www.fullcircleinsights.com Session by Ronen Shetelboim, Director of Marketing, and Claire Alloway, Marketing Programs Manager, on leveraging Salesforce data (in a scalable way) to gain in-depth revenue insights and align marketing with sales. April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.

1. Leveraging Your Salesforce Data to Drive
Revenue and Align Marketing and Sales
Ronen Shetelboim, Director of Marketing, Jobvite
Claire Alloway, Marketing Programs Manager, Jobvite
The Jobvite Story

2. Employment Brand
Sourcing
Candidate Experience
Candidate Selection
Insight
Jobvite is the
leading recruiting
software platform

3. Jobvite Customers

4. 2013 – The Year of Foundations
2014 – Raising Money
2015 – The Year of Scaling
• Our Challenges
• Solutions for the CEO, CFO, CMO, CRO, and Campaign Managers
• Results
2016 – Sustainability and What’s Next
Q&A
Timeline

5. “You can't manage what you can't measure.”
- Peter Drucker
2013 - The Year of Foundation
+ =

6. Established clear goals with
CEO and the board.
2014 - Raising Money & Building a Reverse Funnel
Bookings
(SQL Won)
Pipeline
(SQL)
Inquiries / Net New Leads
Created clear definitions:
● SLAs
● Cost per Opportunity
● Velocity
Analyzed:
● Cost per Inquiry
● Campaign Influence
● Campaign ROI / POI
MQL / TQL / SAL

7. • Full Circle CRM (establishing SFDC as the one source of truth)
• Funnel definitions (INQ, MQL, SAL, SQL)
• Service level agreements
• Velocity reports & influence reports
2013-2014 Solutions

8. 2013-2014 Results
+10%
Sales Accepted
+33%
Mid/Enterprise
Inquiries
+20%
Accuracy in
pipeline/ booking
forecast
7
out of 10 predicted
customers at-risk
Raised
Series D
+0.77%
Inquiry to Win

9. 2015
Demonstrate our ability to scale

10. Challenge #1
New segments and a lack of historical data

11. 1. Benchmark data from SiriusDecisions
2. Reversed deal engineering & digital behavior
3. Pipeline Influence (POI) by segment and by channel
Solutions

12. Challenge #2
Efficiency and scalability

13. • Funnel conversion reports by channel
• POI influence by channel
• Bi-weekly inquiry meeting
• Monthly results meetings with campaign managers
Solutions

14. Challenge #3
Managing stakeholders

15. Solutions
1. Customized reports and
dashboards for campaign
managers
2. Customized reports and
dashboards for the CMO
3. Customized report and
dashboards for C-level execs

16. Campaign Managers
Funnel Metrics by Channel
and Campaign
Overall Pipeline Creation
and POI by Channel and
Campaign

17. CMO Dashboard

18. The Enterprise Funnel Specific Territory Funnel
Individual Sales Rep Funnel
CRO Dashboard

19. CFO Dashboard
Budget Model & KPIs

20. 2015 Results
+32%
YoY Pipeline
Growth
+95%
Inquiry to
Won
Won the
Forrester Wave
+40%
YoY bookings growth
+90%
Sales Accepted
Leads

21. 2016 - Moving Forward
● Alignment 2.0
– Internal communication & education
– Scaling people, tools and processes
● Building out an Account Based Marketing strategy
– Managing segmentation with the same lack of historical data
– Predictive and machine learning

22. Questions