Powering Marketing for High Value ROI_Accelerating Leads to Revenue

Copyright © 2016 Accenture All rights reserved. 1

ACCELERATING

LEADS-TO-REVENUE

PIA CHON

POWERING MARKETING FOR HIGH VALUE ROI


TODAY’S BUSINESS REALTIES

https://www.youtube.com/watch?v=32WjO7IiHpI

https://www.youtube.com/watch?v=32WjO7IiHpI


AND MARKETERS ARE HELD ACCOUNTABLE TO DRIVE

REVENUE…

What is

Marketing’s

ROI? How is marketing

contributing to

sustainable &

profitable

revenue growth?

What is

marketing’s

contribution to

sales and the

pipeline?

Revenue

ROI

Sales &

Pipeline


55% Driving revenue is the new marketing success metric. 55% of marketers own responsibility and are

accountable for generating qualified leads which subsequently convert to sales

61% Of marketers surveyed, 61% say generating high quality leads is a challenge. 41% of marketers surveyed

say converting leads into a customer is a challenge

79% Lack of lead nurturing is the common cause of the poor performance. 79% of marketing leads never

convert to sales

58% Nearly 60% of companies grapple with measuring digital ROMI

19% Only 19% of marketers are enabled to track the performance of their marketing efforts

…BUT IT’S CHALLENGING

Sources: The Data on Data-Driven Marketing, Aberdeen Group, December 2015

Big Data for Marketing Survey, Aberdeen Group

Marketing Sherpa


LEGACY FUNNEL TODAY’S MULTI-DIMENSIONAL FUNNEL

THE MARKETING DYNAMICS ARE REAL-TIME, AND CUSTOMERS

ARE NOW IN CONTROL

Source: Automate Your End to End L2RM Process, Forrester, September 2014


…REQUIRING A REFRESHED APPROACH TO ACCELERATE LEADS-

TO-REVENUE (L2R) MANAGEMENT

L2R MARKETING FUNNEL

ORGANIZATIONAL

ALIGNMENT

INSIGHTS DRIVEN

MARKETING

MODERNIZED

L2R PLAN

CLOSE

PROSPECTS

LEADS NURTURING

MARKETING QUALIFIED

LEADS (MQL)

LEADS DISTRIBUTION

SALES QUALIFIED

LEADS (SQL)

L2R STRATEGIC PILLARS


A BALANCED APPROACH TO HIGH PERFORMANCE LEADS-TO-

REVENUE (L2R) MARKETING

Modernized

L2R Plan

The Customer

• Goals and Performance Metrics

• Organizational Structure

• Common Language

ORGANIZATIONAL ALIGNMENT

• Demand Generation

• Leads Nurturing

• Leads Distribution

MODERNIZED L2R PLAN

• 1:1 Leads-to-Revenue

• CMO Dashboard

• Intelligent Marketing Stack

INSIGHTS DRIVEN MARKETING


ORGANIZATIONAL ALIGNMENT:

IT TAKES A VILLAGE

40%Marketing generates roughly 40% of the

sales forecasted pipeline

20% Companies with fully aligned sales and

marketing departments experienced a

20% jump in annual revenue growth

- 4% Companies with no sales and marketing

alignment in place, suffered a 4% decline

44% Only 44% of companies formally agreed on

the definition of a qualified lead between

sales and marketing

Align sales and marketing goals and metrics (e.g. marketing measures

are tied to quantity, while sales goals are dependent on quality of leads)

Extend goals across the organization to include tech, products and data

teams

GOALS AND PERFORMANCE METRICS

Institutionalize open communications and feedback loop (functional

“siloed” approach vs. collaborative model). Knowledge exchange

extended beyond just sales agents and marketing

Empower marketing to have end-to-end visibility into sales pipeline

Define roles, accountability, operational model and governance structure

ORGANIZATIONAL STRUCTURE

Align on the formal definition of a qualified lead, across all channels;

consider value-based prospect definitions by LTV and immediate revenue

contribution

Develop a clear definition of KPIs, including ROI and prospect valuation

Establish data literacy across the entire organization

COMMON LANGUAGE

L2R Leaders

Sources: The Definitive Guide to Lead Generation, Marketo

B2B Best Practice, “3 Steps to Sales and Marketing Alignment Nirvana”, Salesfusion

Jumpstart Revenue Growth with Sales and Marketing Alignment, Marketo


ORGANIZATIONAL ALIGNMENT:

LARGE U.S. INSURANCE COMPANY

Designed an enterprise-led marketing

operating model, including +155 roles

definition, to deliver significant cost and

organizational efficiencies across all geos,

channels and products

STRATEGIC REALIGNMENT OF

MARKETING AND SALES TO BEST

POSITION BUSINESS FOR HIGH

PERFORMANCE


MODERNIZED LEADS-TO-REVENUE (L2R) PLAN:

PIVOT TO CUSTOMER CENTRICITY

Focus on integrated campaigns that promote benefits to drive quality

prospects. Define the key markets, content and relevant cross channels mix

(offline/online/video/mobile)

Advance search and site optimization to boost targeted prospects

Leverage intent-driven insights, supported by analytics, to find the most

responsive and loyal prospects

DEMAND GENERATION

Drive prioritization and definition of lead scoring process in coordination with

sale agents, then consistently refine, refine, refine

Support lead nurturing through the right enabling capabilities (e.g. marketing

automation, DMP, analytics platforms) and take real-time corrective actions

Continuously evolve your customer segments for retargeting and cross-

sell/upsell opportunities

Practice data hygiene: de-dupe and centralize all leads

LEAD NURTURING

Employ a data driven approach to prioritize leads, based on probability, size

and time to close

Leverage analytics to allocate leads to most optimal channel (e.g. direct

versus sales agent channels)

LEAD DISTRIBUTION

L2R Leaders

42%Of Best in Class organizations have the ability

to dynamically optimize offers and web

experiences based on customer profiles

29% Optimized keyword strategies can result in

lift of 11%-29%, depending on the level of

digital maturity

50% Companies that excel at lead nurturing

generate 50% more sales ready leads at

33% lower cost

35% Well-targeted acquisition campaigns can

result in 25-35% increase in conversion

of leads

165% 3rd largest Canadian FS experienced 165%

YoY growth in sales through mobile

cross-selling

Sources: Accenture FS Digital Proprietary Benchmarks

The Definitive Guide to Lead Generation, Marketo Research

Case Study for eBusiness Channel Strategy, Forrester, May 26, 2015


MODERNIZED LEADS-TO-REVENUE (L2R) PLAN:

LARGE INDEPENDENT U.S. AGENCY

Designed a funnel management program

leveraging predictive analytics to help sales

reps prioritize leads, resulting in 58%

revenue lift

FACED WITH INCREASED

COMPETITION, WANTED A MORE

ANALYTICAL APPROACH TO

PRIORITIZE AND ROUTE LEADS FOR

700 FIELD SALES ACROSS 8 REGIONS


INSIGHT DRIVEN MARKETING:

MANAGE TACTICALLY, REPORT STRATEGICALLY

Plan technology investments with extended cross-functional collaboration

Do away with “one vendor fits all mentality” and architect your own fully

integrated L2R system to meet your unique business goals

INTELLIGENT MARKETING STACK

Balance relevant metrics that drive L2R ROI. Utilize a multi-dimensional based

approach to optimize key KPIs that matter (i.e. volume, value, velocity,

effectiveness, efficiency)

Build a sophisticated, real-time dashboard for senior management and

continuously improve to inform marketing’s impact to sales by channel, platform,

media mix, leads quality, LTV, etc.

CMO DASHBOARD

Embrace data, advanced analytics and associated tools and technologies to

extract insights for mass personalization efforts

Leverage analytics and models to advance clustering, profiling, modeling,

leads routing (e.g. lookalike, predicative and attribution models)

1:1 LEADS-TO-REVENUE (L2R)

56%Of Best in Class marketers are more likely

to use analytics and data platforms

57% Marketing data & analytics users are 57%

more effective at increasing their productivity

with integrated marketing technologies

2.6x Marketing data & analytics users execute

2.6X more campaigns on average,

annually, compared to non-users

62.1% Marketing data & analytics users average

a 62.1% higher ROMI

L2R Leaders

Source: The Data on Data-driven marketing; where data and analytics make a

difference, Aberdeen Group, December 2015


INSIGHTS DRIVEN MARKETING:

1:1 LEADS-TO-REVENUE (L2R) FOR MASS PERSONALIZATION

https://www.youtube.com/watch?v=heSudg-tfIk

https://www.youtube.com/watch?v=heSudg-tfIk


INSIGHTS DRIVEN MARETING:

LEADING INDIAN INSURANCE COMPANY

Built customized models to test and refine

multi-channel campaigns, driving topline

sales by a magnitude of 5x

LEVERAGE ROBUST END-TO-END

ANAYTICS TO AGGRESSIVELY TRIPLE

ONLINE SALES


END-TO-END DIGITAL MARKETING SOLUTION:

GLOBAL AUTOMOTIVE MANUFACTURER

Increased digital sales by +25% within the first

7 months of a 5 year program

OPTIMIZE ALL DIGITIAL MARKETING

ACTIVITIES ACROSS ALL BRANDS AND

MARKETS TO ENHANCE CUSTOMER

EXPERIENCE AND DRIVE SALES

16

APPENDIX


MARKETING IMPERATIVES:

FOCUS ON METRICS THAT MATTER

Volume: Analyze programs that deliver volume, you

can gain visibility into what activities are contributing

the most new customers

Value: Analyze the sources and programs that have

yielded the highest value prospects, you can revise

your mix to target the highest value segments

Velocity: Pace for prospects to move through each of

the measured journey

Effectiveness: Understand your average marketing

investments required to generate a qualified lead

Efficiency: Analyze these metrics, in conjunction with

the other metrics, helps marketing leaders determine

the programs and channels in which to invest more

Return on

Marketing

Investment

(ROMI)

Return

Return

Values

Velocity

Effectiveness

Efficiency

Volume


MARKETING DECISION-SUPPORT:

SOPHISTICATED, REAL TIME DASHBOARD

Illustrative

Powering Marketing for High Value ROI_Accelerating Leads to Revenue

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