Marketing and Sales Alignment Demystified, as presented by Todd Forsythe at the 2010 Marketo User...
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Page 1 New World of Marketing & Sales Alignment Todd Forsythe © 2010 Marketo, Inc. Marketo Proprietary and Confidential
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The media landscape has changed faster than any previous period in history. Is the new media reality driving bottom-line results? Most traditional marketing tactics are no longer effective, yet companies cling to an old fashioned marketing mix. Learn how salesforce.com has gone beyond social media to reinvent the go-to marketing model. See the results and learn how sales and marketing alignment drives hundreds of million dollars in pipeline, featuring Chatter.
Transcript of Marketing and Sales Alignment Demystified, as presented by Todd Forsythe at the 2010 Marketo User...
Page 1
New World of Marketing &Sales Alignment
Todd Forsythe
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2010. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Under Rapid Change There IsOne Constant:
Sales & Marketing:1+1=3
2009: Social Networking Surpasses Email
Email Users
Social Networking Users
Social Networking Users Surpass Email Users on 7/09
Source: Morgan Stanley Internet Mobile Report, December 2009Data is for unique, monthly users of social networking and email usage.
Broad Change in Internet Usage
Top Internet Use Cases
Search
Source: Morgan Stanley Internet Mobile Report, December 2009
6/06 9/06 12/063/07 6/07 9/07 12/07
3/08 6/08 9/08 12/083/09 6/09 9/09
Next Generation Devices Changing How We Access the Internet
2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E
Desktop
Smartphones
Notebook PCs
Source: Morgan Stanley Internet Mobile Report, December 2009
Device Shipments
1300% 1700% 400%
69%Vi
deos
Vide
os V
iew
s
Con
tact
Our Game has changed
TraditionalMarketing Social Media
33%
Lead
s
And we are delivering more to sales
Our Imperative:
Marketing & SalesAlignment
Traditional marketing model…outdated & one way
why is sales at endof the process?
Salesforce marketing: conversation centric
WebsiteEvents
Demand generationLead management
CustomersBloggers
Twitter/FacebookAnalysts
PressLaunch events
Salesforce communitiesSalesforce Ideas, Blogs & Answers
Twitter/Facebook
& Sales
Facilitate dialog between sales and marketing thru process
All marketing/sales apps on one platform
PR/ARManagement
Campaign Management,Workflow Management
BudgetingSFA
CommunityManagement
& Sales
Enables deep insight across the marketing mix
Reports Dashboards
Ad Hoc AnalysisCollaboration
Real Time Full Marketing Mix Deep Into SalesRespond to fluid online environment and budget changes, support sales in deal process
The Secret to Success: Real-Time Partnership
For Marketers…
VisibilityFor Reps...
Productivity
Real-time MarketingReal-time HistoryReal-time Access to contentReal-time CollaborationReal-time Analytics
Real-time MarketingReal-time AnalyticsReal-time OptimizationReal-time FlexibilityReal-time Collaboration
Know Your Sales & Marketing Model
Relationship Marketing Model
Transactional Marketing Model
Marketing
Sales
Marketing
Sa
les
Buy Cycle
Buy Cycle
Different TacticsFor Different Markets
TOUCHTactics
REACHTactics
Enterprise (Geo & Industries)
GB & MM(General Business& MidMarket)
SB & VSB(Very / Small Business)
1,000+ employees
56+ employees
Sales & Marketing Alignment
EventsAccount TargetingCompetitive TakedownsThought LeadershipPartners
Targeted Demand GenerationSEMDisplay adsContent syndication
Yes, marketing ISa route to market
RevenuePipeline Deal size & segment mix
4 Horseman Accountability
Sales Inside Sales
Alliances Marketing
Your dashboardsmust allow you to talk to sales?
<demo>
Marketing tactics mustengage the selling process
Segmentation/lists – Hand selected with sales
Broad BasedAwareness
Top 2000Accounts, Personalized
Top 100Hand-to-Hand Combat
DisplayTargeted Lists
Hand selected competitive accountsCustom built, cleansed lists
Migration offers
Solo emails are a dead end!
Emails intimately triggered by sales interaction thrujourney’s
Audience
Behavior
BuyingProcess
Interest
NeverEnding
DeterminesLead Flow
You need an end-to-end marketing and sales process
Marketing Manager
Tier 1 Sales: Sales Reps or Inside Sales
Tier 2 Sales: Account Executives or Field Sales
Management Reports & Dashboards
Campaigns Leads
Qualified?
yes
Lead Management
Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel• Manually Enter Business Cards
no
Sample Routing Rules• Territory Based Routing• Product Based Routing• Pick Off Queues• Manual Assignment of Leads
Win?
Opportunity ManagementLead Generation
Campaign Effectiveness
& ROI
Accounts
no
yes
Opportunities
Sales Process Map, Campaign to CustomerTwo tier sales process typically found in high volume B2B sales organizations where marketing campaigns generate leads, a tier one team qualifies leads to pass on to a tier two sales team that manages the sales cycle.
Types of Campaigns• Email Campaigns• Advertising• Direct Mail• Trade Shows
Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor
Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.
Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity
Salesforce.com Tabs
Lead Source Lead Status Closed
Business
Qualify LeadLead Assignment
Archived
Leads
Check for Duplicates
Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest
Work Lead & Adjust Lead Status
Opportunity Pipeline
Competitive Win/ Lose
Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost
Sales Cycle
Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.
Archived
Opportunities
The lead is converted into an opportunity with an associated contact and account. Often the lead will be handed off to the tier 2 sales person to work it through the sales cycle.
Lead Conversion
Lead QualityLead Type
Neglected Leads
Marketing Campaign
Lead Capture
Active Customer
Account becomes an active customer.
Lead Conversion
Contacts
Back To Journey
Medium is the message
8 Role-Based Emails
Turned email into Chatter FeedsWith Real Customers
+45% Response Increase
Web optimizationIs based on sales
Homepage optimization – 4 areas of focusBased on pipeline and conversion to sales
1. Navigation
2. Banner 3. CTA
4. Product module
Internal social mediaaligns sales and marketing
Interact Globally
Share Presentations
Collaborate With Dashboards
Visibility Into Workflow
Help Sales Close Deals
Communicate With Team
Follow Campaign Performance
Marketing Collaboration With Chatter
Get ready for a customer visit!
“Sales can engage me for a customer presentation and a colleague in Europe can send me their pitch in real time!”
Turn your marketing intothe sales pitch
a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions
6,000 video views a day = 35 hyper-efficient reps
39%
46%
14%
Where is Video Being Consumed?
Over 1000 Videos In Our Library
And the cornerstone:Extreme Events
Single best tool to engage customers and sales
80k+ attendees and counting
Extend your events by600% with online streaming video
Map Your EventStrategy To Your Audience
CIO
VP IT
VP L.O.B.
Developers
Small Medium Large
DevCon
Cloudforce
Dreamforce
Most Demand Gen = Organic & Sales Driven
CRM Essentials
Engage Sales Across
Every Tactic
Page 48
Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
