@Funnelholic

The Revenue Chain: Five Keys to a Predictable Demand Generation Funnel

Craig Rosenberg@funnelholic www.funnelholic.com

@Funnelholic

The supply chain

1. Driven by quantifiable goal(s)

2. A series of process steps that an organization can track, measure, and then optimize

3. Specialists own their distinct steps

4. Technology drives effectiveness, scale

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The revenue chain yesterday vs today

Yesterday Today

Time-sensitive campaigns Always-on campaigns

Seller-centric Customer-CentricHaphazard A carefully defined series of steps“Arts and crafts” Revenue accountability

Sales and marketing Sales with marketing

“Free safeties” Job function specializationCollateral Content

Manual Technology Platform

“We used to design our funnel based on when WE wanted to talk to them (customers), now you have to design your process to be

there when they want to talk to you”

Adam Needles @abneedles

@Funnelholic

The revenue chain

OBJECTIVES/METRICS

PROCESS

PEOPLE

TECHNOLOGY

RevenueTotal Available Market

OpportunityProspect Lead Good Lead

Upsell

1 2 3 4 5 6 7

CONTENT

Source: RQ’s “2013 Marketing Trends” Presentation January, 2013

CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN

@Funnelholic

The customer profile feeds the revenue chain

PlanCustomer

Buying Process

Customer Profile

1.Customer profile – pains, needs etc

2.Buying process

3.Consumption patterns

4.Marketing – to – sales transition

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Map the customer journey

telesales

field sales

MarketingDatabase

MQL

SQL

GATHERING REQUIREMENTS

COMPARING VENDORS

SHORTLISTING VENDORS

COLLECTING INFORMATION

Site: downloads third party “buyers guide”

Re-target: clicks thru ITManagement banner on ESPN.com

Email: opens vendor incentive offer

Phone: no project right now; check back in 6 months

Email: completes IT priority survey and lists storage as top 3 priority

Phone: won’t make decision for 5 months

Site: views vendor demo start to finish

Phone: cannot connect after 10 dials

Site: does not attend live webinar

Re-target: downloads vendor whitepaper LP 9C

Email: opens webinar email

Phone: commits to view online demo

Email: does not open follow up survey

Phone: will make decision in 2 months

Re-target: no click thru on banner

SAL

LEAD QUALIFICATION FUNNEL SALES FUNNELMARKETING FUNNEL

Handoff to sales

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Demand generation options

5 7

Outbound External Pull Marketing

Inbound Marketing

Lead Quality Lower Lower Highest

Time to Value Short-term Short-Term Long-Term

Ability to reach executives

High Low Low

Targeting High Medium Low

Cost High Medium Low

Example •List Rental•Telemarketing•List Purchases•Unsolicited email

•Publishers•Trade shows

•Your Website•Blog•Microsite

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Nurture

5 7

Source: Tom Scearce @TLOTL

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The content command center

1. . CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN

5 7

CONTENT

Internal Command Center feeds content across the revenue chain

1. Reports to corporate marketing and is not product marketing

2. Responsible for content across the buying process

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Lead qualification = revenue chain success

GenerateA

Lead

Generation

QualifyOpportunity

(or get aQualified Lead)

Qualification

ValidateDevelopPropose

NegotiateClose

Direct Sales Cycle

Time & Effort

Sales won’t have the time or desire to make the effort necessary to convert a lead to a Qualified Lead -- particularly once 3-5 good deals are on their forecasts

3-15 Touches = 1 QL*

*Touches includes dials, voicemails, emails, conversations with gatekeepers

Rule Number 1: Sales will not follow-up on leads, they will follow up on qualified leads

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The people

OBJECTIVES/METRICS

TECHNOLOGY

RevenueTotal Available Market

OpportunityProspect Lead Good Lead

Upsell

1 2 3 4 5 6 7

CONTENT

CUSTOMERSALESLEAD QUALNURTURINGCAMPAIGNSPLAN

• Specialists along specific areas of the revenue chain• Use operational metrics that help move leads through buying process

(e.g. Lead Qual group is measured by opportunities created and “good lead/opportunity conversion”

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Marketing technology stack

ANALYZECONVERTDISTRIBUTECREATEPLAN

MRM

DIY PLANNING

CONTENT MANAGEMENT

SYSTEM

CONTENT PRODUCTION

CRM

CONTENT EXPERIENCE

MARKETING AUTOMATION

ANALYTICS

RESEARCH TOOLS

CREATIVE TOOLS

DATA SERVICES

OPTIMIZATION TOOLS

DATA LAYER

EMAIL

SOCIAL MEDIA

DISPLAY

RETARGETING

PAID SEARCH

+++

Marketing Program/Campaign Process

Source: RQ’s “2013 Marketing Trends” Presentation January, 2013

@Funnelholic

Managing the revenue chain

1. Look at unified view across entire chain

2. Track and measure steps along the customer journey

3. Create common definitions

4. Have an owner of the revenue chain

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Thank you

Craig Rosenberg@funnelholic www.funnelholic.com

Inspired by:Carlos Hidalgo @cahidalgoAdam Needles @abneedlesScott Albro @scottalbroGreg Alexander @gregalexanderTom Scearce @TLOTL