be held responsible –  Visibility into key performance metrics for each function –  Agreement between leaders on how to manage•  Own –  Marketing and sales operations usually own maintenance –  Marketing and sales leaders sign and communicate contents Automation helps track & measure performance 17
  18. 18. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up & Questions
  19. 19. Start by Keeping it Simple… Function Key Metrics All •  Waterfall conversion rates Marketing •  Lead volume/quality adherence •  Accept/reject/disqualify/promote timeframes Telesales •  Disqualify reasons (adherence and lead quality) •  Accept/reject/disqualify/promote timeframes Sales •  Disqualify reasons (adherence) Truly successful decision making relies on a balance between deliberate and instinctive thinking. Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005 19
  20. 20. From Leads to Revenue… Close the Loop New Leads •  Complete campaign reports to measure leads & opportunitiesLeads Converted •  Detailed reports groupsTo Opportunities campaign by campaign type •  Integrate Opportunity and Closed data from SFA Opportunities To Revenue CampaignPerformance byCampaign Type
  21. 21. Agenda•  The Situation Today•  Strategically Tackling the Funnel•  Sales Handoff•  Measurement & Feedback•  Wrap-up and Questions
  22. 22. Marketing Automation for the Customer LifecycleSTAGES LEADS SQL & CUSTOMERS ENGAGED ADVOCATE MQL OPPORTUNITIES CUSTOMERS & FANACTIVITIES ACQUISITION NURTURING MARKETING TO CUSTOMER PROGRAMS PROGRAMS SALES HANDOFF SUCCESS EXPANSION PROGRAMS Social Implementation Advocacy Webinars Training Referrals Whitepapers Usage Increased PurchasesSYSTEMS
  23. 23. About Act-On•  Our Company –  Founded in 2008 by founders of Responsys and Webex –  140+ employees today in Oregon & California•  Our Technology –  Designed from the ground up for small marketing teams –  Simple, powerful and easy to integrate –  3rd generation SaaS platform built to scale•  Our Customers –  1,400+ and growing across all major vertical industries –  From Progressive Insurance and Cisco to many companies you probably don’t recognize
  24. 24. Questions… Phone: (877) 530-1555 Email: info@act-on.com @ActOnSoftware | #ActOnSW
  25. 25. Thank You Subtitle

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