Post on 18-Apr-2018
transcript
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Best Practices for Achieving World Class Marketing
and Sales Integration, Effectiveness
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Agenda
Time Module Purpose
8:30am – 8:45am Introductions Roles, responsibilities, expectations for outcomes
8:45am – 9:15am Overview – Catalysts for Workshop
Understanding the causes and consequences of misalignment, poor integration between Sales & Marketing
9:15am – 10:15am Module 1: Developing the Sales & Marketing Alignment Strategy Roadmap
Best practices for how to approach, & engage Sales
10:15am – 10:30am Personal Relief Break
10:30am – 11:45am Module 2: Operationalizing the Alignment Strategies
Best practices for how to measurably align Sales & Marketing to drive profitable revenue growth
11:45am – 12:00pm Review, Closing Translate personal learnings into key takeaways, answer outstanding questions, discuss follow-up options.
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Workshop Overview
• Senior marketing executives
experiencing these
challenges: Marketing is perceived as a cost
center, not profit center
Declining voice, influence within
organization
Lack of visibility into what happens to
leads once given to Sales
Sales perception of marketing
generated leads is poor
Difficulty demonstrating ROMI
Low or declining conversion rates
throughout demand waterfall
Being asked to shift from quantity to
pipeline impact - ―take a number‖
• Key Takeaways Alignment strategy roadmap that
includes common language, goals
& objectives, priorities, resource
allocation
Best practice approach to
mapping, optimizing lead lifecycle
Template for defining
requirements for various lead
levels
Template for creating 2-way SLAs
between Sales & Marketing
Copyright©2013 – OppSource, Inc. – All Rights Reserved
The Consumerization of the Workplace
Source: Google/Compete Tech B2B Customer Study, U.S. Sept 2012. (Sample of N=1231 Tech B2B customers who research or shop for Tech products for their
business).
93% Use the internet
Companies don’t buy, people do—and those purchasers use the
Internet more than any other source to research business
purchases...
59% Consult colleagues,
friends, and family
38% Attend trade shows
Copyright©2013 – OppSource, Inc. – All Rights Reserved
This shift creates “moments-of-truth” for
engagement…
5
First Moment of Truth
Second Moment of Truth
Marketing Stimulus
“If you’re available at the Zero Moment of Truth, your customers will find you at
the very moment they’re thinking about buying, and also when they’re thinking
about thinking about buying.”
-Jim Lecinski, Google, from Winning the Zero Moment of Truth
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Requiring Marketing & Sales to work together to win
those moments-of-truth…
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Yet Marketing & Sales Approach Revenue
Generation Differently…
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Which is why water flows naturally downhill but
“leads” do not…
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Marketing & Sales technologies are plenty but like
people & processes, aren’t easily coordinated…
Copyright©2013 – OppSource, Inc. – All Rights Reserved
And this disconnect shows…
22% Average sales cycle is longer than a decade ago
52% Longer ramp time to full productivity for new reps compared to 7.9 (best-in-class 5.2 months)
< 9% Sales opportunities will close as forecasted
> 90% Marketing generated leads will never close
71% % of salesperson’s time spent on NON-SELLING activities
30+ Hours per month searching for information, developing customer-facing content
25-42% Average cost of sales for companies as % of revenues
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Top 7 Best Practices for Marketing & Sales
Integration for Revenue Growth
Alignment Strategy
Roadmap
1. Get alignment
2. Get an investment
portfolio
3. Get a common language
Operationalizing the
Strategies
4. Get there faster
5. Get Sales what they
need to sell
6. Get accountability
(SLAs)
7. Get visibility
Copyright©2013 – OppSource, Inc. – All Rights Reserved
#1 - Get Aligned. MarketPursuit™ Framework Setting Priorities for Marketing & Sales Resource Allocation
Tier Audience % of Rev
Leveraging Knowledge
Universe Size
Outreach Goal Messaging Marketing Intensity
T1 Must-Win Accounts
TBD You + XYZ Company = Competitive Differentiation
10 Deeper, Wider; Share of Wallet
Account specific message based on acct & industry intelligence
Competitive intelligence, Exec sponsorship, thought leadership, account-based field and channel enablement
T2 Named Accounts (Lit-Up)
TBD What we know about you through our current relationship History
1148 Expand Market Share
Account specific message based upon previous purchase, response behavior
Targeted cross-sell, up-sell demand generation campaigns in a box, field and channel sales enablement
T3 Named Accounts (Dark Existing)
TBD How We’ve Helped Your Peers (companies just like you)
706 Engage, Help Audience Relate with Others
Previous customer relationship information for win-back, reconstitution efforts
account-based MOI marketing, field and channel sales enablement
T4 Named Accounts (Dark New Logos)
TBD How We’ve Helped Your Peers (companies just like you)
233 Identify, Attract, Qualify
Industry or segment specific messaging – success story look alike messaging
account-based MOI marketing, field and channel sales enablement
T5 Total Addressable Market
TBD Industry, Vertical Segment
TAM Universe TBD
Identify, Attract, Qualify
Industry, vertical thought leadership messaging
Influencers & Thought leadership, PPC & CPL programs, contact-based MOI marketing
T6 Universal Marketplace
TBD Unwashed Masses Unknown Brand Awareness, Filter, Disqualify
TBD Brand awareness
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Brainstorm #1:
Devise a Strategy to Engage, Align with Sales
• What are the potential risks?
• What are the upsides?
• What are the unique
challenges you will need to
address for your company to
make this happen?
• What will your strategy be?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
SQL-Closed/Won
SAL-SQO
MQL-SAL
Inquiry-MQL
Suspect-Inquiry (acquired lists)
Suspect-Inquiry (existing database)
Suspect— A contact at a company that fits
the TAM (Total Addressable Market) profile
Inquiry — The number of raw responses, or
―hand raisers,‖ generated by the Marketing
function
MQL — Marketing Qualified Lead, a lead
deemed by the Marketing function to be
worthy of handoff to Sales based on implicit
and explicit lead scores
SAL — Sales Accepted Lead, a lead
qualified by Marketing and agreed to be
worked by Sales within a specific timeframe
SQO — Sales Qualified Opportunity, a lead
that Sales has determined is an Opportunity
and is now part of the organization’s pipeline
Closed/Won – The tipping point from
prospect to paying customer. Leads to
additional Cross-Sell, Upsell,
Service/Solution Opportunities
#2 - Get a Common Language
Copyright©2013 – OppSource, Inc. – All Rights Reserved
#3 - Get an Investment Portfolio
Market
TAM Suspects 9,214,909 676,230
Inquiry 0.50% 46,075 1.00% 6,762
MQL 4.40% 2,027 14.00% 947
SAL 65.50% 1,328 75.00% 710
SQL 56.40% 749 56.40% 400
Closed/Won 23.10% 173 36.00% 144
ROMI $50,000 $8,650,000 $60,000 $8,650,009.57
Quantity
Understanding the "Physics Problem" - Demand Waterfall Analysis
←Client Actuals &
Revenue Target
FY2014
US Optimized
Revenue Cycle -
Benchmark Category Conversion % Quantity
Understand your “Physics Problem”
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Module 2: Operationalizing the Roadmap to Grow Revenues
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Triage
Account Optimization
Moment of
Interest
Engagement
1:1 Reach out
emails
R
Add
Missing
Contacts
EconomicBuyer
TechnicalBuyer
TechnicalEvaluator
EndUsers
ProcessOwner
BusinessLine Exec
TAM
Concierge,Discover,Qualify
Next Steps
Nurture Lead
Set Future Callback
Disqualify
(no fit)
Set MQL
Pass to Sales
Response/
Interest (inquiry)
Manual
InputManual
InputIn-Person
EventsWebinars
Outbound
EmailsNewsletter
Registrations
Landing Page
Registrations
1-800inbound
Identifying Key Players
#4 – Get There Faster (time is of the essence)
Copyright©2013 – OppSource, Inc. – All Rights Reserved
“Secret Shop” Your Organization – Life of a Lead
#1: Go Undercover—See what the
prospect really goes through
Did you get timely human attention?
Was your interest acknowledged
(i.e., did the next conversation/item
you were sent build on the
previous)?
Were you put into a nurturing
queue?
The BIG question: Do you treat your prospects the way
you’d like to be treated?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Brainstorm #2: Devise an Approach to Assess Lead
Management Processes (Secret Shopping)
• What are the potential risks?
• What are the upsides?
• What are the unique
challenges you will need to
address for your company to
make this happen?
• What will your strategy be?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
Brainstorm #3: Devise a Strategy to Establish
Universal Lead Definition
Review the ULD handout and
discuss:
• What are the potential risks?
• What are the upsides?
• What are the unique
challenges you will need to
address for your company to
make this happen?
• What will your strategy be?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
#6 - Get Accountability (2-Way SLAs)
#, level of leads required to hit company revenue goals
#, level of leads each sales rep needs to make quota
Will Sales do any prospecting?
What % of sales opportunities will Marketing originate, source?
What % of sales opportunities will Marketing influence?
Speed and depth of lead follow-up that makes sense
How many call/email attempts should Sales make for every lead of a certain quality to not waste leads?
With X leads and Y hours / month, how many follow-up attempts should Sales be able to complete per lead?
Ma
rke
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Sa
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SL
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Copyright©2013 – OppSource, Inc. – All Rights Reserved
Brainstorm #4:
Devise a Strategy to Establish 2-Way SLAs
Review the SLA handout and
discuss:
• What are the potential risks?
• What are the upsides?
• What are the unique
challenges you will need to
address for your company to
make this happen?
• What will your strategy be?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
#7a – Get Visibility (DemandPursuit™ Dashboard)
Copyright©2013 – OppSource, Inc. – All Rights Reserved
#7b – Get Visibility (Huddle & Optimize Consistently)
• Topics for discussion:
Review of leads to obtain feedback on the quality of each lead
Identify which leads have converted into sales opportunities in the pipeline
Share success stories
Review leads submitted by Sales for recycling
• Solicit feedback from Sales
Are you satisfied with the quality of leads that have been generated?
Are you receiving enough information along with the leads to drive the
opportunity forward?
How much time passes after receiving the lead before follow-up begins?
Which leads have turned into customers? Is there anything unique about
those leads?
Are there any common attributes among the leads that did not convert?
Is the definition for a qualified, sales-ready lead still appropriate?
Copyright©2013 – OppSource, Inc. – All Rights Reserved
In Closing…
• We’ve talked about:
Getting Alignment
Getting an Investment Portfolio
Getting a Common Language
Getting There Faster
Getting Sales What They Need to Sell
Getting Accountability
Getting Visibility
• We’ve provided best practices & templates for:
Customer-centric MarketPursuit framework
Common Language & Universal Lead Definition (BANTFO Matrix)
Secret Shopping – Lead Management Assessment
2-Way SLAs
Closing the Feedback Loop
• But really, what are YOUR key takeaways from today’s
workshop?
For additional questions or assistance:
Lisa Cole, 508-954-9008
Lisa.cole@oppsource.com
Copyright©2013 – OppSource, Inc. – All Rights Reserved