what sales leaders should really expect from marketing automation
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Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!TRANSCRIPT
What Sales Leaders Should REALLY Expect from Marketing Automation
Ian MichielsPrincipal & CEOGleanster Research
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What Sales Leaders Should REALLY Expect from Marketing Automation
Ian MichielsPrincipal & CEOGleanster Research
COMPLIMENTS OF:
Agenda
Sales Goals in 2014Sales Challenges in 2014Sales Perceptions of Marketing AutomationWhat should you expect?How do you get there?
TODAY’S STATS
Total survey responses:
465
PERFORMANCE BASED
ALGORITHM
All Respondents
Customer Experience(Jan. 2014)
n= 276
B2B Marketing
(Dec. 2013)n= 189
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else
Gleanster Benchmark Stats
Customers in Control
Sales Goals in 2014
Revenue Targets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and Retaining Talent
Customers in Control
Sales Goals in 2014
Revenue Targets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and Retaining Talent
+MARKETING
+HR
SALES
+PRODUCT DEVELOPMENT+SERVICE & SUPPORT
There’s No Perception Gap in Lead Quality
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
There’s No Perception Gap in Lead Quality
25%
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
10%
38%
27%
5%
34%
27%
19%
15%0%
How would you rate the quality of leads generated by marketing on a scale of 1 to 5?
Challenges in 2014
Locating contact information
Insufficient materials
Navigating multiple decision makers
Sales forecasting
Establishing relationships with buyers
Longer sales cycles
0% 20% 40% 60% 80% 100%
37%
49%
55%
65%
72%
89%
Challenges with Customer Engagement in 2014
Sales (n=112)* Customer Experience Management Survey, Q1 2014, n=276
Mitigating Challenges
CHALLENGES
Longer sales cycles
Establishing relationships with buyers
Sales forecasting
Multiple decision makers Insufficient materials
Locating contact information
Marketing Automation
Landing Pages
Lead Nurturing Lead Scoring CRM
Integration Analytics
Marketing Automation
But moaaam…
Marketing Automation is not…
Just about “automating” marketing
For marketers only
Another fragmented technology
investment
Challenging traditional perspectives
Tradeshow badge scan
Email campaign open rate
Downloading a whitepaper
More than 5 website visits
Downloading 2 or more whitepapers
Demo Signup
Contact Us form fill
0% 20% 40% 60% 80% 100%
7%
9%
12%
15%
18%
19%
20%
Sales (n=78)* 2013 Marketing Automation Survey, Sales Reps n=78
What activity drives the most conversion to a qualified opportunity in your organization?
No Clear Winner?!
?
What should sales really expect from marketing automation?
What should sales expect from marketing automation
Faster sales cycles
Efficiency gains
Forecast accuracy
Visibility into buyer behavior
Conversation starters
Downstream accountability
Survey Says
Tangible
Fluffy
REVENUE
What’s on your mind?
Save Time
Improve Success
Rate
Path to Revenu
e
Expect it to be an investment in time, not necessarily budget
Budget usually resides in marketing
Establish a common languageDefinition of a “qualified lead”Integration with CRMLead alertsTerritories and account business rules
Stop guessing
But I’ve heard about too many failed implementations
Top Performers are 4x more likely to invest in marketing automation
Establish a “Clarity of Focus”Share Customer Win Data with Marketing
Prioritize 3-5 Key Personas
If you don’t know where you are going every path
will take you there.
Expect 2x higher bid-to-win ratios from your highest performing reps
32% of All Respondents report leads that are passed to sales are qualified by BANT criteria.
Top Performing organizations report 2x higher bid-to-win ratios in the first 12 months of using marketing automation.
* B2B Marketing Survey, Q4 2013, n=189
But do I need to disrupt existing processes to get there?
Lead scoring creates rules to automate qualification and outsource it to marketing
Content uncovers intent- conversation starters
Multi-channel communication is less intrusive to prospects
Real-time alerts in CRM give reps context
Expect an average of 1.5x higher revenue year-over-year.
100% of respondents reported an average of 1.5x higher revenue YoY.
82% of sales leaders report “significant improvement” in lead quality within the first year of investing in marketing automation.
76% report a “significant decrease” in lead quantity. * B2B Marketing Survey, Q4
2013, n=189
But every time we beat a target …my target increases!?!
Measure the conversion from “marketing qualified” to “sales accepted lead”
Measurement gives Marketing and Sales leaders to confidence on performance so you can say:
Sales: “if you give us X sales accepted leads we will convert Y revenue in this timeframe.”
Marketing: “to generate X sales accepted leads we need Y in marketing spend.”
Expect Shorter Sales Cycles
89% of sales leaders report sales cycles decreased “as a result of marketing automation.”
* B2B Marketing Survey, Q4 2013, n=189
Expect an increase in CRM adoption among sales reps
In your opinion, did marketing automation with CRM integration lead to an increase in CRM usage among reps?
Yes
No
* B2B Marketing Survey, Q4 2013, n=189
Expect marketing to be just as accountable as sales.
Quantify everything. Leads meet the criteria or they don’t.
Link marketing spend to revenue for closed loop measurement.
Determine what messages resonate across different channels. Help sales reps adjust tactics.
Replicate and scale best practices.
What to expect?
2x higher bid-to-win ratios
“significant increases” in lead quality
“significant decrease” in marketing-to-sales lead quantity
1.5x higher increases in revenue
increased CRM adoption
reduced sales cycles
tangible accountability – in marketing
ComplimentaryDeep Dive Research Report
What Sales Should Really Expect from Marketing Automation
Ready to Learn More?Call +1 (877) 530-1555Email [email protected]
Web www.act-on.com
THE FORRESTER WAVE™ LEADERS
QUADRANT
Thanks!
Q&A
Ian MichielsGleanster Research @InsightFanatic