avoiding the three failure points of marketing automation

Avoiding the Three Failure Points of

Marketing Automation

Today’s PresenterPaul Rafferty, CEO Sales Engine International

Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.

About Sales Engine International

• Marketing Automation: Current State

• How Can You Fix It?– Content– Cadence– Closure

• Q&A

Agenda

Doubled in revenue 2010 – 2011*

Series10

100

200

300

400

2010

2011

Projected 30% B2B penetration by 2015**

B2B Market Penetration

0%

5%

10%

15%

20%

25%

30%

20112015

Marketing Automation – Rapid Growth

*Raab Associates**Sirius Decisions

Marketing Automation Growth in Millions

Is Marketing Automation Failing to Deliver?

Of B2Bs Us-ing Market-ing Auto-mation

0%50%

100%

More than 50% have not realized full value of marketing automation*75% don't use mar-keting automation to its full potential**

*Sirius Decisions** Bulldog Solutions/Frost & Sullivan

Is Marketing Automation Failing to Deliver?

B2B Marketing Auto-mation and Sales Leads

64%Don’t Have Enough Sales Leads*

*Bulldog Solutions/Frost & Sullivan

Why Isn’t It Working?

Content : Marketing Automation is a “Hungry Beast” and companies struggle to keep up.

Cadence : Lack of process, staffing shortages, & shifting priorities put execution at risk.

Closure : Marketing Qualified Leads (MQLs) languish or die due to poor, unstructured follow-up.

• CEO - Failed Initiative, Lost Investment

• Missed Revenue Goals

• Poor Sales Pipeline• Breakdown Between

Sales and Marketing• Missed Branding

Opportunities

Cost of Not Fixing?

Feeding the Beast

Content is the

Greatest Challeng

e*Bulldog Solutions/Frost & Sullivan

80%

Lack Sufficient Content to Power Marketing

Automation

Top Content Creation Challenges

• Articulating the pains of the market.• Identifying verticals and buyer personas.• Adequate staffing to produce content:

• copywriters, • designers, • videographers, etc.

• Access to executives, subject matter experts & thought leaders.

3 Minutes of Video, 3X the Content

Exploding Your Content

Editorial Calendar – A Great Place to Start

A Unique Approach – Content Channel

Why Cadence?

CMOs WhoSay They Lack Defined Process to Manage Au-

tomation*

64%

*The Annuitas Group

• Impossible to automate a process that does not exist.

• Automation itself is not a process.

• Relentless execution is needed!

Making It Stick

• Buy-in at all levels in support of process• Executive Team• Marketing• Sales• IT

• Adequate staffing to support process• Defined strategy• Measurement and metrics

Integrated Marketing: The Starting Point for a Marketing Automation Process

Closure

• Generating a marketing qualified lead (MQL) is only step 1.

• Sales must pick up the ball and execute enthusiastically.

• 80% of leads rejected do buy from someone within 2 years.

• 10% of annual revenue is lost due to lack of alignment between of sales and marketing.

Demand Generation Stages

Suspect•SEO / PPC•Events•Campaigns

MQL•Fit Score >X•Interest Score >Y•Total Lead Score >Z

SQL•Budget•Authority•Need•Timeframe

Opportunity

•Sales Stage; or

•Opportunity Scorecard

Win/Loss

•Won•Lost – Competitor

•Lost – No Decision

Demand-Gen Engagement Process

Suspect

MQL(Marketing Qualified

Lead)

SQL(Sales Qualified

Lead)

Opportunity

Win/Loss

Lead score

>X

Yes

CallSales Ready

Yes

Campaign response, Trigger event, etc.

Opportunity

record

Contactrecord

No

• First “Stage” of sales process; or• First action in “Opportunity

Scorecard”

Demand Generation Metrics

Suspect

•Data Base Size and Segmentation

•Social Media

MQL(Marketing Qualified

Lead)

•Opens ,Clicks, Lead Score

•% of Database Engaged

•# of MQL-3, 2, 1s

SQL(Sales

Qualified Lead)

•# and % Converted to SQL

Opportunity

•Pipeline Value

•Opportunity Scorecard

Win/Loss •Correlate Wins to Campaigns Sales

Marketing

Tools for Sales and Marketing Alignment

Tools to Support your Sales Reps and Channel Partners

Summary

• Once you’ve invested in Marketing Automation, Congratulations, You’ve Taken the First Step!

• Now, Finish the Job.• Create a content factory. It’s easier than

you think.• Iron out a basic process, erring on the side

of simplicity.• Build a tight bridge between marketing and

sales.

Thank youQ&A’s

Today’s PresenterPaul Rafferty, CEO Sales Engine International

Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.

Map Offer

If you are interested in taking a

closer look at Sales Engine’s

Integrated Marketing Map, visit

www.salesengineintl.com to

download a copy.