Proving Marketing’s Worth:What B2Bs
Need to Measure and
Why
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.
Kim CoolDirector of Marketing Program Management,
Sales Engine International
Kim Cool oversees account management for all Sales Engine clients. Kim’s strong project management, database building and marketing measurement expertise bring value to every aspect of a client’s engagement with Sales Engine.
About Sales Engine International
Why We Need More Content?The World of Selling Has Changed
- 85% of Cold Calls Go to Voice Mail
- 80% of B2B Buyers “Find” the Sellers
Integrated Marketing: The Starting Point for Sales 2.0
Integrated Marketing and Sales Acceleration Map to FIND, CONNECT with and ENGAGE Prospects
He who has the data stands a much better chance of winning the argument.
So what’s the Problem with Measurement?
• We live in the “Age of Complexity”
• CEO’s need to know where to invest funds, and where to cut
• Marketers need to prove out the ROI of their People and Programs
• Marketers need to communicate with their Sales counterparts
Agenda
• Determining What to Measure• Suggested KPIs You Can Control• Establishing Benchmarks• Sample Dashboards• Extracting Actionable Insights
Why do B2Bs struggle with measurement?
What to Measure: Deciding What is Important
What does sales need to know?• Are we competing in enough opportunities? • Are we winning our share of them?
What does marketing need to know?• Are my people and programs driving revenue?
What does the CEO need to know?• Are sales growing? • How can I improve them? • How is Marketing building the brand? • How is Marketing driving revenue? • Is my Sales Function effective?
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•Database Size & Segmentation
•Social Media
MQL
• Opens, Clicks, Lead Scores
•% of Database Engaged
SQL•# and % Converted to SQL
Opportunity
•Pipeline Value•Opportunity Scorecard
Win/Loss•Revenue Won
•New Names•Cross Sold
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
The Funnel as a Communication Tool
800#MQLs Needed
5%Lead Conversion Rate (% of Companies Showing Interest That Conduct a Formal Evaluation
40Opportunities Needed/SQL
25%Opportunity Win Rate (% of True Opportunities That You Win)
10Number of Wins Needed
$1 MAverage Win Size
$10 MAnnual Sales Goal
Opportunities Needed: Start at the finish line and build backwards
Database needed to hit goals:Known Prospect Database Size
6000
Database Size Needed (Known Prospects)
25%% Leads From Other Programs (Referrals, Trade Shows)
10%Prospect Conversion Rate (% of Prospects Who Become
MQLs)
Sample Dashboards
• Proprietary dashboards built by Sales Engine for our clients
• Developed based upon years of experience
• Integrated with SalesForce.com and our marketing automation platform, Manticore
• Released April 2012
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”
Summary
Agree on an Integrated Sales and Marketing Process – Soccer Not Football!
Establish KPI Goals for the Process
Assign the KPI’s to the Appropriate leader
Establish the Tool Set to Capture KPI Results
Manage to Them!
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.
Thank youQ&A’s