what is a lead?
Post on 08-May-2015
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Our Speakers
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Moderated by
Jon MillerVP Marketing and Co-FounderMarketo@jonmiller2
Book Prize
#RevenueMasters
Moderated by
Jon MillerVP Marketing and Co-FounderMarketo
20092009was thewas thebiggest biggest single yearsingle yeardropdropin revenue. in revenue.
Source: CSO Insights 2010 Study comparing the last 16 years.
#RevenueMasters
5252%%
of sales repsof sales reps
DID NOT DID NOT ACHIEVEACHIEVEtheir sales goal.their sales goal.
Source: CSO Insights 2010 Study
#RevenueMasters
Quotas Quotas Continue to Continue to Rise! Rise! 8484
%%of Quotas Higher of Quotas Higher Year over YearYear over Year
Source: CSO Insights 2010 Study
#RevenueMasters
6 out of 6 out of 10 10 CompaniesCompaniesRate Their Rate Their LEAD LEAD GENERATIONGENERATIONas Sub Paras Sub ParSource: CSO Insights 2010 SPO Sales Strategy Analysis
#RevenueMasters
Marketing Marketing can step can step
upup
#RevenueMasters
#RevenueMasters
The Way The Way Your Buyers Your Buyers
Buy Has Buy Has
Changed Changed ForeverForever
Buyers Buyers overloaded overloaded with with informationinformation
#RevenueMasters
More Than More Than
Messages Per Messages Per
DayDay
50050000
#RevenueMasters
AverageAverageAttentionAttentionSpanSpan
9 9 secondsseconds
#RevenueMasters
#RevenueMasters
It’s Time forIt’s Time for
The New The New Revenue Revenue EngineEngine
It All Starts with aIt All Starts with a
LeadLead
#RevenueMasters
So…So…
What is a Lead? What is a Lead?
#RevenueMasters
Poll Question: What is a Lead?
• A Website Visitor• A Name in Your Database• Someone Marketing Passes to Sales• Someone Sales Calls• All of the Above?
Barbra Gago, Social Media Manager of Cloud9 Analytics
Funnel ModelsFunnel Models
#RevenueMasters
Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions
#RevenueMasters
Carlos Hidalgo, President of The Annuitas Group,
#RevenueMasters
From: Marketo’s Secret Sauce to Demand Generation
Marketo’s Revenue CycleMarketo’s Revenue Cycle
#RevenueMasters
All N
am
es
Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ES
S
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSQL
SAL
Nurturing Database
Q1. What is a Lead?Q1. What is a Lead?
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Q2. What is the Q2. What is the valuevalue of a lead?of a lead?
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Opportunities($2,000)
New Customers($5,800)
Leads($120)
Prospects2/3 paid ($83)
1/3 unpaid ($0)($55 average)
28%Active Prospect
Database
3.0% / month 75%
NamesPaid $33
Unpaid $0
15%
40% Inactive (Last 6
Months)
34.5%
46% of prospects eventually become a lead
Lead Type Variants•Source•Channel•Division•Size
72%
8.4% of leads / 1.4 leads per opty = 6% lead to opty
Marketo: Measuring the Value of a Marketo: Measuring the Value of a
LeadLead
#RevenueMasters
Q3. How can you move Q3. How can you move leads forward?leads forward?
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Q4. How can we measure Q4. How can we measure our lead management?our lead management?
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Measuring Results: Metrics that Measuring Results: Metrics that
MatterMatter
#RevenueMasters
Measuring Results: Metrics that Measuring Results: Metrics that
MatterMatter
Trends over timeTrends over time
Metrics that matter:• Balance• Flow• Conversion• Velocity
Metrics that matter:• Balance• Flow• Conversion• Velocity
#RevenueMasters
Q5. Where do you Q5. Where do you start?start?
#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
QQ&&AA#RevenueMasters
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Moderated by
Jon MillerVP Marketing and Co-FounderMarketo@jonmiller2
Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies
@jillkonrath
Craig RosenbergVP Products and Services
Focus.com@funnelholic
Sandy CarterVP Business Partners and Midmarket
IBM@sandy_carter
Moderated by
Jon MillerVP Marketing and Co-FounderMarketo@jonmiller2
Thank You
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© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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