5 keys to accelerated lead to money

1. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Peter O’Neill, Forrester
Laura Roach, OpenSymmetry
Sponsored by: CallidusCloud & OpenSymmetry
5 Keys to Accelerated Lead to Money

2. The Business Benefits of
Lead-to-Revenue
Management (L2RM)
Peter O’Neill, Vice-President, Research
Director
Webinar, July 22, 2015

4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4
The B2B customer lifecycle defined
The business buyer’s
decision experience
from problem
identificationand
comparative analysis
through the purchase
decision and ongoing
engagement with the
supplier

5. Customers reach
out to get service or
help with a
purchase.
Customers go through
the purchase process
and complete the
transaction.
Customers research
your brand and
product — and their
other options.
Customers take
possession oftheir
purchase,which includes
initial and ongoing
impressions of it.
Customers connectwith
brands for nonservice
reasons across multiple
channels.
Customers are exposed to
the initial trigger that will
lead them to a new need or
repeat purchase of an
existing need.
Customers’ needs get defined throughout the customer
life cycle
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER

6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
Growth
Retention
New Customer Acquisition
The Life
Cycle
is a series
of journeys

7. 7© 2015 Forrester Research, Inc. Reproduction Prohibited
Buyers control their own journeys
› 74% research half
or more of their work
purchases online *
› >10vehicles have
more than average
influence**
* Source: Q2 2014 Forrester/InternetRetailer B2B Buy-SideSurvey Base: N=126 B2B buyers
** Source: Business Technographics Global Priorities and Journey Survey,2014, N=13,822
***Source: Forrester's Q3 2013 North America And UK Digital Maturity Online Survey.
› 73% research half
or more of their work
purchases online ***

8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8
Forget the funnel. Think escalator

9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9
We need a managed process to do this.

10. Know Your
Buyer
New
Marketing
Impact
Develop The
Engagement
Plan
Measure,
Analyze
Optimize
New
L2R Portfolio
Existing
Marketing
Programs
Tactics
Channels
Content
Marketing
Action Plan for
Buyer
Engagement
Road Map to L2R Marketing
Thought
Leadership
Buyer
Journeys
Plan The
Engagement
Strategy
Metrics
Attribution
AnalyticsLife Cycle
Marketing
Corporate Goals
Buyer
Persona
Buyer
Archetype

11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11
Implement L2RM Strategically
› Align your L2RM strategy to the business strategy, such as
• Increasing contribution to revenue
• Improving return on marketing investment
• Shifting revenue from low-margin product lines to higher margin lines;
• Accelerating the market launch of a new line;
• Gearing up a new route-to-market;
• Increasing customer satisfaction;
› Keep the planes in the air.
› Pick your new L2RM go-to-market plays strategically.
• What key markets, decision-makers, and solutions
• Continually challenge yourself: "Is this our strongest proposition to acquire a new customer — or stay churn — in the next
six to 12 months?" If not, it's out of scope.
• Since exclusion is the flipside of focus, expect some political battles. Stay strong: Your remit is contribution to pipeline and
revenue (and other strategic goals) — not promoting 100% of the portfolio.

12. © 2015 Forrester Research,Inc. Reproduction Prohibited 12
Understand how benefits
manifest.

13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
ROMI
Return
Volume
Velocity
Value
Investment
Efficiency
Effectiveness
Measure L2R with a set of holistic metrics

14. © 2015 Forrester Research,Inc. Reproduction Prohibited 14
What and Why to Measure.
Measurement Insights to gain Metrics that matter
Volume • How many people are in each stage, and how many are we
adding each period?
• Are my stage balances trending up or down?
• How many opportunities do I have?
• Number of contacts in prospect database
• Number of inquiries, prospects, marketing qualified leads (MQLs),
and opportunities
• New qualified leads added
• New sales-ready leads generated
• New opportunities created
Velocity • What is the average length of the sales cycle?
• What is the average time spent in each stage?
• Where are sales cycles stalling?
• Which sources move through the pipeline fastest?
• Sales cycle time
• Time-to-marketing-qualified-lead
• Time-to-sales-qualified-lead
• Time-to-opportunity; time-to-close
• Time-to-onboard; steady-state use
• Time-to-upgrade/upsell
Value • What's the value of my pipeline?
• What's the value by stage?
• How is it increasing or decreasing over time?
• Total dollar value of MQLs in pipeline
• Value of opportunities per quarter/year
• Gross margin/discount levels
• Customer lifetime value
Effectiveness • What is the conversion rate from each stage to the next?
• Where are the leaks in the funnel, and how do we plug them?
• What types and sources of leads convert the best?
• Are my conversion rates trending up or down?
• Inquiry-to-MQL conversion rate
• Fixed costs/MQL; total costs/MQL
• Qualified-lead-to-sales-ready-lead rate
• MQL-lead-to-sales-opportunity rate
• Opportunity-to-win rate
Efficiency • What is the conversion rate from each stage to the next?
• Where are inefficiencies by stage of life cycle?
• What types and sources of leads convert the best?
• Are my conversion rates trending up or down?
• Fixed/variable/total costs per MQL
• Fixed/variable/total costs per sales-qualified lead
• Fixed/variable/total costs per pipeline opportunity
• Fixed/variable/total costs per closed deal
• Time-to-onboard/implementation
• Time-to-first-cross-sell/upsell

15. 15© 2015 Forrester Research, Inc. Reproduction Prohibited
Modern marketers prime the sales
pipeline
Source: The B2B CMO’s new Role In Sales Enablement,March 4, 2015
• Feed the pipeline
• Appreciate role of sales
• Leverage automation

16. 16© 2015 Forrester Research, Inc. Reproduction Prohibited
Modern marketers prime the sales
pipeline
Source: The B2B CMO’s new Role In Sales Enablement,March4, 2015
• Feed the pipeline
• Appreciate role of sales
• Leverage automation

17. Thank you
forrester.com
Peter O’Neill
poneill@forrester.com
blogs.forrester.com/peter_oneill
Twitter: @poneillforr

18. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Peloton or
Break Away?

19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19
We need a managed process to do this.

20. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
l On-Boarding
l Territory Management
l Quota Setting
l Lead & Oppty Mgmt.
l Configure, Price, Quote
l Commissions
l Workflow
l Coaching
l Forecast & Planning
SalesPerformanceManagement
Connecting the Customer and Sales Journey with SPM

21. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
What is your barrier in implementing a holistic Lead to Money
integrated solution?
a. Making the business case
b. Funding
c. Adverse to Cloud Solutions
d. Investment in Other Tools
e. Other

22. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Is Time Travel Your Answer?
Drive Efficiencies Increasing productivity Enable Agility

23. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Increase Productivity

24. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
1. 99% total company team
attainment of sales quota
2. 75% of sales reps achieving
individual quota
3. 13.1% YOY growth in total
company revenue
4. 3.3% improvement (reduction
of) average sales cycle
*According to Aberdeen Report, Beyond the
Quota: Best-in-Class Deployments of Sales
Performance Management
Companies deploying Best-in-Class SPM solutions experience:
Achieve More, Make More – Sell Smarter & Bigger….

25. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
+
++
+
Significant Return on Sales Performance Investment
Best-in-Class companies that invest in SPM experience this:
2X
Quicker Sales
37%
Faster Growth
Shorter Sales
Cycles
36%
Lower Turnover
25%
More Sales Reps
Making Quota
7%

26. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
A Big Problem
say retaining good performers will be a big problem in 2015.
More than a third of sales leaders are increasing salaries to keep their best people.
56%
>30%
source: BMS Quarterly Sales Index April 2014

27. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Source: SIRUSDECISIONS, 2015 ISMM
Top Business Issues for Sales in 2015

28. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
success is:
drowning out the noise.

29. 5 Keys to Accelerated Lead 2 Money
Marketing Automation
Establish Quota & Territories
Configure, Price, Quote &
Contract Management
Get New Hires Productive
Incentives & Commissions

30. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
What’s your SPM
Number?

31. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
SPM ASSESSMENT
Sales & Marketing Strategy
DESIGN
BUSINESS PROCESS
MANAGEMENT
BUSINESS INTELLIGENCE
ENABLING TECHNOLOGIES
Talent Acquisition –
Recruiting, Assessing,
Selecting, & Onboarding
Talent Development -
Sales Enablement, Coaching
and Training
Lead Management &
Sales Process
Methodology
Channel Management
Incentive Compensation
Territory and Quota
Management
OS Smarter Sales Force Model

32. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Value Grid Assessment Example
Positive Impact to Sales Performance in FY13/14
EaseofImplementation
Notes:
Size of bubble shows
relative upfront cost
32
ICM
Solution
Target
Setting
Pay data
Subs
Salesforce
Competency
Assessment
Clarify
Career
Maps
Plan
DesignProg
Design
Revisit
Territory
and Quota
Alignment
High
Medium
Low
LMA

33. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Marketing
Automation
Territory
Planning
Learning
Management
Sales
Enablement
Configure,
Price, Quote
Contract
Management
Commissions
/ Incentives
Customer
Experience
Start with a Lead 2 Money Assessment: 10 Steps to Success Approach
1. Addressable Market / Database / List Cleansing
2. Marketing Objective & Strategy Development
3. Value Proposition & Key Message Development
4. Creative Strategy & Communications Calendar
5. Compelling Offer Development
6. Website Presence & Traffic Generation
7. Multi-Channel Lead Campaigns
8. Real-Time Routing & Response Infrastructure
9. Reporting Dashboard
10. Marketing Analytics & Optimization Recommendations
Go Broad or Go Deep

34. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
High Tech Case Study
the
PROBLEM
the
SOLUTION
• Business being restructured with new leadership
• Changed sales strategy
• Losing market share
• Under achieving on sales goals
• Shift in Channel vs. Direct Sales
• SPM Maturity & Assessment
• Future state roadmap
• Channel and territory alignment
a trusted leader &
proven partner.
success is:
We never expected
to achieve 105
percent of quota in
the first month.
-Krista Endsley, Abila
CEO

35. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
the
PROBLEM
Pharma & Medical Devices Case Study
the
SOLUTION
• Sales & Market Role Assessment
• Plan Design by sales role
• Modeling of future state plan designs
• Implementation of SPM solution
a trusted leader & proven partner.
success is:
Providing research, development, production of bio-tech and
pharmaceutical drug therapies.
Needed to adapt to changing market
and customer landscape & shift to a
customer driven focus.

36. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
the
PROBLEM
Insurance Case Study
the
SOLUTION
• Complex Sales Channels, 3rd
party networks
• 3rd party networks
• Risk of turnover, understaffed,
not agile, resistant to change
• Aggressive timelines, data
problems
• Current state assessment
• Future state road map
• Change Management
• Readiness Assessment
• Implementation of SPM solution
• Migration strategy
a trusted leader & proven partner.success is:
Insurance and financial provider of auto, commercial,
farm, homeowners and life insurance coverage.

37. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Be agile with a proven
Lead to Money
platform

38. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Lead to Money solution
Single
vendor
Integrated
solution
Breadth and
depth of functionality
P
P
P

39. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Marketing
Automation
Territory
Planning
Learning
Management
Sales
Enablement
CPQ
Contract
Management
Commissions
100+ 20+ 600+ 50+ 50+ 40+ 50+
A choice to go with multiple vendors…
Customer
Experience
100+

40. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
TCO ROI
…or a single vendor

41. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
A modern integrated end-to-end solution
Plan territories and
quotas for reps
Train sales
anytime,
anywhere
Coach B players to
become A players
Use Gamification
to motivate sales
Pay commissions
accurately and on
time
Lead
to
Money
Suite
Personalize lead generation
and management
Easily create quotes
and proposals
Negotiate and sign
contracts quickly
Enable sales with the right
content at the right time
Survey customers
throughout the
application lifecycle

42. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
START WITH YOUR CUSTOMER
Know your challenges
Know where you want to go (Future Visions)
Take a structured, holistic and integrated planning approach
Understand what success is and how to measure it
Engage key stakeholders early and often
Understand communication and training requirements
Know your change capacity and risk mitigation
Deliver on your
promises!

43. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
success is:
a trusted path to the top.
picture that.

44. Copyright 2015 © OpenSymmetry Inc. and CallidusCloud Proprietary Information
Accelerate performance with the CallidusCloud Platform and OpenSymmmetry
we’ve been there since version 1.0 through the current release.
Achieve rapid results with
OpenSymmetry and CallidusCloud.
Together, we help organizations
identify pains and map out a vision
to success. Experience real-time
insight into the Lead to Money
framework and use best practices
to accelerate business
performance.
OS + CallidusCloud
equals your success
• Over 300+ years of Combined
CallidusCloud Experience
• Implementations on 4 continents
• 57 CallidusCloud Customers
including:
oAllstate
oAXA Equitable
oCaterpillar
oDIRECTV
oVodafone
• Payees ranging from 71 to 90K
• Global and Multinational Projects
• 203 Total Projects Completed
• 140 in the United States
• 63 globally
picture that.
Real Rapid Results
with Lead to Money
unparalleled experience
trusted partner
success is:
a winning formula
• Telecommunications
• Retail
• Manufacturing
• Consumer Products
• Insurance
• Media
• High Tech
• Life Sciences
20 industries
contact us today:
opensymmetry.com