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How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment

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How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment

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In this case study presentation, Tegile Systems shared how they rolled out multi-touch attribution to improve alignment between their marketing and sales teams.

In this case study presentation, Tegile Systems shared how they rolled out multi-touch attribution to improve alignment between their marketing and sales teams.

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How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment

  1. 1. #B2BMX How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment Presented By: BrightFunnel & Tegile Systems
  2. 2. #B2BMX Presenter: Nadim Hossain @NadimHossain @BrightFunnel ▪ CEO & Founder, BrightFunnel ▪ Founded BrightFunnel in 2013 (~3.5 years) ▪ Former VP of Mktg, PowerReviews 2011-2012 ▪ Product Mktg @ Salesforce, 2007-2010 ▪ 17 years of B2B marketing, product, sales experience (all in SaaS!) ▪ MBA Stanford ‘07; BA Cornell ‘98
  3. 3. #B2BMX Presenter: Nadim Hossain @NadimHossain @BrightFunnel Age 3.5 Age 1
  4. 4. #B2BMX ▪ Started from the pain of “flying blind”; couldn’t answer strategic marketing Q’s ▪ Wanted intelligence on the entire customer journey; lead to revenue ▪ Started BF to solve my own problem ▪ BF makes complex decisions easy ▪ Orchestrate right actions to accelerate revenue ▪ Prove Value, Align Marketing & Sales, Optimize Execution The BrightFunnel Story
  5. 5. #B2BMX We’re helping marketers like you discover their true impact on revenue.
  6. 6. #B2BMX The Customer Journey ▪ What are the right touch points at each stage, Marketing and Sales? ▪ What are the right Channels and Offers? ▪ Where is the best ROI? ▪ Marketers can move from reactive to proactive: Plan & Forecast ▪ Able to prove value, align, optimize
  7. 7. #B2BMX
  8. 8. #B2BMX ▪ Marketing Operations Coordinator, Tegile ▪ Started in lead gen/ lead qualification role ▪ The need for marketing attribution data transitioned me to be the lead on BrightFunnel implementation and campaign data analysis ▪ Tweet: @JoshLives ▪ Email: joshua.lucas@tegile.com Presenter: Josh Lucas
  9. 9. #B2BMX ▪ Used single-touch attribution through SalesForce ▪ Measured marketing through the “Primary marketing campaigns” in SFDC ▪ Was unreliable ▪ Default campaigns would get unearned credit ▪ Caused friction between sales and marketing Pre-BrightFunnel
  10. 10. #B2BMX Enter Multi-Touch Attribution ▪ Clear definition for marketing attribution ▪ Painted the whole picture -- can finally understand the full customer journey ▪ Established confidence with the data ▪ Improved sales and marketing alignment
  11. 11. #B2BMX Improved Marketing Reporting + Planning ▪ Can finally tie a marketing program like a Trade show or Event to ROI ▪ Eliminated the feeling of “showing up just to show up” ▪ Can tie our events to pipeline and revenue ▪ Make informed decisions when signing up for events
  12. 12. #B2BMX Reporting by first touch / last touch
  13. 13. #B2BMX Streamlined Processes
  14. 14. #B2BMX ▪ Campaign Effectiveness helps us optimize our budget ▪ We know exactly which programs to spend $ on ▪ Revenue Waterfall has led to a pivotal process change ▪ Streamlines our sales team’s efforts Getting the full picture of Marketing
  15. 15. #B2BMX Better Alignment with Sales ▪ Lead quality was subjective before BrightFunnel ▪ Campaign effectiveness report gives us a clear baseline ▪ Results in more excitement on our united revenue team!
  16. 16. #B2BMX Built Trust with Executive Team
  17. 17. #B2BMX Understanding the Customer Journey ▪ Single-touch attribution told us that Meeting Makers were a pipeline generator ▪ Multi-touch attribution showed us that Meeting Makers had the lowest close rates ▪ Understand what moves our pipeline and revenue ▪ Driving higher lead quality
  18. 18. #B2BMX ▪ ABM ▪ Customer-focused business practices ▪ Using BrightFunnel to make the best decisions in our ABM strategy ▪ Continued optimization of our marketing spend ▪ Trying new tactics to engage new prospects What We’re Excited About
  19. 19. #B2BMX ▪ Tweet: @NadimHossain ▪ Email: ceo@brightfunnel.com ▪ Tweet: @JoshLives ▪ Email: joshua.lucas@tegile.com Thank You! Any questions?

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