tim stone - demand generation , inside sales and how we built our defy distance campaign. (#execln...
TRANSCRIPT
© Polycom, Inc. All rights reserved.
Polycom’s Journey to Defy DistanceTim Stone, VP Marketing EMEA
@StoneCollab [email protected]
© Polycom, Inc. All rights reserved. 2
Poor Customer & Prospect Data
Outbound Centric Product Centric
Lack of OpportunityFollow Up
Polycom Marketing – Pre Defy Distance
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Switch Selling in Channel
Marketing Campaign
ROI unclear
Pipeline TrackingLost
Revenue
Opportunities not partner
ready
Business Challenges Around Opportunities
Sub $50K Lead
Follow Up
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3-Day Global Workshop
Timelines
Budgets
Resources
ROI
INPUTS WORKSHOP KEY OUTPUTS
Customer Triggers
Scope
Targets
Asset List
Owners
Market
RTM
Customer Journey
Value Proposition
Business priorities
Buyers
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Campaign Theme: Defy Distance + Creative
#DefyDistance
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Business Objectives
BuyerProfile
Understanding the Buyer
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Sirius Decisions Framework Operationalization
CompleteDCS Benchmark
Model Campaign Goals Against
Benchmark
Measure Frequently with
Dashboards
Course-Correct with Business
Insights
DemandWaterfall
Campaign Framework
Content Framework
Demand Creation Framework
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Awareness & Demand Creation
Awareness –Internal
SalesEnablement
PartnerEnablement
Email WebProperties
Paid Search & Ads
Content Syndication
PR, AR, Social Media
Email WebProperties
Education & Training
Art
Assets WebProperties
Training Profiles
Briefings WebProperties
Assets Campaign Central
Defy Distance Campaign Launch Plan
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Purchase
Product Promotions
Customer references
ROI Tools
InfoGraphics
Home Page
Sales Enablement
Consideration
Seminar in a box Web
Email Signature
BannersEDM's Customer - Prospect -Partner - Employee
Thought Leadership
Polycom.com
Brochures& Whitepapers
SocialAwareness
Events
PR and AR
Videos
Launch Assets
#DefyDistance www.polycom.co.uk/defydistance
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EMEA Roadmap: Defy Distance Verticals/Business Functions
Phase 2IT Hero Facilities
Phase 1 IT HR
Phase 3
Manufacturing Healthcare
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Awareness
Provocative MessagingLoosen Status Quo
Purchase
Decision JustificationValidation
Low Engagement Moderate Engagement Engaged
Conditional Content Mapped to Lead Score
Consideration
Brand OrientatedExploration
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Global Campaign Creation Model
Siloed CentralisedGlobal launch
RegionalDivide & Conquer
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Collaboration Technology Key to Success
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Lead to Revenue Process
MDT INSIDE SALES
Enquiry MDT10
% Q
ualif
ied
Partner AllocatedCAM
33% Pipeline: Revenue
Rate
Sales
Inside Sales
Over$50k
Under $50k 30
%
Qua
lifie
d
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Closed Won
Sales Qualification
Marketing Qualification
Enquiry: Revenue
Results
33%30%
97%75%
18%9.7%
2.3%1.4%3x
increase in marketing revenue
contribution
200%increase in
opportunity to revenue conversion
rate
30%increase of enquiries
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Culture shift
Inside sales optimisation
Customise SD frameworks
Roles and responsibilities
Localisation and channels
Lessons Learned
