marketo summit 2014 - how to increase pipeline by 60%, a demand gen blueprint

Prospecting Blueprint: Increase Pipeline by 60% 129% ✓

Claudia Hoeffner Director, Demand Genera/on Acquia

Jamie Quine Senior Manager, Marke/ng Opera/ons Acquia

✕

Page © 2014 Marketo, Inc. #mktgna7on14

Acquia Slide


Our story begins with….


From $10M to $22.9M

Disclaimer: Accurate pipeline numbers cannot be disclosed. These numbers have been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.


Q1: Build a Sales and Marketing Funnel

Disclaimer: Accurate pipeline numbers cannot be disclosed. This number has been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.


Ready •  Review historical data to find patterns •  Survey your sales team •  Pilot your full scoring model Fire •  Implement tracking through stages •  Launch scoring model!

Aim •  Meet weekly with sales reps •  Iterate constantly



Smart List: Flow Step:


Lead Becomes MQL Smart List:


Lead Becomes MQL Flow Step:




Lead Changes Stage Smart List:



Lead Changes Stage Flow Step:


Q2: Benchmark to Fix Funnel Bottlenecks




Jeff

Dan

Ryan



•  Touch 1 à Call/VM •  Touch 2 à Email directly after call •  Touch 3 à Call/VM •  Touch 4 à Email directly after call •  Touch 5 à Email •  Touch 6 à Call/VM •  Touch 7 à Email •  Touch 8 à Call/VM •  Touch 9 à Call/VM •  Touch 10 à Email •  Touch 11 à Final Call/VM •  Touch 12 à Final Email



Tracking Touch Statuses Smart List:



Tracking Touch Statuses Flow Step:



1) Stamp Score at Recycle:

3) Listen for Change (SFDC Field):

2) Create formula field in SFDC Behavior Score – Behavior Score at Recycle



Re-Engage the Lead:


Q3: Give Marketing a Sales Target




Pipeline Created By Category % to Goal % of Total Pipe

Account Management 123% 32%

Partners 67% 12%

Inbound 160% 43%

Outbound 70% 13%

TOTAL 112% 100%

Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect effec7veness on a quarterly basis.



Step 1: Understand Your Funnel Conversion

What’s the length of your sales cycle? 90 Days

What’s your OPP to CW conversion rate? 25%

What’s your bookings target? $1,000,000

What’s your ASP? $40,000

What are you historical funnel conversion rates? 32%/30%/15%/25%

Disclaimer: Accurate conversions and pipeline numbers cannot be disclosed. These conversions and pipeline numbers have been adjusted accordingly to reflect the effec7veness on a quarterly basis.



Step 2: Set Goals Based on Your Funnel Conversions

90 Days Operating One Quarter Ahead

25% (4X) * $1,000,000 $4,000,000 Pipeline Target




$40,000 25% (4X)

6944 Inquiry

2222MQL

667SAL

100 OPP

25 CW

$1,000,000 90 Days

32%

30%

25%

$4,000,000

15%

Inquiry : MQL

MQL : SAL

OPP : CW

SAL : OPP



Q3: Demand Creation Center of Excellence

CMO Marketing Strategy

Product Marketing Go-to- market

Demand Generation Programs Design

Field Marketing Sales Enablement

Inside Sales Qualification

MOPS Technology, Process, Database & Analytics

Strategic Communications PR, Content Creation

Outbound Sales Qualification

Web Team/Inbound

65% 100% 45% 55% +5%

35%

21%



Q4: Build a Blueprint to Scale

$15M



Q4: Go-to-Market Planning PIPELINE TARGET: $3,825,000

VERTICALS MEP, Public Sector, Life Sciences/CPG, Healthcare, Franchises, Financial Services, Edu

BRANDING: Launch new digital marke7ng sites faster, while lowering costs and improving website governance.

AWARENESS: Agility: If you selected a proprietary CMS for your .com site last year, will you be agile enough to launch 100s of campaign sites you need this year?

Free Up IT Time: Focus instead on business-‐ cri7cal applica7ons.

TARGET SEGMENTS: DIGITAL: VP Digital, Director of Digital Marke7ng

IT: VP of Web/IT Delivery for Web Solu7ons

PR/MEDIA: ● Press Releases: Mul7lingual (Lingotek) Support; Campaign Cloud Launch Announcement ● Blog Announcements: Distro Support (#BYOD); DKan Support for Public Sector

CONTENT: ●  Blog: Business Benefits of Efficiently Delivering Many Sites

●  0-‐60 eBooks: FinServ, Pharma, Edu

●  Blog Series: The Power of Drupal Mul7site ● WP: Take Control of Digital Proper7es

DEMAND CREATION VEHICLES: ●  Campaign Cloud Launch: EM Series, WR, SEM, OLA ●  Field Marke7ng: Target Accounts ● Website Accelerator Toolkit: EM Series, WR, OLA ●  Nurture: EM Series ●  Events: EyeForPharma

●  Mul7lingual/Distro Support Launch: EM Series, How-‐To WR ●  Edu Mul7site: EM Series (Dept Sites, Student Clubs, etc.), Toolkit offer ●  Power of Mul7site: EM Series, WR

PARTNERS: ●  Preferred Partner Program: Select Partners; Launch NA campaigns; Enable EMEA ●  Co-‐Marke7ng Campaign with New Amsterdam & Phase2: DKan + OpenPublic Support ●  Enablement: Provision sandboxes for key strategic partners


Q4: Build a Blueprint to Scale


Q4: Inbound Capacity Model

Blended ISR

$10M •  Inbound Follow Up •  Closing •  Proposals •  Outbound calls

{ BEFORE

Focused ISR

•  Inbound Follow Up { $22.9M

AFTER

Disclaimer: Accurate pipeline numbers cannot be disclosed. These numbers have been adjusted accordingly to reflect the quarterly increase and decrease of Marke7ng sourced pipeline.


METRIC W1 W2 W3 W4 W5

# of New Leads 14,635 15,814 16,314 23,091 20,001

# of MQLs 9,589 7,810 4,697 6,194 5,571

# of Opps 296 235 246 253 346

$ Value of Opps $10M $9M $12M $15M $22.9M

Q4: Weekly Benchmark



Q3: Quarterly Benchmark

Benchmark

MQL SAL Opportunity Won deal End-to-end Pipeline

Q2 56% 16% 15% 19% .25% $9M

Q3 34% 28% 14% 15% .20% $12M

Q4 32% 30% 11% 16% .16% $15M

Q1 34% 30% 15% 14% .22% $22.9M



Current State and a Look Ahead



Final Tips

•  Go live and iterate •  Give your Marke7ng team a Sales target …and give your Sales team a Marke7ng target. •  Use data to tell the story

Thank You!