an expert's introduction to marketing 2.0
TRANSCRIPT
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PRESENTED BY
#C2C14
Marketing Automation 2.0
Building a World Class Engagement Model
Presented by
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL
#SmarterSelling
Eric Marcy
VP, Demand Generation
& Marketing Operations
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 3
The Pressure is ON
75% ROI primary measure
by 2015
50%
IBM Global CMO Study
feel sufficiently prepared
Demand Gen Report: Data Rich: The Payoff
of Marketing Measurement on Revenue Performance
68% are pressured to
justify marketing spend
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 4
More Than Ever, Sales Needs Additional Support From Marketing
Customers contact sales reps
when they’ve completed
57% of the purchase
decision process.
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 5
The Demand Gen Machine Works
Demand Metrics Waterfall
Source: Sirius Decisions
Inquiries
Marketing Qualified Leads
(MQLs)
Sales Accepted Leads
Sales Qualified Leads (SQLs)
Closed/WON Business
• Total number of hand raisers
• Unique metrics for current customers
• Definition through sales/marketing SLA
• Marketing deems ready for handoff
• Basic qualification tenets met
• Sales agrees to work leads
• Opportunity identified
• Now part of pipeline
• Booked revenue
• IDs topline contribution
Impact of Sales Enablement
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 6
It’s That Handoff That’s Broken
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Reps See a Laundry List
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As a Result … They Don’t Follow up
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 9
Or Are Unprepared for the 1st Meeting
ON
LY
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 10
Or Waste Time Reinventing the Wheel
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 11
Today’s Commercial Enterprise Mapping to the Buyer’s Journey
Marketing Investments
Sales Investments
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Day in the Life of a Sales Rep
7 AM 10:30 AM
to 12:00 PM 2:00 PM
Prospecting with Digital Postcards
Prep for and conduct a first call
Create immediate follow-up proposal
Coaching reinforcement
for today
Assemble presentation for key stakeholder
meeting tomorrow
9 AM 12:05 PM
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 13
Day in the Life of a Sales Rep
7 AM 10:30 AM
to 12:00 PM 2:00 PM
Prospecting with Digital Postcards
Prep for and conduct a first call
Create immediate follow-up proposal
Coaching reinforcement
for today
Assemble presentation for key stakeholder
meeting tomorrow
9 AM 12:05 PM
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 14
Engage Prospects Sooner!
35% - 50% of sales goes to the vendor
that responds first
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Convert More Leads & Accelerate Opportunities
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What does a World Class Sales Enablement Model look like?
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 17
Welch Allyn Case Study C
HA
LLEN
GE
SO
LU
TIO
N
VA
LU
E
• Last year, closed 5 deals for more than $4.5M. Never been done before.
• Spend more time with customers
• Create new sales habits to challenge customers to think differently
• Keep sales on message & using marketing content
• More efficient
• Leverage success across the country
• Help us stay on plan, both top and bottom line
• Using Mobile because Time is Money
• Using 90% of materials in 2 clicks
“We’ve been able to get to over 90% of our content by utilizing the infrastructure in SAVO to get to any of our material in two clicks. That’s pretty quick.”
Courtney Chiavara, Welch Allyn
• Health Care Reform is putting financial constraint on hospitals
• Consolidation-our customers are getting larger
• Executing a new sales process, new sales method and SAVO at the same time
• Leveraging success across the organization
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL 18
Lead Conversion. Deal Acceleration.
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©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL