people, process & platform - achieving sales & marketing alignment
DESCRIPTION
Join the Silverpop team for a 45 minute overview that will lift the lid on how we revolutionised the “ties that bind” the two teams together, how we implemented a Service Level Agreement which adds process to lead flow and then optimized how CRM and Marketing Automation work together. During the presentation we’ll explore how you can impact your business and result in: • Initiate immediate follow up with your prospects through automated campaigns • Engage your leads with highly relevant content • Capture relevant behaviours based on interaction with content on your web site • Automate tactical activities so you can focus more on strategy • Free marketing reliance on other groups in your organization • Understand the revenue generated by marketing through robust campaign measurementTRANSCRIPT
People, Process and PlatformAchieving Sales & Marketing Alignment
Introducing…
Ben ChamletProduct Consultant
Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the
deepest insight into the way customers behave.
Increase relevancy and drive revenue
Capture and leverage rich behavioral
data
Report on performance
and revenue contribution
Decrease reliance on
support from outside groups
Automate tactical activities
Deliver multi-channel
marketing programs
key takeaways
1. An understanding of common challenges we all face
2. Nurture Programs Silverpop uses to tackle our own challenges
3. Understand how creating dynamic nurture emails improve ROI3
Why are we here today?
Because only 5% of leadsyou and I generate are ready to buy NOW.
We all have challenges
Funnel waste
Changing buyer
behaviour
Our lead gen structure
wasn’t in line with goals
We were wasting leads
Our old funnel (and perhaps yours)
65% of leads went to waste.
The buying cycle changed
“During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010
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+35%increase
Nurturing Improves ROI
Currently using Lead Nurture
79%
107%
Not using Lead Nurture
Average lead generation ROISource: Marketing Sherpa 2011 B2B Marketing Benchmark Survey
Demand Gen structure is Key
Our Sales team were buried in leads.
Marketing’s response wasn’t ideal.
How we began curing ourselves
We aligned Sales/Marketing around one
common goal – revenue.
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The five important steps…1. Vision & Plan
– Based on the business vision
2. Pipeline– Marry both Sales & Marketing on pipeline
3. Language– Define all key terms used throughout the sales process
4. Process– Develop an SLA between the groups involved
5. KPIs– Devised around a SMART methodology
Defining the vernacular
– What is a lead?– Which is more important, what our
prospects tell us or what they actually do?
– How can we collect data which will be used to assess the “right fit”?
– What behaviour demonstrates the buying stage?
Lead Scoring and Assignment – New Model
AB
C
D
1
1
1
1
22
2
2
33
3
3
44
44
Right Fit
Not a Fit
HeavyInterest
LowInterest
DG Mktg DeadSales
How did that affect the people?
Began routing leads based on scoring
Marketing became lead-traffic-controllers
Changed our demand gen structure
We redrew our demand gen org chart
…and then the process
Service Level Agreements:The Ties that Bind
Demand Gen Team SalesMarketing
Accept
Source
Qualify
Deliver
Target agreementPrograms/tactics
Lead definitionScoringNurture
Disposition rulesVolume rulesNotification
Accept/Reject
TimeframeAccept/reject rules
Notification
Qualify
DeliverDisposition rules
Volume rulesNotification
MQL definitionEngagement rules
DNQ rules
Reject
Disqualify
Accept/Reject
Qualify
Pipeline
Reject
Disqualify
TimeframeAccept/reject rules
Notification
Engagement rulesDNQ rules
DNQ rulesTimeframes
Accept
Introduced nurture programmes
• With goals to:– Improve follow-up with leads– Offload follow-up to not-yet-sales-ready
leads• Freeing up costly resources• Improving lead follow-up times
– Guide leads through a longer buyer cycle and towards an opportunity
How did Silverpop segment?
Introduced nurture programmes
Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost
Automated Media Nurture• Audience: Top of Funnel Media Ad Responses
• Offer: White-paper downloads driving to online demo
• Team: Marketing
• Process: Set-it-and-forget-it automated program
• Communications: Series of 6 emails, one every month
• Results: Opportunities. Marketing Efficiency improvements
Inbound Demand Gen Nurture• Audience: Top of Funnel Inbound Leads
• Offer: Self-Qualification and Re-connect (personalised)
• Team: Demand Gen
• Process: Contact added after 3 call attempts
• Communications: Series of 6 emails, one every 10 days
• Results: Efficiency savings: 125 hours per Demand Gen Rep per quarter
Event Nurtures• Audience: Top of Funnel: Tradeshow attendees
• Offer: Industry vertical content/tip sheets/case studies
• Team: Marketing
• Process: Visited booth or attended speaking engagement
• Communications: Series of emails, one every 12 working days
• Results: Increased New Sales Opportunities
Open and Re-Engage Nurture• Audience: Mid-Funnel Leads
• Offer: Quirky subject lines, thought leadership
• Team: Marketing
• Process: No interaction for 6 months but still opted-in to newsletter
• Communications: Series of 6 emails, one every 14 days
• Results: 3-5 new sales opportunities generated per week
Silverpop on Silverpop• Audience: Lower Funnel: Prospects with Silverpop
Opportunity
• Offer: Education in the power of marketing automation through real-world experience
• Team: Sales or Demand Gen
• Process: Sales initiated
• Communications: Series of 6 emails, one every 7 days
• Results: Improved Closed Rates/Higher Deal Value
Dead/Lost Nurtures• Audience: Lower Funnel: Lost Sales Opportunities
• Offer: Timely thought leadership and best practices staying top of mind towards competitive
renewal dates• Team: Sales
• Process: Sales initiated
• Communications: Series of 10 emails, one every month
• Results: Increased Sales Efficiency. New Sales Opps.
…but what about the technology?
When should sales pounce?
Sales Visibility (Lead Activity)
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Tracking ROI• Where should ROI reporting
live?– CRM?– Marketing Automation
platform?
• How can you gather insight into the opportunity lost & won– Track lead sources– Add dead / loss reasons into
the CRM
What tools are needed (bare min)?
CRM System• Database of record• Lead and opportunity
tracking• Pipeline opportunity
reporting• Sales process management
Marketing Automation Platform• Lead management
• Lead Scoring• Lead Routing• Lead Alerts to Sales
• CRM integration for sales-initiated campaigns
• Publishing and outbound marketing• Nurtures and email
marketing• Landing pages for lead
generation• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank and behaviour
The results...
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Reduced
non-contacted leads
from 65% to < 5%
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Increased lead conversion rates by
2x in 12-months
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Increased marketing-generated
revenue by more than 100% in 12-months
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Marketing generated over
70% of total sales revenue
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Increased opportunity creation to support
50% increase in sales team size
Closing Remarks
It is likely that less than 5% of the leads you generate are ready to buy. The buying cycle has changed and it has grown even more complex.
Change is the new constant. Marketing are the change agents.
Sales and marketing MUST be aligned to the same numbers; the same vocabulary; and the same units of measurement.
Technology is not the cure-all. You must also have the right structure; the right processes; and the right content.
CRM is the foundation, but you need marketing automation tools to manage the entire lead to opportunity process.
Would your sales team prefer to work smarter,
rather than harder?
Would you like to be responsible for doubling
your marketing-generated revenue?
…then Marketing Automation is for you!
Energy & Utilities
Media Business Services
Financial Services
Travel & Hospitality
HardwareFood & Beverage
Non-Profit
Retail
Entertainment
Software
Education
5,500+ Brands & 20,000+ Marketers Powered by Silverpop
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What next?
We understand your business challenges
We provide the technology, expertise and support to make you successful
We have a proven track record with companies like yours
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www.silverpop.com.au
http://www.silverpop.com/blogs/email-marketing/
Thank you…