Sponsor Lightning Round - Marketo
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Optimizing Sales and Marketing Alignment Dave Wondolowski, Dir. of Enterprise East Marketo
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Sponsor Lightning Round - Marketo
- 2. Optimizing Marketing and Sales Alignment Dave Wondolowski, Dir. of Enterprise East Marketo @marketo
- 3. Agenda • A Day in a Life Example • Best Practices • Results / Case Study
- 4. Where Do I Start?
- 8. Automation is a Catalyst for Alignment
- 10. Fix the Funnel Leaks Awareness Engagement Prospected & Recycled MQL: Lead SQL: Lead Opportunity Customer Analysis & Insight Nurturing Database Marketing Sales
- 11. 3X “The change that we’ve seen over the year as we’ve implemented our nurturing blueprint is dramatic. Our relationship with Sales is soaring to new heights and the Marketing and Sales teams are much more productive..” - Beki Scarbrough, VP of Integrated Marketing Marketing-sourced pipeline Nurture tracks created monthly 23 Lead conversion rate 400% - 400% Increase in Conversion Rate from Marketing - Qualified Leads to Sales Ready in One Year
- 12. Marketo “Best Practices” Suggestions One Team – Establish Common Goals: - Marketing - Spend Time in the Field - Sales - Share Feedback Develop a Closed Loop Process: - Agree on process and definition - Accountability are critical Analysis and Insight: - Benchmark against common goals - Actionable Events for Areas for Improvement Marketing & Sales Share Common Goals:
Notas do Editor
- Because sales and marketing teams have different goals and expectations, we are holding this webinar to discuss how to improve sales and marketing alignment, share tips on how Marketo does it and then end with a live demonstration from David on how Marketo Sales Insight can empower reps and help manage leads and contacts.
- Another tip is to get Agreement on definitions. You need to decide what metrics matter and what management wants to see. It is important to have a clear definition for a lead, MQL, SQL, and opp. For example, what is a lead? Is it someone that stops by your booth to get a prize, or is it someone that reads your blog, or is it someone that attends a webinar? Having a clear definition will help avoid confusion and problems in the future.
- Another tip is to get Agreement on definitions. You need to decide what metrics matter and what management wants to see. It is important to have a clear definition for a lead, MQL, SQL, and opp. For example, what is a lead? Is it someone that stops by your booth to get a prize, or is it someone that reads your blog, or is it someone that attends a webinar? Having a clear definition will help avoid confusion and problems in the future.
- Slide that depicts process flow? From MQL to opp, and process improvement. What will Marketo do for me as sales?
- A few years ago CA Technologies started with a very basic set-up that might sound familiar: they participated in top funnel activities and shared content to collect names, and those “leads” would randomly get passed to sales. In addition, those names would also get dumped into a batch-and-blast mass email drip. Challenge: CA Technologies had no control over what and how leads went through the funnel. So the “leads” they collected were mostly unqualified sales leads, which diminished the value Sales attributed to Marketing-generated leads and diluted the impact of Marketing’s efforts on revenue. Solution: The first step was to connect all existing leads and lead sources. Marketo became the central database to tie all leads and lead behaviors together, tightly integrated with their CRM, SalesForce. Marketing worked with sales to classify and score leads based on criteria they agreed was important. Marketing also created customized nurturing programs around the needs of Sales. Some leads take as long as a year to be “sales ready,” so the CA team views the customer lifecycle as a “team sport,” where marketing takes the lead until the relationship is right for sales hand-off. How do they determine when the time is right? Marketing rapidly ramped up their sophistication once they aligned on what “good” leads looked like – they built 23 nurturing programs in 1 month. Each of the 23 nurtures has either score based transition rules or program status based transition rules to ensure prospects only accelerate to the next stage/stream if they are interacting with the delivered content. CA’s nurture qualification is based on activities such as downloading a white paper from the corporate website and the corresponding product interest is stamped on their lead record. Each nurture program ranges from 3 to 6 streams categorized into Awareness, Consideration, Peer Analysis, Evaluation and Qualification set to the cadence of once a week. Lead sources are connected through Marketo so they can be developed to the next stage. For example, unknown leads are put through Real-Time Personalization to get better customer profiling. Contacts are put through multi-step nurturing campaigns and Sales is notified when a contact achieves Marketing Qualified Lead status. This allows Sales to only concentrate on the most qualified leads. Results: An efficient, well-aligned team meant sales started getting better leads, and pipeline grew overall. Marketing-sourced pipeline grew 3X, and ultimately created a 400% increase in conversion rate for MQLs to Sales ready in one year.
- Shadow calls Drive awareness for marketing* Collect market perceptions for content creation Feedback Marketing Sales *what I mean here is give marketing an inside look at what goes on in calls so that they can pivot as needed in content, training, battlecards, wtc