marketing automation 2.0: building a world class engagement model

PRESENTED BY!

#C2C14!

Marketing Automation 2.0!

Building a World Class Engagement Model!

Presented by

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL

#SmarterSelling

Eric Marcy

VP, Demand Generation & Marketing Operations

©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 3

The Pressure is ON

75% ROI primary measure

by 2015

50% IBM Global CMO Study

feel sufficiently prepared Demand Gen Report: Data Rich: The Payoff of Marketing Measurement on Revenue Performance

68% are pressured to

justify marketing spend


More Than Ever, Sales Needs Additional Support From Marketing

Customers contact sales reps when they’ve completed

57% of the purchase

decision process.


The Demand Gen Machine Works

Demand Metrics Waterfall

Source: Sirius Decisions

Inquiries

Marketing Qualified Leads

(MQLs)

Sales Accepted Leads

Sales Qualified Leads (SQLs)

Closed/WON Business

• Total number of hand raisers • Unique metrics for current customers

• Definition through sales/marketing SLA • Marketing deems ready for handoff

• Basic qualification tenets met • Sales agrees to work leads

• Opportunity identified • Now part of pipeline

• Booked revenue • IDs topline contribution

Impact of Sales Enablement


It’s That Handoff That’s Broken


Reps See a Laundry List


As a Result … They Don’t Follow up


Or Are Unprepared for the 1st Meeting

ON

LY


Or Waste Time Reinventing the Wheel


Today’s Commercial Enterprise Mapping to the Buyer’s Journey

Marketing Investments

Sales Investments


Day in the Life of a Sales Rep

7 AM 10:30 AM

to 12:00 PM 2:00 PM

Prospecting with Digital Postcards

Prep for and conduct a first call

Create immediate follow-up proposal

Coaching reinforcement

for today

Assemble presentation for key stakeholder

meeting tomorrow

9 AM 12:05 PM


Engage Prospects Sooner!

35% - 50%

of sales goes to the vendor

that responds first


Convert More Leads & Accelerate Opportunities

What does a World Class Sales Enablement Model look like?


Welch Allyn Case Study C

HA

LLEN

GE

SOLU

TIO

N

VALU

E

•  Last year, closed 5 deals for more than $4.5M. Never been done before.

•  Spend more time with customers

•  Create new sales habits to challenge customers to think differently

•  Keep sales on message & using marketing content

•  More efficient •  Leverage

success across the country

•  Help us stay on plan, both top and bottom line

•  Using Mobile because Time is Money

•  Using 90% of materials in 2 clicks

“We’ve been able to get to over 90% of our content by utilizing the infrastructure in SAVO to get to any of our material in two clicks. That’s pretty quick.” Courtney Chiavara, Welch Allyn

•  Health Care Reform is putting financial constraint on hospitals

•  Consolidation-our customers are getting larger

•  Executing a new sales process, new sales method and SAVO at the same time

•  Leveraging success across the organization


Lead Conversion. Deal Acceleration.

marketing automation 2.0: building a world class engagement model

Marketing

today assemble

digital postcards

proposal coaching

00 pm prospecting

call create

rights reserved

sales rep

time