Operationalizing the Demand Funnel

Kevin MarascoCMO | HireVue

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about me…

Less Blur. More Brilliance.

Digital Recruiting

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Operationalizing for Rapid Growth

Q1 12 Q2 12 Q3 12 Q4 12 Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14

Source: Name of Data Provider2012 2013 2014

183% PIPELINE CAGR

Demand Funnel…In Action

Leadership…

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Demand Funnel SnapshotCurrent Month & Quarter: Actual vs. Demand Plan

$6.3M38%

PIPELINE $16.4M10.1M REMAINING

21238%

SAL 563351 REMAINING (-71 SQL)

41136%

MQL 1130719 REMAINING

TODAY 55%Q1

$3.47M69%

PIPELINE $5M1.5M REMAINING

103 56%

SAL 185 82 REMAINING (-56 SQL)

18549%

MQL 378193 REMAINING

TODAY 71%March

= Current Period SQL (Pending SAL), $0 assigned

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Demand Funnel Detail: QTDQ1: Created vs. Demand Plan - This Quarter Only

PIPE

SAL

$2.6M131%

2M*LEFT

12149%

248140 LEFT

TODAY 66%

SMB

PIPE

SAL

$191K26%

$737K545K LEFT

734%

2114 LEFT (7 SQL)

TODAY 66%

EMEA

PIPE

SAL

$4.7M41%

$16.4M6.6M LEFT

144 46%

315171 LEFT

TODAY 66%

ENTERPRISE

PIPE

SAL

$1M68%

$1.5M483K LEFT

7191%

787 LEFT

TODAY 66%

UPSELL

= Current Quarter SQL (Pending SAL)

*target was $1.2M (bookings target of $300k); KM boosted to 2M for RSM Churn & new hire ramp

SQL’s & SQO’s are just 5 basis-points short of target run-rate but SAL’s & Pipe need focus; 2 new reps ramping & targeted campaigns

SQL’s leading indicator of SAL; early signs of traction but need more early, but largely on track with good (25%) attach rate

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Demand Funnel Trend: PIPELINEYTD Rolling: Actual vs. Demand Plan & Biz Model

FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

$70,000,000

$80,000,000

$90,000,000

$7,275,907

$- $- $- $- $- $- $- $- $- $-

$79,975,988 Prev Yr

Ac-tual

+256% YoY

68% Of Plan*

*plan based on cumulative target at end of current month (actual doesn’t factor remainder of period)

Sales & Marketing…

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Real-Time DF DashboardDrilldown: Segment, Geo, Campaign, Source, Attribution

Marketing Operations…

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Daily & Weekly Flash ReportsReal-Time Stage Volume, Conversion Time, Conversion Rates

The Playbook

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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Integrated Sales & Marketing Model

SALESHeadcountQuota (Seasonality Factor)Deal SizeWin RateTime to Close

MARKETINGInquiry to MQL *Rate & TimeMQL to SQLSQL to SAL

SEGMENTSFor Each GEO/SBU/PRODSegment Attribution

INPUT

HEADCOUNT COVERAGECONVERSION RATESCONVERSION TIMESAVG DEAL SIZE

TARGETS (Month/Quarter/Year)InquiriesMQL’sSAL’sSQO’sWins

SEGMENT ANALYSISMARKETING PERFORMANCEOPS & CAMPAIGN PERFORMANCE

MODEL OUTPUT

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

Sales & Marketing Model

$ales

Inquiry

Wins

SQL

MQL

SAL

Marketing Conversion Rate: 18%

Lead Gen Conversion Rate: 46%

Sales Acceptance Rate: 90%

Marketing Contribution: 60%

Win Rate: 25%

AVG Deal Size: $50K

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Process Design & Alignment

Inquiry MQL SQL SAL SQO: Stage 0 SQO: Stage 1

Owner Marketing Lead Gen Lead Gen Sales Sales Sales

Exit Criteria• Profile Started• Lead Score A-C• MR Expedite*

• Profile Complete• Qualified “SQL”• Meeting Set

• Ph. 1 Discovery• Buyer Confirmed

• Ph. 2 Discovery• RSM Accepts• RSM Rejects

• Ph. 3 Discovery• Biz Case Confirm• Team/Time Access

• Exec Sponsorship• Opp Persona ID’d

Activities

• HireVue Evaluation• Marketing Email• 2D/3D Scoring• MR Outreach *• Social Follow

• 3-Stage Lead Gen• Social Outreach• 2D/3D Scoring• Social Outreach

• LG Interaction• LG Discovery• Account Discovery• Mobilizer Engaged

• RSM Interaction• Intro Preview/Demo

• RSM Discovery• RSM Confirmation

• SAL Confirmation• F/U Calls• Account Expansion• ID Opp Persona• ID Buying Process

• Discovery Calls• Account Mapped• ID Comp Projects• Expand Contacts• Update SFDC• Confirm Resources

Governance• DFR Daily Flash• Campaign Report• MR SLA (24 hr)

• DFR Weekly Flash• Lead Gen Report• LG SLA (48 hr)

• DFR Weekly Flash• Lead Gen Report• LG (ongoing)

• Leadership Report• DFR Weekly Flash• RSM SLA (48 hr)• Quarterly Biz Rev

• Sales/Mrktg Report• Sales Mgmt• Quarterly Biz Rev

• Sales Forecast• Sales Mgmt

Tools & Programs

• Inquiry Template• 2D Scoring (ELOQ)• Predictive Scoring• Inquiry Nurture

• Progressive Prof• LG Templates• Dialer• KiteDesk

• LG Discovery Guide

• Product Videos• Social Selling• KiteDesk

• Social Outreach• Infographics• Videos

• RSM Discovery Guide

• Opportunity Nurture

• Benchmark Assessment

• Preliminary ROI• Challenger Preso

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Demand Funnel Matrix

Out of Funnel Stages

MQL MQL SQL SAL/SQO

Nurture Disqualify Rejected Closed Lost

Owner Lead Gen Lead Gen Sales Sales

Reason

• Active Opportunity• Dead Opportunity• No Longer Customer• Poor Fit • Too Early• No Budget• No Response• Competitor Engaged• International• Influencer

• Trash• No Info• Employee• Competitor• Partner• Candidate• Left Company

• No Show• Didn't Meet SQL Definition

• No Interest• No Budget

• No Decision• Hold• Legal Concerns• Technology• Price• Product• Lack of Interest

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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Team Structure

SHARE OF VOICEINQUIRIES

Field Marketing

CorporateMarketing

Marketing

Communications

MQL’sSQL’sPIPELINE

Demand Mgmt

DemandMarketing

Lead Gen

WIN RATEDEAL SIZE

Product Lines

ProductMarketing

Intelligence

SHARE OF WALLETEXPANSION PIPELINE

Account Mrktg

CustomerMarketing

User Mrktg

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Team Structure

Demand Marketing

Programs

Demand Management Lead Gen

Digital Response Opp Consultants

Event Response

Content

SMB

Social Response

Demand Gen

EnterpriseAnalystsSystemsOperations

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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MarketingAutomation

Community/Gamification

System of RecordSalesforce.com

CRM + Chatter

HireVueUser

JiveCommunity

Lattice EnginesPredictive Scoring

Everyone SocialSocial Syndication

EloquaMarketing Automation

KiteDeskSocial Selling

InContactDialer

Misc.Data Hygiene

Social/Sales

KlipfolioDashboard/BI

Analytics

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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Integrated into SF Workflow

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Attribution TrackingUse Custom Objects, Workflows, Timestamps in SFDC

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Predictive Scoring45% of sales coming from 6% of leads

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3-Dimensional Campaign ReportingExplicit Qualification + Implicit Interest Level + Predictive

Suspect Inquiry MQL Working SQL SAL Customer Nurture Disqualify

6

32

25

13

1

10

2 1

8 9

19

1114

2

6

1

9

LEADS BY STAGE & PREDICTIVE SCORE

A B C D E

30%

47%

18%

5%0%

LEADS BY 2-DIMENSIONAL SCORE

A B C D E

30

47

18

5

0

35 39

17

5

PREDICTIVE SCORE VS. 2-DIMENSIONAL SCORE

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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Process

Team

Technology

234

Alignment1

Deployment5Governance6Improvement7

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Demand Funnel on Steroids

Partner with Finance

Benchmark (Demand Gen, Sirius)

Social Integration

Content Integration

LEAN Six-Sigma Approach

Summary

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Takeaways & Lessons Learned

Start with the end in mind

Always align with sales & the business

KSS to start

Set expectations

Execute while you build

Thank You