On target 2015, Julian Archer, SiriusDecisions

Julian Archer
RESEARCH DIRECTOR
SiriusDecisions

Pipeline Acceleration:
Increasing Marketing and Sales'
aligned contribution to closed
revenue
Julian Archer
Research Director
Demand Creation Strategies
julian.archer@siriusdecisions.com
Tel: +31 653392741

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Executive Summary
• Key issues
• Revenue targets for marketing functions are increasingly becoming the norm
• A systematic, collaborative pipeline acceleration approach is necessary to drive
consistent joint sales and marketing activity
• We have seen pockets of acceleration success; however, organizations rarely take a
comprehensive approach
• What you will walk away with
• A framework that combines isolated best practices into three acceleration zones
• A breakdown of the requirements for success in each zone
• Practical real-life cases for each pipeline acceleration type

SiriusPerspective:
Close
The SiriusDecisions Demand Waterfall
The b-to-b standard for defining, measuring, modeling and
diagnosing demand creation performance across marketing, tele and sales functions.
Marketing Qualification
Inquiry
Sales Qualification
Inbound
Tele Qualified Leads (TQLs)
Sales Accepted
Leads (SALs)
Teleprospecting Accepted Leads (TALs)
Automated Qualified Leads (AQLs)
Tele Generated Leads (TGLs)
Sales Generated
Leads (SGLs)
Outbound
Won Business
Sales Qualified Leads (SQLs)

SiriusPerspective:
Close
Sales Qualification
Inquiry
OutboundInbound
Teleprospecting Qualified
Leads (TQLs)
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated
Leads (TGLs)
Won Business
PATENT PENDING
Pipeline Acceleration: Key Types
Pipeline acceleration focuses on the tele and sales portions of the
Demand Waterfall® to create and progress opportunities through the sales pipeline.
Creation of high-propensity
leads that get into the
pipeline faster
Collaborative efforts to
move stalled deals in
early/middle stages
Collaborative efforts to
push deals across the
finish line
LAST
MILE
INTRA-
PIPE
RAPID
ENTRY

SiriusPerspective:
Use Cases for Pipeline Acceleration
Pipeline acceleration can address specific situations to rapidly create
opportunities and address common pipeline stall reasons.
LAST
MILE
INTRA-
PIPE
RAPID
ENTRY
Breaking new ground
Rapidly identify and qualify new leads to create
pipeline
Re-engaging and progressing deals after a change
in buying teams
Starting over
Climbing the ladder Reaching executives and overcoming their concerns
and objections
Increasing the priority of the deal to the clientJumping the queue
Proving value Demonstrating clear ROI and value for the deal

SiriusPerspective:
Why Pipeline Acceleration?
Jointly agreed-upon pipeline acceleration activities improve
marketing’s revenue contribution and lead to more efficient Waterfall conversion rates.
Close
Sales Qualification
Inquiry
OutboundInbound
Teleprospecting Qualified
Leads (TQLs)
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated
Leads (TGLs)
Won Business
PATENT PENDING
25%
5%
60%
40%
333
17
10
4
1
5%
60%
40%
27%
308
15.4
9.3
3.7
1
308
Increased
marketing
supported
revenue
contribution

Question
• Does your organization employ structured, collaborative pipeline
acceleration activity?
• Yes
• At times
• No

Pipeline Acceleration Framework
A framework for successful and effective implementation

SiriusPerspective:
Elements of Pipeline Acceleration
Pipeline acceleration programs of all types require a common set of
prerequisites to ensure effectiveness and success.
INFORMATION
Provides a fact-based view of where
acceleration should be applied and for
what accounts and opportunities
PROCESS
Binds sales and marketing together
around acceleration execution
ROLES
Defines marketing’s part in acceleration,
based on type
MENU
Provides an agreed-upon list of possible
choices and options
INFRASTRUCTURE
Supports efforts through process, technology and organization

SiriusPerspective:
Pinpoint Roles and Tactics
The pipeline acceleration framework provides guidance on what
tactics to use and how to deploy them.
Information Void
Provides information where it is
lacking
Customer Proxy
Makes a prospect feel like a
customer
Financial
“Hard” offers used to drive
business
Enablement
TacticFamilies
Command/Control Opt-In Situational Selection
Deployment Options

SiriusPerspective:
Acceleration Readiness Framework
The readiness framework provides examples of what is needed to
execute all three types of pipeline acceleration.
Rapid Entry Intra-Pipe Last Mile
Information
• High-priority account list by
segment/territory
• Current data status
• Data/list augmentation
• Pipeline width/length calculations
• Key “stall zone” identification
• Rep feedback on selling experience
• Buyer feedback on purchase experience
• Complex/transactional determination
• Observable outcomes
• Winnability/deal importance
• Resource leverage/availability
Process
• Propensity question creation
• Telemarketing
• Outbound marketing
• Telequalification, handoff
• Entry time rules
• Notification system
• Failure time rules
• Recycle
• Offer construction
• Deal selection
• Adaptation
• Deployment
Marketing Role
• Stimulus (information void): Command/control
• Stimulus (information void): Opt-in
• Enablement: Situational selection
• Stimulus (info void): Command/control
• Stimulus (customer proxy): Command/control
• Stimulus (customer proxy): Opt-in
• Stimulus (financial): Situational selection
Menu
• Self-assessments
• Case studies (business issue)
• Short-burst trials (with support)
• Needs templates
• Subject-matter-expert access
• Demos/demonstration centers
• Case studies (solution focused)
• Online information center invite
• Temporary community access
• Onboarding introduction
• Closing events
• Discounts
Infrastructure
• Email tool
• Marketing automation platform
• Sales force automation platform
• Email tool
Rapid Entry
• High-priority account list by
segment/territory
• Propensity question creation
• Telemarketing
• Outbound marketing
• Telequalification, handoff
• Stimulus (information void):
Command/control
• Stimulus (information void): Opt-in
• Self-assessments
• Case studies (business issue)
• Short-burst trials (with support)
• Needs templates
• Email tool
Last Mile
• Complex/transactional determination
• Observable outcomes
• Winnability/deal importance
• Resource leverage/availability
• Offer construction
• Deal selection
• Adaptation
• Deployment
• Stimulus (customer proxy): Opt-in
• Stimulus (financial): Sit. selection
• Temporary community access
• Onboarding introduction
• Closing events
• Discounts
• Email tool
Intra-Pipe
• Pipeline width/length calculations
• Key “stall zone” identification
• Rep feedback on selling experience
• Buyer feedback on purch. experience
• Entry time rules
• Notification system
• Failure time rules
• Recycle
• Stimulus (info. void): Com/control
• Stimulus (customer proxy):
Command/control
• Subject matter expert access
• Demos/demonstration centers
• Case studies (solution focused)
• Online information center invite

Question
• Which pipeline acceleration type is most relevant to your organization?
• Rapid-entry
• Intra-pipeline
• Last-mile

Case Studies
Pipeline acceleration examples from the field

SiriusPerspective:
Rapid-Entry: Lawson Accelerates Intro to North America
Targeting refinement based on data quality, high-impact direct mail
and personalized account-based experience creates new pipeline opportunities.
Rapid Entry
Information
• Selection of high-priority account list
• Contacts and roles verified
Process
• Joint sales and mktg verification of targets
• Initial outbound marketing
• Further marketing followup
• Account assignment and followup
Marketing Role
• Stimulus (info void): Command/control
• Stimulus (customer proxy): Situational
selection
• Enablement: Education: Command
Menu
• Extensive investment in 3D mailer
• Investment in focused in-person event
• Senior executive presence
• Dedicated and maintained microsite
Infrastructure
• Salesforce automation platform
Information:
• Data cleansing reduced list
from 70 to 60 accounts
• Significant persona verified
Process:
• Needed immediate alignment
of inbound and outbound
• Moved from command/control
to opt-in

SiriusPerspective:
Rapid-Entry: Lawson Program Impact
Targeting refinement based on data quality, high-impact direct mail
and personalized account-based experience creates new pipeline opportunities.
Prospect Response Major Deals Credibility
Thirty-six of the 60
companies targeted
visited personal
URL
Two major deals
entered pipeline and
closed within six
months
Business unit
founded on
success, and
program used for
future rapid-entry
efforts

SiriusPerspective:
Intra-Pipeline and Last Mile: Events With Different Goals
Event in a Box
• Theme topic selection
• 12–18 people
• Customer in attendance
Executive Events
• Experience money can’t buy
• 6–8 people
Event in a Box
• Program preplanned
• Sales selects accounts
• Sales champion attendance!
Executive Event
• Marketing organized
• Sales selects attendees
Event Intimacy
 Strategic Positioning
 Executive Networking
 Sales Acceleration
Executive Events
(EE)
 Thought Leadership
 Product Expertise
 Sales Networking
 Sales Acceleration
Event in a Box
(EiB)
While events are common in acceleration programs, they must use a
format tailored to attendees’ position within the sales cycle.
Intra-Pipeline/Last Mile
Information
• Selection of lighthouse accounts
• Sales selected accounts and contacts
• High propensity to buy verified
• Stage within sales cycle
Process
• Joint sales and mktg verification of targets
• Sales commitment, not just involvement
• Senior executives’ participation
Marketing Role
• Stimulus: (Information void) opt-in
• Stimulus: (Customer proxy) opt-in
• Enablement: Education situational selection
Menu
• Two event styles – EiB and EE
• Marketing planned events
• Senior sales executive endorsement/drive
Infrastructure
• MAP – Eloqua (Oracle Marketing Cloud) EiB
• Salesforce.com
• Concur

SiriusPerspective:
Intra-Pipeline and Last Mile: Concur Impact
While events are common in acceleration programs, they must use a
format tailored to attendees’ position within the sales cycle.
Executive Event
Conversion in
revenue from open
opportunities to
closed/won
bookings
Deal Progression
• 18 accounts in total
• 10 accounts signed
• One account VOC
• One account new
proposal
Credibility
“The event program has proved a
huge success in gaining access to
the senior-level people we would
otherwise struggle to meet.”
“The relationship with the client’s
CFO definitely enabled that deal to
close in September when it looked
like it was slipping.”

Action
Items
• Marketing
• Use pipeline analytics to align with sales around specific
areas to provide acceleration support
• Use the planning process and campaign framework to
anticipate the requirements for pipeline acceleration
• Sales
• Ensure that deals progress accurately through the pipeline to
allow better visibility into trouble spots
• Use pipeline information to isolate what slows deals, and
work with marketing, product/service and others to fix it

19th - 20th October 2015 – 6th Annual EMEA Summit
• Westminster Park Plaza,
London
• 19th - 20th October 2015
• Executive Leadership
Exchange
• 500+ B2B sales, marketing
and product attendees
For more information, please contact your account executive directly, or Lucia DeAngelis-Jeziorski
lucia.deangelisjeziorski@siriusdecisions.com, or visit: http://www.siriusdecisions.com

Thank You!
Julian Archer
julian.archer@siriusdecisons.com
Christian Lunoe
christian.lunoe@siriusdecisons.com
Jon Ticehurst
jonathan.ticehurst@siriusdecisions.com

On target 2015, Julian Archer, SiriusDecisions

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