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Stuck in the Middle: Strategies for Turbocharging Your

Funnel

SPONSORED BY:

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From TOFU to MOFU to BOFU to Close

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#LLS16 Demand Gen Report: @DG_Report

Carol Krol: @carolkrol Full Circle Insights: @fc_insights Bonnie Crater: @BonnieCrater

Vidyard: @vidyard Joe Gelata: @RevenueEngineer

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Panelists

Joe Gelata Head of Global Demand Gen & Revenue Operations Vidyard @RevenueEngineer

Bonnie Crater President & CEO Full Circle Insights @BonnieCrater

MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

Agenda

• Middle of Funnel Defined

• Where Middle of Funnel Fits in the Sales Cycle

• Common Problems and How to Break Through

• Vidyard’s Middle of the Funnel Success

• Q&A

What is the Middle of the Funnel?

8

SiriusDecisions Demand Waterfall®

What is the Middle of the Funnel?

9

Top

Middle

Bottom

Customer

Top

Middle

Bottom

Marketing-to-Sales Handoff

Sales Development Rep (SDR)-to-Account Executive (AE) Handoff

SiriusDecisions Demand Waterfall®

What Happens in the Middle?

10

MIDDLE


SDR-to-AE Handoff

MIDDLE OF FUNNEL ACTIVITIES

Marketing

• Marketing-to-Sales handoffs

• Marketing content accelerating leads

Sales

• SDR’s engaging and qualifying leads

• SDR-to-AE handoffs

Why is the Middle Important?

11

Opportunity to (1) address

individual prospect challenges,

(2) set product narrative against

competitors

Indication of buying interest

(not just learning interest)

Biggest potential for misalignment

between Marketing and Sales, as

well as SDR’s and AE’s

FIRST 1-ON-1 SALES CONVERSATION

THE GATEWAY TO BUY NOW

VULNERABILITIES IN HANDOFFS

Common Problem Areas in the Middle

12


SDRs Take Too Long Between Handoffs

SDR-to-AE Handoff

1 2 3

Area #1: Marketing-to-Sales Handoff

13

POTENTIAL PROBLEM

0

1,000

2,000

3,000

4,000

5,000

6,000

MQLs SALs SQLs Closed Won

Lead Volume by Stage

Target Actual

POTENTIAL FIX

• Invest more in the

campaigns driving the

most leads

• Not getting enough

leads from marketing

• Invest more in

campaigns that result in

closed sales, divest from

those that don’t

• Low-quality leads

• Implement lead scoring

• Hire more SDRs

• Too many leads

Area #2: SDR-to-AE Handoff

14

0

1,000

2,000

3,000

4,000

5,000

6,000

MQLs SALs SQLs Closed Won

Lead Volume by Stage

Target Actual

POTENTIAL PROBLEM POTENTIAL FIX

• AEs starved for demo

appointments

• SDRs setting low-quality

demo appointments

• Too many appointments

for AEs

• Start a SDR or AE

outbound calling

campaign

• SDR training and

alignment around leads

• Have Marketing execute

sales-enablement

programs

• Hire more AEs

Area #3: In Between Handoffs

15

17% 14% 26% 43% 42% 38% 20% 16% 0% 50%

Minutes

Time Elapsed from MQL to

SDR Contact

% of Total Follow-Ups

SAL to SQL Conversion Rate

POTENTIAL PROBLEM POTENTIAL FIX

• SDRs not following up

on leads fast enough

• Sales cycle lengthening

due to macroeconomic

factors

• SDRs at capacity

• Implement an SLA and

monitor

• Re-consider target

segments

• Create incentive offers

• Hire more SDRs

Aligning Marketing & Sales

16

Create organizational discipline to solve unforeseen problems.

No matter the problem, align marketing & sales with:

Cross-organization understanding of marketing and sales processes

Metrics to diagnose problems

SLAs and incentives tied to quantified goals

Reviewing and refining alignment efforts

Summary

17

Understand the middle of

the funnel and its

importance to the rest of

the organization and

your business.

Anticipate potential

pitfalls and proactively

diagnose problems in

volume, conversion,

and velocity.

Create organizational

discipline around

attaining marketing and

sales alignment to adapt

to the unpredictable.

Case Study: Vidyard

18

Joe Gelata

Head of Global Revenue Operations

Vidyard

• Founded in 2010, 150+ employees

• Video Intelligence Platform for Business

• SaaS model running as a monthly business

• Huge focus on effectiveness, efficiency,

visibility and intelligent growth

• “Revenue Marketing” mindset

We help companies drive more revenue through the use of online video.

ABOUT VIDYARD!

https://www.thinkwithgoogle.com/

1. Nearly half of all B2B

researchers are millenials

2. 81% of non C-Suite

employees now influencing

purchase decisions

3. Majority of B2B researchers

use mobile and watch video

through entire purchase path

We care a LOT about:

1. New business

2. Renewals

3. Upsells

4. Customer experience, value,

and customer success

Marketing

Sales

Customer Success

Support

Sales

Product Product

Operations?

Insights?

Despite Sales Ops, Marketing Ops, CRO’s and CMTO’s…

Sirius Decisions found that B2B organizations with tightly aligned marketing and sales

achieved 24% faster revenue growth and 27% faster profit growth over a three-year period

REVENUE OPERATIONS

Centralized management of process,

“tech stack”, funnel data, and reporting

Track and improve performance across

the entire revenue engine

Discover new insights that can drive

growth for our business

REVENUE OPERATIONS

Data & Insights

Solution Development

Implementation

Governance & Training

LEAD FLOW

INQUIRY MQL SAL SQL SQO WON

MARKETING SDR (Inbound)

BDR (Outbound)

AE

Funnel Stage

Inquiry

MQL

SAL

SQL

SQO

SQO Won

Conversion Rates

-

50%

40%

15%

80%

30%

Reach/Volume

10,000

6,000

2,400

240

192

58

Velocity (Days)

0

1

7

3

25

-

Value ($MM)

-

-

-

$5

$4

$1.2

INSIGHTS: FUNNEL

Question: What were the common

attributes of leads that were being

accepted vs. rejected?

Method: Compare waterfalls for

prospects grouped by different lead-

level and account-level attributes.

Insights: Conversion rates for leads

with specific Marketing Automation

Platforms (MAP) much higher!

CASE 1: IMPROVING MQL>SAL CONVERSIONS

Actions:

Focused on programs that could filter by MAP

Bumped up lead scoring weight on MAP field

Results:

Improved SAL volume and cost-per-SAL

Downstream conversions also increased leading to more pipeline!!

Full Circle Insights give us a detailed funnel waterfall report…sliced by ANY metric

CASE 1: IMPROVING MQL>SAL CONVERSIONS

Nice work!

Now can we do more of that?

CASE 2: IMPROVING SAL>SQL CONVERSIONS

Goal: Increase SQL volume by increasing SAL>SQL rate.


Question: What were the common attributes of SALs that

were converting at a higher rate?

Method: Compare SAL>SQL rate for leads based on

lead/account data and sales engagement attributes.

Insights: When MQL>SAL occurs in under 60 minutes, the

SAL>SQL rate almost doubles!

Actions:

Implemented 1 hour SLA for MQL follow-up and

invested in SDR/BDR resources accordingly.

Added automated email notification for owners

when MQL ages beyond 60 minutes.

Scheduled SDRs in shifts to accommodate leads in

multiple time zones.

Results: SQL conversion rate increased by almost 50%


• We love $$$ and we love to be efficient

• Revenue Operations helps with both!

• Detailed waterfall data with powerful reporting is

key to making smarter decisions

• We started at the top, now we’re here…

SUMMARY

THANK YOU!

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Q&A / Panelists

Joe Gelata Head of Global Demand Gen & Revenue Operations Vidyard @RevenueEngineer

Bonnie Crater President & CEO Full Circle Insights @BonnieCrater

MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

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