Strengthening the Sales & Marketing Alliance at Televerde, as presented by Larry Fleischman at the...
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Transcript of Strengthening the Sales & Marketing Alliance at Televerde, as presented by Larry Fleischman at the...
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Strengthening Televerde’sSales & Marketing Alliance
Larry Fleischman, Director of Marketing
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Who We Are…
B2B outsourced demand creation agencyHigh-tech specialtyIdentify and nurture net new sales oppty’sIntegrated approach – “Category of One”
Generation of $2 billion in newsales revenue for clients over past 15 years.
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Some Stats…
15 years of accumulated data, insight and best practicesEngagements with 1,200+ clientsDesign & implement 650 campaigns annuallyWorkforce of 350 in 5 Knowledge Centers
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Data & Insight
Data & InsightData & Insight
Open Opportunity Analysis
Sales Support & Optimization
Nurture
Go-to-MarketStrategy
Data Analysis,Maintenance &Management
MarketResearch &Analysis
DemandCreation &Discovery
SQL
Four-Phase Approach:1. Strategy & Planning2. Create, Discover, Convert, Accelerate3. Nurture, Support, Assess4. Analyze & Refine
Alignment of Televerde CompetenciesWith the Integrated Approach
Customer Satisfaction & Loyalty
Closed-Won Opportunity Analysis
Closed-Lost Opportunity Analysis
MQL SAL
Research
Market/Territory ProfilingAccount Profiling Competitor ProfilingOpportunity AnalysisCustomer Sat & Loyalty
Exactus Data
Data Gap AnalysisData RemediationData ManagementData Products
SpecialtyMarketing
Content DevelopmentEmail Design & SendsEvent ManagementWeb DevelopmentWeb ChatWebinar ProductionDirect Mail
Integrated Nurture
Program DesignData ManagementMonitoring & ScoringContent DevelopmentIntegration w/Dialogue
Dialogue-Based
Lead GenerationLead QualificationAppointment-SettingEvent RecruitmentDirect SalesIntegrated NurtureSales SupportOpportunity AnalysisCustomer Sat /Loyalty
Reporting
Campaign PerformanceBusiness Reviews Program AnalysisWeb-Based Portal
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Life Before Marketing Automation
Is it possible that an agency specializing in salesand marketing could experience its own “Gap”?(A little embarrassing, but… Yes.)
One-dimensional lead intelligence and “scoring” modelAnecdotal, one-way (sales to marketing) information pushLess than desirable long-term lead accountabilityNo tracking of inbound web inquiries and behaviorLead waste, lost revenue, lack of ongoing engagementSales and marketing had one (wrong) thing in common:A one-way view of the world (seller’s vs. buyer’s journey)Bottom line: Unnecessary frustration
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Life During Marketing Automation
MAT forced a new view –Buyer & Seller Journey Alignment
Which begat a requirement –Sales & Marketing Alignment
The transformation:Multi-dimensional sources of data & insightBi-directional information exchange vs. pushSystematic approach for ongoing lead engagement Integrating digital insight with dialogue insight Well-timed, relevant touchesFar less frustration – much more happiness
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Keys to Successful Communication
The Checklist:Understand each other’s mindsets and needsCreate a framework for ongoing dialogue & feedbackAlign Sales & Marketing SLADemonstrate value of MAT to each otherCollaborate on flows, content and scoringCollaborate on program development by account, by market, by product
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Keys to Successful Lead Follow-Up
The Checklist:Embed a lead follow-up plan into the SLAEstablish accountability and monitor itDesign a “flight-check” processIntegrate human touch to validate, accelerate and correctEstablish the flow:
Early (educate) Mid (solution) Late (selection)Close the loop to leave no opportunity behind
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Keys to Successful Scoring Structure
The Checklist:Score, analyze, adjust modelScores are multi-dimensionalMonitor, analyze, re-scoreCustomize thresholds by campaign and objectiveAggregate “corporate score” for multiple contacts in same organization
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Keys to Successful Sales Feedback
The Checklist:Build a systematic approachCross-pollinate – discuss at Sales meetingsMeet 1:1 with sales repsListen, learn, adjust – be open-minded
If your mother says “I love you!” check it out!(Chicago City News Bureau)
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Core Competencies…
Six integrated core competencies built on afoundation of dialogue and digital services:
Enriched Data (Exactus™)NurtureResearch & AnalysisSpecialty MarketingDemand CreationReporting (deliverables, metrics, insight)
© 2010 Marketo, Inc. Marketo Proprietary and Confidential