bridging the gap between marketing and sales
TRANSCRIPT
Bridging the Gap Between
Marketing and SalesEvan Whitenight
Vice President of Marketing, ReachForce
#Marketo
© 2010 Marketo, Inc. All rights reserved.
Page 2
Powerful and easy marketing automation
Prioritize the hottest sales leads and opportunities
Measure and predict marketing’s impact on revenue
Adopted by 700 customers in less than three years
Best Marketing Solution
Marketo transforms the way Marketing and Sales teams work – and work together – to improve revenue performance across the revenue cycle
© 2010 Marketo, Inc. All rights reserved.
Bridging the Gap Between
Marketing and Sales
#Marketo
Evan WhitenightVP Marketing
ReachForce
© 2010 Marketo, Inc. All rights reserved.
Page 4© 2010 Marketo, Inc. All rights reserved. 4
About ReachForce
ReachForce provides on-demand contact data services delivering accurate and relevant contact data which is always sales and marketing ready
5+ years experience in successfully managing highly accurate contact data to fuel lead generation programs for customers
First technology enabled services platform addressing Data as a Service Solves contact data remediation Pin-point contact provisioning and creation Updates and maintains CRM and marketing automation data Identifies the best introductions via CRM and relationships in Exchange Server
Strong market presence, a leader in dynamic contact data services through targeting, reaching and connecting with buyers Over 300 customers Partnered with leading CRM and B2B Lead Management vendors such as:
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Representative Customers - 300 Customers
and Growing
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Life Before Marketing Automation and
Lead Scoring at ReachForce
No “scoring” model in place, leads were just handed over
Anecdotal, one-way (sales to marketing) information push
Less than desirable long-term lead accountability
No tracking of inbound web inquiries and behavior, missing SLA’s for follow up
Lead waste, lost revenue, lack of ongoing engagement
Sales and marketing had one (wrong) thing in common:
A one-way view of the world (seller’s vs. buyer’s journey)
#Marketo
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Life During Marketing Automation
The transformation:
Multi-dimensional sources of data & insight
Bi-directional information exchange vs. push
Systematic approach for ongoing lead engagement based on tested lead threshold scoring
Well-timed, relevant touches with a common and concurrent running quarterly theme
Lead follow up SLA’s are being adhered to and pipeline is growing
Page 8© 2010 Marketo, Inc. All rights reserved.
Why is It So Difficult to Create
Greater Sales and Marketing
Alignment and How Does ReachForce
Accomplish It?
#Marketo
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Two Important Pieces to the Revenue
Puzzle
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Why is Marketing and Sales Alignment
Important
On average: 30% of sales reps turn over each year
It takes approximately 7 months to ramp a new rep
40% of sales reps fail to hit quota
65% of reps daily time is not spent selling
90% of marketing deliverables are not used by sales
Reps spend approximately 30 hours per month searching and creating their own selling materials
Source: The New Rules of Sales Enablement, Jeff Ernst
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Why is Marketing and Sales Alignment
Important
When you close the gap and create greater alignment between sales and marketing: The business grows 5.4% faster than non-aligned
organizations
Reps close 38% more deals that non-aligned organizations
Reps lose 36% less deals to the competition and the organization as a whole is better at keeping customers and diminishing customer churn
Source: MathMarketing Alignment Benchmark Study #Marketo
Page 12© 2010 Marketo, Inc. All rights reserved.
So How Does ReachForce Create
Greater Alignment?
Empower your sales team to market with you using Marketo Sales
Insight!
There’s no better way to create alignment and camaraderie then to give sales a voice in
the marketing efforts
#Marketo
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Going to Market Together – The Tools
of the Trade
Clean and Targeted Data
Integrating CRM and Marketing Automation
Sales Insight
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Step 1 – Help Sales Best Prioritize
Their Time
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Step 1 – Help Sales Best Prioritize Their
Time
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Give Sales the Power to See What
You SeeDrilling into Kathryn Earl as a Lead, lets sales see that what actions she took to
elevate herself to a sales ready lead. Sales can even see the exact emails that
Kathryn read with one click of the mouse so that they can have a more intelligent
follow up conversation.
Page 17© 2010 Marketo, Inc. All rights reserved.
Give Sales the Power to See What
You See
Drilling into Kathryn Earl as a Lead from Salesforce.com or Outlook, lets sales see
that what actions she took to elevate herself to a sales ready lead. Sales can even
see the exact emails that Kathryn read with one click of the mouse so that they
can have a more intelligent follow up conversation.
Page 18© 2010 Marketo, Inc. All rights reserved.
Step 2 – Allow Sales To Track and
Market to Their Top Prospects
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Step 2 – Allow Sales To Track and
Market to Their Top ProspectsDrilling into Michael Matook as a watched Lead, lets sales see again what actions
he took to elevate himself to a sales ready lead. Sales can then add Michael to a
specific campaign that they would like him focused on or send him a specific
templated email created by marketing to help move him along through the
pipeline.
#Marketo
Page 20© 2010 Marketo, Inc. All rights reserved.
Step 3 – Help Sales Become a
Prospecting MachineAccording to a recent Marketing Sherpa Report, over 90% of people that hit your website
never identify themselves. Using the Anonymous Web Activity Report in Sales Insight along
with ReachForce Smart Contacts, the sales team can make smarter use of their time and
prospect into the organizations that are actively researching them
Page 21© 2010 Marketo, Inc. All rights reserved.
Co
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Director of Marketing
Pat Kelly
T (248) 628.5555
F (248) 628-5000
Email: [email protected]
Director of Marketing
Redwood Software
Address
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Step 3 – Help Sales Become a
Prospecting Machine
Redwood Software
Data
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Page 22© 2010 Marketo, Inc. All rights reserved.
Summary
Sales wants to succeed and are driven to succeed
Give them the tools they need to succeed
Provide them with clean data to accelerate and optimize their actions
Provide them with a platform to feel empowered and enabled to discover, track and market to their prospects on their terms
#Marketo
Q&AEvan WhitenightVP Marketing
ReachForce
© 2010 Marketo, Inc. All rights reserved.
Thank YouContact Us
+1.877.260.6586
www.marketo.com
© 2010 Marketo, Inc. All rights reserved.