sales and marketing demand funnel
DESCRIPTION
Concur's award winning approach to Demand Generation.Live recorded stored athttp://www.brighttalk.com/webcast/275/46863TRANSCRIPT
DemandGen EMEA: Marketing Automation Webcast#12
Panel: Marketing and Sales Can Speak the Same Language with a Demand Funnel
June 20th 2012/ 1PM GMT/2PM CET
John SweeneyCustomer Success DirectorDemandGen UK
Chris PorrecaMarketing Operations
John SweeneyCustomer Success DirectorDemandGen UK
• DDI: +44 207 096 1835
• www.demandgen.co.uk
• L “B2B Marketing Automation UK”
Who are DemandGen?
#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”
Lead Management, Marketing Automation and Demand Generation know-how
#EE12EU @Chris_P_Duck_
Marketing and Sales Can Speak the Same Language with a Demand Funnel
Chris PorrecaMarketing Operations Analyst — EMEA
Concur Technologies
#EE12EU @Chris_P_Duck_
About Me
Lubbock
San Salvador
Boston
London
Chris’s Latitude and
Longitude:
Lat: 36.391233
Lon: -49.382648
Geomidpoint.com
#EE12EU @Chris_P_Duck_
What You’re Going to Learn Today
• Understand the challenges Concur EMEA faced before implementing a unified Demand Funnel
• Gain Insight into the steps Concur EMEA took in order to ensure that the Demand Funnel implemented is both valuable and something that all departments across the Business Unit believed in
• See what kind of results your company can expect if you implement a similar unified Demand Funnel
#EE12EU @Chris_P_Duck_
About Concur (NASDAQ: CNQR)
Concur is a leading provider of integrated travel and expense management solutions. Founded in 1993 on the premise of helping drive costs out of businesses through innovation. Process over $35 billion in T&E spend 1,600 employees worldwide
10,000 clients in 90 countries EMEA Headquarters: UK
Frankfurt, Paris, Amsterdam, Prague
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EMEA Marketing VP
Field Marketing
FMM UK
FMM DACH
FMM France
EMEA Client Marketing
EMEA Content Manager
Market Development
MDR Manager UK
MDR x 8
MDR Manager CE
MDR x5
Segment Marketing
UK
DACH/EmMa
France
Marketing Operations
ChrisP!
MarkOps @ HQ
Ashley @
Concur EMEA Marketing Structure
EMEA Graphic Designer
#EE12EU @Chris_P_Duck_
Our Vision
Build an engine to make demand generation and prospect progression more systematic to scale the business in our EMEA Business Unit.Project phases:1. Define common language – Demand Funnel stage definitions2. Efficiency – lead scoring3. Automation – lead nurturing
Tailoring – mapping the experience to the regional buyer needs for each of our core EMEA markets
Business Intelligence – map internal systems & integrate
9 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
Phase 1: Define a Common Language
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Phase 1: Define a Common Language
• Objective: Adopt the Sirius Decisions taxonomy and organizationally define stages to integrate the marketing and sales funnels into one achieving greater marketing & sales alignment throughout for our core EMEA markets
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The Concern
• Tuesday, 9:30 | Campaign E.Blaster 101
This is Jenny(from Field Marketing)
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The Concern
•Jenny (from Marketing):
“Hey Sales, how are the leads?”
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The Concern
•Matt (from Sales):
“They were rubbish and we need more of them!”
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The Concern
@$sh@!%
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Target
Leadership
Sales
Mkt Dev
Mkting Ops
Field MktingField
Mkting
Mkting Ops
Mkt Dev
Sales
Leadership
The
+ Mkt Ops HQ
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Concur Global Demand Funnel Stages
Inquiry
MarketingQualified (MQL)
MDRWorking
SalesQualified (SQL)
SalesWorking
ClosedWon
Lead GenCampaigns
MarketingHands Off
Nurturing / MDR Works
Pre-MQLNurturing
MDRHands Off
Nurturing / Sales Works
Suspect
Marketing
MarketDevelopment
Regional Sales
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The Funnel in SFDC
• The Funnel Stages within the AppDemand
Funnel Stages are NOT just
pretty pictures in posters on
our desks!
18 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
Phase 2: Two – Dimensional Lead Scoring
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Phase 2: Two – Dimensional Lead Scoring
Demand Generation = Marketing + Sales
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Two – Dimensional Lead Scoring
Qualification
Level
Interest
Level
Lead Rating
A - E
A
BCD
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Example – Chris’s Teenage Years – (Think of Match.com)
Qualification (aka MATCH): Plays Battlefield 1942 Likes The Offspring Always up for a party!
HIGH
Qualification (aka MATCH): Likes Sad Brit-Pop Likes cats Likes to chill at home
and watch indie films
MEDIUM
RocioKattya
Interest :
LOW
Interest :
HIGH
Chris circa 1997 Listens to The Cure and wears
a RAMONES T-shirt Plays Call of Duty Likes Independent films
AC
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Measuring Interest
In the physical world salescan see the interest of a lead.
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Measuring Interest
Now you can see their
digital body language (interest)
(2009) Steven Woods, Eloqua’s CTO and co-founder of Eloqua
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How Do We Measure Interest?
Website Behavior Number of visits, depth of visit, how recent
Form Submission Activity How many, which ones
Email Responsiveness Eloqua Engage
Program Participation Online events Offline events
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Qualification Criteria
Title/Role
Industry
Department/FunctionExpense Issues
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Lead Rating
B
D
E
A
C
C
A
B
B
Interest Level
Qua
lific
atio
n Le
vel
Marketing Qualified Lead (MQL)
Low Med High(0 – 20) (21 – 59) (60-100+)
High(60-100+)
Med(21-59)
Low(0-20)
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Lead Scoring Views in the App
Lead & Contact Layout
28 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
Phase 3: Automated Lead Nurturing
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Phase 3: Automated Lead Nurturing
Suspect
Inquiry
MarketingQualified (MQL)
SalesQualified (SQL)
MDR Working
SalesWorking
ClosedWon
Overall Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition from marketing on to sales in an automated fashion.
Nurtures Developed:• UK Small Business• UK Enterprise• DACH• France
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Content, content, content…
• Content Mapping Exercise What we learned:
o We had lot’s of content for mature prospects toward the bottom of the funnel
o We had almost no content for new ‘suspect’ prospects at the top of the funnel. We had to create A LOT of new content!
• Localise =/= Google Translate!• Who owns and who creates the content?
• Before: • Now:• Local Field Marketer owns• Local Field Marketer creates
• Local Field Marketer owns• Content Manager creates and
approves
This is Gina
(our content manager)
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Database Segmentation: A Necessity
NURTURE TRACK Business Unit Market Segment
UK SMB TRACK EMEA UK SMB
UK ENTERPRISE TRACKEMEA UK ENTERPRISE EAST
EMEA UK ENTERPRISE WEST
DACH TRACKEMEA DACH NATIONAL
EMEA DACH PRIMARY
FRANCE TRACK
EMEA FRANCE MAJOR
EMEA FRANCE NATIONAL
EMEA FRANCE PRIMARY
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UK SMBSuspect Nurture
Objective: Probe potential prospects (email addresses) for pain. Guide them to raise their hand to create Inquiries and MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
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UK SMBInquiry Nurture
Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status.
5 Inquiry Email Touches.
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UK EnterpriseSuspect Nurture
Objective: Probe potential prospects (email addresses) for pain. Guide them to raise their hand to create Inquiries and MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12EU @Chris_P_Duck_
UK EnterpriseInquiry Nurture
Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status.
5 Inquiry Email Touches.
#EE12EU @Chris_P_Duck_
FranceSuspect Nurture
Objective: Probe potential prospects (email addresses) for pain. Guide them to raise their hand to create Inquiries and MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12EU @Chris_P_Duck_
FranceInquiry Nurture
Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status.
5 Inquiry Email Touches.
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DACHSuspect Nurture
Objective: Probe potential prospects (email addresses) for pain. Guide them to raise their hand to create Inquiries and MQL’s for MDR’s.
3 (+2) Suspect Email Touches.
#EE12EU @Chris_P_Duck_
DACHInquiry Nurture
Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status.
5 Inquiry Email Touches.
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Our Results: Pipeline Coverage
• 20% Year-on-year growth
• 256% achieved of passed opportunities
• DACH 198% of Q2 Target Dennis (DACH Nationals) — 605% (Q2)
Thomas (DACH Primaries) — 2125% (Q2)
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RSM & RSD Quota Busters for Q2 - SALES
Adam 122%
UK SMB - WEST
Dafydd 101%
UK SMB
Thierry 140%
FRANCE
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Market Development Quota Busters for Q2MDR = Market Development Rep
Alexandre 129%
FRANCE
Veronika125%
DACHIEE
Alex 164%
FRANCE
Martin 200%
UK
Michael 111%
DACHIEE
Peter 183%
UK
Sarlote 110%
DACH
Milena 100%
UK
Simon 118%
DACHIEE
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Our Results: Rejection Rates
• Declining Rejection Rates
o11.6% reduction in first quarter since launch• This is more than the total we had achieved three quarters prior
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How this Affects InvestmentUK SMB Example
FY12 SMB ModelInvestment required 850,633$ Lead to spend ratio 1:130Inbound leads required 6543Lead to op conversion rate 20%Total passed opps 1309Rejection Rate 51%Total accepted opps 867Total pipeline inc sales cycle 13,000,000$ ARR Goal total 2,600,000$
FY12 SMB ModelInvestment required 670,367$ Lead to spend ratio 1:130Inbound leads required 5157Lead to op conversion rate 20%Total passed opps 1031Rejection Rate 19%Total accepted opps 867Total pipeline inc sales cycle 13,000,000$ ARR Goal total 2,600,000$
51% 19%
• Fixed Client Base• Limited Resources• Recession
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Our Results: One Source of the Truth — Reporting
CleggyMDR
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Our Results: Culture
• By completely aligning the Sales and Marketing teams in our EMEA Business Unit, we have made sure the people, process and systems around the world are working together for total Revenue Performance Management.
• The results of this alignment have had a profound cultural impact on us as well as an impact on revenue, with 20% growth this past year.
• We finally have a predictive model and a united team to drive the business every day.
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Do this next: Watch this FILM!
• Ignore Baseball• Passion• How to Carry out a
successful Project Mistakes Stakeholders
• Lead Scoring Scouting model
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And Finally…
3. Start your own “Fellowship of the Lead”
1. Create and Respect the Funnel
2. Run a Content Mapping Exercise
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Thank You!
• Chris Porreca• Marketing Operations Analyst @ Concur EMEA
• Chris_P_Duck_• Chris Porreca
• Chris Porreca
Copyright © 2011 DemandGen International, Inc.
LI: B2B Marketing Automation UK John SweeneyCustomer Success DirectorEmail: [email protected] Phone: +44 (0) 207 096 1835
Next Webcast: Marketing Automation #13
Next Webcast :Cloud Marketing
July 24th - 1pm UK/2pm CET
Ebrief LEAD SCORING
Ebrief LEAD NURTURING
Webcasts are broadcast live monthly on the“Demand Generation” channel http://www.brighttalk.com/channel/275