Global CRM & Demand Center Global CRM – Fundamentals (MKTG1060)

YOUR LEADS HAVE A NEED FOR SPEED

QUICK ANSWERS TO COMMON QUESTIONS

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Mary Firme Chief Lead Accelerator, ReachForce @MaryFirme

Bryan Shaw, PMP Global Marketing Operations Manager, Dell @shaw_bryan

YOUR LEADS HAVE A NEED FOR SPEED: PRESENTERS

ABOUT REACHFORCE §  Mastering data management for B2B

Marketers for nearly a decade

§  Driving innovation in marketing data platform by maintaining a dynamic database of customers, accounts and transactions

§  Providing continuous data quality management to build quality leads for marketers to create a more valuable customer engagement

Best Lead Generation Solution

ABOUT MARY FIRME

Experienced cat wrangler

2013 Stevie - Gold Award Winner - Marketer of the Year

20 Years Demand Generation,

Operations and Digital Marketing

FAST LEAD HANDLING IS NOT THIS.

Sales.  

Lead who’s just looking.  

FAST LEAD HANDLING IS FOR THIS.

Sales.  

“Today’s buyers are two-thirds to 90%

of the way through their purchase journey before they reach out to

the vendor.” - Lori Wizdo, Forrester  

Forrester  Infographic  2012    

ROUTING LEADS ACCURATELY HELPS SPEED. AND SALES.

Route leads by: •  Zip code •  State •  Revenues •  Employee Count •  Industry •  Global enterprise •  Technology used •  And when you route it -

track what happened.

SUBMIT!

First Name:!

Last Name:!

Email:!

Company:!

Phone:!

Jennifer!

Anderson!

mvp@webtrends.com!

WebTrends!

503-222-2222!

First Name Jennifer State Code OR

Last Name Anderson Country Code US

Email mvp@webtrends.com

Employee Count 325

Company Webtrends Inc. Employee Location Count 23

Phone 503-294-7025 Annual Revenue $42,200,000

Address 1 851 SW 6th Ave SIC 7372

Address 2 Ste 600 SIC Industry Name

Prepackaged Software

City Portland NAICS 511210

State Oregon NAICS Sector Name

Software Publishers

Country USA Company URL www.webtrends.com

Postal Code 97204-1343 Subsidiary SUB

Trade Style Name

Confidence Level user

5 QUESTIONS SmartForms in Action"

Webtrends increased speed to complete progressive profiles 19X with SmartForms – getting full qualification in just 1 day (down from 20 days). As a results, Webtrends grew sales pipeline 40% per quarter post SmartForms, a massive business impact for the company.

ABOUT BRYAN SHAW

Alaska:  2006-­‐2009  

Looking  Unified  

Iraq : 2006-2007 Looking Intimidating

Rochester:  2009-­‐2011  Looking  Technical  

Dell  Aus?n  2011-­‐Now  

DELL’S DEMAND CENTER TODAY

BACK TO THE BEGINNING: 2009 §  People  began  loading  stuff  into  

Salesforce.com  

§  Sales-­‐ready  leads  ranged  from  CIO  event    a2endees  to  3rd  party  purchased  list  of  names  

§  Leads  took  4-­‐8  weeks  to  get  to  Sales  

§  Sales  took  weeks  to  follow-­‐up  

§  Then  we  read  The  Lead  Response  Management  Study…  

WEAK LEADS: A SELF FULFILLING PROPHECY

2009-­‐12  Average            

14  

LEAD SPEED IS VEHICLE-AGNOSTIC

Dell is best in class. (When we do everything right)

           

15  

WEAK LEADS: MARKETING’S CONTRIBUTION

2011-12 Average

           

STEP 1: NAME KEY OBJECTIVE & IDENTIFY CHALLENGES Key Objective. Customers are looking for responsiveness from Dell – our mission is to exceed their expectations.

Challenges: Automation is not easy. §  Most lead generation is still “offline”

§  Massive direct Sales team is account-based – lookups required

§  No qualification team: marketers must write detailed instructions for Sales follow-up

§  Events and 3rd party vendors are not optimized for speed

§  All or nothing approach to “online” automation caused quality issues or lead leakage

STEP 2: ADDRESS THE CHALLENGES Set SLAs for offline leads and add “concierge” service for online leads

Measure Baseline. Expose Flaws. Fix Process. Repeat.

Vendors Marketers Operations

Sales • Enforce 7-day turnaround for event leads

• Update vendor agreements

• Require personal touch by marketing within minutes for online leads

• Reroute online “non-lead gen” inquiries

• Copy Sales on replies to expedite follow-up

IT

0

5

10

15

0

20

40

60

80

100%

LE US PUB NA MB NA LATAM EMEA APJ G500 OEM Total

Average Days to Follow Up

Acceptable Follow Up Time

Follow Up%

Q3FY13 Days to Follow UpQ4FY13 Days to Follow UpQ3FY13 Follow Up %Q4FY13 Follow Up %

STEP 3: MEASURE THE REVENUE PAY OFF

Huge ROI for Concierge Program:

•  35x in LATAM

•  19x in NA Small investments or improvements can yield huge revenue gains.

19  

STEP 4: FINDINGS – SHARE SUCCESS (& FAILURES) SUCCESS:  We  can  make  a  lot  of  money  very  quickly  

FAILURE: Customers don’t wait for you

FAILURE: Customers can get angry and email your boss

SUCCESS: The right thing to do for our Customers helps us.

STARTING THE PROCESS: FIND A STARTING POINT

•  Review lead information

•  Accept/Reject lead •  Immediately

follow-up

•  Provide feedback on quality

•  Measure results and constantly improve

•  Set SLA’s and enforce them

•  Become a “Marketing Admin” in your CRM (Apex/SFDC Data Loader)

•  Score, clean, and route leads to Sales

•  Simplify and standardize everything

•  Automate as much as you can

•  Accept that your job isn’t done after the event

•  Use standardized lead capture forms

•  Deliver leads immediately to Ops

•  Include info about the event/campaign

•  Receive strategy from execs

•  Plan marketing event schedule

•  Target the right accounts/contacts for invitations

•  Capture the right info from leads

Pre-Event Post-Event Lead Management

Lead Follow-Up

Sales/Marketing Sales/Marketing/BI Marketing Marketing Ops

SPEED SUCCESS STORIES: OFFLINE LEADS

Why did we see such an improvement Offline? •  Fewer SRL’s (but better quality): Campaign had a

more targeted list of Leads •  Higher Follow-Up: Alignment with Sales team on

follow-up procedures (and lead quality encouraged follow-up)

•  Higher Conversion: Very detailed “Next Steps” for Sales and “Supporting Information” about the campaign

SPEED SUCCESS STORIES: ONLINE LEADS

Why did we see such an improvement Online? •  More SRL’s: No Online lead leakage as all leads are

automatically loaded to SFDC •  Higher Follow-Up: An “Online Lead Concierge” is

100% dedicated to immediately contacting leads, routing to Sales, and contacting reps for follow-up

•  Higher Conversion: Concierge is dedicated to continuing customer conversations within minutes

HOW DELL BUILT AN AWARD-WINNING* MARKETING OPERATIONS TEAM

* ITSMA Marketing Excellence Award for Generating and Nurturing Leads * SiriusDecisions Return on Integration (ROI) Award * B2B Awards Marketing Team of the Year (Nominated)

Global CRM & Demand Center Global CRM – Fundamentals (MKTG1060)

QUESTIONS: YOUR LEADS HAVE A NEED FOR SPEED