people, process & platform - achieving sales & marketing alignment

People, Process and PlatformAchieving Sales & Marketing Alignment

Introducing…

Ben ChamletProduct Consultant

Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the

deepest insight into the way customers behave.

Increase relevancy and drive revenue

Capture and leverage rich behavioral

data

Report on performance

and revenue contribution

Decrease reliance on

support from outside groups

Automate tactical activities

Deliver multi-channel

marketing programs

key takeaways

1. An understanding of common challenges we all face

2. Nurture Programs Silverpop uses to tackle our own challenges

3. Understand how creating dynamic nurture emails improve ROI3

Why are we here today?

Because only 5% of leadsyou and I generate are ready to buy NOW.

We all have challenges

Funnel waste

Changing buyer

behaviour

Our lead gen structure

wasn’t in line with goals

We were wasting leads

Our old funnel (and perhaps yours)

65% of leads went to waste.

The buying cycle changed

“During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.”

Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010

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+35%increase

Nurturing Improves ROI

Currently using Lead Nurture

79%

107%

Not using Lead Nurture

Average lead generation ROISource: Marketing Sherpa 2011 B2B Marketing Benchmark Survey

Demand Gen structure is Key

Our Sales team were buried in leads.

Marketing’s response wasn’t ideal.

How we began curing ourselves

We aligned Sales/Marketing around one

common goal – revenue.

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The five important steps…1. Vision & Plan

– Based on the business vision

2. Pipeline– Marry both Sales & Marketing on pipeline

3. Language– Define all key terms used throughout the sales process

4. Process– Develop an SLA between the groups involved

5. KPIs– Devised around a SMART methodology

Defining the vernacular

– What is a lead?– Which is more important, what our

prospects tell us or what they actually do?

– How can we collect data which will be used to assess the “right fit”?

– What behaviour demonstrates the buying stage?

Lead Scoring and Assignment – New Model

AB

C

D

1

1

1

1

22

2

2

33

3

3

44

44

Right Fit

Not a Fit

HeavyInterest

LowInterest

DG Mktg DeadSales

How did that affect the people?

Began routing leads based on scoring

Marketing became lead-traffic-controllers

Changed our demand gen structure

We redrew our demand gen org chart

…and then the process

Service Level Agreements:The Ties that Bind

Demand Gen Team SalesMarketing

Accept

Source

Qualify

Deliver

Target agreementPrograms/tactics

Lead definitionScoringNurture

Disposition rulesVolume rulesNotification

Accept/Reject

TimeframeAccept/reject rules

Notification

Qualify

DeliverDisposition rules

Volume rulesNotification

MQL definitionEngagement rules

DNQ rules

Reject

Disqualify

Accept/Reject

Qualify

Pipeline

Reject

Disqualify

TimeframeAccept/reject rules

Notification

Engagement rulesDNQ rules

DNQ rulesTimeframes

Accept

Introduced nurture programmes

• With goals to:– Improve follow-up with leads– Offload follow-up to not-yet-sales-ready

leads• Freeing up costly resources• Improving lead follow-up times

– Guide leads through a longer buyer cycle and towards an opportunity

How did Silverpop segment?

Introduced nurture programmes

Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost

Automated Media Nurture• Audience: Top of Funnel Media Ad Responses

• Offer: White-paper downloads driving to online demo

• Team: Marketing

• Process: Set-it-and-forget-it automated program

• Communications: Series of 6 emails, one every month

• Results: Opportunities. Marketing Efficiency improvements

Inbound Demand Gen Nurture• Audience: Top of Funnel Inbound Leads

• Offer: Self-Qualification and Re-connect (personalised)

• Team: Demand Gen

• Process: Contact added after 3 call attempts

• Communications: Series of 6 emails, one every 10 days

• Results: Efficiency savings: 125 hours per Demand Gen Rep per quarter

Event Nurtures• Audience: Top of Funnel: Tradeshow attendees

• Offer: Industry vertical content/tip sheets/case studies

• Team: Marketing

• Process: Visited booth or attended speaking engagement

• Communications: Series of emails, one every 12 working days

• Results: Increased New Sales Opportunities

Open and Re-Engage Nurture• Audience: Mid-Funnel Leads

• Offer: Quirky subject lines, thought leadership

• Team: Marketing

• Process: No interaction for 6 months but still opted-in to newsletter

• Communications: Series of 6 emails, one every 14 days

• Results: 3-5 new sales opportunities generated per week

Silverpop on Silverpop• Audience: Lower Funnel: Prospects with Silverpop

Opportunity

• Offer: Education in the power of marketing automation through real-world experience

• Team: Sales or Demand Gen

• Process: Sales initiated

• Communications: Series of 6 emails, one every 7 days

• Results: Improved Closed Rates/Higher Deal Value

Dead/Lost Nurtures• Audience: Lower Funnel: Lost Sales Opportunities

• Offer: Timely thought leadership and best practices staying top of mind towards competitive

renewal dates• Team: Sales

• Process: Sales initiated

• Communications: Series of 10 emails, one every month

• Results: Increased Sales Efficiency. New Sales Opps.

…but what about the technology?

When should sales pounce?

Sales Visibility (Lead Activity)

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Tracking ROI• Where should ROI reporting

live?– CRM?– Marketing Automation

platform?

• How can you gather insight into the opportunity lost & won– Track lead sources– Add dead / loss reasons into

the CRM

What tools are needed (bare min)?

CRM System• Database of record• Lead and opportunity

tracking• Pipeline opportunity

reporting• Sales process management

Marketing Automation Platform• Lead management

• Lead Scoring• Lead Routing• Lead Alerts to Sales

• CRM integration for sales-initiated campaigns

• Publishing and outbound marketing• Nurtures and email

marketing• Landing pages for lead

generation• Reporting

• Sales view into marketing activity

• Sales view into lead score, rank and behaviour

The results...

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Reduced

non-contacted leads

from 65% to < 5%

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Increased lead conversion rates by

2x in 12-months

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Increased marketing-generated

revenue by more than 100% in 12-months

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Marketing generated over

70% of total sales revenue

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Increased opportunity creation to support

50% increase in sales team size

Closing Remarks

It is likely that less than 5% of the leads you generate are ready to buy. The buying cycle has changed and it has grown even more complex.

Change is the new constant. Marketing are the change agents.

Sales and marketing MUST be aligned to the same numbers; the same vocabulary; and the same units of measurement.

Technology is not the cure-all. You must also have the right structure; the right processes; and the right content.

CRM is the foundation, but you need marketing automation tools to manage the entire lead to opportunity process.

Would your sales team prefer to work smarter,

rather than harder?

Would you like to be responsible for doubling

your marketing-generated revenue?

…then Marketing Automation is for you!

Energy & Utilities

Media Business Services

Financial Services

Travel & Hospitality

HardwareFood & Beverage

Non-Profit

Retail

Entertainment

Software

Education

5,500+ Brands & 20,000+ Marketers Powered by Silverpop

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What next?

We understand your business challenges

We provide the technology, expertise and support to make you successful

We have a proven track record with companies like yours

Schedule a deep, dive demo…bchamlet@silverpop.com.au

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www.silverpop.com.au

bchamlet@silverpop.com.au

http://www.silverpop.com/blogs/email-marketing/

Thank you…