This presentation from Intelligent Demand walks through the key changes in strategy, process, technology and content that typically occur on the road to a more efficient revenue engine, and better revenue results.

1. Road Map to a Better Revenue Engine

2. ROAD MAP
TO A BETTER
REVENUE ENGINE
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2011
Intelligent
Demand

3. WHERE IS YOUR ORGANIZATION
What challenges are you solving?
• Prove your business model. 3.0
• Cover payroll. Survive.
• Lay foundation for growth.
• Establish yourself in 2.0
Revenue
/
ROI
your market.
• Increase profitability.
• Improve your • Seal your leadership
1.0
processes and gain position.
efficiencies. • Leverage your
• Scale your business. position for new
• Leverage all that growth opportunities.
market knowledge to
capture market share.
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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2011
Intelligent
Demand

4. EVOLUTION OF THE REVENUE ENGINE
Marketing and sales share revenue responsibility
3.0
“Optimize”
2.0
“Smarter and
Revenue
/
ROI
easier growth” MARKETING
1.0
“Shut up
MARKETING
and sell
something”
SALES
MARKETING
SALES
SALES
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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2011
Intelligent
Demand

5. GROWTH STRATEGY EVOLUTION
Characteristics of each stage
1.0
2.0
3.0
- Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales
for producing revenue - Marketing and Sales share carry quotas. Strong
(prospecting, qualifying, responsibility for producing alignment.
closing) revenue. Alignment happening! - Integrated, multi-channel
- Marketing is relied on for - Leads are consistently captured messaging throughout the
branding, brochures, website, and nurtured buying process
Revenue
/
ROI
trade show booth, etc. - Basic segmentation/targeting - Increasing automation
- No consistent lead capture - Marketing and sales tasks are - Personalized messaging
or lead nurturing being automated - Data-driven optimization of
- No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps,
(= low relevance) the buying process at multiple offers and assets.
- No automation levels
- Very few sales process - Messaging is buyer- and need-
metrics centric
- Messaging is product- - Beginning to deliver right
centric message, right time, right person
- Reliance on 1 or 2 - Improved internal processes
awareness channels
- Not matching the buying
process very well
- Ad hoc processes
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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Proprietary
&
Confiden2al
©
2011
Intelligent
Demand

6. GROWTH STRATEGY EVOLUTION
Characteristics of each stage
1.0
2.0
3.0
- Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales
for producing revenue - Marketing and Sales share carry quotas. Strong
(prospecting, qualifying, responsibility for producing alignment.
closing) revenue. Alignment happening! - Integrated, multi-channel
- Marketing is relied on for - Leads are consistently captured messaging throughout the
branding, brochures, website, and nurtured buying process
Revenue
/
ROI
trade show booth, etc. - Basic segmentation/targeting - Increasing automation
- No consistent lead capture - Marketing and sales tasks are - Personalized messaging
or lead nurturing being automated - Data-driven optimization of
- No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps,
(= low relevance) the buying process at multiple offers and assets.
- No automation levels
- Very few sales process - Messaging is buyer- and need-
metrics centric
- Messaging is product- - Beginning to deliver right
centric message, right time, right person
- Reliance on 1 or 2 - Improved internal processes
awareness channels
- Not matching the buying
process very well
- Ad hoc processes
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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Proprietary
&
Confiden2al
©
2011
Intelligent
Demand

7. GROWTH STRATEGY EVOLUTION
Characteristics of each stage
1.0
2.0
3.0
- Sales is entirely responsible - Focus on entire buying process - Marketing and both Sales
for producing revenue - Marketing and Sales share carry quotas. Strong
(prospecting, qualifying, responsibility for producing alignment.
closing) revenue. Alignment happening! - Integrated, multi-channel
- Marketing is relied on for - Leads are consistently captured messaging throughout the
branding, brochures, website, and nurtured buying process
Revenue
/
ROI
trade show booth, etc. - Basic segmentation/targeting - Increasing automation
- No consistent lead capture - Marketing and sales tasks are - Personalized messaging
or lead nurturing being automated - Data-driven optimization of
- No segmentation/targeting - Metrics and reporting throughout stages, campaigns, steps,
(= low relevance) the buying process at multiple offers and assets.
- No automation levels
- Very few sales process - Messaging is buyer- and need-
metrics centric
- Messaging is product- - Beginning to deliver right
centric message, right time, right person
- Reliance on 1 or 2 - Improved internal processes
awareness channels
- Not matching the buying
process very well
- Ad hoc processes
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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Confiden2al
©
2011
Intelligent
Demand

8. BIG GAINS ARE MADE FROM 1.0 TO 2.0
New capabilities drive higher revenue
1.0
2.0
3.0
Constant Optimization
Deeper Reporting/Analytics
Measure, Report, Adjust Multi-Channel Integration
Revenue
/
ROI
Sell, Consult, Close Test, Target, Measure
Route Leads & Arm Sales Sell, Consult, Close
Score Leads (qualify & react) Route Leads & Arm Sales
Track Behaviors Score Leads (qualify & react)
Nurture / Leads (inform) Nurture/ Leads (inform)
Prospect, Qualify, Sell Capture Leads Capture Leads (engage)
Create Awareness Create Awareness Create Awareness
Great Product/Service Great Product/Service Great Product/Service
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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2011
Intelligent
Demand

9. DEMAND GEN PROCESS OVERVIEW
(1) Create
Awareness and
Capture
(7) Measure (2) Lead
and Report Nurturing
Content Strategy
Data
(6) Customer (3) Build profile
Nurturing Technology Process for each lead
(5) Arm Sales (4) Score and
With Information Route Leads
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2011
Intelligent
Demand

10. REVENUE ENGINE: TECHNOLOGY LAYER
A natural evolution
1.0 2.0 3.0
Offer Optimization
(deep personalization,
multivariate testing)
Marketing Automation Marketing Automation
(lead capture + nurturing + (lead capture + nurturing +
scoring + routing + retention/ scoring + routing + retention/
growth) growth)
Web Analytics (reporting) Web Analytics (reporting)
Social Media (reporting) Social Media (reporting)
op,mized
Website (lead generation, Website (lead generation,
Website (brochure)
SEO, content marketing) SEO, content marketing)
CRM (track, forecast, CRM (track, forecast,
Excel (tracking/reporting)
automate, report) automate, report)
Telephone (prospecting) Telephone (close) Telephone (close)
Outlook / Mail (nurture) Outlook / Mail (close) Outlook / Mail (close)
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Intelligent
Demand

11. EMAIL vs. MARKETING AUTOMATION
Cost vs capabilities
1.0
1.5
2.0
#
Measure, Report, Adjust
A well-chosen and
well-implemented
Sales Enablement
marketing automation
Revenue
/
ROI
Route Leads
solution can get you
here. Integration with
Score Leads (qualify & react) CRM can close the
loop with sales.
Track Web & Email Behaviors

Track Email Behavior Dynamic Lead Nurturing
A well-chosen and
well-implemented 1 Way Nurturing Landing Pages
email solution with
autoresponders Capture Leads (simple) Capture Leads (extensive)
can get you here.
Create Awareness Create Awareness
Great Product/Service Great Product/Service
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
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©
2011
Intelligent
Demand

12. EVOLUTION IN CONTENT AND MESSAGING
Does your content convert?
Do more of
Offer value. what works.
Look good.
Talk about you. And less of
Talk about myself.
Be relevant. what doesn’t.
Single-shot Campaigns Multi-touch Campaigns Optimized, Tested Content
Manual / inconsistent Automated / Consistent Automated / Consistent
Outbound Techniques Inbound + Outbound Inbound + Outbound
Low integration Better integration Highly integrated
Product/Sales Literature Synched to Buying Stage Synched to Buying Stage
Batch and Blast Segments & Personas Personalized, 1 to 1
Early
Stage
(1.0)
On
the
Way
(2.0)
Best
in
Class
(3.0)
RELEVANCE
=
REVENUE
EFFICIENCY
=
PROFIT
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2011
Intelligent
Demand

13. WHY INVEST IN YOUR REVENUE ENGINE?
Here are 9 good reasons…
Forrester, Gartner, Aberdeen Group and Sirius Decisions
agree that best-of-breed companies who invest in these
demand generation strategies achieve the following results:
1. 18% higher revenue
2. 16.5% higher campaign response rates and conversion rates
3. 50% decrease in time to execute campaigns
4. 85% decrease in cost per lead
5. 100% increase in deal size
6. 150% increase in qualified leads.
7. 33% higher deal win rate
8. 25% more revenue per closed deal
9. 30% decrease in deal cycle time
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2011
Intelligent
Demand

14. MARKETING AUTOMATION TECHNOLOGY TIPS
Lessons from the trenches
Strategy and goals: Be clear about what you want to achieve with this
investment. Set realistic, incremental goals. Crawl, walk, run.
Process: Your business processes will need to change/evolve to support these
new capabilities. However, this work will pay off in the form of shorter time
to value and higher ROI.
Sales: Pull Sales into the project early regarding goals and processes.
Content: Create a content plan. You will likely need different and more content
than you currently have. Think personas and buying stage.
Marketing automation software: One size does not fit all. Think deeply about
the features you truly need (both now and later). But look at more than
features: integration requirements, scalability, use cases, support, vendor
stability.
Data model: Decide what data you have, what data you need and how you will
keep it clean as you move forward. Understand and plan for your
integration requirements.
Organization: Like any important project that cuts across different work groups,
the project will benefit greatly from internal leadership and strong
communication.
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2011
Intelligent
Demand

15. ABOUT ID
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2011
Intelligent
Demand

16. INTELLIGENT DEMAND
We’re a strategic marketing and demand generation agency
based in Denver, CO. Founded in 2007. We serve clients in
financial services, ecommerce, media, software, corrections,
healthcare, retail and entertainment industries.
Our clients move from Marketing 1.0 to Marketing 2.0 with the
following services:
• Strategy Consulting
• Demand Generation System Design
• Technology Consulting and Implementation
• Messaging Strategy and Content Development
• Analytics and Optimization Services
We work collaboratively with our clients to design, build and
optimize revenue engines.
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Intelligent
Demand

17. OUR PROVEN METHODOLOGY
A Flexible Framework
We’ve refined our methodology through scores of successful client
engagements. It delivers results because it’s been tested in a
variety of customer and market settings, and because it is deeply
rooted in industry best practices. This equates quicker time-to-value
and lower project risk for you.
At its core though, our methodology is a very human process; it’s our
team working with your team to deeply understand the need set and
then provide targeted solutions that dramatically improve your
revenue performance. It is a fundamentally collaborative approach.
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2010
©ocket
ntelligent
LLC
R
Proprietary
&
Confiden2al
2011
I
Factory
Demand

18. MARKETING 1.0! MARKETING 2.0!
Interruptive, push model" Permission-based, pull model"
Batch-and-blast messaging" Segmented, targeted and personalized
messaging"
Expensive, hard-to-track outbound Targeted mix of inbound + outbound
techniques" techniques"
Company controls flow of information (sales Prospects and customers control flow of
process)" information (buying process)"
Sales collateral, brochures, “product speak”" Thought leadership, value-added content
marketing"
Marketing does awareness air war. Sales Marketing does lead gen, lead nurturing,
does prospecting, nurturing, qualification, lead scoring and routes truly qualified leads
consulting, closing. " to sales. Sales consults and closes."
Little-to-no reporting or metrics" Data-driven analytics and optimization"
Manual processes" Automated, then high touch as needed"
Guessing" Learning and optimizing"
Reliance on one or two channels/tactics" Multiple, integrated channels/tactics"
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2011
Intelligent
Demand

19. TO DOWNLOAD
THIS PRESENTATION
Please visit…
http://intelligentdemand.com/
resources/presentations/
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2011
Intelligent
Demand

20. Smarter, faster revenue growth