MathMarketingFunnel Coach

MathMarketing

Ramp the performance of your combined sales and marketing engine with clear plans and the skills to execute

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ProblemsMarketing’s not respected

Sales & Marketing are not alignedWe lack a common

language

We lack a clear plan for growth

Our marketers lack the skills

Our tactics are arbitrary

I don’t have budget to hire ready-made marketers

We lack a framework specific to B2B

Our channels lack B2B marketing skills

We’re not getting a return on our co-op dollars

Our Sales & Marketing engine is underperforming

About MathMarketing

For the past eleven years, MathMarketing has served many leading and aspiring businesses who seek to ramp the performance of their combined sales and marketing engine to pursue growth

260 projects completed across 4 continents

Global network of experienced Funnel Coaches selling and delivering Funnel Camp and Funnel Academy

7000 subscribers to B2B thought leadership series Funnel Vision

Common impediments to a high-performance sales and marketing engine

Don’t know what you don’t know Progression rates Lag between stages How this has changed How it compares

Don’t know what is so today

Objectives not explicit Lost in the noise of assumed composition Lack of early-warning indicators

Strategy not blisteringly clear Products and non-products Markets and non-markets Channels (sell and refer) Disconnected elements

Plan not actionable Great ideas but no concrete actions Actions not linked to strategy Internally focussed v buyer progression

Plans not clear

The difference between good enoughand great is a performance gulf

Marketers lack skills in Setting and evolving strategy Campaign design and management Sizing and measurement Optimised tactics Powerful communications

Sales people lack skills & discipline in Creating opportunities Managing opportunities Managing Accounts Powerful communications

Is the gap the skill or the person?

Resources not ready to execute

Ruthless execution is rarely more than a catch-cry

Lack weekly discipline of execution of: Actions Inputs Buyer progressions

Resources are rarely actively mentored against the plan Usually some other (arbitrary) factor

Execution lets the strategy down

Forecasts used to explain failure not to determine success

No link between forecast and CRM

No actionable insights from either

Lack culture of constant improvement: Ratios Volume Progressions (planned and measured)

Measures don’t tell you what to change

What got you here won’t get you there…

This market calls for a different approach to funnel management: You need a single plan, that’s

– Blisteringly clear

– Highly actionable You need awesome execution

– Keep on track

– Don’t let Sales do their own spade-work

– Relentless focus

Funnel Camp will take your strategy to plan in 6 weeks

3 days out of the field Lots of prep before, and we write the plan

Validate your objectives and strategy against market reality and buyer priorities

Model your funnel for next 3-5 years

Tactics to progress buyers at required rate

Binds team around a single view, using a common language

[Your logo Here]

© MATHMARKETING, 2009 WWW.MATHMARKETING.COM

PROBLEMS WHAT TO WHOM THROUGH WHOM

Months

Quarters

Years

Sales staff (FTEs)

Sales utilisation

TA

CT

ICS

Need identified (1700) Offer understood (1419) Preference formed (963) Decision made (660)Contact received (477114)New names found (80818) Gap acknowledged (3430)Interest established (13963)

26,284

3,911

4,425

185 148 480 520

CAMPAIGN PLAN

13 20 16 51

99% 105% 107%

148

CR 36%

35

25%6

Q4 Y2 Y3 TOTALM1 M2 M3 Q2 Q3

4 6

20%

Maturity

15%

Market

4%

MATURITY OF TARGET MARKETS

0%

35%

$0.08m

ST

RA

TE

GY

To leverage strength's & overcome weaknesses, use Miller Heiman’s Strategic Selling Blue Sheet to plan each opportunity, and use references early to improve lack of recognition

17 15 16 17 9

2

7 2 3 2 5 3

4 3

Cost

References

6 1 2

46 37 120

23 18 60 60

120

$0.25m $0.50m

2,245

500 1,620 6,9564,925

$1.7m

240 1,693

89 469 710 1,419

230,862

843 1,700564

1,139

0% 10%

DG 51%

7%

4% 8% 8%

25%

6%8%

87% 80%

4 7 8 25 25 33

$4.0m $8.2m$0.50m $2.5m

6 73 3 3 3

17

36 54 318 490 963

4

51

11

115

12 11 36

Share

SIZ

ING 6%

92%

218 340 660

$0.08m $0.08m $0.10m $0.40m $0.50m

105% 102% 97%

System integrators

24

AGAINST WHOM

3 1

MM DIY Inaction Local AB SFC

2 38 3 2 1

1

3

3 64

4 3 1

20%

3,430

7,063

Main street

Bowling alley

Tornado

Early market

EM 14%

CRM integrators

Hardware vendors

20%

25%

35%200,961 396,296

CRM vendors

20%

Focus477,114

1,000 4,648 6,834

14,386

Direct sales through accredited Funnel Coaches.

Introducers from: CRM vendors & integrators, trainers, VCs, trade associations, existing customers.

ICT companies + ‘flushed’ early adopters from other markets.

Pragmatic CEOs / Divisional Director + Head of Sales / Channel + Head of Marketing

USP

Recognition

Total

FUNNEL MODEL

Sales & marketing engine is underperforming

Integrated Sales and Marketing plans incl. strategy, tactics, plan and measures. Sold as ‘Funnel Camp’ (incl. pre-Camp metrics & ‘as is’ strategy, planning workshop, document plan & oversee execution). Marketing training sold as Funnel Academy (public and private).

Prove up the demand generation strategy & plan internationally .

$0.10m

32

$0.08m

$2.5m

1

OBJECTIVES

$5.0m

4

$4.0m

$0.50m

13,963

25,942 29,901 80,818

4,925

14,386

16,006 21,342 33,347 159,551

133,6090

6,156 4,925

$0.40m

Offer understood

Under-perform

Not aligned

Lack plan

Growth stalled

Not closing

Poor MktgStrong

Att

ract

ive

Phone call to qualify, and 'sell' free audit

Email: 1-page 'sell sheet ' for free review

Funnel Review: Assess health of sales and marketing engine

Use Miller Heiman Blue Sheet to plan

opportunity - ID stakeholders

Present findings of review with key stakeholders

Leave case study

Present recommendations face-to-face to key

stakeholders

Outline ROI of clear plan & skilled team

Replay journey -situation, gap, need, solution, ROI, proof

Highlight cost of inaction

Selectively offer industry-specific reference calls

Email link to video testimonial

Present one-page summary of journey

Ask for the contract.

Set kick-off dateExisting house list

Funnel CoachesFunnel Vision email, & RSS (MM & partners)

Advance call to PA

List rental

Desktop research

Partner email, DM, banner ad & web site

Call to discuss gaps and 'sell' free audit

Contact received

Interest established

Gap acknowledged

Need identified

Preference formed

Decision made

Revenue

Letter re planning or funnel gaps

SEO self-subs

Syndication partner

Social media

PR

Referral

The impact of under-performing sales and

marketing engine

Small events

Webinars

White papers

You Tube Attend once or register / download 3 times

Test against ICP

Tabloid A3

Old names recycled

New names found

Most marketing training and books address consumer marketing only

It's no wonder business marketers leave money on the table with much of their marketing

We drew on our deep consulting experience helping companies to grow, and built marketing training that balances robust theory with grounded experience

Funnel Academy skills marketers in: Setting and evolving strategy Campaign design and management Sizing and funnel measurement Optimised tactics

Resources not ready to execute

Funnel Academy: marketing training specific to B2B

How to Set Strategy for Business Markets

How to Size the Funnel and Measure Progress

How to Plan Campaigns that Move Buyers

How to Select Tactics that Progress Buyers

Resources not ready to execute

Funnel Academy: four 2-day modules

Funnel Camp "We will look back on this event as a turning

point in the company's history."

Carey McMahon, Chief Operating Officer, Security services

"Best planning program I have been a part of."

Greg Sampson, National Sales & Marketing Director

Funnel Academy “Brings together a number of aspects of

marketing theory into a highly practical framework which can easily be applied”

Mike Nelles, Invoke Productions “The positive effect of my team all talking the

same language is already working and the course is only just over. Excellent”

David Liff, VP Marketing, Software

Resources not ready to execute

Testimonials