Proving Marketing’s Worth:What B2Bs

Need to Measure and

Why

Today’s PresenterPaul Rafferty, CEO Sales Engine International

Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.

Kim CoolDirector of Marketing Program Management,

Sales Engine International

Kim Cool oversees account management for all Sales Engine clients. Kim’s strong project management, database building and marketing measurement expertise bring value to every aspect of a client’s engagement with Sales Engine.

About Sales Engine International

Why We Need More Content?The World of Selling Has Changed

- 85% of Cold Calls Go to Voice Mail

- 80% of B2B Buyers “Find” the Sellers

Integrated Marketing: The Starting Point for Sales 2.0

Integrated Marketing and Sales Acceleration Map to FIND, CONNECT with and ENGAGE Prospects

He who has the data stands a much better chance of winning the argument.

So what’s the Problem with Measurement?

• We live in the “Age of Complexity”

• CEO’s need to know where to invest funds, and where to cut

• Marketers need to prove out the ROI of their People and Programs

• Marketers need to communicate with their Sales counterparts

Agenda

• Determining What to Measure• Suggested KPIs You Can Control• Establishing Benchmarks• Sample Dashboards• Extracting Actionable Insights

Why do B2Bs struggle with measurement?

What to Measure: Deciding What is Important

What does sales need to know?• Are we competing in enough opportunities? • Are we winning our share of them?

What does marketing need to know?• Are my people and programs driving revenue?

What does the CEO need to know?• Are sales growing? • How can I improve them? • How is Marketing building the brand? • How is Marketing driving revenue? • Is my Sales Function effective?

Demand Generation Stages

Suspect•SEO / PPC•Events•Campaigns

MQL•Fit Score >X•Interest Score >Y•Total Lead Score >Z

SQL•Budget•Authority•Need•Timeframe

Opportunity

•Sales Stage; or

•Opportunity Scorecard

Win/Loss

•Won•Lost – Competitor

•Lost – No Decision

Demand-Gen Engagement Process

Suspect

MQL(Marketing Qualified

Lead)

SQL(Sales Qualified

Lead)

Opportunity

Win/Loss

Lead score

>X

Yes

CallSales Ready

Yes

Campaign response, Trigger event, etc.

Opportunity

record

Contactrecord

No

• First “Stage” of sales process; or• First action in “Opportunity

Scorecard”

Demand Generation Metrics

Suspect•Database Size & Segmentation

•Social Media

MQL

• Opens, Clicks, Lead Scores

•% of Database Engaged

SQL•# and % Converted to SQL

Opportunity

•Pipeline Value•Opportunity Scorecard

Win/Loss•Revenue Won

•New Names•Cross Sold

Demand Generation Metrics

Suspect

•Data Base Size and Segmentation

•Social Media

MQL(Marketing Qualified

Lead)

•Opens ,Clicks, Lead Score

•% of Database Engaged

•# of MQL-3, 2, 1s

SQL(Sales

Qualified Lead)

•# and % Converted to SQL

Opportunity

•Pipeline Value

•Opportunity Scorecard

Win/Loss •Correlate Wins to Campaigns Sales

Marketing

The Funnel as a Communication Tool

800#MQLs Needed

5%Lead Conversion Rate (% of Companies Showing Interest That Conduct a Formal Evaluation

40Opportunities Needed/SQL

25%Opportunity Win Rate (% of True Opportunities That You Win)

10Number of Wins Needed

$1 MAverage Win Size

$10 MAnnual Sales Goal

Opportunities Needed: Start at the finish line and build backwards

Database needed to hit goals:Known Prospect Database Size

6000

Database Size Needed (Known Prospects)

25%% Leads From Other Programs (Referrals, Trade Shows)

10%Prospect Conversion Rate (% of Prospects Who Become

MQLs)

Sample Dashboards

• Proprietary dashboards built by Sales Engine for our clients

• Developed based upon years of experience

• Integrated with SalesForce.com and our marketing automation platform, Manticore

• Released April 2012

Demand-Gen Engagement Process

Suspect

MQL(Marketing Qualified

Lead)

SQL(Sales Qualified

Lead)

Opportunity

Win/Loss

Lead score

>X

Yes

CallSales Ready

Yes

Campaign response, Trigger event, etc.

Opportunity

record

Contactrecord

No

• First “Stage” of sales process; or• First action in “Opportunity

Scorecard”

Summary

Agree on an Integrated Sales and Marketing Process – Soccer Not Football!

Establish KPI Goals for the Process

Assign the KPI’s to the Appropriate leader

Establish the Tool Set to Capture KPI Results

Manage to Them!

Map Offer

If you are interested in taking a closer

look at Sales Engine’s Integrated

Marketing Map, visit

www.salesengineintl.com to download a

copy.

Thank youQ&A’s