automating the demand funnel for revenue performance … presentation.pdf · objective: marketing...
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Automating the Demand Funnel for Revenue
Performance Management
Robb Nielsen VP, Web Strategy & Marketing Operations
Concur
Greg Forrest Manager, Global Marketing Operations
Concur
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Concur (NASDAQ: CNQR)
Concur is a leading provider of integrated travel and expense management solutions. Founded in 1993 on the premise of helping drive costs out of businesses through innovation.
Process over $35 billion in T&E spend
1,600 employees worldwide
10,000 clients in 90 countries
Headquarters: Redmond, WA
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Scaling Marketing Through Automation
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Our Vision
Build an engine to make demand generation and prospect progression more systematic to scale the business.
Project Phases:
1. Define Common Language – Demand Funnel stage definitions
2. Efficiency – Lead scoring
3. Automation – Lead nurturing
4. Business Intelligence – Map internal systems & integrate
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Phase 1: Define a Common Language Objective: Adopt the Sirius Decisions taxonomy and organizationally define stages to integrate the marketing and sales funnels into one achieving greater marketing & sales alignment.
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Concur Global Demand Funnel Definitions
Marketing
Market Development (Inside Sales)
Regional Sales
* *
*
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Demand Funnel is in CRM
SFDC Contact SFDC Opportunity
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Phase 2: Lead Scoring
Objective: Marketing & Sales Alignment - Increase inside Sales efficiency and help prioritize sales efforts in order to decrease the sales cycle duration, and increase conversions and deal size.
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Phase 2: Lead Scoring
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Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
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Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
#EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
#EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
#EE11SF
Phase 3: Automated Lead Nurturing
Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion.
1. Suspect
2. Inquiry
3. MQL/MDR Working
4. Closed Not Won
#EE11SF
Phase 4: Business Intelligence
Objective: Reduce the dependency of error prone and busy staff by automating stages and transitions, funnel conversion metrics become more clear and accurate.
Primary KPI’s:
1. Sourced Pipeline/Revenue
2. Influenced Pipeline/Revenue
3. Concur Demand Funnel Conversion Metrics
4. Return on Marketing Investment
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KPI: Demand Funnel Conversion
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KPI: Monthly Segment Trending
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KPI: Influenced Revenue
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KPI: Influenced Revenue – Campaign Type
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KPI: Return On Marketing Investment
1st CampaignCampaign before
SQL Stage
Everything after 1st & Before
Close Won
30% 50% 20%
Campaign Touches:
Annual Recurring Revenue Distribution:
Distributed ROMI Attribution
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KPI: Return On Marketing Investment
1st CampaignCampaign before
SQL Stage
Everything after 1st & Before
Close Won
30% 50% 20%
Campaign Touches:
Annual Recurring Revenue Distribution:
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Takeaways
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Align Sales & Marketing
Marketing and sales need to agree on:
– Definitions of the integrated Demand Funnel
– What and how to score
– SLA’s for marketing qualified leads
– Nurture content
– System and people process
– Reporting metrics
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Start with the End
What metrics?
KPI’s Documentation
– Definition
– Questions answered
– How used
– How obtained
Design to get the data
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Automate to Deliver Accurate Metrics
Leverage systems: Eloqua and Salesforce
Automated stage transitions – funnel metrics
– Stamp fields on Lead, Contact, and Opportunity
Data flow and process
– Keep original data through the process
Rely on systems vs people whenever possible
– Balance and lean on the data flow
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Ask for Help and Seek Advice
Don’t re-invent the wheel
Follow best practices
– Design for your business
Use for strategic advice and execution expertise
Allow a third party to guide change management
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Here’s What You’re Going To Need
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Time
6 month core project
– Campaign management, systems integration, web forms already in place
Never done
– Data integrity, growing business demands, strategy revisions
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People
Departments For Each Business Unit (# People)
– Marketing Operations (2)
– Field Marketing (2)
– Sales & Marketing Leadership (2)
– Sales - Inside & Field (2)
– Marketing Communications (1)
– Sales Operations (2)
– DemandGen Intl.
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Technology & Partners
Technology
Strategic Partners
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Thank You & Questions
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Greg Forrest
Manager, Marketing Operations
Twitter: gregforrest
Eloqua Customer for 5 years
Rob Nielsen
VP Web Strategy & Marketing Operations
Twitter: uxmatters_robbn
Eloqua Customer for 5 years