achieving predictable revenue: case studies in improving sales effectiveness
DESCRIPTION
This SlideShare presentation from Marketo demonstrates how marketing automation resources can improve sales effectiveness at every stage of the revenue cycle with integrated lead scoring practices. Marketing automation resources from Marketo can boost your company’s sales effectiveness by helping you sales team organize, prioritize and follow up with both short and long-term leads. Improving sales and marketing alignment with an integrated marketing dashboard ensures that no leads are left behind.TRANSCRIPT
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