Sales and Marketing Alignment

Lisa Hutt, VP EMEA Marketing Concur Technologies February 2012

Integrated travel and expense Saves time, saves money, increases control

Complete and Submit

Expense Report Book Trip Reporting

Pay Employee and

Corporate Card Audit

Manage Trips & Expenses

via Mobile device

Marketing own the pipeline

Build the pipeline and revenue targets together

Agree target market and work it together

Agree definition of a lead, opportunity and handoff process

Great technology – Eloqua and salesforce.com

Lead processes, scoring and nurturing for a watertight funnel

Joint ownership of opportunities throughout the sales cycle

Sales and Marketing alignment at Concur

Where does the business come from

The pipeline and revenue model

FY12 Pipeline Model 75% New Biz + 25% Add onUK Enterprise West October November December January February March April

MDR Headcount 2 3 3 3 3 3 3

RSE HeadCount 6 6 8 9 9 9 9

Outsourcing 0 0 0 0 0 0 0

Revenue Goal 99,690 129,597 103,013 89,647 209,177 128,068 119,342

75%of total - new biz 74,768$ 97,198$ 77,260$ 67,235$ 156,883$ 96,051$ 89,506$

New Biz target * 5 373,839$ 485,990$ 386,300$ 336,177$ 784,414$ 480,254$ 447,532$

With Sa les Cycle Added 336,177$ 784,414$ 480,254$ 447,532$ 608,643$ 733,952$ 484,645$

Accepted opps Required new biz 4 10 6 6 8 9 6

Passed Opps Required new biz 6 13 8 8 10 12 8

25%of total - new biz 24,923$ 32,399$ 25,753$ 22,412$ 52,294$ 32,017$ 29,835$

Add on biz target * 3 74,768$ 97,198$ 77,260$ 67,235$ 156,883$ 96,051$ 89,506$

With Sa les Cycle Added 67,235$ 156,883$ 96,051$ 89,506$ 121,729$ 146,790$ 96,929$

Accepted opps Required Add on biz 3 8 5 4 6 7 5

Passed Opps Required add on biz 5 11 6 6 8 10 7

Total Pipel ine (new biz+Add on +sa les cycle) 403,413$ 941,297$ 576,304$ 537,038$ 730,372$ 880,742$ 581,574$

Total accepted opps Required 8 18 11 10 14 17 11

Total Passed Opps Required 10 24 15 14 18 22 15

Total Leads/Contacts Required at 28% conversion 36 85 52 49 66 80 53

Joint targeting

Target market and segment analysis

Training and sales enablement

Demand generation

Market Dev rep buddies with sales

Field marketing auto notifications

Content and pipeline maturation i.e. dinners

Sales

Market Development

Field Marketing

Defining a common language Adopt the Sirius Decisions taxonomy and

organizationally define stages to

integrate the marketing and sales

funnels into one

Suspect

Inquiry

Marketing Qualified (MQL)

Sales Qualified (SQL)

MDR Working

Sales Working

Closed Won

Creating a watertight funnel

Inquiry

Marketing Qualified (MQL)

MDR Working

Sales Qualified (SQL)

Sales Working

Closed Won

Lead Gen Campaigns

Marketing Hands Off

Nurturing / MDR Works

Pre-MQL Nurturing

MDR Hands Off

Nurturing / Sales Works

Suspect

Marketing

Market Development

Regional Sales

Early days nurturing

Suspect – 3 touches

Probe for pain

Inquiry – 5 touches

Self Education

Marketing Qualification and Score

Content – helps build the digital profile

Thought Leadership Content

Produced by marketing/external sources

Videos

Webinars

News stories/blog posts

White papers

Top 10 tips

Infographics

FAQ

Success stories

Lead Rating

B

D

E

A

C

C

A

B

B

Interest Level

Qu

alif

icat

ion

Lev

el

Marketing Qualified Lead (MQL)

Low Med High

(0 – 20) (21 – 59) (60-100+)

High (60-100+)

Med (21-59)

Low (0-20)

Where are our sticky points ?

•Sales 0%

•60 days

Opportunity

•Sales 10%

•30+ days

Opportunity

Leads assigned by region, size of business or vertical

Sales Communications We don’t have enough pipe cover in Q4

Thanks for the heads

up

Bi-annual field ops strategy meeting

Weekly monthly and quarterly cross functional regional planning/results meetings

Weekly compass training sessions – pan EMEA webinar

Chatter

Email updates and news

Event calendar posters

Ad-hoc brown bags

Regional health

ARR Target Pipe Pipe Cover Pipe Pipe CoverFactored

Pipe

Factored

Pipe Cover

UK SMB 311,068 1,918,283 6.2 1,233,656 4.0 208,443 0.7

UK East 482,141 3,791,805 7.9 3,207,103 6.7 569,668 1.2

UK West 477,367 2,375,963 5.0 2,375,963 5.0 654,967 1.4

DACH 1,424,708 5,183,863 3.6 4,829,862 3.4 1,134,550 0.8

Emerging 424,616 3,131,943 7.4 869,425 2.0 201,287 0.5

France 561,941 1,693,896 3.0 1,692,618 3.0 528,850 0.9

Total 3,681,841 18,095,754 4.9 14,208,627 3.9 3,297,765 0.9

Q3 Pipe 0%+ Q3 Pipe 10%+ Q3 Factored Pipe

They’re doing their own marketing

No wonder

Top 3 Takeaways

Get the gadgets

Get your head around the numbers

Forecast leads, pipeline and revenue

© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.