Bryan Semple - Dont Listen to the Marketing Consultants
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INBOUND15 Don’t Listen to the Marketing Consultants Bryan Semple CMO, SmartBear Software
Transcript of Bryan Semple - Dont Listen to the Marketing Consultants
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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
