Achieving Marketing and Sales alignment
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Transcript of Achieving Marketing and Sales alignment
Achieving Marketing and Sales alignment
Tangible revenue impact with a C-level Dashboard
Nicolas Draca
July 2010
Eloqua Experience 09 - Markie Award 2009 - Sales Impact
Dreamforce 09 - Appy Award Nominee - Sales Cloud
1Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
As-is situation
Marketing Automation brought a new generation of B2B Marketers:
• Empowered with new lead qualification mechanisms (i.e.: web tracking, scoring, nurturing)
• Focused on tangible metrics measuring marketing success rate(i.e.: funnel conversion rate, buying process)
• Experimenting cutting-edge lead strategies to grow sales pipeline
2Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Challenges
• From a CEO perspective, Marketing is a non-measurable investment
• From a CFO perspective, Marketing is a cost
• From a Sales perspective,Marketing is a mystery
3Tangible revenue impact with a C-level Dashboard, June 2010 Nicolas Draca, [email protected]
Objectives
Stop “hiding” and engage your Execs with a C-level Dashboard
• 10,000 foot analysis: simple and easy to read
• Not subject to multiple interpretations
Our primary goalMeasure marketing impact on pipeline and revenue
4Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
C-level Dashboard - Overview
Bo
oki
ng
s ($
M)
Lea
d g
ener
atio
n(p
er w
ork
day
)
Pip
elin
e g
ener
atio
n(#
Op
ps
per
wo
rk d
ay)
5
C-level Dashboard – Lead Generation
Sources
Google Analytics ReportSalesforce Lead matrix report: - “Lead Source” (Count) - “Lead Created Date” (Fiscal Quarter)
Marketing responsibility
• Increase web site traffic while improving lead conversion rate.
My 2 cents
• Important – Do not use Google conversion metrics to report on number of inquiries as Google can not match inquiries to your CRM System.
• Filters to analyze the data:“Traffic source” or “Geo Region”
Web traffic (per work day)
6Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
C-level Dashboard – Lead Generation
Source
• Salesforce Lead matrix report:- “Budget Source” (Count) - “Lead Created Date” (Fiscal Quarter)
Marketing responsibility
• Increase number of inquiries while reducing the cost per inquiry.
My 2 cents
• Important – “Budget Source” should be tied to your company budget allocation (Marketing, Channel or Sales)
• Important - Do not allow your Reps to create new leads in salesforce, instead get them to clone an existing lead/contact or create a new lead using a web form to prevent duplicates
• Tie the “Budget Source” to the “Lead source” and limit number of “Lead Source” to 10 (i.e.: Manual Import, Event, List, Search Organic, Search Paid, Requested Contact, Requested Content, Partner, Training)
Filters to analyze the data:“Lead Source”, “Lead Score”, “Campaigns” or “Geo Region”
Lead Generation (per work day)
7Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
C-level Dashboard – Pipeline Generation
Source
• Salesforce Opportunity matrix report- Budget Source (Count) - Opp. Created Date (Fiscal Quarter)
Marketing responsibility
• Increase Marketing initiated Opportunities.
My 2 cents
• Important - To improve data analysis (closed loop concept), when creating the opportunity you must automatically import lead/contact marketing information into the opportunity (lead source, campaigns, scoring, #ouches, lead age ..)
• Report on number of opportunities created, not on pipeline ($) (as pipeline ($) changes will skew your data analysis)
• Filters to analyze the data:“Lead source” conversation rate, “Lead/Contact Age”, “Scoring” or “Geo Region”
# Opportunities Created (per work day)
8Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Dashboard for C-level – Bookings
Source
Salesforce Opportunity Won matrix report - “Lead Source” ($M) - “Opportunity Closed Date” (Fiscal Quarter)
Marketing responsibility
• Reduce the sales cycle from “lead created date” to “opportunity closed date”.
My 2 cents
• Important – It is unlikely that an increase in inquiries on the current quarter will impact bookings on the same quarter (as we need to add the sales cycle to the equation)
• Important – You have all the data needed for a closed loop analysis (see backup slides)
• Filters to analyze the data:“Lead Source”, “Scoring”, “Geo Region”, “Opportunity Size” or “Sales Cycle”
Bookings($M)
9Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Key Take Away
• Avoid confusion by keeping the dashboard simple
• Spend face to face time to educate your Execs
• 12 months of data is needed for valid analysis
• Be ready for more, C-level Dashboard is only the beginning of a long journey!
10Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Our ultimate goal:
“Revenue Goal Quarter (N + SalesCycle)““Lead Source” “Cost Per Deal” “Average Deal Size”
x
“ E = MC2 ” for Marketers
Validate your marketing budget Optimize
your buying processExperiment revenue forecasting
11
Marketing Budget Quarter (N) =
Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Thank you
Nicolas [email protected]
http://www.linkedin.com/in/ndraca
12Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Backup slides
July 2010
13Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Achieving Marketing and Sales alignment
Tangible revenue impact with a C-level Dashboard
Closed loop analysis:Recognize business cycles
Meetings
Prospects
Leads
Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps
Sales Cycle 100 days 110 days
Opportunity Won
Opportunity Created
Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp
14Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]
Closed loop analysis:Understand marketing campaign impact
Meetings
Prospects
Leads
Opportunity Won
Opportunity Created
Marketing contentMarketing contentMarketing content
Phase 3: Preference
Brand Case Studies
Product reviews channel
Customers Eval
Phase 1: Awareness
Organic search Social Media channel advertising
freeware press
Phase 2: Consideration
events channel
Webinars demo Newsletter
15Tangible revenue impact with a C-level Dashboard, July 2010 Nicolas Draca, [email protected]