1. PRESENTED BY!
#C2C14!
Shifting the Axis: A New Model for
Marketing and Sales Collaboration!
ADP® Sales Enablement!

2. #C2C14!
About Us!
• Sr.
Director,
Lead
Center
• @BrianTeevan
• Brian.Teevan@adp.com
Brian
Teevan
• Director,
Sales
Opera;ons
• @DannMarty
• Daniel.Marty@adp.com
Dann
Marty

3. #C2C14!
A
comprehensive,
global
provider
of
cloud-­‐based
Human
Capital
Management
solu;ons
and
BPO
services,
analy;cs
and
compliance
exper;se.
Small
Mid
Large
Product
A
Product
B
Product
C
9 Sales Groups
Central
Lead
Center
Ü Partner
with
opera;ons
to
ensure
requirements
documented
and
implemented
Ü Manage
enterprise
leads,
including
nurturing
and
presales
qualifica;on
Ü Process
governance
to
ensure
lead
engagement
and
ensure
Lead
Qualifica7on
Lead
Programs
Governance
!
A little about our role!

4. #C2C14!
Today’s Takeaways!
Ü Identify the drivers for shifting the axis of sales
and marketing collaboration!
Ü How to break through political obstacles to
make the shift!
Ü Articulate the value that an optimized approach
can deliver to both sales and marketing!

5. #C2C14!
Buyer Empowerment, Sales Complexity
57%Buying
process
complete
before
engaging
sales1
5.4
Average
size
of
buying
group1
59%Time
spent
on
non-­‐
selling
ac7vity5
1CEB
2013
2DemandGen
Report
3Insidesales.com
4Gleanster
Research
5CSO
Insights
2011
90%Buyers
say
when
ready
to
buy,
they
will
find
you2
35-50%
Of
sales
go
to
vendor
that
responds
first3
50%
Leads
qualified
but
not
yet
ready
to
buy4
Why the need to shift the axis?!

6. #C2C14!
Direct
Sales
Marke;ng
Lead
Gen
Pre-­‐Lead
Center:
ü Large
global
sales
team
with
many
quota
carriers
ü Heavy
Direct
Sales
go-­‐to-­‐market
approach
ü Campaigns
were
mainly
sales
tools
for
gaining
access
ü Some
Lead
Gen
to
acquire
new
names
Why the need to shift the axis?!

7. #C2C14!
Basic
repor;ng
Limited
visibility
One
way
lead
flow
–
no
recycling
No
feedback
between
sales
and
marke;ng
Process
Management
All
leads
handed
to
sales
–
no
qualifica;on
High
false-­‐
posi;ve
rate
Widespread
distribu;on
Inconsistent
training
and
no
SLAs
Sales
Handoff
Shared
pla[orms
–
but
independently
developed
Redundant
processes
Ad
hoc
digital
campaign
development
Infrastructure
Wrong
Des;na;on
Ignored
Inconsistent
Management
Why the need to shift the axis?!

8. #C2C14!
HOW WE MADE THE SHIFT!
Building the Lead Center!

9. #C2C14!
Continuous Conversation!
Gain
Access
Provide
Your
Sales
Teams
with
Dynamic
Gaining
Access
Tools
to
Help
Personalize
Message
Sales
Enablement
Aligned
to
the
Buyer’s
Journey
EARLY
MID
LATE
Drive
Leads
Loosening
the
status
quo,
Engaging
early
stage
buyers
and
aDracEng
acEve
buyers
not
current
talking
to
us
Sales
Funnel
Accelera3on
Provide
a
guided
selling
approach
that
leverages
mobile
technology
and
leads
the
buyer
to
your
unique
differenEators.
© Copyright 2014 ADP, Inc. Proprietary Information of ADP. All rights reserved.

10. #C2C14!
þ Capture
key
elements
of
the
process
to
be
changed
þ Test
and
measure
changes
and
new
programs
þ Quan;fy
and
ar;culate
the
value
þ Build
credibility
with
sales
leaders
þ Iden;fy
champions
/
challengers
for
change
in
sales
þ Op;mize
and
maximize
value
to
the
organiza;on
Set the vision
Define the process
Get senior level
support
Our Approach: Driving Sales Efficiencies
Through Lead Management!

11. #C2C14!
Our Vision!
End-­‐to-­‐End
Repor7ng
&
ROI
Digital
Marke7ng
Partner
Referral
BUÜBU
Referrals
Webinar
AVendees
Whitepaper
Downloads
Web
Browsers
Other
Lead
Source
ESLead
Center
Automa7on
Nurturing
ü Thought leadership
ü Product tracks
ü Decision maker-type
customization
ü Recycling
ü AB / upsell
ü Progressive profiling
ü Behavior modeling to drive messaging
ü Predictive analytics to drive ADP approach
ü Intelligent Sales Campaigns
Scoring Models & Predictive Analytics
CRM
AVS
MAS
SBS
ESI
Can
Ins
RS
TSR
MNC
Sales
Destination
Field Sales | Inside Sales
“Contact me”
Partner Referrals
BUÜBU
MQL Lost / Stalled
DealsClients / AB
ü May be
verified
ü Direct to sales
Lead SLA Monitoring and Enforcement
NAS
Fast Track Lead Programs

12. #C2C14!
Inquiries
Pre-­‐sales
Sales
Accepted
Closed/Won
Business
Opportunity
2.
Pre-­‐Sales
Nurturing
before
a
prospect
is
handed
off
to
teleprospec;ng,
field
or
channel
resource;
communica;on
posi;oned
from
ADP
or
from
teleprospec;ng
3.
Rejected
Recycle
Nurturing
when
a
prospect
is
rejected
by
a
sales
resource
for
predetermined
reasons
or
has
no
movement
for
a
predetermined
period
of
;me
4.
Closed/Lost
Recycle
Nurturing
when
a
once
engaged
opportunity
has
died
on
the
vine
or
sales
has
marked
as
closed/lost
with
no
further
movement
1.
Outbound
Outbound
lead
genera;on
to
engage
cold
and/or
inac;ve
leads
to
drive
early
ac;vity
to
feed
into
nurturing
Our Vision: Identify Target Groups
and Build Lead Programs!

13. #C2C14!
“Sure,
help
us
manage
leads…
…but
just
DON’T
touch
our
leads.”

14. #C2C14!
• Sales
marked
opportunity
as
“closed/lost”
• No
other
open
sales
opportunity
• Listed
in
Sales
CRM
database
Closed/Lost
Recycle
• Sof
leads
that
were
not
being
passed
to
sales
• Website
/
downloads
/
adver;sing
/
events
• May
or
may
not
already
be
in
Sales
CRM
database
Pre-­‐Sales
Leads
Where
to
start:
ü Least
sales
resistance,
disrup;on
ü Leads
not
being
worked
or
neglected
ü Pitch
as
a
90-­‐day
pilot
test
Shift from Direct Sales to Lead
Nurturing Campaigns!

15. #C2C14!
Entered
Program:
800
Opportuni7es
Created:
30%
15
First
Mee;ng
39%
Proposal
34%
Closed
Won
14%
Closed
Lost
13%
Opportunity Status
ü 240 opptys, $X pipeline
Proposals:
34%
Closed
Won:
14%
$X
Dollars
Closed
Key Conversions
ü Over 1 in 4 nurtured accounts entered oppty
ü More than 1/3 have gone to proposal
Numbers
are
illustraEve,
not
actual
results
“How
can
you
tell
if
there
was
an
impact?”
“We
already
work
these
accounts
all
the
Eme.”
“Most
opportuniEes
are
self-­‐generated.”
Nurture Program Results!

16. #C2C14!
0%
13%
21%
29%
0%
9%
18%
21%
0%
10%
20%
30%
At
0
days*
Afer
30
days
Afer
60
days
Afer
90
days
Nurtured
Non-­‐Nurtured
16
38% relative
higher rate
Opportunity
Rate
by
Month
Closed/Lost Recycle Nurturing
After 90 Days!
“Wow,
we
got
back
into
more
opportuniEes
at
a
faster
rate!”

17. #C2C14!
0%
7%
13%
18%
0%
0%
1%
1%
0%
5%
10%
15%
20%
At
0
days*
Afer
30
days
Afer
60
days
Afer
90
days
Nurtured
Non-­‐Nurtured
17
Opportunity
Rate
by
Month
17 times
more likely to
enter sales
opportunity
Pre-Sales Lead Nurturing!
After 90 Days! “This
is
really
a
no
brainer!”
“Just
nurture
them
all!”

18. #C2C14!
Further shifts: Incorporating the
Human Touch!
Build
a
Receiving
Team
• Iden;fy
who
can
handle
the
human
touch
• Setup
training
support
for
handling
sof
inquiries
• Develop
SLAs
and
processes
Leverage
Email
Engagement
to
Priori;ze
• Use
ac;vity
to
filter
a
large
target
list
of
contacts
• Develop
a
simple
ac;vity
threshold
to
trigger
a
human
touch
Use
Mul;ple
Channels
• Phone
outreach
• Personal
emails
• Social
media

19. #C2C14!
Articulating the Value of the Shift!
Measure
Set
KPIs
Audit
the
Process
þ Iden;fy
champions
/
challenges
for
change
þ Set
simple
KPIs
þ Arm
leaders
with
ac;onable
repor;ng
þ There
is
more
to
life
than
repor;ng
þ 3rd
Party
Response
Audits
þ Opportunity
&
Lead
comparison

20. #C2C14!
Getting alignment
here is easy
Where the work
gets done
!
!
ü Ownership at all levels
ü Focus leads amongst dedicated team
ü SLAs – what does great look like?
ü Front line managers need to be coaching and tools to learn how to manage the process!
ü Long term focus, and “lead level” ground game tactics
Champion
Hero
!
Change Manager
Identify champions / challengers
for change in sales!

21. #C2C14!
KPIs: Evangelize your key priorities!
Response time
decreased from
never / days to
minutes
Pre-Qualification of
leads saves sales
time working bad
leads
110% increase in 12
months
Nurtured contacts were 14
times more likely to enter a
sales process than control
Respond
Faster
Increase
Sales
Produc;vity
Increase
Value
per
Lead
Influence
Early
Stage
Buyers

22. #C2C14!2

23. #C2C14!
There is more to life than reporting!
• Live
leads
• Track
Response
• 3rd
Party
Op;ons
Real
Life
Audit
• Lead
data
• Opportunity
data
• Any
misses?
Compare
Sales
Ac;vity
to
Leads

24. #C2C14!
Axis Shifted: Our New Model for
Sales and Marketing Collaboration!
A systemic communication and lead management process to
maximize lead value and drive sales productivity and effectiveness.!
24
• Stage
between
lead
gen
and
sales
• Quality
check
before
lead
given
to
sales
• Save
sales
;me
|
follow
up
to
ensure
engagement
Lead
Qualifica;on
• Enterprise
messaging
pushed
to
non-­‐sales
ready
prospects
• Early
|
Mid
|
Late
Lead
Nurture
• Leverage
automa;on
and
lower
cost
reps
to
generate
incremental
sales
opportuni;es
Lead
Development
110%Increase
in
value
per
ac7onable
lead
14xNurtured
contacts
are
more
likely
to
enter
a
sales
process
150%
Target
ROI
using
lower
cost
resources
to
drive
sales
4,000
Hours
of
sales
produc7vity
7me
saved

25. #C2C14!
Questions?!
Please follow us on Twitter:!
@BrianTeevan!
@DannMarty!
@ADP!
Thank you for your time!!
Key Takeaways!
Ü Identify the drivers for change – both internal and
external – agree on challenges to align goals!
Ü Look for areas of least sales resistance – not worked or
neglected – easier to agree on a test pilot!
Ü Plan for measuring pre/post and test/control groups to
prove concepts!
Ü Optimize programs beyond basic reporting and tactics !