Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Presenter Name, Title and or Date
©2008-15 New Relic, Inc. All rights reserved.  
541
And the geeks shall inherit the Eart...
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
Building a global brand, driving demand

3
“Half the money I spend on
advertising is wasted. The trouble is I
don’t know which half.”!
-John Wanamaker
Confidential ...
SiriusPerspective: 
© 2015 SiriusDecisions. All Rights Reserved 4
Marketing Technology Spend Has Rapidly Increased
Investm...
§  At least 4 years of relevant professional online marketing experience
§  Technical degree (economics, engineering, stat...
6
Job Requirements, Sales Operations Analyst
Confidential ©2008-15 New Relic, Inc. All rights reserved.   

§  B.A. or B.S....
7
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
©2008-15 New Relic, Inc. All rights reserved.  
Growth in Marketing and Sales Technology Jobs
8
Data from Indeed.com job t...
Talent Characteristics
9
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
10
Framework for talent
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  Proactive
§  Hacky
§  Analytical
§...
11
Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  PROACTIVE: controlling a si...
12
Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  HACKY: moving fast and brea...
13
Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  ANALYTICAL: characterized b...
14
Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  CONNECTED: part of the Mark...
15
Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  EMPATHETIC: putting yoursel...
16
Evaluating PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
0	
1	
2	
3	
4	
5	
PROACTIVE	
HACKY	
ANALY...
17
Secondary characteristics
§  Introverted
§  Thoughtful
§  Quirky
Confidential ©2008-15 New Relic, Inc. All rights reserv...
Sourcing and Recruiting
18
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
19
Sourcing - internally
§  Within your department
§  Sales/Marketing Operations
§  Business Operations
§  Business Analys...
20
Sourcing - externally
§  LinkedIn

§  Conferences / Meetups
§  Consultants
§  Technology community sites
§  Other unico...
21
“Where do you see yourself in 5 years?”!
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
“Tell me about a ...
22
“What’s your most interesting project
outside of work?”!
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
“...
23
Interviewing - exercise
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
If you were hired for this positio...
Development / Retention
24
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
25
Beyond PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.   
§  Creative marketing
§  In-person communicat...
26
Retention
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
27
Conclusion
Confidential ©2008-15 New Relic, Inc. All rights reserved.  
©2008-15 New Relic, Inc. All rights reserved.  
Thanks!
Upcoming SlideShare
Loading in …5
×

Hiring technical talent in Marketing

829 views

Published on

Baxter Denney, VP of Online Marketing and Operations at New Relic presenting at Sirius Decisions Technology Exchange event in San Francisco. Topic: embedding technologist DNA in Marketing.

Published in: Marketing
  • Be the first to comment

Hiring technical talent in Marketing

  1. 1. Presenter Name, Title and or Date ©2008-15 New Relic, Inc. All rights reserved.   541 And the geeks shall inherit the Earth… Baxter Denney, Vice President, Online Marketing & Operations, New Relic!
  2. 2. Confidential ©2008-15 New Relic, Inc. All rights reserved.   Building a global brand, driving demand

  3. 3. 3 “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”! -John Wanamaker Confidential ©2008-15 New Relic, Inc. All rights reserved.   marketing technology
  4. 4. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 4 Marketing Technology Spend Has Rapidly Increased Investment in marketing systems and tools has increased steadily in many organizations over the past several years. Marketing Budget as a % of Corp Rev $0M $2M $4M $6M $8M $10M $12M $14M $10B $5B $1B $500M $100M B-to-B Non-Software $0M $2M $4M $6M $8M $10M $12M $14M $10B $5B $1B $500M $100M B-to-B Software
  5. 5. §  At least 4 years of relevant professional online marketing experience §  Technical degree (economics, engineering, statistics) strongly preferred. §  Experience with overall marketing strategy, including budget allocation, opportunity assessment and prioritization. §  Strong familiarity with SQL. §  Advanced Excel functionality. §  Prefer to be hands-on and can multi-task with ease. §  A desire to work in a fast-paced, data-driven environment 5 Job Requirements, Marketing Operations Manager: Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  6. 6. 6 Job Requirements, Sales Operations Analyst Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  B.A. or B.S. degree or equivalent §  5-10 years solid sales operations experience §  Expert in “all things” SFDC is a must §  Experience in subscription-based and/or SaaS-based business, including quote-to-order process §  Experience in using using Microsoft Office Suite, especially Excel (Pivots, Look-Ups, Filtering) and PowerPoint, Google Apps for Business, DocuSign, WebEx, and DiscoverOrg §  Self-starter with ability to work in a fast-paced, ever-changing environment §  Team player with strong cross group collaboration skills §  Experience with presentations to senior executives in sales, finance and/or operations §  Strong communication skills and management presence §  Superior problem-solving skills. Must be able to accurately compile and synthesize quantitative and qualitative data §  Excellent customer service attitude §  Have empathy
  7. 7. 7 Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  8. 8. ©2008-15 New Relic, Inc. All rights reserved.   Growth in Marketing and Sales Technology Jobs 8 Data from Indeed.com job trends
  9. 9. Talent Characteristics 9 Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  10. 10. 10 Framework for talent Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  Proactive §  Hacky §  Analytical §  Connected §  Empathetic §  PHACE
  11. 11. 11 Framework for Talent: PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  PROACTIVE: controlling a situation by making things happen or by preparing for possible future problems
  12. 12. 12 Framework for Talent: PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  HACKY: moving fast and breaking things, not settling for things that don’t work they way they should. Unafraid of the unknown, especially as it relates to technology.
  13. 13. 13 Framework for Talent: PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  ANALYTICAL: characterized by analysis rather than inflection. AKA #datanerd
  14. 14. 14 Framework for Talent: PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  CONNECTED: part of the Marketing and Sales Technology ‘scene’, online or otherwise. Asks to go to conferences, attend user groups and meetups, etc. Spends time with folks outside their department.
  15. 15. 15 Framework for Talent: PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  EMPATHETIC: putting yourself in others’ shoes
  16. 16. 16 Evaluating PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   0 1 2 3 4 5 PROACTIVE HACKY ANALYTICAL CONNECTED EMPHATHETIC
  17. 17. 17 Secondary characteristics §  Introverted §  Thoughtful §  Quirky Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  18. 18. Sourcing and Recruiting 18 Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  19. 19. 19 Sourcing - internally §  Within your department §  Sales/Marketing Operations §  Business Operations §  Business Analysts §  Admin and support functions Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  20. 20. 20 Sourcing - externally §  LinkedIn §  Conferences / Meetups §  Consultants §  Technology community sites §  Other unicorns! Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  21. 21. 21 “Where do you see yourself in 5 years?”! Confidential ©2008-15 New Relic, Inc. All rights reserved.   “Tell me about a time when…”! “What are your biggest strengths/ weaknesses”!
  22. 22. 22 “What’s your most interesting project outside of work?”! Confidential ©2008-15 New Relic, Inc. All rights reserved.   “What metric do you wish you could track (and how would you do it)?”! “What app do you love (or hate) and why?”! “What was the most interesting talk or presentation you’ve seen this year?”!
  23. 23. 23 Interviewing - exercise Confidential ©2008-15 New Relic, Inc. All rights reserved.   If you were hired for this position, one of your responsibilities will be to gathering, analyze, and synthesize data from various sources for marketing and sales teams at New Relic. Use the provided spreadsheet to answer the following questions: •  Volume: How many MQLs were routed? How many people signed up for a Trial? Activated their trial? How many MQLs were created and routed? •  Conversion: What is the conversion rate from Trial Sign Up to Activation? From Inquiry to MQL? From MQL to SAL? •  Velocity: How many days did it take to go from signing up for a trial to activation? From Sign up to MQL? Show each of the above metrics grouped by Company Size, by Qualification Reason, and by Selling Team. Considering the data, what could New Relic do to increase volume, velocity, and conversion for the following quarter? Exercise Deliverable: Build a short slide deck (no more than 5 slides excluding title and appendix slides) that answer the above business questions for delivery to Marketing and Sales leadership.
  24. 24. Development / Retention 24 Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  25. 25. 25 Beyond PHACE Confidential ©2008-15 New Relic, Inc. All rights reserved.   §  Creative marketing §  In-person communication §  People management §  Working with extroverts §  Simplifying the technically complex
  26. 26. 26 Retention Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  27. 27. 27 Conclusion Confidential ©2008-15 New Relic, Inc. All rights reserved.  
  28. 28. ©2008-15 New Relic, Inc. All rights reserved.   Thanks!

×