Improving the Efficiency and Effectiveness of Sales and Marketing:

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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1

Improving
the Efficiency and Effectiveness
of Sales and
Marketing
:



An
Executive Lunch for Salt Lake City Marketing Professionals

Thank you for joining us



© 2009 Marketo, Inc.


Marketo Proprietary and Confidential

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2

The Marketing and Sales Inefficiency

A company attends a trade
-
show and gets 100+ leads

Leads are forwarded to the sales team


© 2009 Marketo, Inc.


Marketo Proprietary and Confidential


Which are the
good leads?


….and
bad
leads?


Who

is ready to
buy?


We spent a lot on that show.


I hope sales is following up
on those leads.


If

the prospect isn’t ready to
buy now, will sales keep
them warm?

SALES

MARKETING

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3

The Marketing and Sales
E
fficiency

Scores

leads based on profile attributes and behavior
(web site visits, email opens, etc.)

Flags

‘hot leads’ to sales

Nurtures

the remaining leads, keeping them warm
and monitoring for changes in their scores

Provides

analysis of the entire revenue lifecycle



© 2009 Marketo, Inc.


Marketo Proprietary and Confidential

SALES

MARKETING

I know who to call
…when

I have ROI of the entire
marketing spend.

I know that the leads are being
kept warm.

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4

Old

Now

Buyer

Page
5

The c
urrent
r
evenue

m
odel is
at
best
obsolete
.

Marketing qualified
leads will
never close

-

SiriusDecisions

94%

Sales reps
DO NOT

achieve their sales
goals

-

CSO Insights 2010 Sales Strategy
Analysis

52%

Companies rate their
Lead Generation as
subpar

-

CSO Insights 2010 Sales Strategy
Analysis


60%

Year low on sales
productivity

-

Chief Sales Office, Insights Study

15

At w
orst,
i
t’s

d
ysfunctional
.

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6

Social

Marketing

Social

Apps

Product &
Partners

Collaborate

Service &

Engage

Automate &
Extend

Connect &
Sell

Social Customer Profile

Employee
Social Networks

Customer Social
Networks &
Product
Social Networks

Social Enterprise

Delight Your Customers and Employees

Source: Salesforce.com 2012

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7

Inbound/Outbound Marketing

Inbound Marketing: Process of helping potential
customers find your company. Tactics include:


Search engine optimization


Social media marketing


Content marketing

Outbound Marketing: Proactively target your
prospects. Tactics include:


Corporate Communications strategy


Outbound marketing


Nurturing or Marketing Automation




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8

Marketing

Sales

Lead Management

Automate campaigns and deliver high
quality leads with less effort

Sales Insight

Understand, prioritize, and interact
with the best leads and opportunities

Revenue Cycle Analytics

Measure, Understand, Optimize, Predict

Revenue Performance Management

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9

Impact

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10

Increase Revenues by 40%

Half of which flows to bottom line

Increase
average
contract value

11%

Increase
number of
opportunities

46%

GROW SALES

PIPELINE OF DEALS

Improve

win

rate

17%

SALES

PRODUCTIVITY

REVENUE

GROWTH

Reduce
customer
acquisition costs

15%

SAVE MONEY
ACROSS ALL STAGES

2011 Customer
Survey

Amazing Impact
That Grows Fast

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11

Integrating Marketing into Sales Functions

Focus time on the hottest
leads and opportunities

Best Bets

Understand, prioritize and interact with the hottest sales
leads and opportunities to close more business faster

Understand relevant
actions of each buyer

Interesting Moments

Instant updates, anytime
and anyplace

Lead Feed

Interact using smart email
and campaigns

Insight to Action

See which companies are
visiting the website

Identify Web Traffic

Works inside Salesforce, w/
Chatter integration

Native Force.com

© 2009 Marketo, Inc.


Marketo Confidential Until June 9, 2009

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12

Revenue Cycle Analytics

Marketing analytics solution for marketing leaders that need
to measure and
optimize ROI

and
prove the impact they
have on revenue

Combines
powerful software

with a unique methodology
developed in the “Marketo laboratory” to make it
easy

to:


Measure

the “metrics that matter”


Understand

how marketing impacts revenue


Optimize

the marketing mix


Predict

how revenue performance will trend in the future

© 2010 Marketo, Inc.

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13

2x
opportunities

Business Impact

70% more new
customers in

1 year

Lead flow up
200%

Cold calls down
50+%

Webinar
attendees up 10X

Cut customer
acquisition costs

264% marketing
ROI

Cost per patient
down 50+% to
$17

% of patients in
target segments
up

3x lead
-
to
-
opportunity

conversion

40% annual
revenue growth

Improved
opportunity
forecasting

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14

Company Snapshot


Serena Software


Serena Software Dramatically

Improves Lead Generation &

Prospect Engagement with Marketo



Real
-
time visibility into all prospect engagement and events


Prioritized lead follow
-
up based on prospect behavior


Automated

nurturing

of

qualified

prospects

not

yet

ready


to

buy


Improved landing page conversion rates


Robust customer community that offers strong user

support base

“With the assistance of the
amazing post
-
sales team at
Marketo, we went from
nothing to a very
sophisticated Marketo
implementation within just
11 weeks. No one tops
Marketo for best
-
in
-
class
marketing automation
leadership and customer
support.”





Carl Landers,

VP of Marketing



Redwood City, CA


Software & Cloud


500

employees


SFDC


MLM, MSI, RCA


MarketBright

swap

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16

Marketo Revenue Suite

LEAD MANAGEMENT

REVENUE CYCLE ANALYTICS

SALES INSIGHT


Inquiry Capture


Prospect Database


Lead Nurturing


Lead Lifecycle


Prioritized Leads


Actionable Insights


Sales Campaigns


Effectiveness Analytics


Marketing Forecasting


Strategic Insights

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential