Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
6. TODAY’S STATS
Total survey responses: 465
PERFORMANCE
BASEDALGORITHM
All
Respondents
Customer
Experience
(Jan. 2014)
n= 276
B2B
Marketing
(Dec. 2013)
n= 189
Top Performers:
Respondents that
achievedTopQuartile
performance in key KPI’s
Everyone Else
Gleanster
Benchmark
Stats
7. Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and RetainingTalent
8. Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and RetainingTalent
+MARKETING
+HR
SALES
+PRODUCT DEVELOPMENT
+SERVICE & SUPPORT
9. There’s No
Perception
Gap in Lead
Quality
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
How would you rate the quality of leads generated by
marketing on a scale of 1 to 5?
10. There’s No
Perception
Gap in Lead
Quality
25%
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
10%
38%
27%
5%
34%
27%
19%
15%0%
How would you rate the quality of leads generated by
marketing on a scale of 1 to 5?
11. Challenges in
2014
37%
49%
55%
65%
72%
89%
0% 20% 40% 60% 80% 100%
Locating contact information
Insufficient materials
Navigating multiple decision
makers
Sales forecasting
Establishing relationships with
buyers
Longer sales cycles
Challenges with Customer Engagement in 2014
Sales (n=112)
* Customer Experience Management
Survey, Q1 2014, n=276
15. Challenging
traditional
perspectives
7%
9%
12%
15%
18%
19%
20%
0% 20% 40% 60% 80% 100%
Tradeshow badge scan
Email campaign open rate
Downloading a whitepaper
More than 5 website visits
Downloading 2 or more…
Demo Signup
Contact Us form fill
Sales (n=78)
* 2013 Marketing Automation Survey,
Sales Reps n=78
What activity drives the most conversion to a
qualified opportunity in your organization?
No Clear
Winner?!?
20. Expect it to be
an investment
in time, not
necessarily
budget
Budget usually resides in marketing
Establish a common language
Definition of a “qualified lead”
Integration with CRM
Lead alerts
Territories and account business rules
Stop guessing
21. But I’ve heard
about too many
failed
implementations
Top Performers are 4x more likely to invest
in marketing automation
Establish a “Clarity of Focus”
Share CustomerWin Data with Marketing
Prioritize 3-5 Key Personas
If you don’t know where you are
going every path will take you there.
22. Expect 2x
higher bid-to-
win ratios from
your highest
performing
reps
32% of All Respondents
report leads that are
passed to sales are
qualified by BANT criteria.
Top Performing
organizations report 2x
higher bid-to-win ratios in
the first 12 months of using
marketing automation.
* B2B Marketing Survey, Q4 2013,
n=189
23. But do I need to
disrupt existing
processes to get
there?
Lead scoring creates rules to automate
qualification and outsource it to
marketing
Content uncovers intent- conversation
starters
Multi-channel communication is less
intrusive to prospects
Real-time alerts in CRM give reps
context
24. Expect an
average of 1.5x
higher revenue
year-over-
year.
100% of respondents reported an average of
1.5x higher revenueYoY.
82% of sales leaders report
“significant improvement” in lead
quality within the first year of
investing in marketing automation.
76% report a “significant decrease”
in lead quantity.
* B2B Marketing Survey, Q4 2013,
n=189
25. But every time
we beat a target
…my target
increases!?!
Measure the conversion from “marketing
qualified” to “sales accepted lead”
Measurement gives Marketing and Sales
leaders to confidence on performance so
you can say:
Sales: “if you give us X sales accepted
leads we will convertY revenue in this
timeframe.”
Marketing: “to generate X sales accepted
leads we needY in marketing spend.”
26. ExpectShorter
SalesCycles
89% of sales leaders report sales cycles
decreased “as a result of marketing
automation.”
* B2B Marketing Survey, Q4 2013,
n=189
27. Expect an
increase in
CRM adoption
among sales
reps
In your opinion, did marketing automation with
CRM integration lead to an increase in CRM usage
among reps?
Yes
No
* B2B Marketing Survey, Q4 2013,
n=189
28. Expect
marketing to
be just as
accountable as
sales.
Quantify everything. Leads meet the criteria
or they don’t.
Link marketing spend to revenue for closed
loop measurement.
Determine what messages resonate across
different channels. Help sales reps adjust
tactics.
Replicate and scale best practices.
29. What to
expect?
2x higher bid-to-win ratios
“significant increases” in lead quality
“significant decrease” in marketing-to-sales lead
quantity
1.5x higher increases in revenue
increased CRM adoption
reduced sales cycles
tangible accountability – in marketing