ogaraco intro deck

OGaraCoFrom Lead Gen to Marketing Value

The Current State of Lead/Demand Generation (1 of 4)

B2B Marketers Priorities

◉ Lead quality over quantity (83%)

◉ Better campaign results (71%)

◉ Sales & Marketing alignment (61%)

◉ More leads, better data and measuring business impact & ROI ◉ How does your business compare?


What are the MOST IMPORTANT OBJECTIVES of an effective Lead Gen Strategy?

◉ Improving lead quality (70%)

◉ Increasing sales revenues (58%)

◉ Increasing lead volume (54%)

◉ Most useful metric:

Sales Qualified Leads (SQL)

◉ How does your business compare?


◉ Lack of effective strategy (40%)

◉ Lack of budget (33%)

◉ Lack of content (27%)

◉ Lead-to-Revenue attribution (26%)

◉ Marketing-sales alignment & mgt support

◉ How does your business compare?

What are the MOST CHALLENGING OBSTACLES to Lead Generation Success?


What are the MOST EFFECTIVE RESOURCES for executing lead generation tactics?

◉ Best results come from outsourcing to specialists or combining outsourcing with in-house (say 83%)

◉ Top reason: shortage of specialist skills

◉ What is your most effective resource mix?

◉ World’s largest independant Automation provider

◉ Private Equity in recent years:

Carlyle Group and EQT giving strong

investment for international growth

◉ Recent rebrand & acquisitions of a similar

sized competitor, ORSYP

◉ Double digit growth targets required merger,

integration and change management program of:

➊ PEOPLE ➋ PROCESS ➌ TECHNOLOGY

Company: Automic Software Gmbh

Founded: 1985

Customers: 2,500

Employees: 640

Head Office: Vienna (+ London & Seattle)

Locations: 13 incl. AT, DE, FR, GB, HK, US

Web: automic.com

Case Study

Interfacing with the global sales team we were able to deliver an additional €3.5M

of marketing sourced revenue in our first year, a

50% YOY increase in Sales Accepted Leads to

pipeline, while reducing overall spend by 20% vs

the previous year.

Craig Beddis CMO

Automic Software

“

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Results: More Revenue With Less Budget◉ 100% YOY increase in marketing sourced revenue

◉ 50% YOY increase in Sales Accepted Leads

◉ 20% reduction in overall marketing spend: increasing ROI

Deliverables: People / Process / Technology

➊ People: transform sales & marketing to partner & focus on revenue

➋ Process: a unified lead-to-revenue process mapped to buyer journey

➌ Technology: defining & integrating CRM, Marketing Automation & BI platform

“People before process. Process before technology. Technology

implemented last - to enable your people and the process”

➊ People Before Process | Sales & Marketing Alignment

➊GOALS &

OBJECTIVES

Redefining joint sales and marketing

roles with aligned measures of

success around revenue and growth

➋ORG DESIGN

Designing & implementing aligned

marketing and sales organisation

structure

➍REGIONAL REVENUE

TEAMS

Moved from traditional field marketing

to several regional Revenue Teams of

marketing, sales & services

➎REGULAR

INTERLOCK

Quarterly revenue interlock meetings

with C-level sponsor & bi-weekly

updates for campaign feedback

➌GLOBAL DEMAND CENTRE

From multi-region to one global

marketing demand gen centre -

increasing effectiveness at lower cost

➏LEAD MGT & REPORTING

Agreeing lead definitions, shared

language, SLAs & reporting for full

visibility and accountability

Adrian from OGaraCo came on board during a period of big and frequent change at Automic. He was very supportive with everyone on the team which allowed him to

quickly understand the challenges of the business and understand their unique skill sets, helping him reorganize us into roles that matched our strengths. This

resulted in teams that could meet the aggressive targets from leadership by focusing us on our respective areas, inbound, outbound, programs and operations. He is a

strong believer in developing people through coaching and mentoring.

Patrick Bradshaw, Global Director, Inbound Marketing, Automic

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”

➊LEAD-TO-REVENUE

Architecting a unified lead-to-revenue

process, for marketing to sales, aligned

with specific buyer journeys

➋PRODUCT/

MARKET FIT

Specific lead qualification by

products/markets: established / new

concept / new paradigm

➌GO-TO-

MARKET

Global campaigns process with local

execution - integrating the right

balance of inbound & outbound

➍AGILE

SCRUM

From waterfall to Agile SCRUM bi-

weekly sprints: faster results &

continuous improvement

➎INTEGRATE

BACK OFFICE

Partnering with IT & Finance to agree

back office processes to support ROI

measurement & management

➋ Process Before Tech | Lead-to-Revenue Buyer Journey Alignment

I worked with Adrian from OGaraCo and we tackled some pretty meaty projects around lead process. He is very pragmatic in approaching a project and digs into details. He will always provide context around stats and always comes up with

innovative ways of looking at results, goals and issues that need solving.

Rachel Teare, Senior Global Director, Digital Marketing, Automic

“”

➌ Technology to Support People & Process | CRM, MA & BI Platform

➊CRM & MAPLATFORM

Old disjointed CRM and Marketing

Automation platforms replaced to

support new processes

➋PROJECT

MGT

Agile SCRUM project management

platform to track & improve project

execution

➌REPORTING

Design and implement MA+CRM

dashboards for sales and marketing

operational reporting

➍ANALYTICS

Setting clear requirements with IT for

Business Intelligence platform for

board level reporting

Adrian from OGaraCo is a true international sales and marketing expert. He helped set up a remote marketing and sales development team to service my region -- with a clear

plan to successfully transition them to my local office. His knowledge of the region and how to support remote teams from across the globe is a unique skill.

Tho Chien, VP Sales, APAC at Automic Software

“”

OGaraCo | Aligning People, Process & Technology

Models & Best-Practice Can Be UsefulBut Executable, Result Driven Programs Create Real Results

So many models! Where do you start?

OGaraCo Marketing Value Maturity Model™

GOALS & OBJECTIVES MATURITYMEASURES &

METRICSPROCESS & CHANNELS

SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS

Quantity of Leads

LEVEL 1Lead Gen Lead Volume

By Activity With High Risk of

Being Cut

Mixed skills - global or regional

Throw & Stick Activity Based

Number of Opens, Clicks &

Raw LeadsLAGGARD

Quality of Leads

LEVEL 2Demand Gen

Marketing Performance Measurement

Based on Reverse Waterfall

Central Demand Centre &

Regional Field Marketing &

Sales

Multiple Channel

Inbound & Outbound

MQL, SAL, SQL BEST PRACTICE

Value of Leads &

Opportunities

LEVEL 3Revenue Gen

Current/Future Pipeline & Revenue

Estimates

Central Demand Centre & Regional

Revenue Teams

Multichannel Inbound

+Outbound

Marketing Sourced Leads, Opportunities &

Revenue

BEST IN CLASS

Customer Lifetime Value

LEVEL 4Value Gen

Business Performance Management

Future Predictive

Customer Value

Fully Integrated Marketing/Sale/

Services CX Teams

Advanced Omnichannel e.g. ABM &

Social Selling

Predictable Multi-year

Lifetime Value

FUTURE CLASS

© Copyright OGaraCo

Revenue Performance Management

Consulting, Training & Coaching

Strategy Assessment◉ Marketing Value Maturity Roadmap

◉ Org Structure & Design: Demand Centre & Revenue Teams

◉ Skills Gap Analysis for Training/Hiring Plan

◉ Lead Management & Lead Spectrum Analysis

◉ Demand Waterfall Analysis & Budgeting

◉ Product Demand Type Mapping

◉ Campaign Process & Go-to-Market

◉ KPIs, Reporting & Analytics Assessment

◉ Agency Audit

◉ Content Audit & Gap Analysis

◉ Contact Database Healthcheck

◉ Data Management, Account Hierarchy & Segmentation

Requirements Gathering & Selection◉ Agency Selection

◉ Marketing & Sales Platforms & Tools

◉ Reporting & Analytics Platforms & Tools

Workshops, Training & Coaching◉ ABM Strategy, Planning & Execution

◉ Agile Project Management for Campaign Execution

◉ Lead Management & Lead Spectrum Analysis

◉ Marketing Performance & Operations Strategy

◉ Marketing-Sales Alignment (SL2 Agreement)

◉ Social Selling for Inside Sales & Account Execs

See latest public training courses: http://bit.ly/ogaraco

OGaraCo | Public Training Partners

Adrian O’Gara delivers public training for some of the UK’s best marketing knowledge providers:

From Digital to Integrated MarketingB2B Lead Generation:

Integrating Online With Offline14 July 2016

22 September 2016

Digital Transformation Marketing Essentials: From

Leads to Revenue Generation22 September 201624 November 2016

Advanced B2B MarketingInternational Marketing Strategy

Sales & Marketing AlignmentMarketing Performance Management

Early 2017

OGaraCo also offers bespoke in-house training based on your requirements

OGaraCo | Program Execution Partners

Our partners work with us to support their client’s strategy. Our clients work with our partners to execute: content, campaigns, data & technology

Account Based Marketing Strategy & Account Profiling - ABM Technology Platform &

Campaign Execution

Content & Lead GenContent Creation, Campaign

Execution & Distribution (Paid/Earned/Owned)

Marketing Automation Integration & Management: SFDC, Dynamics, Eloqua,

Marketo, Allocadia....

Mktg/Sales AutomationIntegrated MA, Lead Mgt, CPQ,

Commissions, Content & Training Hub

Salesforce.comOutsourced Implementation

& Management

Contact DataData Cleansing, Data

Structure & Data Management

OGaraCo | Meet The Team

With 18 years in B2B sales & marketing for software, SaaS and service companies, Adrian has worked for niche start-ups and global industry leaders. As the founder and lead consultant at OGaraCo, Adrian uses his experience in demand gen strategy with sales and marketing operations to help clients increase revenue and ROI through performance management.

With 10 years in telecommunications and media, Susan has specialised in sales and marketing infrastructure projects – from salesforce automation to closed loop marketing. Susan helps clients execute their newly formed strategy by training people to adopt and adapt to the new environment and deliver the best practice expertise to get you started.

With 10 years in project management, Louise turns strategy into execution with her natural ability to get things done: on time and within budget. Louise helps clients execute their newly formed strategy by coordinating and collaborating with key project stakeholders. Engaging everyone to be aligned and bought-in to the project to ensure success.

ogaraco intro deck

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