Unite sales and marketing with Big Data to fuel revenue growth.

1. GROW
REVENUE
WITH
BIG DATA
Unite Sales and Marketing
With Big Data to
Fuel Revenue Growth

2. CONTENTS
One Word: Growth PAGE 3
The Battle Over Lead Generation PAGE 5
Why Sales and Marketing Alignment is Key PAGE 8
The Role of Big Data PAGE 11
How Marketing Can Bridge the Gap with Big Data PAGE 14
About Lattice PAGE 17

3. One Word: Growth Revenue Growth
Each year, companies
ONE WORD IS ALWAYS TOP OF MIND FOR large and small focus on
SENIOR EXECUTIVES—GROWTH. growing their revenues.
• How do we grow our business? 8%
Did not increase
• How do we grow our audience? revenue targets
• How do we increase our sales?
• ow do we build a bigger
H
customer base?
92%
Increased thier revenue targets
over the previous year
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4. TO GROW REVENUE, BEST IN CLASS ORGANIZATIONS ARE FOCUSING ON:
• Capturing new accounts • Increasing existing account penetration
• Increasing sales effectiveness • Optimizing lead generation
80
70 65%
Top Objectives for 60
the Next 12 Months 51.6%
50
A variety of approaches
are leveraged to achieve
40 35.9% 34.5%
2013 revenue goals. 30
23.7%
19.9% 17.6%
20 16.8%
12.2% 10.4%
9.2%
10
3.3%
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5. The Battle Over The Challenge
Nearly two-thirds of the
Lead Generation companies rated lead
generation as needing
While sales and marketing should be working 80 improvement.
together to achieve higher revenue, in many
organizations this is not the case. It’s no surprise 70 66.7%
that CSO Insights uncovered that lead generation 60
is one of the main challenges that sales and
marketing must overcome in 2013. 50
40
30 25.8%
20
10 4.4% 3.1%
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6. Lead Gen Analysis
Nearly 50 percent surveyed
believe that the quantity and
quality of marketing generated
leads need improvement.
45% 24.5%
Self-generated Other (partners,
by sales reps press, referrals, etc.)
IN MANY ORGANIZATIONS, MARKETING IS NOT
GENERATING ENOUGH LEADS FOR SALES.
This creates a tremendous gap leaving salespeople
on their own to create one off email campaigns,
develop presentations, create microsites and host
webinars without input or help from the marketing 30.5%
team. Generated by
marketing
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7. WHAT HAPPENS WITH LEADS THAT WERE The Challenge
GENERATED BUT AREN’T QUITE READY TO CLOSE? Lead incubation
After spending time on lead generation, researching new continues to be a
accounts and trying to close deals, sales professionals weakness for sales.
have little to no time left to nurture existing leads that
60
have expressed interest in the product or service offered. 58.7%
50
Amount of time 25.8% 23.3%
account research/lead
generation is consuming
Marketing:
informal process
Marketing sales:
blended process 40
of the average rep’s
work week 30.0%
30
20
20%
6.3%
10
No one 8.1%
responsible
3.1%
0
26.8% 23.3%
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8. Why Sales and Marketing Missing the Mark
As the world’s economy
Alignment is Key crashed in 2009, so did
sales reps’ abilities to hit
Sales professionals are struggling to hit their quotas. their targets.
According to CSO Insights, less than two-thirds
of sales reps made quota in 2012. This is stagnant Greater than 75% 51-75%
over 2011. 30.7% 30.7%
As the economy picks
up speed and technology
accelerates the sales
process, companies are
out of alignment.
Gerhard Gschwandtner
founder and CEO of Personal Selling Power, Inc.,
26-50% Less than 25%
26.8% 11.8%
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9. Overall Plan Attainment
Over 57 percent of companies
failed to meet revenue goals for 2012.
75-89% 100-109%
15.3% 34.5%
90-99%
19.7%
WHAT DOES THIS MEAN FOR REVENUE
ATTAINMENT FOR THE YEAR?
Did missed quotas lead to poor company Less than 75% Greater than 110%
performance? Was the effect big or small? 22.7% 7.8%
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10. ALIGNING SALES AND MARKETING Prioritize Research
CAN HAVE A TREMENDOUS and Focus Expectations
IMPACT ON REVENUE GROWTH. Sales teams struggle 42 percent
Sales professionals want help. with figuring out which surveyed need help
accounts to target. with research.
50 50 50 50
Sales and marketing 46.2% 46.6%
alignment continues to 44.6% 42.2%
be a challenge for40 40 40
many 40
organizations, and even
when sales and marketing 30
30 30 30
automation are supported
by the same application,
20 20 20
there’s often a gap between 20
sales’ perceived needs and
what marketing supplies. 10
10 10 10
7.3%
9.6%
Rebecca Wettemann
Vice President, Nucleus Research 1.9% 1.5%
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11. The Role of Big Data
WHAT IS BIG DATA? According to IDC, we are creating more data in a single day
than existed in the year 2000. Roughly two and a half exabytes of data were created
every day last year. Simply put, this massive amount of data is referred to as Big Data.
THE 3 Vs OF BIG DATA
Volume Velocity Variety
The terabytes of data that Modern businesses may place This information may be
most large companies acquire more importance on the time collected in a number of forms
regularly are too large to pro- characteristic of Big Data including text, audio, video,
cess with conventional means. than any other dimension. statistical data or sensor
As technology penetrates Acquisition of timely data is information.
more aspects of society, the critical to many time sensitive
information generated from operations and provides
and about those devices is a competitive advantage.
rapidly expanding.
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12. THE CONTINUOUS EXPONENTIAL GROWTH IN
THE AMOUNT OF INTERNAL, EXTERNAL AND
SOCIAL MEDIA DATA ON YOUR CUSTOMERS AND
PROSPECTS ALSO RELATES TO BIG DATA.
F
or a given company, it is possible
to find over 1,000 attributes of
your customers and prospects
across all the data sources that
are available.
LESS THAN
Unfortunately, sales and
.01%
marketing don't have time of information is useful in
to sift throught the data. discovering buyer's intent.
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13. Big Time Benefits
from Big Data
ACCORDING TO MCKINSEY COMPANY’S
DOMINIC BARTON AND DAVID COURT, COMPANIES
CAN BENEFIT BY DEVELOPING THESE STRENGTHS:
1. Multiple Data Sources: Creatively source Dominic Barton
Global Managing Director
internal and external data. McKinsey Company
2. Prediction and Optimization Models: Focus on
the biggest drivers of performance. Build models that
balance complexity with ease of use.
3. Organization Transformation: Create simple,
understandable tools for the people on the front lines.
Update processes and develop internal capabilities
to use the tools. David Court
Director Global Marketing
Knowledge Leader
Source: Making Advanced Analytics Work For You, Harvard Business Review October 2012 McKinsey Company
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14. How Marketing 42.2%
Need improvement
Can Bridge The Gap on account research
With Big Data 20%
Amount of time account
research and lead gen
• rm sales with the data and insight about accounts
A is consuming average
and opportunities reps' work week
• hed light on how to prioritize accounts
S 44.6%on
Need improvement
prioritizing accounts
• evelop content and support sales training to
D
improve rep ramp up time
35%
Of sales organizations
report ramp-up times of
more than 10 months
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15. ACCORDING TO CSO INSIGHTS: Recognize Potential
Buying Trigger Events
How well are they being
Big Data is poised to take trigger events leveraged?
analysis to a new level by identifying 50 48.1%
buying signals that firms may not know
exist. Sales and marketing organizations 41.9%
are using Big Data to identify trends that40
might be common across customers who
buy or don’t buy from them. 30
20
10 7.5%
2.5%
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16. Big Data is beginning to shed light on the phases of
the buyer’s journey, according to Christine Crandell Big Data Analytics
of New Business Strategies. Is Here and Now
A Big Data approach to
sales and marketing can
provide companies with a
Marketing will more holistic view of their customers
quickly embrace the insights and prospects. By analyzing
from Big Data and change data from a variety of sources
how they engage and including marketing automa-
enable prospects and build tion, CRM, past purchase
history, social media, news
enduring relationships alerts and more, sales and
with customers. marketing leaders can
Christine Crandell have a better view into
President of New Business Strategies
what has previously
been unpredictable—
buyer’s intent.
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17. About Lattice
Lattice is revolutionizing sales and marketing through the power of
Big Data. The company's Big Data for Sales platform, salesPRISM,
delivers real-time, predictive and actionable insight to sales and
marketing professionals wherever they are so they can engage the
most receptive customers in the most compelling ways. Fortune 5000
companies such as ADP, Dell, EMC and SunTrust rely on Lattice to
generate 75 percent more pipeline, triple conversion rates, and double
win rates. Lattice is privately held and backed by NEA and Sequoia
Capital with headquarters in San Mateo, CA.
This ebook shares numerous statistics courtesy of the following sources:
CSO Insights Sales Performance Optimization 2013—Sales Strategy Analysis
CSO Insights Sales Performance Optimization 2013—Key Trends Analysis
For more information, visit www.lattice-engines.com
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