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Don’t Listen to the Marketing Consultants

Bryan Semple

CMO, SmartBear Software

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Operations

Sales SaaS Product Marketing

High Velocity Large Company Org Multiple Markets, Open Source, Profitable

Ops, Sales, Marketing, Big, Small, High Velocity, High Touch

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Funnels are for Beer

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Imaginary B2B Cycle

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Real B2B Cycle

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REVENUE = F(traffic, site conversion, MQL%, SAL%,

opportunity close rate)

Funnel Math Formulas are Simple

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REVENUE = F(traffic quality, site performance, site copy, site structure,

conversion page effectiveness, persons intent, strength of offer, follow on

nurturing, pricing, lead routing, sales follow up time, sales effectiveness,

competitive environment, product trial experience, product features, match

between persons intent and product features, budget cycle timing)

Funnel Math Formulas are Simple?

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• SALs, MQLs drive bad behavior

• SLA – teams do this?

• Marketing compensation –Tied to leads? Tied to MCtR?

SAL, MQL, SLAs and Compensation Schemes

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Service Levels and Hand Offs on the Red Sox

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Measure What You Can

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Measuring the B2B Cycle/Funnel

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Capacity Based Measurement

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2 Sales and Marketing Budgets are the Same

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• How much time do you spend in budget meetings?

• How much time do you spend allocating budgets?

• How much time do you spend justifying budgets?

• Fighting for budgets?

Ask Yourself

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Yet How Much Does a Budget Matter?

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• Assumes you can spend your way to

success

• Can you program organic traffic or does it

take people/content/expertise something

real to say?

Marketing Spend/Employee is Misleading

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Impact Marketing Sales

Top Inbound Cold Calling

Middle to Bottom

Unattended High Touch

Top More Programs

More Reps

Middle More TechContent

More SalesEngineers

All More Marketers

More Sales Reps

Sales and Marketing Expense –One Bucket

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Spending Plans vs. Budgets

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3 Sales and Marketing People Alignment

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The Marketing Flow is Complex

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Forbes Says Marketing Orgs are Changing

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The “New Marketing Org”

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Functional Alignment Not Ideal

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Operational Alignment with Sales

Product Marketing

Sales Manager

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Analysis isn’t Marketing Ops Job

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Follow my blog:www.storymetrix.combryan@storymetrix.com

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