2014 marketo summit - lead lifecycle management and analytics for the complex sale

Lead lifecycle Management and Analytics for the Complex Sale

Eric HolleboneMarketing Director, Algonquin College

Rhoan MorganCEO, DemandLab

© 2014 Marketo, Inc. #mktgnation14

Intros

Eric• Marketo Champion ‘12,’13,’14• MUG-Ottawa Leader• Customer since 2008, have the T-shirt• Bought x4, Partner x1, Consultant x15• Forms 2.0 with Glen Lipka

Rhoan• Marketo Champion• MUG Leader-Philadelphia• Using Marketo since 2009• Worked in over 50 client instances of Market


A little about Algonquin

• 20,000 FT & 35,000 PT Students• 4 campuses + online• Marketo client for 3 years• Currently

Using Marketo to manage mktg automation

Prospects/Admissions Student Communications Corporate Training

• Future Employee Communications Alumni Communications

• Located in the national capital• 1M population, bilingual (English,

French)• Voted best city in Canada, 3 years

in a row


Getting Started


Getting Started: Mapping

• People Processes



• People Processes (ouch!)



• Nice. Neat. Linear. Reality?


Getting Started: Translation

• Create your blueprint• People• Technology• Other systems• Other inputs• Exceptions



• Example flow chart


Business Model: Recruiting for Higher Education

• Complex, long sale• Buyer education

required• Multiple touches• Considered purchase• High dollar value• Lots of competition

and alternatives• Buyer has a team of

influencers.

• Driven by brand awareness and reputation

• Personas & segmentation

• High volume - 60,000 opps/year

• Constrained by public funding


Traditional Higher Ed Sales funnel


Our Funnel and Model (simplified)

Unknown Name Lead Applicant Fees StudentOffer

Sales & Marketing Admissions & Registrar


Selling simultaneous seats

Cycle Sep

Oct Nov

Dec

Jan Feb

Mar

Apr May

Jun Jul Aug

Fall

Winter

Spring


Using Multiple Models

Fall

Winter

Spring


Using Multiple Models

• In the current modeler design, a lead can only be in one stage of a model

• Having multiple opportunities for multiple terms at different stages broke the model.

• Ah moment was when leads were trying to move backwards in stages.

Fall

Winter

Spring



• Connect people with technology



• Build using programs• Campaigns• Fields• Modeler• Backfilling

• Reporting (plan from the start) • RCE• SFDC



Program Status

Custom Field: LL Status

Revenue Stage



23 Active Campaigns


Executive Visibility – SFDC Dashboard


Revenue Cycle Reporting


Tactical Reporting

• Marketing Programs


Tactical Reporting

• Source to Oppty Reporting


Tactical Reporting

• Marketing Channels


Tactical Reporting

• Engagement to Opportunity Trends


Pulling it All Together

1. First time Execs have a visible pipeline2. Only modeler could pull the entire funnel

together truly closing the entire loop for all terms

3. Simultaneous opportunities for time-based sales drove multiple models

4. Test and look for exceptions, test and test again


Best Practice Tip

Always connect your opportunities to people.

Opportunity Contact Roles Validation (free)https://appexchange.salesforce.com/listingDetail?listingId=a0N300000025Vs1EAE

Require Opportunity to have identified Contact Role or Primary Contact Assigned at a certain stage in the Opportunity Selling Process. Easily customizable validation rule to fit your specific selling methodology.


Five Keys to Success

• Modeler• What do you actually need?• Keep it simple• Two Active Models• Archiving but no deletion• Adding active models



• Communication & Buy-In• Spend time on discovery• How do all pieces of the process fit together• What are the pieces that do not fit• Where is the middle ground

– People process?– Technical process?



• It ain’t over ‘til it’s over• Marathon, not a sprint• Keep at it until you have 95% to

98% accuracy• Some leads will just not fit the

process… and that’s ok



• Testing and QA• Take time to do it right• Hours/days needed• Question everything that

does not fit• Watch out for “phantoms”



• Devil in the Details• Field naming• Triggers vs batch • Timing is everything

Thank You!

Rhoan MorganCEO DemandLab [email protected] (267) 297-2181 linkedin.com/in/rhoanmorgan twitter.com/DemandLab

Eric HolleboneDirector, MarketingAlgonquin College [email protected] 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone

http://www.demandlab.com/

mailto:[email protected]

http://www.linkedin.com/in/rhoanmorgan

http://www.linkedin.com/in/rhoanmorgan

https://twitter.com/DemandLab

http://www.algonquincollege.com/

mailto:[email protected]

http://ca.linkedin.com/in/erichollebone

http://ca.linkedin.com/in/erichollebone

https://twitter.com/erichollebone

https://twitter.com/erichollebone

2014 marketo summit - lead lifecycle management and analytics for the complex sale

Marketing

mktgnation14 business

mapping people

multiple models

multiple touches

multiple opportunities

multiple terms

translation build

mapping nice