making the marketing and sales high five a reality: a marketo use case
TRANSCRIPT
#SalesSummit | @heidibullock
Making the Marketing and Sales High Five a Reality: A Marketo
Use Case
Heidi Bullock, VP Demand Generation and Mike Mansour, Senior Manager, Sales Development Marketo
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Topics
1. 4 Tips
2. Revenue Cycle
3. SDR Methodology
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#SalesSummit | @heidibullock
4 Tips
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Tip #1: Agree on Definitions
Need help? Check out: http://www.marketo.com/ebooks/how-to-define-a-lead/
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Example
Scans? Attended a demo? Demo + Demographics
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Tip #2: Training the Team as a Whole
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Tip #3: Shared Process +Joint Planning
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Tip #4: Marketing Automation
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Stars and Flames
show priority
Full list of Interesting Moments
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No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
#SalesSummit | @heidibullock
Revenue Cycle
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Nam
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Targ
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TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
#SalesSummit | @heidibullock
Nam
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Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand, or word of
mouth
#SalesSummit | @heidibullock
Nam
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Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust with us
#SalesSummit | @heidibullock
Nam
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Opportunity Customer
Lead
Sale
s Le
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Nurturing Database
Names are just names
#SalesSummit | @heidibullock
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Opportunity Customer
Lead
Sale
s Le
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Nurturing Database
Meaningful interaction with us
#SalesSummit | @heidibullock
Nam
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Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Nurture until ready
for next step
Qualified potential customer
#SalesSummit | @heidibullock
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Opportunity Customer
Lead
Sale
s Le
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Nurturing Database
Marketing qualified lead (score > 100) – Sales
Development Rep (SDR) reach-out
#SalesSummit | @heidibullock
Nam
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Aw
are
ne
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Frie
nd
Enga
ged
Targ
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Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by Sales
Development Rep (SDR)
#SalesSummit | @heidibullock
Nam
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Aw
are
ne
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Frie
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Enga
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Targ
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Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales:
marketing quota attainment
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SDR Methodology
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•Process •Commitment •Focus
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•SDR revenue •Hiring •Leadership
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#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
#SalesSummit | @heidibullock
BANT
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