1. Prospecting Blueprint:
Increase Pipeline by 60% 129% ✓
Claudia
Hoeffner
Director,
Demand
Genera/on
Acquia
Jamie
Quine
Senior
Manager,
Marke/ng
Opera/ons
Acquia
✕

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2014
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Acquia Slide

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Our story begins with….

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From $10M to $22.9M
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
These
numbers
have
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

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2014
Marketo,
Inc.
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Q1: Build a Sales and Marketing Funnel
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
This
number
has
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

6. Page
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2014
Marketo,
Inc.
#mktgna7on14
Q1: Build a Sales and Marketing Funnel

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Marketo,
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Q1: Build a Sales and Marketing Funnel

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Ready
• Review historical data to find patterns
• Survey your sales team
• Pilot your full scoring model
Fire
• Implement tracking through stages
• Launch scoring model!
Aim
• Meet weekly with sales reps
• Iterate constantly
Q1: Build a Sales and Marketing Funnel

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Marketo,
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Smart List:
Flow Step:
Q1: Build a Sales and Marketing Funnel
Lead Becomes MQL Smart List:

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Lead Becomes MQL Flow Step:
Q1: Build a Sales and Marketing Funnel

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Q1: Build a Sales and Marketing Funnel
Lead Changes Stage Smart List:

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Q1: Build a Sales and Marketing Funnel
Lead Changes Stage Flow Step:

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Q2: Benchmark to Fix Funnel Bottlenecks
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
This
number
has
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks
Jeff
Dan
Ryan

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks
• Touch 1 à Call/VM
• Touch 2 à Email directly after call
• Touch 3 à Call/VM
• Touch 4 à Email directly after call
• Touch 5 à Email
• Touch 6 à Call/VM
• Touch 7 à Email
• Touch 8 à Call/VM
• Touch 9 à Call/VM
• Touch 10 à Email
• Touch 11 à Final Call/VM
• Touch 12 à Final Email

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Q2: Benchmark to Fix Funnel Bottlenecks
Tracking Touch Statuses Smart List:

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Q2: Benchmark to Fix Funnel Bottlenecks
Tracking Touch Statuses Flow Step:

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks

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Q2: Benchmark to Fix Funnel Bottlenecks
1) Stamp Score at Recycle:
3) Listen for Change (SFDC Field):
2) Create formula field in SFDC
Behavior Score – Behavior Score at Recycle

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Q2: Benchmark to Fix Funnel Bottlenecks
Re-Engage the Lead:

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Q3: Give Marketing a Sales Target
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
This
number
has
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

29. Page
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Q3: Give Marketing a Sales Target
Pipeline Created By Category % to Goal % of Total Pipe
Account Management 123% 32%
Partners 67% 12%
Inbound 160% 43%
Outbound 70% 13%
TOTAL 112% 100%
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
effec7veness
on
a
quarterly
basis.

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Q3: Give Marketing a Sales Target
Step 1: Understand Your Funnel Conversion
What’s the length of your sales cycle? 90 Days
What’s your OPP to CW conversion rate? 25%
What’s your bookings target? $1,000,000
What’s your ASP? $40,000
What are you historical funnel conversion rates? 32%/30%/15%/25%
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

31. Page
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Q3: Give Marketing a Sales Target
Step 2: Set Goals Based on Your Funnel Conversions
90 Days Operating One Quarter Ahead
25% (4X) * $1,000,000 $4,000,000 Pipeline Target
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

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Q3: Give Marketing a Sales Target
$40,00025% (4X)
6944 Inquiry
2222MQL
667SAL
100 OPP
25 CW
$1,000,000 90 Days
32%
30%
25%
$4,000,000
15%
Inquiry : MQL
MQL : SAL
OPP : CW
SAL : OPP
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

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Q3: Demand Creation Center of Excellence
CMO
Marketing
Strategy
Product
Marketing
Go-to-
market
Demand
Generation
Programs
Design
Field
Marketing
Sales
Enablement
Inside
Sales
Qualification
MOPS
Technology, Process, Database & Analytics
Strategic Communications
PR, Content Creation
Outbound
Sales
Qualification
Web
Team/
Inbound
65% 100% 45% 55% +5%
35%
21%
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

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2014
Marketo,
Inc.
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Q4: Build a Blueprint to Scale
$15M
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
This
number
has
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

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2014
Marketo,
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Q4: Go-to-Market Planning
PIPELINE
TARGET:
$3,825,000
VERTICALS
MEP,
Public
Sector,
Life
Sciences/CPG,
Healthcare,
Franchises,
Financial
Services,
Edu
BRANDING:
Launch
new
digital
marke7ng
sites
faster,
while
lowering
costs
and
improving
website
governance.
AWARENESS:
Agility:
If
you
selected
a
proprietary
CMS
for
your
.com
site
last
year,
will
you
be
agile
enough
to
launch
100s
of
campaign
sites
you
need
this
year?
Free
Up
IT
Time:
Focus
instead
on
business-­‐
cri7cal
applica7ons.
TARGET
SEGMENTS:
DIGITAL:
VP
Digital,
Director
of
Digital
Marke7ng
IT:
VP
of
Web/IT
Delivery
for
Web
Solu7ons
PR/MEDIA:
● Press
Releases:
Mul7lingual
(Lingotek)
Support;
Campaign
Cloud
Launch
Announcement
● Blog
Announcements:
Distro
Support
(#BYOD);
DKan
Support
for
Public
Sector
CONTENT:
● Blog:
Business
Benefits
of
Efficiently
Delivering
Many
Sites
● 0-­‐60
eBooks:
FinServ,
Pharma,
Edu
● Blog
Series:
The
Power
of
Drupal
Mul7site
● WP:
Take
Control
of
Digital
Proper7es
DEMAND
CREATION
VEHICLES:
● Campaign
Cloud
Launch:
EM
Series,
WR,
SEM,
OLA
● Field
Marke7ng:
Target
Accounts
● Website
Accelerator
Toolkit:
EM
Series,
WR,
OLA
● Nurture:
EM
Series
● Events:
EyeForPharma
● Mul7lingual/Distro
Support
Launch:
EM
Series,
How-­‐To
WR
● Edu
Mul7site:
EM
Series
(Dept
Sites,
Student
Clubs,
etc.),
Toolkit
offer
● Power
of
Mul7site:
EM
Series,
WR
PARTNERS:
● Preferred
Partner
Program:
Select
Partners;
Launch
NA
campaigns;
Enable
EMEA
● Co-­‐Marke7ng
Campaign
with
New
Amsterdam
&
Phase2:
DKan
+
OpenPublic
Support
● Enablement:
Provision
sandboxes
for
key
strategic
partners

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2014
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Q4: Build a Blueprint to Scale

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Q4: Inbound Capacity Model
Blended ISR
$10M
• Inbound Follow Up
• Closing
• Proposals
• Outbound calls
{
BEFORE
Focused ISR
• Inbound Follow Up
{ $22.9M
AFTER
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
These
numbers
have
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

38. Page
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2014
Marketo,
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#mktgna7on14
METRIC
W1
W2
W3
W4
W5
#
of
New
Leads
14,635
15,814
16,314
23,091
20,001
#
of
MQLs
9,589
7,810
4,697
6,194
5,571
#
of
Opps
296
235
246
253
346
$
Value
of
Opps
$10M
$9M
$12M
$15M
$22.9M
Q4: Weekly Benchmark
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

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Inc.
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Q3: Quarterly Benchmark
Benchmark
MQL SAL Opportunity Won deal End-to-end Pipeline
Q2 56%
16%
15%
19%
.25%
$9M
Q3 34%
28%
14%
15%
.20%
$12M
Q4 32%
30%
11%
16%
.16%
$15M
Q1 34%
30%
15%
14%
.22%
$22.9M
Disclaimer:
Accurate
conversions
and
pipeline
numbers
cannot
be
disclosed.
These
conversions
and
pipeline
numbers
have
been
adjusted
accordingly
to
reflect
the
effec7veness
on
a
quarterly
basis.

40. Page
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2014
Marketo,
Inc.
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Current State and a Look Ahead
Disclaimer:
Accurate
pipeline
numbers
cannot
be
disclosed.
This
number
has
been
adjusted
accordingly
to
reflect
the
quarterly
increase
and
decrease
of
Marke7ng
sourced
pipeline.

41. Page
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2014
Marketo,
Inc.
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Final Tips
• Go
live
and
iterate
• Give
your
Marke7ng
team
a
Sales
target
…and
give
your
Sales
team
a
Marke7ng
target.
• Use
data
to
tell
the
story

42. Thank You!