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Marketo Summit 2014 - How to Increase Pipeline by 60%, a Demand Gen Blueprint
1.
Prospecting Blueprint: Increase Pipeline
by 60% 129% ✓ Claudia Hoeffner Director, Demand Genera/on Acquia Jamie Quine Senior Manager, Marke/ng Opera/ons Acquia ✕
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© 2014 Marketo, Inc. #mktgna7on14 Acquia Slide
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© 2014 Marketo, Inc. #mktgna7on14 Our story begins with….
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© 2014 Marketo, Inc. #mktgna7on14 From $10M to $22.9M Disclaimer: Accurate pipeline numbers cannot be disclosed. These numbers have been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Q1: Build a Sales and Marketing Funnel Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Q1: Build a Sales and Marketing Funnel
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© 2014 Marketo, Inc. #mktgna7on14 Q1: Build a Sales and Marketing Funnel
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© 2014 Marketo, Inc. #mktgna7on14 Ready • Review historical data to find patterns • Survey your sales team • Pilot your full scoring model Fire • Implement tracking through stages • Launch scoring model! Aim • Meet weekly with sales reps • Iterate constantly Q1: Build a Sales and Marketing Funnel
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© 2014 Marketo, Inc. #mktgna7on14 Smart List: Flow Step: Q1: Build a Sales and Marketing Funnel Lead Becomes MQL Smart List:
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© 2014 Marketo, Inc. #mktgna7on14 Lead Becomes MQL Flow Step: Q1: Build a Sales and Marketing Funnel
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© 2014 Marketo, Inc. #mktgna7on14 Q1: Build a Sales and Marketing Funnel Lead Changes Stage Smart List:
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© 2014 Marketo, Inc. #mktgna7on14 Q1: Build a Sales and Marketing Funnel Lead Changes Stage Flow Step:
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks Jeff Dan Ryan
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks • Touch 1 à Call/VM • Touch 2 à Email directly after call • Touch 3 à Call/VM • Touch 4 à Email directly after call • Touch 5 à Email • Touch 6 à Call/VM • Touch 7 à Email • Touch 8 à Call/VM • Touch 9 à Call/VM • Touch 10 à Email • Touch 11 à Final Call/VM • Touch 12 à Final Email
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks Tracking Touch Statuses Smart List:
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks Tracking Touch Statuses Flow Step:
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks 1) Stamp Score at Recycle: 3) Listen for Change (SFDC Field): 2) Create formula field in SFDC Behavior Score – Behavior Score at Recycle
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© 2014 Marketo, Inc. #mktgna7on14 Q2: Benchmark to Fix Funnel Bottlenecks Re-Engage the Lead:
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Give Marketing a Sales Target Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Give Marketing a Sales Target Pipeline Created By Category % to Goal % of Total Pipe Account Management 123% 32% Partners 67% 12% Inbound 160% 43% Outbound 70% 13% TOTAL 112% 100% Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Give Marketing a Sales Target Step 1: Understand Your Funnel Conversion What’s the length of your sales cycle? 90 Days What’s your OPP to CW conversion rate? 25% What’s your bookings target? $1,000,000 What’s your ASP? $40,000 What are you historical funnel conversion rates? 32%/30%/15%/25% Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Give Marketing a Sales Target Step 2: Set Goals Based on Your Funnel Conversions 90 Days Operating One Quarter Ahead 25% (4X) * $1,000,000 $4,000,000 Pipeline Target Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Give Marketing a Sales Target $40,00025% (4X) 6944 Inquiry 2222MQL 667SAL 100 OPP 25 CW $1,000,000 90 Days 32% 30% 25% $4,000,000 15% Inquiry : MQL MQL : SAL OPP : CW SAL : OPP Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Demand Creation Center of Excellence CMO Marketing Strategy Product Marketing Go-to- market Demand Generation Programs Design Field Marketing Sales Enablement Inside Sales Qualification MOPS Technology, Process, Database & Analytics Strategic Communications PR, Content Creation Outbound Sales Qualification Web Team/ Inbound 65% 100% 45% 55% +5% 35% 21% Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q4: Build a Blueprint to Scale $15M Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Q4: Go-to-Market Planning PIPELINE TARGET: $3,825,000 VERTICALS MEP, Public Sector, Life Sciences/CPG, Healthcare, Franchises, Financial Services, Edu BRANDING: Launch new digital marke7ng sites faster, while lowering costs and improving website governance. AWARENESS: Agility: If you selected a proprietary CMS for your .com site last year, will you be agile enough to launch 100s of campaign sites you need this year? Free Up IT Time: Focus instead on business-‐ cri7cal applica7ons. TARGET SEGMENTS: DIGITAL: VP Digital, Director of Digital Marke7ng IT: VP of Web/IT Delivery for Web Solu7ons PR/MEDIA: ● Press Releases: Mul7lingual (Lingotek) Support; Campaign Cloud Launch Announcement ● Blog Announcements: Distro Support (#BYOD); DKan Support for Public Sector CONTENT: ● Blog: Business Benefits of Efficiently Delivering Many Sites ● 0-‐60 eBooks: FinServ, Pharma, Edu ● Blog Series: The Power of Drupal Mul7site ● WP: Take Control of Digital Proper7es DEMAND CREATION VEHICLES: ● Campaign Cloud Launch: EM Series, WR, SEM, OLA ● Field Marke7ng: Target Accounts ● Website Accelerator Toolkit: EM Series, WR, OLA ● Nurture: EM Series ● Events: EyeForPharma ● Mul7lingual/Distro Support Launch: EM Series, How-‐To WR ● Edu Mul7site: EM Series (Dept Sites, Student Clubs, etc.), Toolkit offer ● Power of Mul7site: EM Series, WR PARTNERS: ● Preferred Partner Program: Select Partners; Launch NA campaigns; Enable EMEA ● Co-‐Marke7ng Campaign with New Amsterdam & Phase2: DKan + OpenPublic Support ● Enablement: Provision sandboxes for key strategic partners
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© 2014 Marketo, Inc. #mktgna7on14 Q4: Build a Blueprint to Scale
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© 2014 Marketo, Inc. #mktgna7on14 Q4: Inbound Capacity Model Blended ISR $10M • Inbound Follow Up • Closing • Proposals • Outbound calls { BEFORE Focused ISR • Inbound Follow Up { $22.9M AFTER Disclaimer: Accurate pipeline numbers cannot be disclosed. These numbers have been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 METRIC W1 W2 W3 W4 W5 # of New Leads 14,635 15,814 16,314 23,091 20,001 # of MQLs 9,589 7,810 4,697 6,194 5,571 # of Opps 296 235 246 253 346 $ Value of Opps $10M $9M $12M $15M $22.9M Q4: Weekly Benchmark Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Q3: Quarterly Benchmark Benchmark MQL SAL Opportunity Won deal End-to-end Pipeline Q2 56% 16% 15% 19% .25% $9M Q3 34% 28% 14% 15% .20% $12M Q4 32% 30% 11% 16% .16% $15M Q1 34% 30% 15% 14% .22% $22.9M Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.
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© 2014 Marketo, Inc. #mktgna7on14 Current State and a Look Ahead Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.
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© 2014 Marketo, Inc. #mktgna7on14 Final Tips • Go live and iterate • Give your Marke7ng team a Sales target …and give your Sales team a Marke7ng target. • Use data to tell the story
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