Download - SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum
CRM and MA: Understanding the Relationship Continuum
Tim Price, Act-On
Agenda
• The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
The Usual Conundrum
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Sales wants all “leads” fast Marketing hits the
“more” button
Sales doesn’t follow up Marketing: “Why no followup?”
Sales: The “leads” are no good
Marketing:
Wasted effort, poor performance, bitterness, despair Reference: Sirius Decisions
What Typically Happens
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Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Close 417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
80% No nurture/ qualification
100% Sales accepts everything/nothing
3% - ?? Inefficient use of sales resources
SQL 10% - ??
Poor pipeline dynamics
Sales Qualification
Close
Sales Qualification
Marketing Qualification
Inquiry
Outbound Inbound
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Sales Generated Leads (SGLs)
Sales Accepted Leads (SALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated Leads (TGLs)
Sales Qualified Leads (SQLs)
Won Business
Reference: Sirius Decisions
Agenda
• The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
LEADS MQL
SQL & OPPORTUNITIES
CUSTOMERS ENGAGED CUSTOMERS
ADVOCATE & FAN
Change the Process & the Results
Campaigns, Content, Programs, SLAs, Measurement & Results
Joint Effort Sales Responsibility Marketing Responsibility
Acquisition Programs
• Build Database – Permission-based list acquisition – Data capture
• Attract Attention – Tell the story – Links, videos, & images
• Content Strategies – Blog, website, social media – Right target receiving relevant and engaging content
Gather prospect information where ever possible
LEADS MQL
SQL & OPPORTUNITIES
CUSTOMERS ENGAGED CUSTOMERS
ADVOCATE & FAN
NAMES
Develop & Deploy Great Content
• Develop – Partner & co-sponsor
with industry thought leaders – Capture emergent trends/topics – Repurpose content
• Deploy – Promote in multiple channels – Website, social media, email – Insist on a call to action
Create a hub of compelling and contemporary content – reuse as appropriate
Nurture Before You Sell
• Coordinated Campaigns – Editorial Calendar – compelling content and events – Share your story – easy to embrace and understand – Sales and Marketing – same coordinated story
• Scoring – Segmentation and nurturing based on actions – Who gets what based on what they have done
• Feedback – “Know” how they are finding you – Constant iteration to keep content fresh – Take advantage of repurposing content
Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t
Source: Marketing Sherpa
Deliberate Approach to Scoring
EMAIL MARKETING WEB VISITS WEBINARS
FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES
• Clicked on message • More points for specific messages • Do not assign score for:
• “Email sent” – no action taken on their part
• “Opens”
• How many pages did they visit? • Which pages did they visit:
Contact Us and/or Pricing vs Support?
• How often do they visit the site? • Where did they come from? • Download whitepaper or other
media?
Act-On Customer Rapid Notify had 50% increase in opportunity creation and 20% increase in close rate after implementing scoring
• Attendees vs. Non-Attendees • Who visited registration page but
didn’t submit
• Submitted /viewed form • How did they respond to the
questions? • Is the data they provided valid? • Do they fit your target audience?
• Which keywords perform the best? • What is my cost per click? • Where did they come from?
• Attended a trade show / physical event?
• Which mailing lists performed the best?
• Which print advertising generates leads?
Lead Scoring Example Example • You're a small software company that sells patch management software. • You have two offices, one in Asia and one in the US, but you aren't global yet. • Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System
Administrator 3 Sales Engineer -4
Location of Headquarters
United States 5 Hong Kong 4 Romania -5 Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information
Technology Services
5 Computer Software
4 Automotive -5 Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on company's Jobs web page. -5
Setting Up Scoring
Agenda
• The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
The Art of the Handoff
• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)
LEADS MQL
SQL & OPPORTUNITIES
CUSTOMERS ENGAGED CUSTOMERS
ADVOCATE & FAN
Using Scores to Prioritize Leads
CRM Integration – Hot Leads to Sales
Ensuring Success
• Focus – Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve – Adjust based on performance metrics, data and feedback
• Enforce – Those bound by SLAs must be held responsible – Visibility into key performance metrics for each function – Agreement between leaders on how to manage
• Own – Marketing and sales operations usually own maintenance – Marketing and sales leaders sign and communicate contents
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Automation helps track & measure performance
Agenda
• The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
Start by Keeping it Simple…
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Function Key Metrics All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
Telesales • Accept/reject/disqualify/promote timeframes • Disqualify reasons (adherence and lead quality)
Sales • Accept/reject/disqualify/promote timeframes • Disqualify reasons (adherence)
Truly successful decision making relies on a balance between deliberate and instinctive thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
From Leads to Revenue… Close the Loop
• Complete campaign reports to measure leads & opportunities
• Detailed reports groups campaign by campaign type
• Integrate Opportunity and Closed data from SFA
New Leads
Leads Converted To Opportunities
Opportunities To Revenue
Campaign Performance by Campaign Type
Agenda
• The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up and Questions
Marketing Automation for the Customer Lifecycle
ACQUISITION PROGRAMS
NURTURING PROGRAMS
MARKETING TO SALES HANDOFF
CUSTOMER SUCCESS PROGRAMS
Social Webinars Whitepapers
STA
GES
A
CTI
VITI
ES
SYST
EMS
LEADS MQL
SQL & OPPORTUNITIES
CUSTOMERS ENGAGED CUSTOMERS
ADVOCATE & FAN
EXPANSION
Advocacy Referrals Increased Purchases
Implementation Training Usage
About Act-On
• Our Company – Founded in 2008 by founders of Responsys and Webex – 140+ employees today in Oregon & California
• Our Technology – Designed from the ground up for small marketing teams – Simple, powerful and easy to integrate – 3rd generation SaaS platform built to scale
• Our Customers – 1,400+ and growing across all major vertical industries – From Progressive Insurance and Cisco to many companies
you probably don’t recognize
Thank You
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