#revenuesummit san francisco 2017 - bryant lau - keys to driving growth through sales and marketing...
TRANSCRIPT
Enable Your Sales Team
Keys to Driving Growth Through Sales and Marketing AnalyticsBryant Lau
Bryant Lau• Digital Marketing
Manager @ Highspot• Growth Focused
Demand Gen Marketer• Hiker• Dog Owner
Who Am I?
About HighspotA single content repository for all of your sales content. Find out why your reps want to use Highspot at highspot.com.
• Top 5 Keys to Growth-Driven Analytics• Examples of Actionable Reports• Summary Takeaways
Agenda
Where should we invest?
Key Question
The Right Funnel for You• KISS• Align to sales process• Work closely with sales
Key #1: Build a Demand Waterfall
The Highspot Funnel• MQL = Ready for Sales• SAL = Sales Agrees• SEL = Discovery Call• SQL = Demo Scheduled• Opp = BANT*
*Budget, Authority, Need, Timeline
Key #1: Build a Demand Waterfall
How We started...• Two fields per stage
• Boolean• Date
• Used MKTO Smart Campaigns to populate fields
Key #2: Measuring Your Funnel
But there were problems...
Non-linear Sales Funnel• What happens when a
recycled lead/contact has another sales engagement?
• Capturing multiple entry and exits from Sales Funnel
Key #3: Capturing the Real-world Funnel
Reporting Requirements• Highly extensible• Ability to edit data
• Real-time• Automated Funnel
Progression Tracking• Accessible by all• Report on entire funnel
Key #4: Gathering the Data
(Hint: Full Circle Insights does all of this ☺)
Performance-Driven Marketing• Create hypothesis and
apply critical thinking• Failures are valuable• Focus on low-hanging fruit
& find usual suspects• Tribal Knowledge
Key #5: Make the Data Actionable
Attribution via “Activation”
• Activates Sales Engagement
• Great fit for ABM
Example Reports
Example Report - Activation
Example Report - Activation
Influence - Report• Uses a weighted attribution
model to measure the contribution from multiple programs
• Best for measuring programs after a few months have passed
• Can measure influence across both leads and contacts
Example Reports
Example Report - Influence
Example Report - Influence
Planning & Performance• Making the data actionable• Becoming a performance-
driven marketing team
Example Reports
Example Report - Planning & performance
Key Takeaways• Ask the right question• Put data in context
• Retain control of your data
Recap
Thank YouLearn More at Booth #23