marketo secret sauce for sales and marketing...

Marketo Secret Sauce for Sales and

Marketing Alignment

© 2011 Marketo, Inc.

Fergus Gloster

Managing Director, Marketo EMEA

@fgloster

© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Lead generation costs >$100B,

but 40-80% are never acted on

Source: Direct Marketing Association and Yankee Group: Optimizing Lead Management


The Changing Buyer

SALES REP SALES REP

INFO SCARCITY INFO ABUNDANCE


Sales and Marketing Must Change

Sales reps DO NOT achieve their sales goals - CSO Insights 2010 SPO Sales Strategy Analysis

52% Marketing qualified leads will never close - Sirius Decisions 94% Companies rate their Lead Generation as subpar - CSO Insights 2010 SPO Sales Strategy Analysis

60%

Sales people who view their marketing as “sales savvy” - CMO Council

10%


Marketo Delivers on THE Biggest Business Issues

Align Marketing and Sales to Adapt to New Buyer


Marketo Impact Spans All Industries Manufacturing & Energy

Business Services Hi Tech Manufacturing

Financial Services Non-Profit & Education Healthcare & Life Sciences

Software & Cloud

Media & Communications


McKesson Boosts Revenue with Marketo

Increased Qualified Leads by 1,700%

“We chose Marketo because of

its ease of use, rapid

implementation, and its ability

to score leads based on

characteristics that we define

and weight”

Chris Borr, FACHE VP, Marketing

• 4 deployments, including McKesson Pharmaceutical

• Sales increased 300% faster than peers

• Qualified leads increased by 1700%

• Campaign Capacity grew by 422%

• Saved 75% in Labour Costs


Highly Efficient Revenue Engine

80% of revenue directly

sourced by marketing

0.00

0.50

1.00

1.50

2.00

Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11

Productivity (1-year New Customer Bookings / $M+S )


Marketo’s Revenue Cycle

All

Nam

es

Pro

spe

ct

&

Re

cycl

ed

Lead

AW

AR

ENES

S

Enga

ged

Opportunity Customer

Sale

s Le

ad

MQL SAL

SQL

Nurturing Database

Marketing SDR Sales


Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity

(Days) Lead to

Oppty Index

3rd Party Email Blast 9,049 $36 20% 32 0.5

Trade Show 3,786 $36 22% 29 1.8

Trade Show – Virtual 3,125 $18 17% 48 1.0

Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4

Content Syndication 881 $69 18% 29 1.2

Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9

Website/Inbound 5,133 58% 9 1.9

Referral / WOM 564 21% 32 1.4

Sales Prospecting 349 19% 71 3.9


All

Nam

es

Pro

spe

ct &

R

ecy

cle

d

Enga

ged

Lead Nurturing

Lead Nurturing Plugs the Leak

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL


The Value of Lead Nurturing

Fast Leads (MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect

Marketo ROI Results


45% of Sales’ Time is Wasted

Trying to Figure Out Where to

Spend Their Time!


The Marketing-Sales Handoff (SDRs)

• Best place for dramatic improvements in business performance

• Benefits of a Sales Development function:

• Faster, more consistent, and better quality follow-up on leads

• Human touch enhances lead nurturing

• Better data and more metrics

• Talent development for sales


Enable Sales Insight

Proving — and Improving — Marketing’s Impact on Revenue


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Programs Analyzer

Screenshot: Marketo Revenue Cycle Analytics

First-touch allocation, multi-touch

allocation, investment, volume, etc.


Key Takeaways

• Grow revenue by making sales more productive, not just by hiring more reps

• Focus on entire revenue cycle, not just the top of the funnel

• No lead left behind service level agreements


We are the Fastest Growing SaaS Company

All revenue numbers normalized to Marketo Year 1


Revenue Performance Management Leader

• Fast 40%+ improvement across sales & marketing

• >1500 customers; 140% YOY growth

• Outsized growth in Enterprise segment

• Rapid innovation with major new functionality every year

• Thought leadership helping to drive marketing transformation

• Most experienced global management team in category

Best Marketing Solution

Marketing Solution Winner

#1 Fastest Growing Private Silicon Valley Co.

#28 Most Promising Company in America

Salesforce - Best Marketing Automation


Why Marketo

Increase Revenue Pipeline

Improve Lead Quality and Boost Conversion

Enable Marketing and Sales Collaboration

Gain Insight Across Unified Revenue Cycle

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