Post on 01-Nov-2014
description
transcript
Avoiding the Three Failure Points of
Marketing Automation
Today’s PresenterPaul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.
About Sales Engine International
• Marketing Automation: Current State
• How Can You Fix It?– Content– Cadence– Closure
• Q&A
Agenda
Doubled in revenue 2010 – 2011*
Series10
100
200
300
400
2010
2011
Projected 30% B2B penetration by 2015**
B2B Market Penetration
0%
5%
10%
15%
20%
25%
30%
20112015
Marketing Automation – Rapid Growth
*Raab Associates**Sirius Decisions
Marketing Automation Growth in Millions
Is Marketing Automation Failing to Deliver?
Of B2Bs Us-ing Market-ing Auto-mation
0%50%
100%
More than 50% have not realized full value of marketing automation*75% don't use mar-keting automation to its full potential**
*Sirius Decisions** Bulldog Solutions/Frost & Sullivan
Is Marketing Automation Failing to Deliver?
B2B Marketing Auto-mation and Sales Leads
64%Don’t Have Enough Sales Leads*
*Bulldog Solutions/Frost & Sullivan
Why Isn’t It Working?
Content : Marketing Automation is a “Hungry Beast” and companies struggle to keep up.
Cadence : Lack of process, staffing shortages, & shifting priorities put execution at risk.
Closure : Marketing Qualified Leads (MQLs) languish or die due to poor, unstructured follow-up.
• CEO - Failed Initiative, Lost Investment
• Missed Revenue Goals
• Poor Sales Pipeline• Breakdown Between
Sales and Marketing• Missed Branding
Opportunities
Cost of Not Fixing?
Feeding the Beast
Content is the
Greatest Challeng
e*Bulldog Solutions/Frost & Sullivan
80%
Lack Sufficient Content to Power Marketing
Automation
Top Content Creation Challenges
• Articulating the pains of the market.• Identifying verticals and buyer personas.• Adequate staffing to produce content:
• copywriters, • designers, • videographers, etc.
• Access to executives, subject matter experts & thought leaders.
3 Minutes of Video, 3X the Content
Exploding Your Content
Editorial Calendar – A Great Place to Start
A Unique Approach – Content Channel
Why Cadence?
CMOs WhoSay They Lack Defined Process to Manage Au-
tomation*
64%
*The Annuitas Group
• Impossible to automate a process that does not exist.
• Automation itself is not a process.
• Relentless execution is needed!
Making It Stick
• Buy-in at all levels in support of process• Executive Team• Marketing• Sales• IT
• Adequate staffing to support process• Defined strategy• Measurement and metrics
Integrated Marketing: The Starting Point for a Marketing Automation Process
Closure
• Generating a marketing qualified lead (MQL) is only step 1.
• Sales must pick up the ball and execute enthusiastically.
• 80% of leads rejected do buy from someone within 2 years.
• 10% of annual revenue is lost due to lack of alignment between of sales and marketing.
Demand Generation Stages
Suspect•SEO / PPC•Events•Campaigns
MQL•Fit Score >X•Interest Score >Y•Total Lead Score >Z
SQL•Budget•Authority•Need•Timeframe
Opportunity
•Sales Stage; or
•Opportunity Scorecard
Win/Loss
•Won•Lost – Competitor
•Lost – No Decision
Demand-Gen Engagement Process
Suspect
MQL(Marketing Qualified
Lead)
SQL(Sales Qualified
Lead)
Opportunity
Win/Loss
Lead score
>X
Yes
CallSales Ready
Yes
Campaign response, Trigger event, etc.
Opportunity
record
Contactrecord
No
• First “Stage” of sales process; or• First action in “Opportunity
Scorecard”
Demand Generation Metrics
Suspect
•Data Base Size and Segmentation
•Social Media
MQL(Marketing Qualified
Lead)
•Opens ,Clicks, Lead Score
•% of Database Engaged
•# of MQL-3, 2, 1s
SQL(Sales
Qualified Lead)
•# and % Converted to SQL
Opportunity
•Pipeline Value
•Opportunity Scorecard
Win/Loss •Correlate Wins to Campaigns Sales
Marketing
Tools for Sales and Marketing Alignment
Tools to Support your Sales Reps and Channel Partners
Summary
• Once you’ve invested in Marketing Automation, Congratulations, You’ve Taken the First Step!
• Now, Finish the Job.• Create a content factory. It’s easier than
you think.• Iron out a basic process, erring on the side
of simplicity.• Build a tight bridge between marketing and
sales.
Thank youQ&A’s
Today’s PresenterPaul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.
Map Offer
If you are interested in taking a
closer look at Sales Engine’s
Integrated Marketing Map, visit
www.salesengineintl.com to
download a copy.