Sales and Marketing Alignment: Drive Revenue and Achieve Explosive Growth Fergus Gloster, Managing Director, Marketo EMEA - @fgloster

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Henry Seddon VP Global Field Marketing

QlikTech U.S.-based company, founded 1993 in

Sweden

19,000 customers in 100 countries

1,100 global partners

883 employees across 28 offices in 23 countries

NASDAQ: QLIK

Motley Fool: “Top 5 2011 tech stock”

Change Their World grant program

Broad Base of 19,000 Customers

QlikTech

Mobile Devices Search BI CRM

SIMPLICITY SIMPLICITY SIMPLICITY SIMPLICITY

PageRank Search

iPhone/iPad SAAS-based CRM Business

Discovery

QlikView: Gartner 2011 BI Magic Quadrant Leader “Two distinct segments:” Report-centric BI and Data Discovery

“Data discovery platform momentum accentuates the need for a portfolio approach.”

“QlikTech is the poster child for a new business-user driven approach to BI.”

Magic Quadrant for Business Intelligence Platforms: January 27, 2011

Context

The year is 2009 – Jan moved company from sales logix to sf.com

– Marketing has limited resources - $ and people

– Qliktech has no awareness

– Many customers who love the product

– Growth is at >40%....but Q3 had a wobble

– Board and VCs want more from marketing for less $

– Board preparing ground to go public

What did marketing need to do

Ability to target our limited BDRs to call the right person

How ….leverage, target and nurture – Leverage - Consistent– terminology, process – Leverage - Utilize global campaigns – Leverage - Get faster - easier way to create/change landing pages and

capture – Leverage –love every lead – Target - Profiling interest and score – they are the target – Target - Simple but robust lead scoring – Target - Identify hand raisers – tag them – Nurture – free down load – Nurture - those that are not ready to buy – Nurture – lost deals, stuck deals

BDR Awareness QlikView.com

Unfiltered Leads Delivered to BDR With Unknown Sales-Readiness

• Prospect clicks on Web pages and documents

• Prospect registers for offers on landing pages

• BDRs overwhelmed by high volume of unfiltered leads

• BDRs waste time, money and resources qualifying

• PR • IPO • Social Media

From this

To this - The Lead Identification Cycle

Initial Lead Transforms into Highly-Qualified Opportunity

BDR

• BDRs receive qualified sales-ready leads

• BDRs can focus on selling

• CCS-based lead validation and scoring

• Every click, download and email action gets scored

• Prospect completes registration pages with progressive profiling

• Prospect remains in nurture phase until score equals 50

Lead Nurturing

Once lead score >= 50

Awareness QlikView.com

• PR • IPO • Social Media

We decided to take it slow Started in Feb

– Detailed evaluation criteria involving 3 vendors

– Global involvement across marketing in evaluation

– Met each vendor in turn

– Reviewed in detail the responses and scored Selected Marketo in April

– measured roll out would work best

– Small scale testing in one territory ……….But we wanted something that was timely, interesting and

global….

June 2010 – World cup - Kick it and Qlik it

Global > 14 countries

>10 languages

Global teams

Results – >700 emails sent

– 74 landing pages created

– 8 million impressions

– 13000 forms filled out

Marketo

10 lessons learnt 1. You cannot enable enough 2. Get country marketing involved – they must execute 3. Lead processes – consistent and global 4. Pick simple easy repeatable global campaigns 5. Profiling helps – but needs to evolve 6. Need consistent landing pages – don’t underestimate effort 7. Don’t over complicate - keep scoring simple 8. Nurturing – works great – but keep it simple….. 9. Pick the low hanging fruit first – download campaign 10.Follow up is crucial – don’t rely on sales

Some detail - lead score!

Web Activity Lead Score Change Fills Out Contact Us Form Increase by +75 Downloads Demo Increase by +50 Resource Library Download Increase by +15 Downloads Any PDF Increase by +5 Multiple Web Visits in 1 Day Increase by +5 Downloads Any PPT Increase by +5 Visits Any Web Page Increase by +1

Event and Email Activities Lead Score Change Attends Any Event Increase by +25 Fills Out Any Marketo Form Increase by +10 Registers for Any Event Increase by +10 Clicks Link in Any Email Increase by +2 Opens Any Email Increase by +1

More detail - Negative Lead Scoring Activities

Activity Lead Score Change Lead Not Now Status Decrease by -50 Personal Email Address Decrease by -25 Visits Undesirable Web Pages Decrease by -5 Competitor Scoring Change lead status to Lead - Never

Make score = 0 Lead never reason = Competitor

Student Job Title Scoring Make score = 0 Lead Never or False Status

Make score = 0 Marketing Suspended = True

Last detail lead process

Raw – Suspect (812,281)

Raw – Prospect (45,201)

Lead – Validated (371,401)

Qualified – B (144,571)

Goal Identified

Goal Confirmed

Level of Interest not known

Marketo Score <50

Showing Interest Marketo Score >50

Lead Exists, Project Exists

Marketo Score >50

Lead Qualified- Goal Identified

Marketo Score >50

Goal Identified Opportunity

Lead – Not Now (16,580)

Lead Never/ False

(107,258)

Nurture Track

Phase 1 Browsing for Options

Phase 2 Purchase Intent

Phase 3 Active Selection Process

BDR Calls all Raw-Prospects within agreed SLA. Classifies

Lead Status.

Marketing Automation / List Purchase / New Responses

Reset as Raw - Prospect once score of 50 is reached

Competitor, bogus lead etc.

Goal Rejected Sales Confirms or Rejects Goal

Identified within 10 Days: Goal Confirmed

by Sales

Some statistics

Result: Lead with a lead score >= 50 points are 6 times more likely to become opportunities than non-scored leads

More 2011 statistics

5 things we could do better

1. Enablement, enablement, enablement

2. Operations is a key role – make sure it is resourced properly

3. Involve sales more – they don’t really leverage as much as could

4. Web infra structure underpins everything

5. Don’t overcomplicate campaigns – with gates etc – keep it simple

Questions & Answers

Henry Seddon

VP Global Field Marketing, QlikView

Fergus Gloster

Managing Director, Marketo EMEA @fgloster