Convert (#iheartmktg NYC)

Eastern Region User Conference

June 6, 2014

RAPID FIRE SESSION

CONVERT PRESENTED BY:

ANGIE ANDERSON, STARSHOT

RYAN PORTER, ACT-ON

Who Are We?

Marketing

Most companies are

structured

to create this divide!

VS Sales

Sales and Marketing Alignment

• What is a lead?

• So then what is Marketing Qualified lead?

• And a Sales Qualified lead?

• Why do we differentiate leads?

Has This Happened to You?

The Problem Today

“On average, 73% of all leads generated will not be qualified

and ready for sales at time of initial conversation.”

– Marketing Sherpa B2B Benchmark Survey 2012

0%

50%

100%

Yes No

Do you send all leads that respond to marketing campaigns directly to sales?

Fewer than 100 employees

100 to 1000 employees

More than 1000 employees

It Has to Change!

“… organizations that have tightly integrated

marketing and sales around the shared task

of demand creation close between two

and seven times the number of deals

of those that do not.”

- Sirius Decisions

Imagine if…

FY 12 FY 13 FY 14 FY 11

The Proof

ROI is calculated on opportunities generated by Starshot-executed programs that have reached 20%

or more qualified and all cost of Starshot’s services

120

100

80

60

40

20

Timeline

13.6 19.5 20.7

107.9

ROI

The Fact is …

The ONE thing both

Marketing & Sales cannot do without

Revenue

The GOAL

So we can all play

nice in the

sandbox again!

Thank You

Angie Anderson

Practice Lead, Demand

angie@starshot.com

Ryan Porter

Director of Sales

ryan.porter@act-on.net