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Best Practices in B2B:
        Sales and Marketing Alignment
John Neeson
Co-Founder/Managing Director
Five Things Will Occur By 2015

1. The sales cycle will shift, increasing marketing’s
   importance in the early stages of the buying cycle

2. Demand creation will be measured in three ways –
   inbound, outbound and sales driven

3. Sales enablement move from tactical programmes to a
   strategic initiative

4. Marketing’s success will become increasingly
   technology driven

5. “Buyers journey” marketing will result in greater
   investment in customer experience

                                                      © Copyright SiriusDecisions.
                                               All Rights Protected and Reserved.    2
Trends

• Online Marketing: Today 58% of all leads come from the web increasing to
  71% by 2015.
• Performance: Organizations leveraging the web who market to the buyers
  journey, have strong sales alignment and effectively use marketing automation
  create twice as much pipeline as those who do not.
• Technology: B-to-B companies doubled their investment in marketing
  technology in the last five years with 70% saying they will increase further in
  the next five.
• Skills: Less than 25% of organizations utilize marketing technology to its
  fullest.
• Enablement: The greatest barrier for a sales person not achieving quota (52%
  of the time) is from the inability to demonstrate value or lack of customer
  knowledge.
• The Sales Cycle: More prospect interaction is now occurring online shortening
  the actual time for sales engagement. The need for a digital relationship has
  never been higher.
                                                                            © Copyright SiriusDecisions.
                                                                     All Rights Protected and Reserved.    3
Trend: Most Used Research Techniques
 SiriusPerspective: Decision makers rely on Internet search and their
 teams and colleagues when completing research.
 .
100%
                                                     Ask my team or colleagues
90%       22%            21%                         for options
                                       24%
80%
                         11%                         Access a social media
70%       12%                          10%           community
60%
          20%            22%           21%           Call an industry analyst
50%
40%
          22%            22%           21%
30%                                                  Call an industry peer

20%       25%            23%           24%
10%                                                  Search on the Internet

 0%
          CXO             VP          Director
                                                                     © Copyright SiriusDecisions.
                                                              All Rights Protected and Reserved.    4
Trend: Later Interaction With Sales
   SiriusPerspective: Engaging with sales is happening later in the buying
   cycle, after decision makers know they are going to make a decision.
   .
100%      3%                                         I never engage with a vendor
            1%                           6%
                                                     sales person
90%       15%            18%
                                         16%         Other (specify)
80%                       5%
          13%                            5%
                          8%             3%          Only after I know I am going to
70%                                                  make a decision
           5%
60%                                                  After consuming a substantial
                                         25%
                                                     amount of the firm's marketing
          23%            32%
50%                                                  After an industry analyst
                                                     suggests
40%
                                         25%         I engage to keep up with the
30%                      11%                         industry
          26%
                         26%                         When I am curious on the
20%
                                         22%         company/product
10%       14%                                        After my team sells me on
                                                     reason to change
 0%
          CXO             VP           Director
                                                                        © Copyright SiriusDecisions.
                                                                 All Rights Protected and Reserved.    5
ROI Definitions
SiriusPerspective: The meaning of ROI varies by job title and role;
first identify your target, then align with their definition.

100%
           8%              8%             10%
90%        1%                                         Other (specify)
                           5%
           7%                              5%

80%                                       11%
                                                      Ease of use

70%       28%             32%

                                                      Solution we can agree on
60%
                                          33%

50%                       13%
          16%                                         Competitive impact

40%                       42%
          40%                              8%
                                                      Time saved
30%                                       33%


20%                                                   Money saved

10%


 0%
          CXO              VP            Director
                                                               © Copyright SiriusDecisions.
                                                        All Rights Protected and Reserved.    6
Trend: CXO Interactions With Marketing
SiriusPerspective: By the time the sales person engages with the CXO, a
dialogue has begun digitally and opinions have begun to be formed.

                                                           Sales Process

                                        Online Relationship

                                               Exploring      Committing
   Losing the           Committing to                                         ROI for                      Vendor
                                               Possible          To a
   Status Quo             Change                                             Decision                     Selection
                                               Solutions       Solution




         Engage                           CXO Actions
                                           Influence                       Enable

• Search The Internet            •   Assign Team                    • Committee Engagement
• Access Peers                   •   Engage Sales Person            • ROI Content
• Internal Project               •   Case Study                         • Save Money
  Discussions                    •   Peer Engagement                    • Save Time
• Find Content                                                          • Competitive



                                                                                    © Copyright SiriusDecisions.
                                                                             All Rights Protected and Reserved.    7
Marketing Around The Journey
    SiriusPerspective: Today’s marketing ecosystem centers on the buyer’s
    journey, where marketing disciplines must effectively work together.
                                                 •    SEO/SEM
                                                 •    WCO
                                                 •    Social Media

        Customer Marketing
                                                      Inbound
        Content
                                                      Demand
        Strategic Communications


                                                     Education
                                                                                        •   Sales Playbook Content
•    Account-Based Marketing                                                 Sales      •   Sales Tools
•    Pipeline Acceleration          Sales             Buyer                             •   Channel Enablement
                                                                           Enablement
•    Opt-In Programs               Demand            Journey                            •   Case Studies/Reference




                                                     Outbound
                                                     Demand

                                            •   Lead Generation Programs
                                            •   Reconstitute Programs
                                            •   Recycle Programs
                                            •   Channel Demand
                                                                                                           © Copyright SiriusDecisions.
                                                                                                    All Rights Protected and Reserved.    8
Best Practice Attributes
SiriusPerspective: While there are many differences between average
and high performing companies, four characteristics are consistent.

               Sales Pipeline                     Sales Alignment

          • 30% + Sourced*                    • Flexible Programs
          • 70% + Influenced*                 • Strong SLA’s
          • Not a Leads Only Focus            • Targeted and Sales
                                                Stage Based



               Program Mix                           Integrated

         •   Multi-channel                    •   Based on Buyer Journey
         •   Web Centric                      •   Multi-Touch Programs
         •   Nurturing Model                  •   Data Centric
         •   Best Practice Syndication        •   Web Focused


                           * Varies by organizational size and target markets
                                                                                       © Copyright SiriusDecisions.
                                                                                All Rights Protected and Reserved.    9
Task Families Surrounding the B-to-B Waterfall
 SiriusPerspective: To drive best-in-class performance, sales and
 marketing must align around five waterfall-based jobs.

          SEED

The use of traditional and
  social media to set the                                    NURTURE
stage for demand creation
                                                         Care and feeding of
                                                     prospects that aren’t ready
                                                    for sales, or that have fallen
         CREATE                                          out of the waterfall

The generation of “original”
 demand, with a focus on
    quality vs. quantity
                                                               ENABLE

                                                    Helping reps increase their
      ACCELERATE                                    productivity, both for sales-
                                                      and marketing-sourced
Efforts geared to help sales                                 demand
 move deals more quickly
    through the pipeline



                                                                  © Copyright SiriusDecisions.
                                                           All Rights Protected and Reserved.    10
Average vs. Best – in - Class
SiriusPerspective: High performing companies market to all areas
of the waterfall to impact performance.
                        Waterfall Conversion Rates
                                                     Best-in-
                              Average      Strong
                                                      Class     What do high performing
                                                                companies do differently?
            Inquiries
                                                                            SEED
                               4.1%        5.8%      9.7%
       Marketing Qualified                                                CREATE
         Leads (MQLs)

                               62%        65.6%      74.5%
                                                                         NURTURE
        Sales Accepted
            Leads
                              47.5%       56.4%      60.5%                 ENABLE

         Sales Qualified
         Leads (SQLs)                                                  ACCELERATE
                              22.1%       26.9%      30.7%
          Closed/Won
           Business


                                                                              © Copyright SiriusDecisions.
                                                                       All Rights Protected and Reserved.    11
Getting to Alignment
What is Alignment?
SiriusPerspective: There are four key areas of alignment
between marketing and sales.

              Buyers Journey                                 Activity Alignment
 Key Issue: How do your customer’s buy?            Key Issue: What are the sales and marketing
                                                   activities along the buyers journey?
 Deliverable: Buyers journey model sales and
                                                   Deliverable: Identification of marketing programs, sales
 marketing will use as a common denominator for
                                                   requirements / process, and role clarification at each stage of
 strategy, process and activity alignment.
                                                   the buyers journey.




         Campaign Structure                                Planning / Measurement
 Key Issue: What is language, structure, and        Key Issue: How will the planning and
 visual descriptions you will use to describe       measurement process change as a result of
 marketing and sales efforts?                       buyers journey?

 Deliverable: One view on campaign                  Deliverable: Waterfall model of closed loop
 nomenclature, lead definition and SLA’s between    measurement. Integrated marketing planning
 sales and marketing.                               model.




                                                                                                  © Copyright SiriusDecisions.
                                                                                           All Rights Protected and Reserved.
Aligning Marketing Programs

                                               Tactics and Programs
                              Loosening
                                                Advertising
                                 of the
         Suspect
          SEED                Status Quo
                                                Thought Leadership
                                                Global Campaigns
                                               Product Launch
                              Committing
                                               Promos/Offers
       Qualification          to Change        Events/Webinars
         CREATE                                Account Based Marketing

                               Exploring
                                               Website/SEO/SEM
                               Possible
                                               Self-Guided Demos
         Solution
         NURTURE                               Analyst Reports
                               Solutions
       Identification                          Lead Nurturing Programs
                                               Presentations
                               Committing      In-Person Demos
         Solution
         ENABLE                                Competitive Tools
                              to a Solution
        Validation                             Customer References
                                               Trials/Proof of Concept
                               Justifying       ROI Tools
       ACCELERATE                 the           Exec Briefings
        Propose                Decision        Pipeline Acceleration
                                               Programs
                                              Customer Newsletters
          RETAIN
          Close                Making the     Online Communities
                               Selection      Value Review
                                              Relationship Marketing

                                                         © Copyright SiriusDecisions.
                                                  All Rights Protected and Reserved.    14
Service Level Agreements: The Ties That Bind
SiriusPerspective: Two sets of core SLAs must be created, and
adjusted over time based on data.
                    Lead acceptance
                        Timeframe
                   Bypass/exceptions
                        Disposition
                Special program alignment




      Demand Center/                                     Field/Channel
                                Teleprospecting
      Field Marketing                                        Sales



                                             Lead acceptance
                                                Timeframe
                                               Disposition
                                              Rep alignment
                                            Program alignment
                                                                       © Copyright SiriusDecisions.
                                                                All Rights Protected and Reserved.    15
Demand Type and Lead Level
SiriusPerspective: : Demand type also will provide significant
guidance in terms of the “type” of lead you are looking for.




                                                       New Concept



                                                      New Paradigm



                                                       Established
                                                         Market




                                                              © Copyright SiriusDecisions.
                                                       All Rights Protected and Reserved.    16
Demand Generation: Critical Process
SiriusPerspective: Best practice lead delivery requires common
process, definitions, rules and timeframes.


          Marketing                                 Teleprospecting                                        Sales

                                             Disposition rules                                  Timeframe
Target agreement                                                                                                                 Accept/
                      Source                  Volume rules            Deliver                Accept/reject rules
Programs/tactics                                                                                                                 Reject
                                               Notification                                     Notification

                                                                                                                  Accept

Lead definition                             MQL definition                                    CRM adoption
   Scoring            Qualify              Engagement rules           Qualify                                                    Qualify
                                                                                             Engagement rules
   Nurture                                     DQ rules                                          DQ rules
                                                                 Accept

Disposition rules                               Timeframe                                     CRM adoption
                                                                     Accept/
  Volume rules        Deliver                Accept/reject rules                                DQ rules                        Pipeline
                                                                     Reject
   Notification                                 Notification                                   Timeframes



                                  Reject                                          Reject

                                Disqualify                                      Disqualify

                                                                                                               © Copyright SiriusDecisions.
                                                                                                        All Rights Protected and Reserved.    17
Understand Message Needs for Different Tactics

• Inbound (Indirect) Tactics:                            • Outbound (Direct) Tactics
  – Traditional advertising/branding                       – Email
  – Public relations                                       – Newsletters
  – Analyst relations                                      – Internal/third-party teleprospecting
  – Search engine optimization                             – Direct mail

  – Search keyword sponsorship                           • Offers (Examples)
  – Association marketing                                  – White papers
  – Celebrity sponsorship                                  – Trials/demos
  – Cause marketing                                        – Live Events/seminars/roadshows
  – Content syndication                                    – User conferences
  – Banner/online advertising                              – Online events: webcasts/webinars

  – Social media (e.g. blogs, microblogs, communities)     – Financial incentives

  – Trade shows (virtual, traditional)




                                                                           Source: SiriusDecisions
                                                                                        © Copyright SiriusDecisions.
                                                                                 All Rights Protected and Reserved.    18
Integrated Campaign Framework
   BUYING CYCLE
                                             NEW CONCEPT
                                                                           NEW PARADIGM
                                                                                               ESTABLISHED MARKET

           Loosening                                 Exploring
                               Committing                                   Committing          Justifying            Making the
             of the                                  possible
                               to change                                   to a solution      the decision             selection
           status quo                                solutions

        Reputation                                    Demand Creation                         Sales Enablement
   MESSAGING
                                                             Solution                                 Vendor Selection
                  Education
                                                     Help                 Align
                                 Align              buyer               solution
      Create                                                                               Demonstrate
                             problem with          identify                with
   awareness                                                                               core features                Validate/
                               business           needs in               specific
  around a new                                                                                  and                 reinforce choice
                             issues; drive         solving               sets of
     problem                                                                                functionality
                                urgency              the                business
                                                  problem                 needs
   TOUCHES

  Education      Education     Solution           Solution      Solution     Selection           Selection   Selection            Selection


      T1            T2           T3                               T2                                T1          T2                     T3
                                                     T1                         T3

White Paper     Webinar      Case Study         White Paper     Event       Webinar        Analyst Report Case Study             Peer Interaction




                                                                                                                     © Copyright SiriusDecisions.
                                                                                                              All Rights Protected and Reserved.    19
Technology Integration

                Web site



     Web content
     Management                     Marketing
                                   Automation
                                    Platform           Pipeline         Contact
                                                       metrics
  Behavior &                                                          management
  performanc                     Marketing Database
   e analysis                     Campaign Mgmnt
                                                        Lead                      CRM
                                                       delivery
                                    Lead Mgmnt          Contact                    SFA
                                 Advanced Features    information

    Web analytics



                           Business Intelligence




                                                                           © Copyright SiriusDecisions.
                                                                    All Rights Protected and Reserved.
Summary

• Effective alignment begins with a consistent language,
  SLA’s and a measurement system.
• High performing organizations uniquely generate over
  30% of the sales pipeline and influence over 70%.
• The integrated campaign model is all about the
  customer / prospect journey not a single marketing
  tactic.
• The marketing mix is evolving to be more digital with
  tight integration with inbound activity.



                                                      © Copyright SiriusDecisions.
                                               All Rights Protected and Reserved.    21

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Best practice in sales and marketing alignment

  • 1. Best Practices in B2B: Sales and Marketing Alignment John Neeson Co-Founder/Managing Director
  • 2. Five Things Will Occur By 2015 1. The sales cycle will shift, increasing marketing’s importance in the early stages of the buying cycle 2. Demand creation will be measured in three ways – inbound, outbound and sales driven 3. Sales enablement move from tactical programmes to a strategic initiative 4. Marketing’s success will become increasingly technology driven 5. “Buyers journey” marketing will result in greater investment in customer experience © Copyright SiriusDecisions. All Rights Protected and Reserved. 2
  • 3. Trends • Online Marketing: Today 58% of all leads come from the web increasing to 71% by 2015. • Performance: Organizations leveraging the web who market to the buyers journey, have strong sales alignment and effectively use marketing automation create twice as much pipeline as those who do not. • Technology: B-to-B companies doubled their investment in marketing technology in the last five years with 70% saying they will increase further in the next five. • Skills: Less than 25% of organizations utilize marketing technology to its fullest. • Enablement: The greatest barrier for a sales person not achieving quota (52% of the time) is from the inability to demonstrate value or lack of customer knowledge. • The Sales Cycle: More prospect interaction is now occurring online shortening the actual time for sales engagement. The need for a digital relationship has never been higher. © Copyright SiriusDecisions. All Rights Protected and Reserved. 3
  • 4. Trend: Most Used Research Techniques SiriusPerspective: Decision makers rely on Internet search and their teams and colleagues when completing research. . 100% Ask my team or colleagues 90% 22% 21% for options 24% 80% 11% Access a social media 70% 12% 10% community 60% 20% 22% 21% Call an industry analyst 50% 40% 22% 22% 21% 30% Call an industry peer 20% 25% 23% 24% 10% Search on the Internet 0% CXO VP Director © Copyright SiriusDecisions. All Rights Protected and Reserved. 4
  • 5. Trend: Later Interaction With Sales SiriusPerspective: Engaging with sales is happening later in the buying cycle, after decision makers know they are going to make a decision. . 100% 3% I never engage with a vendor 1% 6% sales person 90% 15% 18% 16% Other (specify) 80% 5% 13% 5% 8% 3% Only after I know I am going to 70% make a decision 5% 60% After consuming a substantial 25% amount of the firm's marketing 23% 32% 50% After an industry analyst suggests 40% 25% I engage to keep up with the 30% 11% industry 26% 26% When I am curious on the 20% 22% company/product 10% 14% After my team sells me on reason to change 0% CXO VP Director © Copyright SiriusDecisions. All Rights Protected and Reserved. 5
  • 6. ROI Definitions SiriusPerspective: The meaning of ROI varies by job title and role; first identify your target, then align with their definition. 100% 8% 8% 10% 90% 1% Other (specify) 5% 7% 5% 80% 11% Ease of use 70% 28% 32% Solution we can agree on 60% 33% 50% 13% 16% Competitive impact 40% 42% 40% 8% Time saved 30% 33% 20% Money saved 10% 0% CXO VP Director © Copyright SiriusDecisions. All Rights Protected and Reserved. 6
  • 7. Trend: CXO Interactions With Marketing SiriusPerspective: By the time the sales person engages with the CXO, a dialogue has begun digitally and opinions have begun to be formed. Sales Process Online Relationship Exploring Committing Losing the Committing to ROI for Vendor Possible To a Status Quo Change Decision Selection Solutions Solution Engage CXO Actions Influence Enable • Search The Internet • Assign Team • Committee Engagement • Access Peers • Engage Sales Person • ROI Content • Internal Project • Case Study • Save Money Discussions • Peer Engagement • Save Time • Find Content • Competitive © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
  • 8. Marketing Around The Journey SiriusPerspective: Today’s marketing ecosystem centers on the buyer’s journey, where marketing disciplines must effectively work together. • SEO/SEM • WCO • Social Media Customer Marketing Inbound Content Demand Strategic Communications Education • Sales Playbook Content • Account-Based Marketing Sales • Sales Tools • Pipeline Acceleration Sales Buyer • Channel Enablement Enablement • Opt-In Programs Demand Journey • Case Studies/Reference Outbound Demand • Lead Generation Programs • Reconstitute Programs • Recycle Programs • Channel Demand © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
  • 9. Best Practice Attributes SiriusPerspective: While there are many differences between average and high performing companies, four characteristics are consistent. Sales Pipeline Sales Alignment • 30% + Sourced* • Flexible Programs • 70% + Influenced* • Strong SLA’s • Not a Leads Only Focus • Targeted and Sales Stage Based Program Mix Integrated • Multi-channel • Based on Buyer Journey • Web Centric • Multi-Touch Programs • Nurturing Model • Data Centric • Best Practice Syndication • Web Focused * Varies by organizational size and target markets © Copyright SiriusDecisions. All Rights Protected and Reserved. 9
  • 10. Task Families Surrounding the B-to-B Waterfall SiriusPerspective: To drive best-in-class performance, sales and marketing must align around five waterfall-based jobs. SEED The use of traditional and social media to set the NURTURE stage for demand creation Care and feeding of prospects that aren’t ready for sales, or that have fallen CREATE out of the waterfall The generation of “original” demand, with a focus on quality vs. quantity ENABLE Helping reps increase their ACCELERATE productivity, both for sales- and marketing-sourced Efforts geared to help sales demand move deals more quickly through the pipeline © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
  • 11. Average vs. Best – in - Class SiriusPerspective: High performing companies market to all areas of the waterfall to impact performance. Waterfall Conversion Rates Best-in- Average Strong Class What do high performing companies do differently? Inquiries SEED 4.1% 5.8% 9.7% Marketing Qualified CREATE Leads (MQLs) 62% 65.6% 74.5% NURTURE Sales Accepted Leads 47.5% 56.4% 60.5% ENABLE Sales Qualified Leads (SQLs) ACCELERATE 22.1% 26.9% 30.7% Closed/Won Business © Copyright SiriusDecisions. All Rights Protected and Reserved. 11
  • 13. What is Alignment? SiriusPerspective: There are four key areas of alignment between marketing and sales. Buyers Journey Activity Alignment Key Issue: How do your customer’s buy? Key Issue: What are the sales and marketing activities along the buyers journey? Deliverable: Buyers journey model sales and Deliverable: Identification of marketing programs, sales marketing will use as a common denominator for requirements / process, and role clarification at each stage of strategy, process and activity alignment. the buyers journey. Campaign Structure Planning / Measurement Key Issue: What is language, structure, and Key Issue: How will the planning and visual descriptions you will use to describe measurement process change as a result of marketing and sales efforts? buyers journey? Deliverable: One view on campaign Deliverable: Waterfall model of closed loop nomenclature, lead definition and SLA’s between measurement. Integrated marketing planning sales and marketing. model. © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 14. Aligning Marketing Programs Tactics and Programs Loosening Advertising of the Suspect SEED Status Quo Thought Leadership Global Campaigns Product Launch Committing Promos/Offers Qualification to Change Events/Webinars CREATE Account Based Marketing Exploring Website/SEO/SEM Possible Self-Guided Demos Solution NURTURE Analyst Reports Solutions Identification Lead Nurturing Programs Presentations Committing In-Person Demos Solution ENABLE Competitive Tools to a Solution Validation Customer References Trials/Proof of Concept Justifying ROI Tools ACCELERATE the Exec Briefings Propose Decision Pipeline Acceleration Programs Customer Newsletters RETAIN Close Making the Online Communities Selection Value Review Relationship Marketing © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
  • 15. Service Level Agreements: The Ties That Bind SiriusPerspective: Two sets of core SLAs must be created, and adjusted over time based on data. Lead acceptance Timeframe Bypass/exceptions Disposition Special program alignment Demand Center/ Field/Channel Teleprospecting Field Marketing Sales Lead acceptance Timeframe Disposition Rep alignment Program alignment © Copyright SiriusDecisions. All Rights Protected and Reserved. 15
  • 16. Demand Type and Lead Level SiriusPerspective: : Demand type also will provide significant guidance in terms of the “type” of lead you are looking for. New Concept New Paradigm Established Market © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
  • 17. Demand Generation: Critical Process SiriusPerspective: Best practice lead delivery requires common process, definitions, rules and timeframes. Marketing Teleprospecting Sales Disposition rules Timeframe Target agreement Accept/ Source Volume rules Deliver Accept/reject rules Programs/tactics Reject Notification Notification Accept Lead definition MQL definition CRM adoption Scoring Qualify Engagement rules Qualify Qualify Engagement rules Nurture DQ rules DQ rules Accept Disposition rules Timeframe CRM adoption Accept/ Volume rules Deliver Accept/reject rules DQ rules Pipeline Reject Notification Notification Timeframes Reject Reject Disqualify Disqualify © Copyright SiriusDecisions. All Rights Protected and Reserved. 17
  • 18. Understand Message Needs for Different Tactics • Inbound (Indirect) Tactics: • Outbound (Direct) Tactics – Traditional advertising/branding – Email – Public relations – Newsletters – Analyst relations – Internal/third-party teleprospecting – Search engine optimization – Direct mail – Search keyword sponsorship • Offers (Examples) – Association marketing – White papers – Celebrity sponsorship – Trials/demos – Cause marketing – Live Events/seminars/roadshows – Content syndication – User conferences – Banner/online advertising – Online events: webcasts/webinars – Social media (e.g. blogs, microblogs, communities) – Financial incentives – Trade shows (virtual, traditional) Source: SiriusDecisions © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
  • 19. Integrated Campaign Framework BUYING CYCLE NEW CONCEPT NEW PARADIGM ESTABLISHED MARKET Loosening Exploring Committing Committing Justifying Making the of the possible to change to a solution the decision selection status quo solutions Reputation Demand Creation Sales Enablement MESSAGING Solution Vendor Selection Education Help Align Align buyer solution Create Demonstrate problem with identify with awareness core features Validate/ business needs in specific around a new and reinforce choice issues; drive solving sets of problem functionality urgency the business problem needs TOUCHES Education Education Solution Solution Solution Selection Selection Selection Selection T1 T2 T3 T2 T1 T2 T3 T1 T3 White Paper Webinar Case Study White Paper Event Webinar Analyst Report Case Study Peer Interaction © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
  • 20. Technology Integration Web site Web content Management Marketing Automation Platform Pipeline Contact metrics Behavior & management performanc Marketing Database e analysis Campaign Mgmnt Lead CRM delivery Lead Mgmnt Contact SFA Advanced Features information Web analytics Business Intelligence © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 21. Summary • Effective alignment begins with a consistent language, SLA’s and a measurement system. • High performing organizations uniquely generate over 30% of the sales pipeline and influence over 70%. • The integrated campaign model is all about the customer / prospect journey not a single marketing tactic. • The marketing mix is evolving to be more digital with tight integration with inbound activity. © Copyright SiriusDecisions. All Rights Protected and Reserved. 21