renay picard - sales and marketing alignment, marketo's revenue rockstar tour
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Sales and Marketing Alignment: One Marketer's JourneyTRANSCRIPT
#RockTheRev
Sales & Marketing
Alignment: One
Marketer’s Journey
Renay PicardDirector of Marketing
#RockTheRev
Agenda
Defining Sales & Marketing Alignment
How do you get there?
Enter Revenue Cycle Analytics…
Beyond process and technology – other critical elements for alignment
Q&A
#RockTheRev
Introduction
Renay Picard, Director of Marketing
Quaero, a CSG SolutionQuaero is a leading customer engagement agency that helps our clients increase customer value through insight-driven, one-to-one engagements.
Customer Engagement Marketing optimizes every prospect or customer interaction through a combination of analytics, derived insight, advanced technologies and cross-channel strategies applied by a team of experts in a rigorous, holistic way.
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Introduction
QUAERO
#RockTheRev
Quaero: Sales & Marketing
Direct Sales model with 90 – 120 day sales cycle
Team makeup: 2 field sales reps with plans to grow
4 client managers
2 marketers
2 inside sales reps
Audiences Mid-sized companies and divisions of larger entities
Targeted verticals
Marketing executives/managers + some IT titles
CRM & Marketing Automation Tools CRM: Salesforce.com
MA: Marketo
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How do we define Sales & Marketing alignment?
Sales and Marketing are aligned when
all members of the team are effectively
working together towards specific
business outcomes, i.e. shared revenue
goals.
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How do we define Sales & Marketing alignment?
#RockTheRev
The Relationship With Sales Is Dismal Across The Board
April 2011 “Drive Tech Marketing And Sales Alignment With Lead-To-Revenue Management”
How do we define Sales & Marketing alignment?
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So how do we get there?
Tips for getting started -
Roadmap for Sales & Marketing Alignment
• Gain support from management
• Get back to basics
• Map out the lead lifecycle
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Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
Prior to RCA…
Top of the funnel
Leads/sources very clear via Marketo analysis
Mid-to-late funnel
Opportunities/closed deals very clear via SF.com reporting
The missing link: the lead stages in between!
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Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
What would the value be?
1. Determine what the definitions/SLAs would
look like as a team.
2. Translate these agreements to a lead lifecycle
model within RCA to provide clear insights.
3. Utilize these insights to take appropriate
actions.
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Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
The journey…
RCA Success Program kickoff – project plan
Build Sessions
3.1 Session 1: Discovery and Setup
Prerequisites: 1. Completed Revenue Model (Training Registration Link)
2. Custom Fields Selected
3.1.1 Not Started 9-Feb 9-Feb Quaero & Marketo Discovery Goals with Revenue Cycle Analytics
3.1.2 Not Started 9-Feb 9-Feb Quaero Define: Top 3 Reports (VP of Sales, Marketing) Top Reports for Sales and Marketing3.1.3 Not Started 9-Feb 9-Feb Quaero & Marketo Overview of Revenue Cycle Analytics Overview of product/implementation schedule3.1.4 Not Started 9-Feb 9-Feb Quaero & Marketo Review: Revenue Model Success Path Confirm that Modeler is set up and Approved.
3.1.5 Not Started 9-Feb 9-Feb Quaero & Marketo Setup: Install Explorer on their Instance of Marketo Provisioning of Explorer may take up to 24 hours.
3.1.6 Not Started 9-Feb 9-Feb Quaero & Marketo Define: Custom Fields to Sync Determine Custom Fields that should sync over to Explorer
Goals of RCA
Top reports for Sales & Marketing
Look at custom fields
Review of RCA Explorer
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Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
Success Path StagesAWARENESS EDUCATION CONSIDERATION PURCHASE
Stage Name Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stage 3 = PROVE 50% Sales Stage 5 = PENDING SALE 80%
Stage DescriptionAnyone who visits the website or comes in by other means and we cannot identify who they are. At this stage we have no meaningful information.
Leads for whom we have an email address + phone number or terrestrial information or other information that allows us to market to them.
The Lead has shown interest by engaging with us by filling out a form or visiting our website.
A Qualified Lead has achieved a score of XX and has met the criteria for industry, title, size of company.
A Sales-Ready Lead has been qualified by Inside Sales. Pain has been identified and the individual is either a major influencer, business user and/or decision maker. The Inside Sales Rep can schedule a meeting with the Sales Executive.
Sales Stage 3 has an Opportunity associated with it.
Sales Stage 5 are Pending Sale at 80% in SF.com.
Stage Type (Inventory, Stage, Gate) NA
If SLA how many days NA
Track by Account (y/n) NA No No No Yes Yes Yes
Transitions To Next Success Stage To Known To Engaged To Prospect To Lead To Opportunity To Won NA
Description System triggered transition when Anonymous becomes known.
A Prospect can become a Lead by clicking on a link in an email, filling out a form, visiting specific web pages, etc.
An Lead can become a Qualified Lead by achieving a specific lead score (TBD). They must meet certain criteria for: industry, title, size of company
A Qualified Lead can become a Sales Ready Lead once Inside Sales has further qualified via a live conversation.
A Sales-Ready Lead moves to Sales Stage 3 once there is an Opportunity associated with it in SF.com.
Sales Stage 3 can become a Sales Stage 5 once it is Pending Sale at 80% in SF.com. NA
MARKETING DRIVEN SALES DRIVEN
QUESTIONS Need to remove the ambiguity. Need specifics (see SRL)
Warm lead prior to Qualified Lead? This would involve further qualification.
Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stages 3+5
The journey…
Mapping our model
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Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
The model…
#RockTheRev
Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
#RockTheRev
Taking it to the next level: Marketo’sRevenue Cycle Analytics (RCA)
Revenue Explorer Reports…one example
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So what’s next?
Final RCA Success Program session
Develop new reports that meet the needs of Sales and Marketing and the larger organization
Fine tune existing reports
Develop formal lead nurturing program and evaluate results on stage flows
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How else are we working on Sales & Marketing alignment?
Prospecting training for Inside Sales
“Fluid” process between Marketing and Sales
Preparation for formal lead nurturing program
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THANK YOU!
QuestionsRenay [email protected]
http://www.linkedin.com/in/rpicard
Blog post on Sales & Marketing alignment: http://quaero.csgsystems.com/blog/326-b2b_sales_and_marketing_alignment