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The contrast between life before and life during deployment of marketing automation at Televerde is as distinct as night and day. Direct results of the integration of MAT within our human contact-based demand creation and nurture methodology include a change in our view of the world of demand creation; improvements in how sales and marketing communicate; a systematic blending of digital-driven customer touch with a strong dialogue-base nurturing methodology for lead follow-up; a sensible methodology for scoring, validating, correcting and accelerating news sales opportunities. We’ll address how these changes and results contributed to strengthening our sales and marketing alliance and closing gaps.
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Page 1
Strengthening Televerde’sSales & Marketing Alliance
Larry Fleischman, Director of Marketing
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 2
Who We Are…
B2B outsourced demand creation agencyHigh-tech specialtyIdentify and nurture net new sales oppty’sIntegrated approach – “Category of One”
Generation of $2 billion in newsales revenue for clients over past 15 years.
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 3
Some Stats…
15 years of accumulated data, insight and best practicesEngagements with 1,200+ clientsDesign & implement 650 campaigns annuallyWorkforce of 350 in 5 Knowledge Centers
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 4
Data & Insight
Data & InsightData & Insight
Open Opportunity Analysis
Sales Support & Optimization
Nurture
Go-to-MarketStrategy
Data Analysis,Maintenance &Management
MarketResearch &Analysis
DemandCreation &Discovery
SQL
Four-Phase Approach:1. Strategy & Planning2. Create, Discover, Convert, Accelerate3. Nurture, Support, Assess4. Analyze & Refine
Alignment of Televerde CompetenciesWith the Integrated Approach
Customer Satisfaction & Loyalty
Closed-Won Opportunity Analysis
Closed-Lost Opportunity Analysis
MQL SAL
Research
Market/Territory ProfilingAccount Profiling Competitor ProfilingOpportunity AnalysisCustomer Sat & Loyalty
Exactus Data
Data Gap AnalysisData RemediationData ManagementData Products
SpecialtyMarketing
Content DevelopmentEmail Design & SendsEvent ManagementWeb DevelopmentWeb ChatWebinar ProductionDirect Mail
Integrated Nurture
Program DesignData ManagementMonitoring & ScoringContent DevelopmentIntegration w/Dialogue
Dialogue-Based
Lead GenerationLead QualificationAppointment-SettingEvent RecruitmentDirect SalesIntegrated NurtureSales SupportOpportunity AnalysisCustomer Sat /Loyalty
Reporting
Campaign PerformanceBusiness Reviews Program AnalysisWeb-Based Portal
Page 5
Life Before Marketing Automation
Is it possible that an agency specializing in salesand marketing could experience its own “Gap”?(A little embarrassing, but… Yes.)
One-dimensional lead intelligence and “scoring” modelAnecdotal, one-way (sales to marketing) information pushLess than desirable long-term lead accountabilityNo tracking of inbound web inquiries and behaviorLead waste, lost revenue, lack of ongoing engagementSales and marketing had one (wrong) thing in common:A one-way view of the world (seller’s vs. buyer’s journey)Bottom line: Unnecessary frustration
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 6
Life During Marketing Automation
MAT forced a new view –Buyer & Seller Journey Alignment
Which begat a requirement –Sales & Marketing Alignment
The transformation:Multi-dimensional sources of data & insightBi-directional information exchange vs. pushSystematic approach for ongoing lead engagement Integrating digital insight with dialogue insight Well-timed, relevant touchesFar less frustration – much more happiness
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 7
Keys to Successful Communication
The Checklist:Understand each other’s mindsets and needsCreate a framework for ongoing dialogue & feedbackAlign Sales & Marketing SLADemonstrate value of MAT to each otherCollaborate on flows, content and scoringCollaborate on program development by account, by market, by product
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 8
Keys to Successful Lead Follow-Up
The Checklist:Embed a lead follow-up plan into the SLAEstablish accountability and monitor itDesign a “flight-check” processIntegrate human touch to validate, accelerate and correctEstablish the flow:
Early (educate) Mid (solution) Late (selection)Close the loop to leave no opportunity behind
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 9
Keys to Successful Scoring Structure
The Checklist:Score, analyze, adjust modelScores are multi-dimensionalMonitor, analyze, re-scoreCustomize thresholds by campaign and objectiveAggregate “corporate score” for multiple contacts in same organization
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 10
Keys to Successful Sales Feedback
The Checklist:Build a systematic approachCross-pollinate – discuss at Sales meetingsMeet 1:1 with sales repsListen, learn, adjust – be open-minded
If your mother says “I love you!” check it out!(Chicago City News Bureau)
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 11
Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 12
Core Competencies…
Six integrated core competencies built on afoundation of dialogue and digital services:
Enriched Data (Exactus™)NurtureResearch & AnalysisSpecialty MarketingDemand CreationReporting (deliverables, metrics, insight)
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
