How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment
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#B2BMX How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment Presented By: BrightFunnel & Tegile Systems
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Transcript of How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment
#B2BMX
How Tegile Uses Revenue Intelligence for Better Marketing & Sales Alignment
Presented By: BrightFunnel & Tegile Systems
#B2BMX
Presenter: Nadim Hossain
@NadimHossain @BrightFunnel
▪ CEO & Founder, BrightFunnel▪ Founded BrightFunnel in 2013 (~3.5 years)▪ Former VP of Mktg, PowerReviews 2011-2012▪ Product Mktg @ Salesforce, 2007-2010▪ 17 years of B2B marketing, product, sales
experience (all in SaaS!)▪MBA Stanford ‘07; BA Cornell ‘98
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Presenter: Nadim Hossain
@NadimHossain @BrightFunnelAge 3.5 Age 1
#B2BMX
▪ Started from the pain of “flying blind”; couldn’t answer strategic marketing Q’s
▪ Wanted intelligence on the entire customer
journey; lead to revenue
▪ Started BF to solve my own problem
▪ BF makes complex decisions easy
▪ Orchestrate right actions to accelerate revenue
▪ Prove Value, Align Marketing & Sales, Optimize Execution
The BrightFunnel Story
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We’re helping marketers like you discover their true impact on revenue.
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The Customer Journey▪ What are the right touch points at
each stage, Marketing and Sales?▪What are the right Channels and
Offers?▪Where is the best ROI?▪Marketers can move from reactive
to proactive: Plan & Forecast▪Able to prove value, align, optimize
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▪ Marketing Operations Coordinator, Tegile
▪ Started in lead gen/ lead qualification role
▪ The need for marketing attribution data transitioned me to be the lead on BrightFunnel implementation and campaign data analysis
▪ Tweet: @JoshLives▪ Email: [email protected]
Presenter: Josh Lucas
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▪ Used single-touch attribution through SalesForce
▪ Measured marketing through the “Primary marketing campaigns” in SFDC▪Was unreliable▪Default campaigns would
get unearned credit ▪Caused friction between
sales and marketing
Pre-BrightFunnel
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Enter Multi-Touch Attribution▪ Clear definition for marketing
attribution▪Painted the whole picture --
can finally understand the full customer journey▪Established confidence with
the data ▪Improved sales and
marketing alignment
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Improved Marketing Reporting + Planning ▪ Can finally tie a marketing
program like a Trade show or Event to ROI ▪Eliminated the feeling of
“showing up just to show up” ▪Can tie our events to pipeline
and revenue ▪Make informed decisions when
signing up for events
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Reporting by first touch / last touch
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Streamlined Processes
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▪ Campaign Effectiveness helps us optimize our budget ▪We know exactly which
programs to spend $ on▪Revenue Waterfall has led to a pivotal process change ▪Streamlines our sales team’s
efforts
Getting the full picture of Marketing
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Better Alignment with Sales▪ Lead quality was subjective before BrightFunnel▪Campaign effectiveness
report gives us a clear baseline ▪Results in more
excitement on our united revenue team!
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Built Trust with Executive Team
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Understanding the Customer Journey
▪ Single-touch attribution told us that Meeting Makers were a pipeline generator▪Multi-touch attribution showed
us that Meeting Makers had the lowest close rates▪Understand what moves our
pipeline and revenue▪Driving higher lead quality
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▪ ABM▪Customer-focused business practices▪Using BrightFunnel to make the best decisions in our ABM strategy ▪Continued optimization of our marketing spend▪Trying new tactics to engage new prospects
What We’re Excited About
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▪ Tweet: @NadimHossain▪ Email: [email protected]▪ Tweet: @JoshLives▪ Email: [email protected]
Thank You!
Any questions?
