This document provides an overview of a presentation by Marketo on driving marketing automation success through the revenue funnel. It discusses assessing an organization's marketing strategy and cross-functional alignment. It also covers evaluating the sales and marketing funnel, key performance indicators, and building a business case. The presentation provides examples of defining stages in the funnel from awareness to loyal customers and how to address throughput issues. It emphasizes using marketing automation to improve conversions at each stage of the process.
4. Marketing
Strategy
Assess your
organization’s
sales and
marketing
strategy, maturity,
and overall
readiness
Cross-Functional
Alignment
Exercises and
workshops
designed to align
your resources
and team roles
Sales &
Marketing Funnel
Evaluating your
technology stack
and
understanding
the impact it has
on the overall
success
Measurement &
Reporting
Determining the
key reporting
metrics used by
your team,
determining how
to measure future
success, and
ultimately
building the
Business Case
Enterprise Focus Areas for Success
9. Leadership & Key Personnel
Marketing
Leadership
Sales
Leadership
IT Leadership
Business Unit
Leadership
CMO
VP Marketing
Digital Marketing Leader
Campaign Strategist (Email and Even
Social Media Director
KPI’s/Analytics Leader
Technical Marketing Leader
CRO
VP Sales
Sales Ops Manager
Sales Director
Field Sales Manager
Inside Sales Manager
CRM Administrator
CIO
Systems &
Technology
Director of IT
Systems Admin
CRM Admin
General
Manager
BU Director
Product Marketing
Product
Management
Brand Manager
10. Defining the Stages: Top of Funnel
Awareness to Interest
Marketing Qualified Lead (MQL)
Anonymous Lead
Opportunity
Sales Qualified Lead (SQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Dynamic “Zero Moment of Truth”
• Anonymous Lead Marketing
• Website Personalization Based on Lead
Data in CRM
• Content Auto Discovery
• Content Recommendations
Inbound Marketing
• Search Engine Optimization
• Progressive Profiling on Web Forms
11. Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Manage the One to One Conversation
• Segmentation Filters
• Workflow Actions
• Real-Time Triggers
• Social Applications
• Dynamic Content
• Engagement Engine (content marketing)
• Scalability
Defining the Stages: Middle of Funnel
12. Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Integrate with Opportunity Management
• 100% Native AppExchange App
• Best Bets, Watch Lists, and Rep Actions
• Send Trackable Templates from CRM
System of Record
• Leads, Contacts, Accounts, Opportunities
and Custom Objects
• Management and Custom Views
Defining the Stages: Middle of Funnel
13. Anonymous Lead
Opportunity
Awareness to Interest
Sales Qualified Lead (SQL)
Marketing Qualified Lead (MQL)
Internal Sales Accepted (SAL)
Closed Won
Renewal
Loyal
Enabling Technology to:
Build Loyalty
• Social Widgets
• Automated Social Follow-up
Use Key Performance Indicators
• Revenue Modeller
• Single and Multi-Touch Reporting
• Trend Analysis
• Drag n’Drop Ad-Hoc Reporting
• Send Trackable Templates from your CRM
Defining the Stages: Bottom of Funnel
17. Marketing Automation is designed to address the “Leaky Funnel”. At each stage of
the marketing and sales process. Marketing Automation not only assists with
generating lift to organizations it enables complete visibility into the prospects and
customer journey.
How Marketing Automation Transforms this Process
18. No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
19. Addressing Funnel Throughput
According to the Current RAD, there are 2,939
organizations in the TAM for the develop bucket.
A conservative lift has been applied to each lift generating
lever to show Marketing Automation Impact .
For Marketing to see a long term
positive return, a lift needs to be
generated from Marketing Automation.
To create this lift, marketing needs the
right tools to better track conversions
throughout the marketing and sales
process, specifically improving overall
conversions in early marketing stages and
throughout the funnel.
o Average Deal Size
o Lead Stage Conversion Rates
o Touch to Inquiry Percentage
o SQL to Close Rate
How does this help
Marketing impact
revenue?
20. Completed Revenue Funnel Model
Once your organization is aligned
on a Revenue Funnel Model… your
functional teams can start thinking
in terms of Funnel Campaign
Execution. This means
development of marketing
programs specifically designed to
assist at certain stages of the
revenue cycle.
22. Is a consultative, collaborative, & flexible assessment involving
Marketo Innovate Consultants +
Your Functional Teams
Focused on determining sales & marketing strategy, cross functional alignment, sales &
marketing funnel, and measurement & reports to deliver strategic recommendations and
plans for improvement. INNOVATE is designed to provide you a vision of your marketing
automated future that aligns to your business and it’s strategic business objectives.
in·no·vate
23. The Value of Innovate for your Organization
Overall Funnel Management
– Scoring
– Service Level Agreements
– Funnel Strategy
Strategic Recommendations and Path to Success
– Understanding of how your campaigns compare to best practice
– Defined strategy for marketing initiatives
– Planning and agreed upon path to success
– Facilitated workshops
Understanding of Business Impact of Marketing
Automation
– Comparative Analysis of your success metrics
– Complete ROI Case Study
24. • Funnel Management is critical to the success of
transformational marketing
• Engage with Marketo to map your resources, create
clear hand-offs between teams, and implement a
joint execution plan
Takeaways & Q&A
Thank you!
adyer@marketo.co
m
szhang@marketo.co
m
Notas del editor
What we typically see is one of three things:
1. No funnel
2. No definitions to stages in a revenue funnel
3 AND No campaign alignment to this process
What you want is: Infinite loop of communication
Why?
1. Weak lead capture. How many of your website visitors today will bounce off your website, never to return again, because you did not give a compelling enough reason for them to opt in on your site? Solution: A compelling magnet to attract the opt-in. Examples include a free consultation, report, webinar, or demo.
2. Failure to educate and build trust with your leads. When we charge out of the gate with a desperate sales pitch, we may skip the important process of educating and building trust with our prospects. Some are prepared to be sold. Others may need to develop a stronger relationship of trust with you before they are ready to take a step forward. Solution: Deliver value to new prospects through educational content.
3. Labeling leads as "bad" merely because they aren’t ready to buy today. Too often, our zeal for sales makes us impatient with people who are not ready to purchase right now. Many of these prospects are great prospects, but their current situation is causing them to delay. Solution: An automatic, long-term, lead-nurturing, follow-up campaign.
4. Failure to identify and overcome common objections. Too often we drop people out of our funnel because we shy away from addressing typical objections head on. What if we were to look at each objection as an opportunity to restate our value proposition to the prospective customer? Solution: Systematically identify and overcome common objections.
5. Unwillingness to create an impressive experience for your new customers. It doesn’t take much to wow our new customers. Too often we make the sale and stop there. Delighting the customer is the key to repeat and referral business. Solution: Establish a follow-up campaign that builds relationships with customers and lets them know that you care.
We also understand that CHANGE MANAGEMENT and changing processes across functional teams is also hard. A typical organization will have these functional teams involved in alignment around the revenue funnel and marketing/sales processes.
What we see – with customers is one of three things typically
1. No revenue or sales funnel
2. No revenue cycle
3. No campaign alignment to the defined funnel stages
What you want is the ability to have an infinite loop of communication with your customers and prospects
System support follow up – accountability etc
When we talk to our customers, it really all boils down to your conversion rates.
With a wider funnel and technologies to help manage larger volumes of inquiries, what strategies should be formulated to achieve success.
Obviously we would love to employ and execute on all of these strategies, but that’s easer said than done.
Increasing the number of leads is more a data opportunity than a tool opportunity and growing your deal size is more of a product/sales strategy than it is a marketing strategy.
That’s not to say that marketing automation can’t help here, but marketing automations sweet spot is improving conversion rates.