Achieving Predictable Revenue: Case Studies in Improving Sales Effectiveness

Track – Sales Professionals

Bill Binch, V.P. Sales, MarketoJim McLoughlin, S.V.P. Sales, AppirioSte e Pace E V P Sales Core Sec ritSteve Pace, E.V.P. Sales, Core Security

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Agenda Slide – What Will People Learn?

Abstract: This session is ideal for anyone looking for detailed, practical case studies about improving sales operations and sales effectiveness. Our panel of sales leaders will share the “secret sauce” behind their success and how to increase productivity per sales repsuccess, and how to increase productivity per sales rep by up to 50%.

Session Objectives:1. Creating a high velocity revenue cycle2. Unleashing sales productivity by focusing on the hottest

opportunities3. Death of the cold call

Bill BinchV.P. of Sales, Marketo

All About Marketo

• Highly efficient revenue cycle:• 65% of revenue directly sourced by marketing

• Sales reps carry $1.2M annual recurring revenue quotarecurring revenue quota

• CAC ratio of 1.5

• Marketing automation & sales ff ti (S S)effectiveness (SaaS)

• 800 mid‐market and enterprise customers 

• 3 ½ years old, 130 employees

2009200920092009was thewas thebi t bi t biggest biggest single yearsingle year**single yearsingle yeardropdropin revenue. in revenue. *CSO Insights 2010 Study

i th l t 16comparing the last 16 years.

%%

of sales repsof sales repsof sales repsof sales reps

DID NOT DID NOT DID NOT DID NOT ACHIEVEACHIEVEth i l lth i l ltheir sales goal.their sales goal.

And Quotas And Quotas Continue to Continue to Continue to Continue to Rise! Rise!

f Q t Hi h f Q t Hi h of Quotas Higher of Quotas Higher Year Over YearYear Over YearYear Over YearYear Over Year

Marketing Puts Sales in the Best Position to Convert

Impact of Touching the Right Opportunity at the Right Time

97%

120%

How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?

97%

72%79%

80%

100%

50%

40%

60% EasyHard

20%

40%

0%

% Revenue Plan Achieved % Reps Meeting/Beating Quota

Source: CSO Insights

Sales Insights

Lead Scoring Rules

Demographics Show Qualification• Third party data or manual 

prospect review

Active Score Shows Buying Intent• Visit pricing pages:

• +10 regular +15 detailedprospect review

Latent Score Shows Engagement• Attend webinar: +5

+10 regular, +15 detailed• Timeline < 3 months: +15• Watch demos: 

• +5 overview, +10 detailed• Download thought leadership: +3• Visit any webpage / blog : +1• Click any email: +1• Visit careers pages: ‐10

• Download Marketo reviews: +12• Download buyers guides: +8• Download data sheets: +8• Searches for “Marketo”: +8Visit careers pages:  10 • Searches for  Marketo : +8• Heavy web activity: +5

Lead = 55 “Overall Score” Lead = 25 “behavior score”

Lead Follow-Up Processes

High Score / High Score / Latent BuyingLatent Buying

High Score / High Score / Active BuyingActive Buying

EnterpriseEnterprise Unrealized NeedUnrealized Need Immediate Sales Immediate Sales FollowFollow--UpUp

TargetTarget Unrealized NeedUnrealized Need Immediate Immediate QualificationQualificationQualificationQualification

OtherOther XX LowLow--Priority Priority OtherOther XX yyQualificationQualification

Lead Follow-up Process

No Lead Left Behind

Day 0 Notification

Day 1 In untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

Key Take Aways

1. Grow revenue by making sales more productive, not just by hiring more repsj y g

2. Differentiate active buying behaviors from latent buying behaviors

3 N l d l ft b hi d / i l l t3. No lead left behind / service level agreements

Jim McLoughlinS.V.P. of Sales, Appirio

All About Appirio

Appirio is a cloud solution provider offering products and professional services that help enterprises accelerate their adoption of cloud technologies. 

• A structured and repeatable process allows• A structured and repeatable process allows Appirio to connect with people earlier in the buying cycle

• Marketing and Sales work together toMarketing and Sales work together to determine lead scores which drive Sales priorities

• Empower Sales with insight, information and context and control.

Marketing Philosophy

Longer‐term leads (future opportunities), often ignored pp ) gby salespeople, represent 77% of potential sales.

Complex Sales Studies Show:Complex Sales Studies Show: 11% of Inquiries purchase within three months, 17% purchased within four to six months and 25% purchased within seven to 12 months. And 47% bought in a year or moreyear or more.

Structured and Repeatable ProcessL d G tiC i

Website Forms

Lead GenerationCampaigns

Phone Lead Capture Attach to Campaign

Manual Entry

Plan and ExecuteMarketing Campaign

Lists Import

L d P R ti

AssignmentCleanse &

Append Process Lead Contact? Qualified? Pass

Lead Process Reporting

Reports / Analysis

Nurture / Recycle Dashboards / KPIs

Empowering Sales with Sales InsightVisibility / Action / ControlVisibility / Action / Control

Empowering Sales: Information and ContextBring Marketing Information and Context to Sales Where they liveBring Marketing Information and Context to Sales – Where they live

Empowering Sales: Bring the Cloud to SalesComplete Common Sales Cloud Operations in Google AppsComplete Common Sales Cloud Operations in Google Apps

Key Take Aways

1. A structured and repeatable process allows Appirio to connect with people earlier in the buying cycley g y

2. Marketing and Sales work together to determine lead scores which drive Sales priorities

3 E S l ith i i ht i f ti d t t3. Empower Sales with insight, information and context and control with Sales Insight and SalesWorks

Steve PaceE.V.P. of Sales, Core Security

All About Core Security

Core Security Technologies enables organizations to get ahead of threats with security test and measurement solutions that continuously identify and prove real-world exposures to their most critical assetsexposures to their most critical assets.

• Accelerating the sales cycle with marketing • Systematic Sales Follow Up Process• Equip Sales with Sales Insight

Company Logo w/ white background

• Equip Sales with Sales Insight• Enabling Customer Retention

Accelerating the sales cycle with marketing –aligning to deliver predictable revenue

Send CutsCollect lead

at a tradeshow

automated follow up with opportunity to

talk with

Cuts qualification time from

36 days to1 day

Resulted in $40,000

opportunity pipeline

Sales 1 day

Systematic Sales Follow Up ProcessDemonstration Req ests Res lts in Priorit Follo UpDemonstration Requests Results in Priority Follow Up

Systematic Sales Follow Up ProcessDail ReportDaily Report

Subscription Based Business Model C stomer beha ior insights enable better c stomer retentionCustomer behavior insights enable better customer retention

Equip Sales with Best Bets and Watch Lists

Key Take Aways

Accelerating the sales cycle with marketing Systematic Sales Follow Up Processy p Equip Sales with Sales Insight Enabling Customer Retentiong

Question & AnswerQuestion & Answer

Bill BinchV.P. Sales, Marketo

Jim McLoughlinS.V.P Sales, Appirio

Steve PaceE.V.P. Sales, Core Security

Achieving Predictable Revenue: gCase Studies in Improving Sales Effectiveness