marketing on offense
TRANSCRIPT
| @alexshipillo
Marketing on Offense
Alex Shipillo, Director of Demand Generation, InfluitiveCirculate Conference | April 11, 2016
| @alexshipillo
Setting the Stage
2
INFLUITIVE FOUNDED
2010 2012 NOV 2013 FEB 2014 JUL 2014 JUL 2015
SEED ROUND &SERIES A FUNDING
GO LIVE WITH FULL CIRCLE
JOIN AS 5TH MEMBER OF MARKETING TEAM
100 CUSTOMERS
RAISE $30.5 MILLION SERIES B & CROSS 100
EMPLOYEES
170 EMPLOYEES | 15 PERSON MARKETING TEAM + 3 INTERNS $35K ASP | 3 MONTH AVG BUYING CYCLE | SELL TO MARKETING/CMO
I N F L U I T I V E T O D A Y :
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| @alexshipillo3
Demand Generation Starting Lineup
Revenue Operations
CohortAnalysis
Key Business Metrics
Campaign Influence
SDR Process
Response Management
| @alexshipillo4
Demand Generation Starting Lineup
Revenue Operations
CohortAnalysis
Key Business Metrics
Campaign Influence
SDR Process
Response Management
| @alexshipillo5
Our system is built on the Campaign Member object
Goaltender: Response Management
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| @alexshipillo6
• Pipeline: MQL, SAL and SQO this month• Trend – Current and Prior Quarter• Inbound vs. Outbound Performance• New Logo MRR per Month• Key Campaigns – by Opportunity and $ Value
Left Defenseman: Key Business Metrics
WHAT WE MEASURE
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Right Defenseman: Campaign Influence
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Right Defenseman: Campaign Influence
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MarketingOperations
SalesOperations
MARKETING SALES
Left Wing: Revenue Operations
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Left Wing: Revenue Operations
MarketingOperations
SalesOperations
MARKETING SALES
Data Intelligence(Data Operations)
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Chantelle Jonathan
Dean
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Right Wing: Cohort Analysis
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ONE SINGLE CAMPAIGN RESPONSE
GROUP A MONTH OF RESPONSES TOGETHER
MEASURE HOW RESPONSES
PROGRESS DOWN THE FUNNEL
COMPARE “COHORTS” OF MONTHS AGAINST
EACH OTHER
MONTH X MONTH X
MONTH X
MONTH Y
MONTH Z
CAMPAIGN RESPONSE ON DAY X
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Center: SDR Process
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RESULTS
• VP Marketing and VP Sales
• Director of Demand Gen
• Director of Sales Production and
Enablement
• Revenue Operations: Marketing,
Sales, Data
• Inbound and Outbound SDR
Managers
Create more pipeline!
• Simplify rules of engagement
• Improve workflow rules
• Align lead scoring
• Change DQ Rules
• Integrate directly with Salesloft
(SDR tool)
• Measure success of outbound
efforts
• Move from Passive to Active
Mode (Full Circle)GOAL
CROSS-FUNCTIONAL TASK FORCE
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Offense and Defense at Influitive
Revenue Operations
CohortAnalysis
Key Business Metrics
Campaign Influence
SDR Process
Response Management
OFFENSE
DEFENSE
| @alexshipillo14
Impact
From Primarily Inbound to Inbound + Outbound
GROWTH
WHERE WE ARE SKATING TO NEXT:
10XMRR
10XGenerating 4000 – 5000
Inquiries / Month
Revenue: Top of Funnel:
8X2 Reps to a Sales
Organization of 40+
Sales Team Growth:
From TOFU Contentto ABM Strategy
Investing in New Revenue Channels
| @alexshipillo15 | @alexshipillo
Questions? Let’s connect.
Alex ShipilloDirector, Demand GenerationInfluitive
[email protected]@alexshipilllo