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

3

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

4

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

17

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…

19

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

Questions…

Phone: (877) 530-1555 Email: info@act-on.com

@ActOnSoftware | #ActOnSW

Thank You

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