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© 2014 Marketo, Inc. Marketo Proprietary and Confidential.
Driving Marketing Automation Success: Revenue Funnel
June 26, 2014
Shyna ZhangEnterprise MarketingSr. Product Marketing Manager
Allison DyerEnterprise Digital Services Solutions & Strategy Consultant
Today’s Presenters
© 2014 Marketo, Inc. Marketo Proprietary and Confidential.
“A well-defined, carefully measured funnel is one of the
most powerful tools that an organization has at its disposal.”
- Pipeliner CRM Blog - http://blog.pipelinersales.com/
© 2014 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Strategy
Assess your organization’s
sales and marketing
strategy, maturity, and overall readiness
Cross-Functional Alignment
Exercises and workshops
designed to align your resources and team roles
Sales & Marketing Funnel
Evaluating your technology stack
and understanding
the impact it has on the overall
success
Measurement & Reporting
Determining the key reporting
metrics used by your team,
determining how to measure future
success, and ultimately
building the Business Case
Enterprise Focus Areas for Success
Marketing Strategy
Marketing Maturity Matrix
Marketing StrategyStrategic
Campaign Roadmap
Cross Functional Alignment
Education & Best PracticesResources & Team Roles
Sales & Marketing
Process Definitions
Joint Execution Plan
Sales & Marketing
FunnelLead Lifecycle
Lead and Opportunity
StagesSLA’s & Alerts
Measurement & Reporting
Key Performance Indicators
Business CaseMetrics that
MatterReporting Cadence
Enterprise Focus Areas for Success
The Leaky Funnel Syndrome
Most Common Problem Today
Traditional Marketing
Focus
Warm Leads Lead Out
Sales
Traditional Sales Focus
How can you help me?
Marketing Manager
Leadership & Key Personnel
Marketing
Leadership
Sales Leader
ship
IT Leader
ship
Business Unit Leader
ship
CMOVP MarketingDigital Marketing LeaderCampaign Strategist (Email and Events) Social Media DirectorKPI’s/Analytics LeaderTechnical Marketing Leader
CROVP SalesSales Ops ManagerSales DirectorField Sales ManagerInside Sales ManagerCRM Administrator
CIOSystems &
TechnologyDirector of IT
Systems AdminCRM Admin
General Manager
BU DirectorProduct Marketing
Product Management
Brand Manager
Defining the Stages: Top of Funnel
Awareness to Interest
Marketing Qualified Lead (MQL)
Anonymous Lead
Opportunity
Sales Qualified Lead (SQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Dynamic “Zero Moment of Truth” • Anonymous Lead Marketing• Website Personalization Based on Lead
Data in CRM• Content Auto Discovery • Content Recommendations
Inbound Marketing • Search Engine Optimization• Progressive Profiling on Web Forms
Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Manage the One to One Conversation • Segmentation Filters• Workflow Actions • Real-Time Triggers • Social Applications • Dynamic Content• Engagement Engine (content marketing)• Scalability
Defining the Stages: Middle of Funnel
Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Integrate with Opportunity Management • 100% Native AppExchange App• Best Bets, Watch Lists, and Rep Actions • Send Trackable Templates from CRM
System of Record• Leads, Contacts, Accounts, Opportunities
and Custom Objects• Management and Custom Views
Defining the Stages: Middle of Funnel
Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Build Loyalty • Social Widgets • Automated Social Follow-up
Use Key Performance Indicators • Revenue Modeller • Single and Multi-Touch Reporting• Trend Analysis • Drag n’Drop Ad-Hoc Reporting • Send Trackable Templates from your CRM
Defining the Stages: Bottom of Funnel
New Marketing Rule #1
A New View: The Revenue Cycle
Marketing Automation is designed to address the “Leaky Funnel”. At each stage of the marketing and sales process. Marketing Automation not only assists with generating lift to organizations it enables complete visibility into the prospects and customer journey.
How Marketing Automation Transforms this Process
No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1If untouched,
reminder
Day 2If untouched,
reminder cc boss
Day 3If untouched, alert
executives
Day 7 If stale, reminder
Day 8If stale, reminder cc
boss
Day 9If stale, alert executives
Addressing Funnel Throughput
According to the Current RAD, there are 2,939 organizations in the TAM for the develop bucket.
A conservative lift has been applied to each lift generating lever to show Marketing Automation Impact .
For Marketing to see a long term positive return, a lift needs to be generated from Marketing Automation.
To create this lift, marketing needs the right tools to better track conversions throughout the marketing and sales process, specifically improving overall conversions in early marketing stages and throughout the funnel.
o Average Deal Sizeo Lead Stage Conversion Rateso Touch to Inquiry Percentageo SQL to Close Rate Increase Grow Improve
How does this help Marketing impact revenue?
Completed Revenue Funnel Model
Once your organization is aligned on a Revenue Funnel Model… your functional teams can start thinking in terms of Funnel Campaign Execution. This means development of marketing programs specifically designed to assist at certain stages of the revenue cycle.
Strategic Campaign Roadmap – Mapped & Built Out
Email, Targeted Marketing
Website
Form, Video, Whitepaper
Landing Page
Email w/ Proof Point 1 +
Whitepaper
Email w/ Proof Point 2 +
Calculator
Pricing+
Sales
Stage 7
Campaign Roadmap
Program Selected & LaunchedThreeProgram Selected & LaunchedTwoProgram Selected & LaunchedOne
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6Funnel Stages
Is a consultative, collaborative, & flexible assessment involving
Marketo Innovate Consultants +
Your Functional Teams
Focused on determining sales & marketing strategy, cross functional alignment, sales &
marketing funnel, and measurement & reports to deliver strategic recommendations and
plans for improvement. INNOVATE is designed to provide you a vision of your marketing
automated future that aligns to your business and it’s strategic business objectives.
in·no·vate
The Value of Innovate for your Organization
Overall Funnel Management– Scoring – Service Level Agreements – Funnel Strategy
Strategic Recommendations and Path to Success– Understanding of how your campaigns compare to best practice– Defined strategy for marketing initiatives– Planning and agreed upon path to success– Facilitated workshops
Understanding of Business Impact of Marketing Automation
– Comparative Analysis of your success metrics– Complete ROI Case Study
• Funnel Management is critical to the success of transformational marketing
• Engage with Marketo to map your resources, create clear hand-offs between teams, and implement a joint execution plan
Takeaways & Q&A
Thank you! [email protected]
