Marketing has been asked to take a seat at the revenue table, but insufficient lead hand-off processes is causing sales to question this invitation. Eric Marcy explores this problem and provides insight into successful sales productivity and sales enablement best practices.

1. PRESENTED BY
#C2C14
Marketing Automation 2.0
Building a World Class Engagement Model
Presented by

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#SmarterSelling
Eric Marcy
VP, Demand Generation
& Marketing Operations

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The Pressure is ON
75%ROI primary measure
by 2015
50%
IBM Global CMO Study
feel sufficiently prepared
Demand Gen Report: Data Rich: The Payoff
of Marketing Measurement on Revenue Performance
68%are pressured to
justify marketing spend

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More Than Ever, Sales Needs Additional
Support From Marketing
Customers contact sales reps
when they’ve completed
57%
of the purchase
decision process.

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The Demand Gen Machine Works
Demand Metrics Waterfall
Source: Sirius Decisions
Inquiries
Marketing
Qualified Leads
(MQLs)
Sales Accepted
Leads
Sales Qualified
Leads (SQLs)
Closed/WON
Business
• Total number of hand raisers
• Unique metrics for current customers
• Definition through sales/marketing SLA
• Marketing deems ready for handoff
• Basic qualification tenets met
• Sales agrees to work leads
• Opportunity identified
• Now part of pipeline
• Booked revenue
• IDs topline contribution
Impact of
Sales Enablement

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It’s That Handoff That’s Broken

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Reps See a Laundry List

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As a Result … They Don’t Follow up

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Or Are Unprepared for the 1st Meeting
ONLY

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Or Waste Time Reinventing the Wheel

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Today’s Commercial EnterpriseMapping to the Buyer’s Journey
Marketing
Investments
Sales
Investments

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Day in the Life of a Sales Rep
7 AM
10:30 AM
to 12:00 PM 2:00 PM
Prospecting
with Digital
Postcards
Prep for and
conduct a
first call
Create
immediate
follow-up
proposal
Coaching
reinforcement
for today
Assemble
presentation for
key stakeholder
meeting tomorrow
9 AM 12:05 PM

13. ©Copyright 2013 SAVO Group Ltd. All Rights reserved. CONFIDENTIAL13
Day in the Life of a Sales Rep
7 AM
10:30 AM
to 12:00 PM 2:00 PM
Prospecting
with Digital
Postcards
Prep for and
conduct a
first call
Create
immediate
follow-up
proposal
Coaching
reinforcement
for today
Assemble
presentation for
key stakeholder
meeting tomorrow
9 AM 12:05 PM

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Engage Prospects Sooner!
35%-50%
of sales goes to the vendor
that responds first

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Convert More Leads &
Accelerate Opportunities

16. What does a World Class Sales
Enablement Model look like?

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Welch Allyn Case StudyCHALLENGESOLUTIONVALUE
• Last year,
closed 5 deals
for more than
$4.5M. Never
been done
before.
• Spend more
time with
customers
• Create new sales habits
to challenge customers
to think differently
• Keep sales on
message & using
marketing content
• More efficient
• Leverage
success
across the
country
• Help us stay
on plan, both
top and
bottom line
• Using Mobile because
Time is Money
• Using 90% of materials
in 2 clicks
“We’ve been able to get to over 90% of our content by utilizing the
infrastructure in SAVO to get to any of our material in two clicks. That’s
pretty quick.”
Courtney Chiavara, Welch Allyn
• Health Care
Reform is
putting financial
constraint on
hospitals
• Consolidation-
our customers
are getting
larger
• Executing a new
sales process, new
sales method and
SAVO at the same
time
• Leveraging
success across
the organization

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Lead Conversion. Deal Acceleration.

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