Lead to-Revenue Best Practices - Driving Pipeline Growth Across the Enterprise

Lead-to-Revenue Best Practices: Driving Pipeline Growth Across the Enterprise

May 21, 2014

Lori WizdoPrincipal AnalystForrester

Sanjay DholakiaCMOMarketo

How Does Forrester Define L2RM?

Practices, Processes and Technologies deployed to acquire, retain and enrich customer relationships

Series1 24% 15% 11%

Expanding or upgrading

Using or implementing, not expanding

Planning to implement in the next 12 months

“What are your firm’s plans to adopt lead management automationsoftware technologies?”

L2RM is a well-established practice

Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

Initial adopters use L2RM to help with:

• increasing demand for leads;

• revenue accountability;

• changing buyer behavior,

• need to better align with sales

Contribute more to

the sales pipeline.

Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:

Realized Gains From L2RM Automation.

Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey

Using your best estimate, what percentage of your sales pipeline (opportunities) can be attributed to leads your marketing function has generated?

44%34%

L2RM Platform users contribute more to the pipeline.

Contribute more to the

sales pipeline.

Have higher levels of process maturity

L2RM Platform Users more marketing process maturity

sales pipeline.

Have higher

levels of process maturity

Measure results

more holistically

L2RM Platform users measure more aspects of performance.

sales pipeline.

Have higher

Measure results

more holistically

Collaborate better with their sales colleagues

L2RM Platform Users have better alignment with sales

sales pipeline.

Have higher

Measure results

more holistically

Collaborate better with their sales colleagues

Marketing Automation

Integrated Marketing

Revenue Performance Management

Basic Marketing Automation • CRM Integration• Scoring• Automated

Nurturing

Utilize the entire Sales Funnel & its Stages • Targeted Marketing• Detour Stages• Dynamic Lead

Routing• Triggers & Alerts

Create a multi-touch attribution model and use it to tweak performance • Attribution Model • Operational

Reporting• Sales

Empowerment via CRM campaign execution

Aetna’s L2RM Approach

PROVIDERActiveHealth Management

iTriage

Medicity

Neonatal Management Program

Practice iQ

EMPLOYERActiveHealth Management

iTriageNeonatal Management Program

WellMatchWellness 2.0

Workforce Availability

PAYERActiveHealth Management

WellMatch

Optimizing the Leads

• Early Awareness

• Pref. building

Demand

• Known Names

• 2-way dialogue

Nurture

• Handoff to Sales

• In Rep’s Pipeline

Qualify

Revenue

Demand Generation

Nurturing Qualification to Close

Revenue

• Ads• Branding• Social• SEM/SEO• Web• PR• Events

• Email opt-in• Webinars• Invite only events• Direct Mail• Thought

Leadership• White Papers

• Phone calls• Demos• Visits• LOI• Sales

methodology kicks in at this phase

• Reports• Dashboards• Win/loss analysis• Reverse

engineering of pipeline by conversion values

Marketing Leads Sales Leads

How many of you have adopted the L2RM methodology?

A. Already adopted B. In discussions to adoptC. No plans to adopt

Polling Question

Great Lead!

Can I get 2000 more just like that?

L2RM is In Transition

Savvy marketing leaders are going beyond ‘demand generation’

This is your chance to:

Transform Marketing

From:Top-notch supplier of leads for the load-bearing sales channel To: Architect of customer engagement across the entire customer life cycle

This is The Age of the Customer

This is L2RM in The Age of the Customer

Your Customer Base is your Strategic Asset

Traditional Marketing

Marketing Automation

Integrated Marketing

Revenue Performance Management

Basic Marketing Automation • CRM Integration• Scoring• Automated

Nurturing

Utilize the entire Sales Funnel & its Stages • Targeted Marketing• Detour Stages• Dynamic Lead

Routing• Triggers & Alerts

Create a multi-touch attribution model and use it to tweak performance • Attribution Model • Operational

Reporting• Sales

Empowerment via CRM campaign execution

50% 20

Building Enduring Customer RelationshipsPersonalized Durable

Directed Individualized

THEN NOW

Driving Transformation in Marketing

Demographic Behavioral Segmentation

Mass Advertising 1:1 Communication

Point in time Blasts Continuous Relationships

Few / isolated channels Exploding / integrated channels

Intuitive decision making Data-driven automation

A Thorough Evaluation

The Fine Art

Being Found

ENGAGE

USE BUY

EXPLORE

DISCOVER

The Way Deals Start Today

Source: The New Yorker, October 5, 1998 (http://www.newyorker.com/)

How Deals Start Today: Known Need

How Deals Start Today: Unknown Need

The right mix drives people to your site

The right mix can be hard to figure out

Source: Forrester B2B Technographics Buyer Sources of Influence: Awareness All Technologies All Countries

Texting/short codes

Signage

Vendor-affiliated community

Procurement/GSA

Email (news/sub)

Direct email

White papers

Vendor print

TV/radio

IT forums/message boards

Industry association

Vendor sales tele/email

www.busprint/news

Business print/news

Trade shows

www.techinfo

Vendor sales in person

www.vendor

0% 5% 10% 15% 20% 25%

Key Features We EvaluatedTo Help You Excel at the “Fine Art of Being Found”

• Multi-channel engagement

• Personalized content and offers

• Social listening, publishing,

engagement

Generate DemandDrive Campaigns Across Channels

EMAIL WEBINARS SEMINARS TRADESHOWS

SOCIAL MOBILE DIRECT MAIL SMS

The Fine Art

Being RelevantENGAGE

USE BUY

EXPLORE

DISCOVER

Content is the currency for engagement

Information abundance attention scarcity

Q4 2013 North America And Europe Executive Buyer Insight Online Survey

I usually scan the information then throw it in the trash.

Vendors give me too much material to sort through.

Much of the material is useless.

Business and IT decision-makers (N = 319) and senior-level IT and business executive decision-makers at companies with 1,000 or more employees

Business Print/News

Catalogs

Tech Analysts

Trade Shows

Tech Print

www. Search Engines

www. Tech Info

www. Tech Print

Vendor Sales in Person

www. Vendor

Tech Analysts

Trade Shows

Catalogs

Vendor Sales Tele/Email

Tech Print

www. Search Engines

www. Tech Info

www. Tech Print

www. Vendor

www. General In-terest

Business Print/News

Catalogs

Trade Shows

Tech Print

www. Tech Info

www. Tech Print

www. Search Engines

www. Vendor

Discover Explore Buy

Source: Forrester’s Tech Marketing Navigator: “Most Influential Vehicles:All Technologies/ All Roles”

Website May Be The Most Important Channel

Is this really useful?

There’s room for improvement

in putting our content into play.

This is useful

Personas

OUTCOMES

The Fine Art of Being Relevant

› Design your site to speak to buyers …

› … and buyer needs

› Use onsite behavioral targeting

› Increase site ‘stickiness’ with targeted content

› Provide content based on visitor behavior

Key Features We EvaluatedTo Help You Excel at the “Fine Art of Being Relevant”

• Segmentation and targeting tools

• Ability to implement contextual

nurturing at scale

• Ability to trigger based upon behavior

• Content and offer personalization

Personalize to be Relevant

Automatically recommend the best content or offer

The Fine Art

Sales Enablement.ENGAGE

USE BUY

EXPLORE

DISCOVER

You gotta give yoursales repsthe rightleads!

Key Features We EvaluatedTo Help You Excel at “Lead Scoring”

• Multiple lead scoring models supported

• Multiple lead scores per person

• Enterprise-level score

Are your salespeople really prepared?

Buyers

Key Features We EvaluatedTo Help You Excel at the “Sales Enablement”

• Native delivery of buyer insight in CRM

• Native delivery of marketing toolkits in

Boost Sales Productivity

Sales teams can focus on win-ready leads

The Fine Art

Continuous

Incremental

Improvement

Key Features We EvaluatedTo Help You Excel at the “Continuous Improvement”

• “Slice and Dice” reporting

• Analytics

• Predictive Analytics

• Multi Touch Revenue Attribution

Measure & Optimize

Better understand your buyers’ journeys

Are you customer obsessed?

Customer obsession:

A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.

strategy energy budgetenhance knowledge of and

engagement with prioritizes

leading

Thank You

@sdholakia

@loriwizdo

Lead to-Revenue Best Practices - Driving Pipeline Growth Across the Enterprise

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