masstlc seminar: connecting marketing to revenue through sales analytics, enablement, and...
DESCRIPTION
Do you know how much revenue your marketing programs will drive? Can you trace leads through closed deals? How can you better enable your sales people and help them grow business faster? How do you institute a culture of sales and marketers working together? This panel presented how they tackle the issues to provide visibility into performance across the full sales and marketing funnel.TRANSCRIPT
©2012 MASSTLC ALL RIGHTS RESERVED.
Sales and Marketing Seminar:Connecting Marketing to Revenue
through Sales Analytics, Enablement and Communication
JUNE 18, 2013TWEET IT OUT
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NETWORK: eig-bur-guestPASSWORD: 10_WeddellSea
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Get involved!Members – Free seminars and roundtables– Major events – Leadership Awards and
unConference coming up!– Join an advisory board
Non-Members– Find out more about membership – visit
our registration table for more info!
A Quick Poll
• How many people…
– Are goaled on MQLs? Sales Opportunities? Revenue?
– Regularly review conversion metrics with execs
– Have a “Smarketing” meeting
– Cuddle up with Google analytics before bed
Connecting Marketing to Revenue
Key Question:
If you had one more dollar to spend in marketing, do you know how it would impact revenue?
Data-driven sales & marketingTeam collaboration
Feeding the sales engine
Our Panelists
Bernd Leger
Greg Donahue
Zorian Rotenberg
Elle Woulfe
Presenter
Bernd LegerVP of Marketing
Date
June 18 2013
Connecting Marketing to Revenue
Presentation to
MassTLC Panel
Case Study 1:
Situation: 1-person Marketing team30 Inside Sales Specialists95% of leads based on outbound cold callingNo culture of sales/marketing collaborationChallenge: Build a scalable marketing engineMake marketing’s contribution more measurableBuild a partnership with sales
Presentation to
MassTLC Panel
Solution: Freemium-driven marketing modelLeverage field marketing for collaboration and pipeline accelerationFocus on key pipeline and deal metrics
Marketing ROI
Marketing-sourced Pipeline/Bookings
Marketing-influenced Pipeline/Bookings
Results: Company grew from 50 to 350 employeesCAGR of 90%+Inc 500 Fastest Growing CompaniesBoston Globe Top Places to Work
Presentation to
MassTLC Panel
Case Study 2:
Situation: Rapidly growing company 1 person marketing teamExploding market (app analytics & marketing)
Challenge: Build marketing infrastructure and drive pipeline & bookings after 2nd funding round
Solution: Built team of 8 within 6 months“This is our number”Focus on the basics (create marketing & sales SLAs, data quality, define funnel stages)
Presentation to
MassTLC Panel
Case Study 3:
Situation: Apps now representing 50%+ of overall bookings
Challenge: Make marketing’s contribution directly measurable in the app
Solution: Focus on key elements: segmentation, funnel conversion1 simple use case: Net Promoter Score (NPS)
Fortune 500 eCommerce Provider
© 2013 Mercury Systems, Inc.
Greg DonahueMercury Systems
Connecting Marketing to Revenue
19© 2012 Mercury Systems, Inc.
Mercury Systems supplies Electronic Systems
RADAR EW EO/IR – C4I
BAMS; NATO AGSGlobal Hawk
SEWIPAEGIS AEGIS Ashore
F-15
Patriot
Black HawkReaperGorgon Stare
F-16
Badger/Buzzard
Shadow
Global Hawk F-35
F-35
F-16
P-8
20© 2013 Mercury Systems, Inc.
Align with Sales
• It’s all one funnel – marketing to sales• Marketing and Sales are partners in delivering revenue• Agree on and set up a funnel/lead process• Make sure you maintain the relationship!!
– Meet w/ sales leaders regularly – bi-weekly and ad hoc– Communicate w/ sales team – weekly w/ Inside Sales; ad hoc w/ rest of
team; participate in all sales team meetings
• Work with Sales Operations!• How is Sales measured/compensated?
Sales is your customer – treat them right!
21© 2013 Mercury Systems, Inc.
Spend time on the Process – It’s Everything
• Work with Sales to outline/define the marketing to sales funnel– Define the lead flow– Determine what is a MQL, SAL, etc.– Feedback loop for SRLs (lead nurturing)– Design in flexibility– Document the process
• Overlay metrics– What do you want to measure? – Can you measure it?
• Use SLA (service level agreement) if needed• Re-visit the process periodically
– For example, we tweak lead scoring
Process determines your day-to-day work and your metrics
22© 2013 Mercury Systems, Inc.
What do I measure? Three tiers of Metrics
• Tier 1 – Executive Metrics (1-4 key metrics that they care about)– Marketing Influenced Sales Opportunities– Lead funnel health by region
• Tier 2 – Marketing Metrics (decide investments/marketing mix)• Tier 3 – Program Metrics (to improve program performance)
– Open rates, CTRs, page views, downloads, etc.Base your metrics on what drives your business
23© 2013 Mercury Systems, Inc.
Metrics – A StoryI wanted to get more $$• Told the CEO and VP of Sales that I would “add $1 million in new
revenue from new customers over the next 12 months”
• Worked with Marketing Ops and DBA to get numbers• Created a detailed plan to reach the goal
Investment Requested: 223,844$ Expected leads generated: 2,791Expected new product sales revenue: 760,375$ ROI: 340%Time frame from kick-off: 1 to 9 months
Government Technology CostTotal
ReachResponse
RateNumber of Leads
Conversion Rate
Average Sale Revenue
Full page ad; 3 times 15,000$ 75,000enewsletter sponsorship 11,000$ 600,000 0.2% 1200 5% 1,800$ 108,000$
American City & CountyFull page ad; 3 times 21,000$ 74,000
Total Investment: 47,000$ Total Leads: 1,200 Total Expected Revenue: 108,000$
Hosted by
Zorian Rotenberg VP, Marketing @ InsightSquaredEmail: [email protected]
• VP @ 3 startups all 100%+ yearly sales growth at $8MM - $100M• CEO @ StarWind Software, 100%+ global annual sales growth• B.S. from Lehigh University (Finance major, minors in Applied Math and in
Computer Science), Harvard MBA• Interests: Intersection b/w Sales & Marketing Management & Analytics
Oranges vs. Orange Juice
Marketing Generated $ Sales Pipeline
Marketing Generated $ Sales Revenue
Track Leads, Don’t Talk Leads
Photo Source (Creative Commons)
• Orange Trucks: http://www.flickr.com/photos/mandellb/3290077011/sizes/l/in/photolist-61JvgH-64gcSX-686cU1-6cPgfb-6dRUXz-6dRV6V-6hp7Df-6hYCmi-6iNLH2-6jwocY-6m5r32-6pN2NU-6pZHD8-6qCAig-6qGLPN-6qJgQ3-6uwj24-6vukH6-6Fawee-6Htwbi-6Wg4Py-6XBbbQ-71uixc-78TCBG-7bGXdm-7eUmmm-7foRzb-7hnTM6-7iCvP6-7jTHMw-7nDPdG-axj9jM-b3v5fF-e6KWUd-aY41Ba-emWqfJ-bDbkD3-83XCaQ-8LVYqk-8bAYsd-ainggj-8A86nJ-9rnwjV-a82vsq-7D3iQG-8dyKyZ-7S6ZFa-ar16sE-aqXrZz-aqXrSg-aqXrHe/
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Building a Revenue EngineElle Woulfe, VP Marketing
June 16, 2013
A Tale of Two Funnels
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LEAD
VISITOR
What’s Different?
Demand Type
Lead Volume
Benchmarks
Marketing Contribution
Velocity
Measurement
OPP
SUSPECT
PROSPECT
MQL
SAL
SQO 30
Days
6 - 9Month
s
Grow Awareness, Increase Demand…
CONFIDENTIAL 32
WHY Backupify?
LATENT DEMAND
EARLY DEMAND
ACTIVE DEMAND
Market awareness
Market education
Product differentiation
WHY Cloud to Cloud
Backup?
WHY Google Apps?
Expand the Funnel, Gain Levers
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SQO
SQL
MQL
PROSPECT
SUSPECT
ACTIVE DEMAND
LATENT DEMAND
Marketing Contribution
%
%
%
Volume/Quality/Cost
Benchmarks
Velocity
Attribution Model