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The Revenue Chain: Five Keys to a Predictable Demand Generation Funnel
Craig Rosenberg@funnelholic www.funnelholic.com
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The supply chain
1. Driven by quantifiable goal(s)
2. A series of process steps that an organization can track, measure, and then optimize
3. Specialists own their distinct steps
4. Technology drives effectiveness, scale
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The revenue chain yesterday vs today
Yesterday Today
Time-sensitive campaigns Always-on campaigns
Seller-centric Customer-CentricHaphazard A carefully defined series of steps“Arts and crafts” Revenue accountability
Sales and marketing Sales with marketing
“Free safeties” Job function specializationCollateral Content
Manual Technology Platform
“We used to design our funnel based on when WE wanted to talk to them (customers), now you have to design your process to be
there when they want to talk to you”
Adam Needles @abneedles
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The revenue chain
OBJECTIVES/METRICS
PROCESS
PEOPLE
TECHNOLOGY
RevenueTotal Available Market
OpportunityProspect Lead Good Lead
Upsell
1 2 3 4 5 6 7
CONTENT
Source: RQ’s “2013 Marketing Trends” Presentation January, 2013
CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN
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The customer profile feeds the revenue chain
PlanCustomer
Buying Process
Customer Profile
1.Customer profile – pains, needs etc
2.Buying process
3.Consumption patterns
4.Marketing – to – sales transition
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Map the customer journey
telesales
field sales
MarketingDatabase
MQL
SQL
GATHERING REQUIREMENTS
COMPARING VENDORS
SHORTLISTING VENDORS
COLLECTING INFORMATION
Site: downloads third party “buyers guide”
Re-target: clicks thru ITManagement banner on ESPN.com
Email: opens vendor incentive offer
Phone: no project right now; check back in 6 months
Email: completes IT priority survey and lists storage as top 3 priority
Phone: won’t make decision for 5 months
Site: views vendor demo start to finish
Phone: cannot connect after 10 dials
Site: does not attend live webinar
Re-target: downloads vendor whitepaper LP 9C
Email: opens webinar email
Phone: commits to view online demo
Email: does not open follow up survey
Phone: will make decision in 2 months
Re-target: no click thru on banner
SAL
LEAD QUALIFICATION FUNNEL SALES FUNNELMARKETING FUNNEL
Handoff to sales
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Demand generation options
5 7
Outbound External Pull Marketing
Inbound Marketing
Lead Quality Lower Lower Highest
Time to Value Short-term Short-Term Long-Term
Ability to reach executives
High Low Low
Targeting High Medium Low
Cost High Medium Low
Example •List Rental•Telemarketing•List Purchases•Unsolicited email
•Publishers•Trade shows
•Your Website•Blog•Microsite
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Nurture
5 7
Source: Tom Scearce @TLOTL
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The content command center
1. . CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN
5 7
CONTENT
Internal Command Center feeds content across the revenue chain
1. Reports to corporate marketing and is not product marketing
2. Responsible for content across the buying process
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Lead qualification = revenue chain success
GenerateA
Lead
Generation
QualifyOpportunity
(or get aQualified Lead)
Qualification
ValidateDevelopPropose
NegotiateClose
Direct Sales Cycle
Time & Effort
Sales won’t have the time or desire to make the effort necessary to convert a lead to a Qualified Lead -- particularly once 3-5 good deals are on their forecasts
3-15 Touches = 1 QL*
*Touches includes dials, voicemails, emails, conversations with gatekeepers
Rule Number 1: Sales will not follow-up on leads, they will follow up on qualified leads
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The people
OBJECTIVES/METRICS
TECHNOLOGY
RevenueTotal Available Market
OpportunityProspect Lead Good Lead
Upsell
1 2 3 4 5 6 7
CONTENT
CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN
• Specialists along specific areas of the revenue chain• Use operational metrics that help move leads through buying process
(e.g. Lead Qual group is measured by opportunities created and “good lead/opportunity conversion”
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Marketing technology stack
ANALYZECONVERTDISTRIBUTECREATEPLAN
MRM
DIY PLANNING
CONTENT MANAGEMENT
SYSTEM
CONTENT PRODUCTION
CRM
CONTENT EXPERIENCE
MARKETING AUTOMATION
ANALYTICS
RESEARCH TOOLS
CREATIVE TOOLS
DATA SERVICES
OPTIMIZATION TOOLS
DATA LAYER
SOCIAL MEDIA
DISPLAY
RETARGETING
PAID SEARCH
+++
Marketing Program/Campaign Process
Source: RQ’s “2013 Marketing Trends” Presentation January, 2013
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Managing the revenue chain
1. Look at unified view across entire chain
2. Track and measure steps along the customer journey
3. Create common definitions
4. Have an owner of the revenue chain
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Thank you
Craig Rosenberg@funnelholic www.funnelholic.com
Inspired by:Carlos Hidalgo @cahidalgoAdam Needles @abneedlesScott Albro @scottalbroGreg Alexander @gregalexanderTom Scearce @TLOTL