Josh Wagner gave a presentation on mapping buyer behavior to CRM. He discussed how traditional models of the buyer journey do not reflect how buyers actually research and purchase solutions. Wagner explained that CRM fails when it does not account for the full buyer journey and align sales and marketing processes. He also presented benchmarks and challenges companies face in improving conversion rates. Finally, Wagner speculated about how social networks like LinkedIn could become a single source of buyer data.

1. Creating a Revenue Engine
The Buyer Journey & CRM
Josh Wagner
Wednesday, May 14, 2015

2. Speaker Intro
The Buyer Journey & CRM 2
 Josh Wagner
 Solution Consultant, LeadMD
 @jwags16
 /in/joshwagneraz
 josh@leadmd.com

3. 01
So, what’s on the agenda?
Buyer
Behavior
02
Mapping
Behavior
to CRM
03
Results
Benchmar
k
04
Challenges
05
The Future
of CRM
06
Questions?
The Buyer Journey & CRM 3

4. Understanding
Buyers
Buyer Behavior
The Buyer Journey & CRM 4

5. Traditional Buying Concept
The Buyer Journey & CRM 5

6. Look Familiar?
The Buyer Journey & CRM 6

7. How we really buy
The Buyer Journey & CRM 7

8. Combine the two models
The Buyer Journey & CRM 8
The Buyer Process vs.
Our Process

9. The Buyer Journey & CRM 9
 Buyer journey not taken into consideration
 Does not account for what happens prior to interactions
with sales
 Business process / sales playbook does not align with
CRM
 Adoption
Why does CRM fail?

10. Mapping
Behavior
Sales & Marketing Alignment
The Buyer Journey & CRM 10

11. Where must sales & marketing align?
 Unified Systems
 CRM
 Enablement of the sales process
 Marketing Automation
 Build trust with the buyer before they reach sales
 Uniform Definitions
 Initial Consideration
 (MAL): Marketing Accepted Leads
 MQL: Marketing Qualified Leads
 Active Evaluation
 SAL: Sales Accepted Leads
 SQL: Sales Qualified Leads
 Pipeline Stages
 Purchase
 Customers
 Lost Opportunities
The Buyer Journey & CRM 11

12. Revenue Model
The Buyer Journey & CRM 12

13. Benchmarking
Your scorecard
The Buyer Journey & CRM 13

14. Revenue Benchmark
The Buyer Journey & CRM 14
LeadMD Metrics Matrix
Client Lead Data Analysis
COMPANY NAME:
Invoca
PROJECT START DATE:
May 15, 2015
Metric Baseline Benchmark(Sir
ius Decisions 2014)
Target
Total Revenue (Current Quarter) $56,902.30 $190,476.00
Average Deal Size $18,500.00 $18,500.00
Average Length of Sales Cycle (Days) 90 90
# of Quarterly Inquiries 1300 1300
Inquiry to MQL Conversion % 20% 67% 30%
MQL to SAL Conversion % 26% 80% 30%
SAL to SQL Conversion % 35% 75% 40%
SQL to Close/Win Conversion % 13% 20% 22%
Click Through Rate % 11.0% 10.0% 10.0%
Click to Open Rate % 22.2% 30.0% 35.0%
Projected Revenue: 190,476.00$
LeadMD Lift from Target: $133,573.70
Conversion Metrics
Revenue Indicators
Marketing Effectiveness

15. Challenges
Barriers to Success
The Buyer Journey & CRM 15

16. Barriers to Success
The Buyer Journey & CRM 16

17. Murder by numbers
 Only 22% of marketers use analytics to manage
campaigns(beagle)
 Only 38% of marketers have a single view of interaction
with content across digital touch points(forrester)
 82% of Marketers report being incented on lead volume
(leadmd)
 Only 27% of B2B leads are sales-ready when first
generated(marketing sherpa)
The Buyer Journey & CRM 17

18. The final blow
 90% of business buyers say when they’re ready to
buy, they’ll find you(DemandGen Report)
The Buyer Journey & CRM 18

19. The Buyer Journey & CRM 19
 Buyer journey not taken into consideration
 Does not account for what happens prior to interactions
with sales
 Business process / sales playbook does not align with
CRM
 Adoption
Let’s revisit: Why does CRM fail?

20. What’s the answer?
 CRM alone will not succeed
 Consider your buyer and their journey
 Marketing and Sales have to present a unified front
 Systems
 Definitions
 KPIs
 Set benchmarks and keep score
 Build a defined process to facilitate CRM adoption
The Buyer Journey & CRM 20

21. What’s Next?
A glimpse into the future
The Buyer Journey & CRM 21

22. My 2 cents
 The B2B buyer
 Where do they live?
 How do they consume information?
 How are they connected?
 Single source of all data?
 LinkedIn!
The Buyer Journey & CRM 22

23. Questions
Open Forum
The Buyer Journey & CRM 23

24. Looking for additional info?
Reach out to Josh@leadmd.com