www.fullcircleinsights.com
Part of the Demand Get Report Lead Lifecycle Series.
In the middle of the funnel, the stakes are high and the potential opportunity is great. There are plenty of places to clear bottlenecks, improve marketing-to-sales alignment, and drive growth. Learn about common problems in the middle of the funnel, how to diagnose them, and ways to solve them. See how Vidyard built its revenue operations organization and diagnosed MOFU problems.
With guest Joe Gelata, Head of Global Revenue Operations at Vidyard.
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Carol Krol: @carolkrol
Full Circle Insights: @fc_insights
Bonnie Crater: @BonnieCrater
Vidyard: @vidyard
Joe Gelata: @RevenueEngineer
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Panelists
Joe Gelata
Head of Global Demand
Gen & Revenue Operations
Vidyard
@RevenueEngineer
Bonnie Crater
President
& CEO
Full Circle Insights
@BonnieCrater
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
7. Agenda
• Middle of Funnel Defined
• Where Middle of Funnel Fits in the Sales Cycle
• Common Problems and How to Break Through
• Vidyard’s Middle of the Funnel Success
• Q&A
8. What is the Middle of the Funnel?
8
SiriusDecisions Demand Waterfall®
9. What is the Middle of the Funnel?
9
Top
Middle
Bottom
Customer
Top
Middle
Bottom
Marketing-to-Sales
Handoff
Sales Development
Rep (SDR)-to-
Account Executive
(AE) Handoff
SiriusDecisions Demand Waterfall®
10. What Happens in the Middle?
10
MIDDLE
Marketing-to-Sales
Handoff
SDR-to-AE Handoff
MIDDLE OF FUNNEL ACTIVITIES
Marketing
• Marketing-to-
Sales
handoffs
• Marketing
content
accelerating
leads
Sales
• SDR’s
engaging and
qualifying
leads
• SDR-to-AE
handoffs
11. Why is the Middle Important?
11
Opportunity to (1) address
individual prospect challenges,
(2) set product narrative against
competitors
Indication of buying interest
(not just learning interest)
Biggest potential for misalignment
between Marketing and Sales, as
well as SDR’s and AE’s
FIRST 1-ON-1 SALES
CONVERSATION
THE GATEWAY
TO BUY NOW
VULNERABILITIES
IN HANDOFFS
12. Common Problem Areas in the Middle
12
Marketing-to-Sales
Handoff
SDRs Take Too Long
Between Handoffs
SDR-to-AE
Handoff
1 2 3
13. Area #1: Marketing-to-Sales Handoff
13
POTENTIAL PROBLEM POTENTIAL FIX
• Invest more in the
campaigns driving the
most leads
• Not getting enough
leads from marketing
• Invest more in
campaigns that result in
closed sales, divest from
those that don’t
• Low-quality leads
• Implement lead scoring
• Hire more SDRs
• Too many leads
14. Area #2: SDR-to-AE Handoff
14
POTENTIAL PROBLEM POTENTIAL FIX
• AEs starved for demo
appointments
• SDRs setting low-quality
demo appointments
• Too many appointments
for AEs
• Start a SDR or AE
outbound calling
campaign
• SDR training and
alignment around leads
• Have Marketing execute
sales-enablement
programs
• Hire more AEs
15. Area #3: In Between Handoffs
15
POTENTIAL PROBLEM POTENTIAL FIX
• SDRs not following up
on leads fast enough
• Sales cycle lengthening
due to macroeconomic
factors
• SDRs at capacity
• Implement an SLA and
monitor
• Re-consider target
segments
• Create incentive offers
• Hire more SDRs
16. Aligning Marketing & Sales
16
Create organizational discipline to solve
unforeseen problems.
No matter the problem, align marketing &
sales with:
Cross-organization understanding of
marketing and sales processes
Metrics to diagnose problems
SLAs and incentives tied to quantified
goals
Reviewing and refining alignment efforts
17. Summary
17
Understand the middle of
the funnel and its
importance to the rest of
the organization and
your business.
Anticipate potential
pitfalls and proactively
diagnose problems in
volume, conversion,
and velocity.
Create organizational
discipline around
attaining marketing and
sales alignment to adapt
to the unpredictable.
19. • Founded in 2010, 150+ employees
• Video Intelligence Platform for Business
• SaaS model running as a monthly business
• Huge focus on effectiveness, efficiency,
visibility and intelligent growth
• “Revenue Marketing” mindset
We help companies drive more revenue through the use of online video.
ABOUT VIDYARD!
20. https://www.thinkwithgoogle.com/
1. Nearly half of all B2B
researchers are millenials
2. 81% of non C-Suite
employees now influencing
purchase decisions
3. Majority of B2B researchers
use mobile and watch video
through entire purchase path
21. We care a LOT about:
1. New business
2. Renewals
3. Upsells
4. Customer experience, value,
and customer success
23. Sales & Marketing
gap still exists
Lack of alignment
at execution level
Missed
opportunities on
insights/ metrics
Despite Sales Ops, Marketing Ops, CRO’s and CMTO’s…
Sirius Decisions found that B2B organizations with tightly aligned marketing and sales
achieved 24% faster revenue growth and 27% faster profit growth over a three-year period
REVENUE OPERATIONS
24. Centralized management of process,
“tech stack”, funnel data, and reporting
Track and improve performance across
the entire revenue engine
Discover new insights that can drive
growth for our business
REVENUE OPERATIONS
Data & Insights
Solution
Development
Implementation
Governance &
Training
27. Question: What were the common
attributes of leads that were being
accepted vs. rejected?
Method: Compare waterfalls for
prospects grouped by different lead-
level and account-level attributes.
Insights: Conversion rates for leads
with specific Marketing Automation
Platforms (MAP) much higher!
CASE 1: IMPROVING MQL>SAL CONVERSIONS
28. Actions:
Focused on programs that could filter by MAP
Bumped up lead scoring weight on MAP field
Results:
Improved SAL volume and cost-per-SAL
Downstream conversions also increased leading
to more pipeline!!
Full Circle Insights give us a detailed funnel waterfall report…sliced by ANY metric
CASE 1: IMPROVING MQL>SAL CONVERSIONS
29. Nice work!
Now can we do more of that?
CASE 2: IMPROVING SAL>SQL CONVERSIONS
Goal: Increase SQL volume by increasing SAL>SQL rate.
30. CASE 2: IMPROVING SAL>SQL CONVERSIONS
Question: What were the common attributes of SALs that
were converting at a higher rate?
Method: Compare SAL>SQL rate for leads based on
lead/account data and sales engagement attributes.
Insights: When MQL>SAL occurs in under 60 minutes, the
SAL>SQL rate almost doubles!
32. Actions:
Implemented 1 hour SLA for MQL follow-up and
invested in SDR/BDR resources accordingly.
Added automated email notification for owners
when MQL ages beyond 60 minutes.
Scheduled SDRs in shifts to accommodate leads in
multiple time zones.
Results: SQL conversion rate increased by almost 50%
CASE 2: IMPROVING SAL>SQL CONVERSIONS
33. • We love $$$ and we love to be efficient
• Revenue Operations helps with both!
• Detailed waterfall data with powerful reporting is
key to making smarter decisions
• We started at the top, now we’re here…
SUMMARY
35. #LLS16
Q&A / Panelists
Joe Gelata
Head of Global Demand
Gen & Revenue Operations
Vidyard
@RevenueEngineer
Bonnie Crater
President
& CEO
Full Circle Insights
@BonnieCrater
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report
36. #LLS16
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