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