Leaving Revenue Teams to Miss the Mark

Data is out of shape

Not engaging buyers in real time

Not engaging the entire buying

committee

3 Trends Shaping the Future of Revenue Operations

Data Integrity

Account-Based Marketing

Conversational Marketing

3 Trends Shaping the Future of Revenue Operations

Data Integrity

Account-Based Marketing

Conversational Marketing

Tracy EilerCMO, InsideView@tracyleiler

Bad Data Is More Than Just An Ops Problem

Find Engage Close Grow

Wasted effort from old/irrelevant data

Wasted money paying for duplicate records

Poor lead-to-account mapping causes ABM problems

Poor sender reputation

Lost revenue opportunities from incorrect lead routing

Territory misalignment

Poor reporting

Inability to have productive upsell conversations

62% of marketers plan to increase their investment in data management

Forrester Research — Predictions 2020: B2B Marketing and Sales

Cost reductions in CRM, marketing automation, and other software and storage solutions

Improvements in email deliverability rates, open rates, and unsubscribes

Increased sales effectiveness, such as saved time, broader account engagement, and increase in number of opportunities created

companies believe their bottom line is affected by inaccurate data1

Giving You a Rich, Clear View of Your Customers and ProspectsImagine a World ...

77% 1. Source: Experian

3 Trends Shaping the Future of Revenue Operations

Data Integrity

Account-Based Marketing

Conversational Marketing

Sean WhiteleyFounder, Qualified.com@seanwhiteley

Today You Have a Clear Picture of Your Prospects

The Traditional B2B Conversion Model is Inefficient

LinkedIn CampaignCost per Lead: $58

AdWords CampaignCost per Lead: $43

Social Media CampaignCost per Lead: $37

App Store / Review SiteCost per Lead: $62

Outreach CampaignCost per Lead: $55

MARKETERS LOSE

because over half of the highly targeted leads they’re buying either never fill out a form or

never respond to a rep

because at the moment they are ready to engage with a

sales rep they get sent away with a “we’ll get back to you

later” message

BUYERS LOSE

because it takes 4.3 days to actually get a meeting and

38% of qualified leads ghost them and never respond

SALES REPS LOSE

Today’s Buyers Expect Real-Time Engagement

RIDE ROCK CHILL EAT

Conversational Marketing is a Modern Way to Sell

www.company.com/pricing

Pricing

KNOW AND SEE EVERYTHING THEY ARE DOING ON YOUR SITE IN REAL TIME. PICK THE PERFECT MOMENT TO ENGAGE.

ENGAGE IN A CONVERSATIONRIGHT ON THE SITE WITH LIVE CHAT, VOICE-CALLS, AND SCREEN-SHARING. MORE CONVERSATIONS LEAD TO MORE PIPELINE.

ALERT SALES INSTANTLYWHEN QUALIFIED PROSPECTS ARRIVE ON YOUR SITE.

EXPRESSED INTEREST IN YOUR

PREMIUM PRODUCT

PARDOT PROSPECT SCORE > 50 AND

GRADE > B+

JOB TITLE IS VP OR DIRECTOR OF MARKETING

WORKS AT ONE OF YOUR TARGET

ACCOUNTS

RESPONDED TO ABM CAMPAIGN

ON LINKEDIN

Know Exactly Who’s on Your Website

Engage in Real-Time, Personalized Sales Conversations

Never Miss the Chance to Engage with VIPs

Conversational Marketing Moves the Needle on Pipeline

10xmore sales

conversations

64%more meetings

booked

70%more leads

1. http://www.qualified.com/customers/thoughtspot

3 Trends Shaping the Future of Revenue Operations

Data Integrity

Account-Based Marketing

Conversational Marketing

Nate SkinnerVP, Product Marketing, Salesforce@renniksn

Account-Centric Strategies Deliver Results

Organizational

Efficiency

38%1 higher win rates

91%2

larger deal sizes

Connected

Engagement

24%3

faster revenue growth

87%4

higher ROI

1. http://www.marketingprofs.com/charts/2015/28555/2016-b2b-content-marketing-benchmarks-budgets-and-trends2. https://intelligentgrowth.siriusdecisions.com/studies/2017-state-of-abm-study-findings3. https://intelligentgrowth.siriusdecisions.com/studies/2017-state-of-abm-study-findings

4. https://www.itsma.com/abm-beyond-revenue-two-rs/

Better

Results

Which Is Why ABM Is a Hot Topic for B2B Organizations

Plan to start an ABM program

92%Are confident in their

ability to execute

19%

ConsolidationMarketing Automation

Single view of an accountLead to account matching

NirvanaAccount-based orchestration

BreadthAccount-based advertising

Web personalizationSDR Automation

AlignmentAI account scoring & planning

Sales communicationsPersonalized marketing

MeasurementAccount based attribution

Buying committee targetingPredictive analytics

1

2

3

45

MOST ARE

HERE

Everyone is somewhere on a ABM maturity curve Adapting technology, people, and processes along the way

ABM Is Really About Becoming Account-Centric

Tech

People

Process

Single Account View

Aligns teams to a single view of target accounts

Motivates visibility, accountability, and coordinated engagement

Creates long-term relationships with customers to drive sustainable growth

Coordinating engagement through unified data & technology

ABM

Single Account

View

HumanData

ExternalData

DigitalData

CRM

ABM Is Really About Becoming Account-Centric

Tech

People

Process

Aligns teams to a single view of target accounts

Motivates visibility, accountability, and coordinated engagement

Creates long-term relationships with customers to drive sustainable growth

Coordinating engagement through unified data & technology

ABM

Single Account

View

HumanData

ExternalData

DigitalData

SalesData

IntentData

FitData

ServiceData

MarketingData

CRM

ThoughtSpot is Shaping the Future of Revenue MarketingScaling revenue operations across a global enterprise

Data Integrity

Account-Based Marketing

Conversational Marketing

Scott HoldenCMO, ThoughtSpot

increase in sales meetings

64%

Next Steps

Take the Trail Come to the Marketing Keynote

Attend the Trailblazer Takeover

Plan and Track Sales Goals with Sales Operations

Thursday, Nov. 21st at 2:30pmMoscone West 3

Tuesday, Nov. 19th at 3pmMarriott Marquis, Yerba Buena

Salon 9

Empowering Women leaders in Sales and MarketingWomen in Revenue

www.womeninrevenue.org

Women in Revenue at OpsStars Reception

Tuesday, November 19 | 6:00PM – 9:00PMThe Mint San Francisco

Thank You!