There are three primary failure points for marketing automation. The good news is that no matter where your B2B is in the marketing automation journey: researching a new solution, mid-implementation, or full execution, these three failure points can be corrected. Join Paul Rafferty, CEO and Founder of Sales Engine International, as he shares insights on the three most common failure points of marketing automation and the strategies that best-in-class organizations employ to ensure marketing automation success.

1. Avoiding the Three
Failure Points of
Marketing
Automation

2. Today’s Presenter
Paul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding
Partner and Chief Executive
Officer of Sales Engine
International. Paul is a richly
experienced senior sales
executive whose unique insights
and steady hands are greatly
valued by all Sales Engine clients.
Prior to founding Sales
Engine, Paul spent 20 years with a
Fortune 500 company, rising from
Field Sales Rep to Regional VP of
Sales and finally National VP of
Sales Operations, with a
responsibility for a sales force
exceeding 600.

3. About Sales Engine
International

4. Agenda
• Marketing
Automation:
Current State
• How Can You Fix It?
– Content
– Cadence
– Closure
• Q&A

5. Marketing Automation – Rapid Growth
Doubled in revenue 2010 – Projected 30% B2B penetration
2011* by 2015**
400 30%
25%
300
20%
200 2010
15%
100 2011 2011
10%
2015
0 5%
Marketing Automation 0%
Growth in Millions
B2B Market
Penetration
*Raab Associates
**Sirius Decisions

6. Is Marketing Automation Failing
to Deliver?
Of B2Bs More than 50% have
not realized full value
Using of marketing
Marketing automation*
Automatio 75% don't use
marketing
n automation to its full
potential**
0%
50%
100%
*Sirius Decisions
** Bulldog Solutions/Frost & Sullivan

7. Is Marketing Automation Failing
to Deliver?
B2B Marketing Automation
and Sales Leads
Don’t Have Enough Sales
Leads* 64%
*Bulldog Solutions/Frost & Sullivan

8. Why Isn’t It Working?
Content : Marketing Automation is a “Hungry
Beast” and companies struggle to keep up.
Cadence : Lack of process, staffing
shortages, & shifting priorities put execution at
risk.
Closure : Marketing Qualified Leads (MQLs)
languish or die due to poor, unstructured
follow-up.

9. Cost of Not Fixing?
• CEO - Failed
Initiative, Lost
Investment
• Missed Revenue
Goals
• Poor Sales Pipeline
• Breakdown Between
Sales and Marketing
• Missed Branding
Opportunities

10. Feeding the Beast
Content 80%
is the
Greatest Lack Sufficient Content to
Challenge Power Marketing Automation
*Bulldog Solutions/Frost & Sullivan

11. Top Content Creation
Challenges
• Articulating the pains of the market.
• Identifying verticals and buyer personas.
• Adequate staffing to produce content:
• copywriters,
• designers,
• videographers, etc.
• Access to executives, subject matter
experts & thought leaders.

12. 3 Minutes of Video, 3X the
Content

13. Exploding Your Content

14. Editorial Calendar – A Great Place
to Start

15. A Unique Approach – Content
Channel

16. Why Cadence?
• Impossible to automate
a process that does
not exist. CMOs Who
• Automation itself is not Say They Lack Defined
a process. Process to Manage
Automation*
• Relentless execution is
needed!
64%
*The Annuitas Group

17. Making It Stick
• Buy-in at all levels in support of process
• Executive Team
• Marketing
• Sales
• IT
• Adequate staffing to support process
• Defined strategy
• Measurement and metrics

18. Integrated Marketing:
The Starting Point for a Marketing Automation Process

19. Closure
• Generating a marketing
qualified lead (MQL) is only
step 1.
• Sales must pick up the ball
and execute enthusiastically.
• 80% of leads rejected do buy
from someone within 2 years.
• 10% of annual revenue is lost
due to lack of alignment
between of sales and
marketing.

20. Demand Generation Stages
•SEO / PPC
Suspect •Events
•Campaigns
•Fit Score >X
MQL •Interest Score >Y
•Total Lead Score >Z
•Budget
•Authority
SQL •Need
•Timeframe
•Sales Stage;
or
Opportunity •Opportunity
Scorecard
•Won
Win/Loss •Lost – Competitor
•Lost – No Decision

21. Demand-Gen Engagement
Process
Lead
Suspect score
>X Campaign
response, Trigger
MQL Yes
(Marketing Qualified event, etc.
Lead)
Sales Contact
Call Ready No
record
Yes
SQL Opportunity
(Sales Qualified Lead) record
Opportunity • First “Stage” of sales process; or
• First action in “Opportunity Scorecard”
Win/Loss

22. Demand Generation Metrics
•Data Base
Size and
Suspect
Marketing
Segmentation
•Social Media
•Opens ,Clicks, Lead
MQL Score
(Marketing •% of Database
Engaged
Qualified Lead)
•# of MQL-3, 2, 1s
SQL
(Sales Qualified •# and % to
Converted
Lead) SQL
•Pipeline Value
Opportunity •Opportunity
Scorecard
•Correlate
Win/Loss Wins to
Sales Campaigns

23. Tools for Sales and Marketing
Alignment

24. Tools to Support your Sales Reps
and Channel Partners

25. Summary
• Once you’ve invested in Marketing
Automation, Congratulations, You’ve
Taken the First Step!
• Now, Finish the Job.
• Create a content factory. It’s easier than
you think.
• Iron out a basic process, erring on the side
of simplicity.
• Build a tight bridge between marketing and
sales.

26. Thank you
Q&A’s

27. Today’s Presenter
Paul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding
Partner and Chief Executive
Officer of Sales Engine
International. Paul is a richly
experienced senior sales
executive whose unique insights
and steady hands are greatly
valued by all Sales Engine clients.
Prior to founding Sales
Engine, Paul spent 20 years with a
Fortune 500 company, rising from
Field Sales Rep to Regional VP of
Sales and finally National VP of
Sales Operations, with a
responsibility for a sales force
exceeding 600.

28. Map Offer
If you are interested in taking a
closer look at Sales Engine’s
Integrated Marketing Map, visit
www.salesengineintl.com to
download a copy.