Best Practice Webinar

How to sell marketing automation to your boss

@brainsell@salesfusion

Delivering more revenue with:

My Life Before Marketing Automation

The Manual Way...

1. Create landing page with form on website. 2. Put it on FTP within file directory 3. Blog4. Aggregate email list from within CRM5. Export list6. Import to Constant Contact7. Send email to list8. Leads come in via email9. Manually put leads into CRM10. Hope that reps follow up11. Go back in email and CRM to find leads, houd

sales people12. NO analytics

1. Create landing page and form in MA2. Blog3. Segment list within MA4. Set up campaign to send email, put

HQL’s in CRM, set task for sales person to call

5. Look at analytics

The Automated Way...

Reporting Before Marketing Automation...

Reporting After Marketing Automation...

Marketing Automation is Critical

C-levels see the severe disconnect

that exists between marketing and sales.

Marketing automation platforms (MAP) drive deeper alignment between sales and marketing

teams.

The social web reduces the power of the traditional sales

team. Marketing automation platforms are now Integrating

online channels (email, social, PPC,

blog, etc.)

Sales should work in a clean CRM with leads

pushed through from a robust Marketing

Automation platform. Thorough integration

of MAP and CRM.

Buyer control is shifting due to online research. Marketing automation supports the movement away

from bulk email blasts toward nurture-based

marketing programs.

Sales and marketing landscape

How people buy has changed

Bring metrics to the table for discussion

Selling MAP to your boss

● Marketing Automation is a revenue-focused solution

● Marketing is a revenue-generating department● Marketing consumes a large percentage of a

corporate budget● Fundamental changes in how marketing

functions have occurred● Changes in how people evaluate and buy have

occurred

Key points

● Marketing Automation is enterprise-class technology● It has a direct influence on revenue● It required top-down direction ● It requires business process alignment between marketing,

sales and finance● Marketing Automation produces verifiable metrics to justify

short and long term ROI and justification of marketing budgets

● Historical data in a MAP is as valuable if not more so than traditional forecast metrics in CRM (leading indicator metric)

How people buy has changed

Responsibility for the funnel

● Marketers are increasingly responsible for direct lead generation

● A large percentage of the funnel rests on marketing’s shoulders

● Marketing and sales alignment is critical

Misalignment is a revenue issue

● A mis-aligned funnel is the result of both technology and process malfunction

● A mis-aligned funnel causes direct revenue leakage

● The broken funnel is relatively easy to fix with the right technology, process, training and executive sponsorship

Top performers get it

● Aberdeen Group Study (2011)● Top performers - companies that

outperform their peers in revenue performance

● Studied the type of marketing data that is integrated with CRM

Justifying the spend

• Combine marketing & sales data • Focus on revenue centric

outcomes, not campaign-level metrics

• Ensure data presented is sales-validated

• Match metrics with the defined sales funnel

Alignment pays dividends

Alignment pays dividends

Alignment pays dividends

Justify spend

• Combine marketing & sales data

• Focus on revenue centric outcomes, not campaign-level metrics

• Ensure data presented is sales-validated

• Match metrics with the defined sales funnel

Financial Ramifications

• Combine marketing & sales data

• Focus on revenue centric outcomes, not campaign-level metrics

• Ensure data presented is sales-validated

• Match metrics with the defined sales funnel

Conversion Tracking

Who is using MAP